Word: armanis
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...Giorgio Armani. The name defines chic. Luxurious fabrics, exquisite craftsmanship, elegant design -- that's the Armani that customers love and competitors fear. So what is this upscale Italian designer doing peddling cotton T shirts and blue jeans? Quite simply, he is trying to make money like everybody else -- by reaching the millions of American men who cannot afford his $1,875 suits and the women who can only admire his $1,800 dresses on department-store racks. In December the designer will market a line of casual clothes bearing an Armani Jeans label -- chambray shirts, denim jackets, linen blouses. Nothing...
...Armani is only the latest designer to enter a clothing market that is rapidly coming to realize that nobody wants to spend real money on clothes these days. U.S. retail sales are depressed, and Christmas sales will probably be flat -- at best. The picture looks no prettier in Europe. In fashion- conscious Italy, for example, apparel sales are expected to decline 12% in 1991. The one striking exception seems to prove the rule: in the U.S., sales at the Gap, purveyor of $19 cotton turtlenecks and $28.50 sweat pants, are running 30% above last year...
...Everyone is thinking about less expensive clothes," says Calvin Klein. "We're all doing it." While the designer-collection business is ailing, if not dying, moderately priced second collections, known in the trade as bridge lines and costing about half as much as top-of-line labels, still sell. Armani is betting that a whole chain of boutiques -- to be called A/X Armani Exchange -- can capture $60 million in sales next year from this miniboom in cheap chic. A/X units will open in department and specialty stores across the U.S. in March...
...gabardine skirt. Declares Ungaro: "A woman doesn't need a lot of money to be elegant. She can be chic with clothes bought from a supermarket chain." In the men's market, where the move toward lower- priced lines is less pronounced, second collections include Versace's V2 and Armani's Mani...
...know, I know. Studs is not exactly high art. Basically, two California dudes go on blind dates with three California babes. Then they go on television and tell the grimy details to an all-too-affable, all-too-Armani-clad host named Mark DeCarlo, who is basically Steve Gutenberg plus three or four buckets of oozing primordial slime. One lucky couple--occasionally, two or no lucky couples--gets to continue its romance on an all-expense-paid dream date...