Music, fashion and technology: this is the magic combination that Armani has picked up on and is experimenting through multiple forms and channels.
The relationship between fashion houses and music is mainly associated to fashion shows, starting with the front row which is usually bursting with stars from the music world, then the show soundtrack and finally the live performance, whether DJs or singers brought in to perform on the catwalk… as recently demonstrated by Victoria’s Secret, who chose performers such as Rihanna, Bruno Mars and Ellie Goulding to name but a few.
For some years now, Armani has been following a new strategy intended to transmit the brand’s enthusiasm and love for music to its fans. Starting in 2014, the fashion house held a series of concerts in the coolest cities around the world including Paris, Tokyo, New York, Barcelona, Peking and Los Angeles. Artists from all different genres performed, such as the Klaxons, Róisin Murphy and La Roux.
Lo scorso giugno Armani ha fatto un ulteriore step per avvicinare musica e moda tramite il lancio dell’app Emporio Armani Sounds che offre un accesso privilegiato all’universo musicale di Armani con performance speciali, la possibilità di creare playlist personalizzate e interviste esclusive con artisti del calibro di Mark Ronson, Calvin Harris, Klaxons, Boy George, La Roux, Kindness e Roisin Murphy.
Last June, Armani brought music and fashion another step closer with the Emporio Armani Soundsapp which offers privileged access to the musical world of Armani with special performances, the option to create personalised playlists and exclusive interviews with artists of such calibre as Mark Ronson, Calvin Harris, Klaxons, Boy George, La Roux, Kindness and Roisin Murphy.
The app, created together with Spotify, is fed with original content from all over the world and also allows access to the music playing in the Emporio Armani store closest to the user.
We are witnessing the real integration of industry and technology.
An app that introduces fans to the very mood of the brand. As Simon Buckingham, CEO of app store Appitalism, emphasised:
“Music is a key branding element for any brand as a way to connect with customers and fans with emotion. Having curated playlists of music to listen to is a way for consumers to interact with the brand in a different way. You can listen to some tracks and look at some pictures of the Armani clothes collections through this one experience.”