A. N. Andreeva. Brand Portfolio Approach in Fashion Business: Cases of Armani Group & Gucci Group

V.4, N3, 2006

The article examines and analyzes the existed management practice of global designer brands, using the examples of Armani Group and Gucci Group. The model of brand portfolio matrix structure based on such variables as profit and time is proposed. The proposed model is possible to apply to mono- and multi-brands portfolios in fashion business.