AMERICAN EAGLE

1. AMERICAN EAGLE WHY YOU NEED ITALY By: ARISA V.

2. GIORGIO ARMANI

3. Giorgio Armani • The famous fashion designer Giorgio Armani was born in Piacenza, Italy, July 11, 1934 • His classic good looks and icy-blue eyes helped along the way, but hard work and stubbornness brought him to his present position • Armani brought a new idea to women's dressing, and has had the biggest influence on fashion since Christian Dior's "New Look" and Mary Quant's mini skirt • As more and more women recognized themselves in the work force on a decision-making level they were looking for an optional kind of power dressing to the dull dark-grey-suit-blouse-with-limp-tie look • Armani, who used menswear fabrics in extremely sophisticated and stylish versions for his de-structured suits for women, was affectionately embraced by legions of women who guaranteed his success • Today he is the leader of a multi-million dollar business, who built his career step by careful step • 1974 the first Giorgio Armani menswear collection was presented, and by 1975 he had put aside enough money to launch, in partnership with Galleotti, the first women's line • His jackets were an instant hit, they can be shown at Academy Awards where many of the biggest stars, male and female, dress Armani, including Jodie Foster and Michelle Pfeiffer • Armani is very sensitive to the desires of his clients, and has said that although there are times when he would like to exercise his fantasy, he finds in the end that he sticks with the "Armani style".

4. G U C C I

5. Gucci • Guccio Gucci was born in 1881, the son of a Florentine craftsman • Gucci moved to Paris and then to London quickly working his way up to the position of Maitre d'Hotel at the Savoy. There, in one of the world's most international cities, Guccio experienced and metabolized culture, ideas, style and sophistication • When he went back to Italy in 1920, Guccio opened the first Gucci shop in Florence with a capital of only 30 000 • Guccio's first success arrived due to his leather craftsmanship and his accessories for horseback riders. As a more and more sophisticated customers patronised the Gucci firm it grew slowly and steadily • Guccio's sons Aldo, Ugo, Vasco and Rodolfo, - opened new shops in Florence, Rome and Milan. in 1953, over their father's tiring objections, Aldo and Rodolfo opened the first overseas Gucci shop in New York, but it was also the year that Guccio died marking the end of an age for the family firm. • The brothers persevered though, and those were the years that the products meant to become "classics" were created: the handbag with the bamboo handle; the mocassin with the distinctive Gucci snaffle-bit; the foulards: the belt clasps; the ties. Other new shops were opened in London, Palm Beach, Paris, Beverly Hills and Tokyo • in 1989 there was the nomination of Rodolfo's son Maurizio Gucci to President of the Group. • today there are 180 Gucci boutiques in the world and Gucci stands at the top of the fashion name heap

6. and GABBANA DOLCE

7. Dolce & Gabbana Domenico Dolce was born in Polizzi Generosa near Palermo, Sicily on August 13, 1958 He was a youth when he started his career as a designer in his father Saverio's small shop Stefano Gabbana, of Venetian origins, was born in Milan on November 14, 1962, and after studying graphic design decided to go into fashion. In 1982, (after spending two years working as assistant designers) they decided to work for themselves and opened a design studio Their first opportunity came in 1985 when they were in the middle of the three chosen names to present their collections in the new talents category at the Milan shows The two made a big effort and the press and buyers at the show did the rest. The name, showing a new generation of "Made in Italy", soon became famous all over the world Their success gave them confidence to pursue their own vision of fashion, slowly expanding, and avoiding offers of easy money for licenses before they were sure of their moves. In 1988, Dolce & Gabbana signed an agreement with the Onward Kashiyama group and started distributing their designs in Japan The earlier year their first knitwear designs was launched. 1989 marked the first lingerie and beachwear outfits, followed by a menswear collection in 1990 Dolce and Gabbana signed additional agreements to design the Complice line for the Genny group. Next come the boutiques, first Milan, then Hong Kong, Singapore, Taipei and Seoul In 1992 Dolce & Gabbana launched a perfume which won the 1993 Perfume Academy International Prize for the best female fragrance and in 1995 their income was 280 billion lire Dolce & Gabbana's fashion has "real" women in mind; it is sensual and severe, and clearly draws inspiration from Mediterranean colours and culture. The fabrics preferred include lace, wool, and silk

8. BENETTON

9. Benetton • Benetton is Europe's biggest clothing manufacturer and the world's largest consumer of wool in the garment sector. • This store began in 1965 with an ordinary teenageer Luciano Benetton delivering his sister Giuliana's handknit sweaters on his bicycle.. • Later on he soon quit his job in a fabric store to start a business with her. They were later joined by their two younger brothers Gilberto and Carlo and in 1969 the Benettons opened their first store in Belluno and the year after in Paris. • Today Luciano is the chairman and mind of the Benetton Group, Giuliana has full control of the design staff and the twice yearly collections, Gilberto is in charge of the company accounts and Carlo of production. • At the start, the Benetton business was restricted to sweaters in classic colors. But Luciano decided to change things: he attracted the attention of the younger generation creating sweaters in bright, fun colors. His slogan became United Colors of Benetton. He also treated the wool to make it softer. And by making the garments and then dying them in bright colors according to demand and thereby providing faster delivery of desired product, Benetton took long strides ahead of the competition. • So if the demand is blue, Benetton dyes the majority of its colorless garments in that color to satisfy the desires of the public at a very short notice. Luciano Benetton's ability to identify such a market and fill it led to the company's incredible growth. Its stores sprung up like mushrooms all over the world. • Today there are nine factories in different parts of the globe and over seven thousand sales outlets, present in one hundred countries including Eastern bloc ones. Benetton has been referred to as the McDonalds of the fashion industry. And the Benetton legend has become a textbook phenomena studied in business schools such as Harvard and Stanford. • Casual wear for men, women and children increased and the company diversified from its original woolen garments to cotton and denim. Then, during the 80s Benetton sunglasses, watches, bags, shoes, glove, hats, jewelry and even car parts appeared. Production of Benetton cosmetics also started and included a women's frangrance known as Colors of Benetton. • Organization, efficiency, clear image and effective advertising are all ingredients that led the Benetton name to fame.

10. CONCLUSION • There are over 50 fashion houses in Italy • There is only one that compares to American Eagle- Benetton. • This gives American Eagle a prime market position to compete head to head with Benetton (an old and tired fashion house) • American Eagle the new young fashion alternative to Benetton.