TOM JARROLD
© TOM JARROLD

GLOBAL BRAND TRANSFORMATION




BACKGROUND


In the late 1990's, Armani Exchange was underperforming year after year. The brand didn’t get the attention it needed from Milan management, comp sales were declining. It’s like the brand had stalled. A joint partnership was set up with the goal of transforming the brand.


CHALLENGE


Transform the brand, define the brand positioning and strategy, bring back its cultural relevance with a younger audience., and improve operational and sales performance.I was hired to lead this brand transformation.


INSIGHTS


Consumer research highlighted a core customer that is fun loving, social, and live life in the present.


STRATEGY


The brand positioning was simple, yet the nuance of what is “Armani” and what is “accessible” required explanation and alignment.



The brand strategy was the filter for all brand expressions and was designed to be adaptable to any form of expression.


CREATIVE / LIFESTYLE EXPRESSION


Imagery that the celebrated an escapist perspective, sensual, exotic settings.


CREATIVE & CULTURE / NIGHTLIFE LIFESTYLE


Brand expression that captured the excitement of nightlife – being seen, meeting people, having fun.



CULTURE / ELECTRONIC DANCE MUSIC


At the time, EDM was a genre more affiliated with a European lifestyle. A|X was able to capture mind share and own DJ and dance music, with activations including the A|X music label on iTunes, live DJ’s in stores, and global collaborations with superstar DJ’s and music festivals.


STRATEGIC PROVOCATIVE EXPRESSION


Intentionally provocative brand expression was used appropriately to connect with younger audiences with no or little media investment.

EXPERIENTIAL


A|X produced and disseminated fully integrated campaigns from the day I started, capitilizing on owned, earned, and paid forms of media.

The genesis of the A|X neon carnival, the legendary after hours carnival meets dance party over Coachella weekend:


Below: Campaign imagery for AX3D, fashion’s fully integrated 3D campaign and select campaign assets the launch of A|X neon sunglasses:


LEADING EDGE DIGITAL INNOVATION


A|X was among the fashion industry’s early digital innovators, pioneering an integrated approach to e-commerce, mobile, social, branded content and omni-channel retail years before these became industry standards. The brand was one of the first to build an ecommerce experience, launched SMS marketing years before competitors, and embraced content creation with properties such as AX:TV and apps.

A video capture of A|X videopad

IMPACT


In the time I led the brand, global sales increased from $140M to $950 in 9 years (CAGR ~ 21%). Store count more than tripled, with 180 stores across four continents.