Overview
Armani Exchange was launched in 1991 in the U.S. It retails fashion and lifestyle products and is known for its occasionally provocative ad campaigns. Inspired by street-chic culture and dance music, it is targeted as the more accessible Armani brand. It is the least expensive Armani sub-branch. The clothes under this sub-branch are trendier and more colorful and are mostly cotton, with no added polyester. The clothes are also less expensive as compared to other Armani sub-brands. The sub-brand may, however, house other designers who produce items under the Armani brand. While Armani is a fashion brand on its own, Armani Exchange is a fashion sub-brand under Armani. Armani Exchange is especially ideal for teenagers and fashion street lovers, which is favored by the fact that it has the most affordable items in the Armani brands. The modern wardrobe as only Giorgio Armani could envision it, Armani Exchange embodies the youthful spirit of a new generation. A|X takes a playful, urban approach to apparel and accessories. Armani Exchange retails fashion and lifestyle products and is known for its occasionally provocative ad campaigns. Targeted as the more accessible Armani brand, it is inspired by street-chic culture and dance music evolved with the latest lifestyle trends and modes of expression, becoming increasingly more global it is the symbol of a reinvented ‘city style’, where the modern, creative and ‘all-digital’ spirit of the metropolitan youth meets with Italian flair and creativity.
