Wednesday, May 27, 2009
Armani Exchange manages its various categories differently. Each category is monitored differently by individual departments. As each category may bring in different types of customers, it is crucial that each category is managed intimately. The target segment for each category would be clearly defined and catered to. Another reason as to why it is pivotal to individualise the management of each category is to handle demand differently. If the company were to handle demand as a whole, they may find certain categories over stocked or under stocked.
Jackets
Jackets have been selected as an example to show the points explained above. The Armani Jackets have a target market of teenagers as well as working males. Their jackets include blazers, trench coats and vests which caters to the working males which them the dominant target. This is unlike the target market for Armani t-shirts as it firmly targets teenagers and is not too suitable for working males. The other factor is that they manage the demand differently from t-shirts. T-shirts generally sell much faster and hence have a shorter product life cycle. Jackets on the other hand tend to remain on the shelves for some time. This is the reason as to why it is important to manage categories differently.
Jackets
Jackets have been selected as an example to show the points explained above. The Armani Jackets have a target market of teenagers as well as working males. Their jackets include blazers, trench coats and vests which caters to the working males which them the dominant target. This is unlike the target market for Armani t-shirts as it firmly targets teenagers and is not too suitable for working males. The other factor is that they manage the demand differently from t-shirts. T-shirts generally sell much faster and hence have a shorter product life cycle. Jackets on the other hand tend to remain on the shelves for some time. This is the reason as to why it is important to manage categories differently.
5:25 PM
