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Fashion Brands, 3rd Edition by Mark Tungate

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10

Celebrity sells

When a celebrity wears something, it has a direct impact on sales.

In 1975, Giorgio Armani sold his Volkswagen. The money went into a pool of US$10,000 that Armani and his partner Sergio Galleoti had got together to open their Milanese fashion house. Having left medical school to enter the fashion business in 1957, Armani had worked as a buyer for the department store La Rinascente. But it was as a designer at Cerruti, which he joined in the early 1960s, that he learnt the techniques that were to make his career. The charismatic Nino Cerruti was a master of marketing: he once convinced Lancia to paint a fleet of cars in the same shade as his new range of suits, and then enlisted the curvaceous actress Anita Ekberg to break ...

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