Giorgio Armani, Style and Business Art
By Pinto Guerra

The designer who created the Italian fashion industry also appears to be a skilled entrepreneur, able to tread the right path when most of his colleagues does the opposite.

On a June morning, the legendary Giorgio Armani found smoke coming out of the ground floor of his palazzo in Milan. Unable to leave the room in the upper floor, the dean of Italian stylists, at age 67, was waiting while firefighters were doing their job. "I stayed very calm, very philosophical," he said, hours after, sitting at his desk, wearing an immaculate white shirt and blue jeans.

"It happened. It is over. It is life," he thought. This personal tragedy was crucial to his decision to maintain its empire and focus on global expansion - a bold expansion into a variety of new towns with new stores and new merchandise.

Personal tragedy has shaped his determination to maintain control of the House of Armani - a move he may soon prove to be smarter by now. He did not yield to pressure to sell his businesses to larger candidates on this time of mega-mergers, while keeping total control over his empire and, more importantly, about the sensitivity of his elegant style, minimalist, who helped put Italian fashion on the map and that he is now extending to cosmetics, shoes, jewelry and even furniture.

This strategy is unusual for the time, but the opportunity chosen by Armani is perhaps perfect. The misaligned arrogance of the last millennium - that made people relax, after all, believed they would soon be billionaires - is gone. Employees of firms 'dotcoms' have been seen wearing a jacket and tie. In times of economic uncertainty, the tendency prevails to look classic, eternal truths, to keep charm under pressure charm. As an example, during the Great Depression, people were seduced by the unshakable calm of Fred Astaire.

Now, the elegant and relaxed style of Armani can offer, to a world plagued by the risks of global recession, a similar fascination.

If Armani succeed on getting advantage of this unique moment, it will not the first time the brand triumph with these moments. In the 70s, Armani has revolutionized the way men and women dressed, in part by dressing all like each other. In the 90s, they redefined the look of Hollywood, making the glamour subtle and, in the 90s, Armani built an empire selling blue jeans and business suits.

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