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Fashion Brands, 3rd Edition by Mark Tungate

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13

Accessorize all areas

The handbag is killing fashion.

Today, if you really like a fashion brand, you needn’t just wear it or spray it on – you can move in. Take Giorgio Armani’s giant lifestyle space at Via Manzoni 31 in Milan. It’s the perfect example of brand extensions run riot. Sip coffee in the Emporio Armani Caffè. Have your feet rubbed in the Armani Spa. Shop at Armani Libri (books), Armani Fiori (flowers) or Armani Dolci (chocolates). Pick up your key to the Armani hotel and wallow in the pale, sleek and discreetly modern room furnished by Armani Casa. A little later, pop down for cocktails at the exclusive Armani Privé bar, named after the maestro’s haute couture collection. I’m told that if you look at the entire complex from above, ...

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