Armani to expand fashion empire in 'avant garde Gulf'

Dubai: Fashion legend Giorgio Armani is to expand his fashion empire in the Gulf, because it is becoming one of the world's most avant-garde cities.

In an exclusive interview with Gulf News, the Italian designer said his Armani Exchange product line, which is aimed at young, fashion-conscious shoppers, would most likely arrive in the second half of 2006.

"One brand I would like to bring in here, for the younger generation, is Armani Exchange. We will be launching Armani Exchange through Al Tayer Group, our partner in the UAE and with other partners in other parts of the Gulf, including Kuwait and Saudi Arabia,' he said.

Although the company has not yet finalised locations for the news stores yet or dates for the opening of the first store, he said they would most probably arrive in the second half of 2006.

Armani, who is in Dubai to address Modern Luxury 2005, a gathering of the world's leading names in the luxury business, said he would share his thoughts with the audience on Dubai's phenomenal growth in developing its luxury sector.

"Dubai has had a considerable impact in the luxury sector. I had heard that the UAE was becoming an avant-garde area for luxury business, but I was more impressed by the sheer scale of what was actually happening."

The Armani group already has a large and growing number of stores in the UAE, which are operated under licence to Al Tayer Group. They include brand lines such as Giorgio Armani boutique stores, Emporio Armani, Armani Jeans, Junior and Casa.

Moreover, the company will launch Armani Café its first branded café in the region, at a new Emporio Armani store currently under construction at the recently opened Mall of the Emirates.

As if this wasn't enough, Armani is also gearing up for its foray into the world of luxury watches with the launch of the Borgo 21 timepiece. The Borgo will be launched on December 15, 2005 and as the latest addition to the exclusive Armani Privé collection of must have luxuries.

"This is important for us because it means we are no longer just prêt a porter (ready to wear) jewellery and watches," he said.

Although the stable of brands continues to grow at the Italian design house, Armani said there was no danger of diluting the quality of the prestigious Armani name.

"For each brand you have to let people know that you're investing the same energy, the same time and the same creativity. For example, Armani Exchange is not just something that was thrown together for the younger crowd. It was treated with exactly the same care as all my other lines, and that is why it is still very well thought of."

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Source: www.giorgioarmani.com