
History
The Elements at the very foundation of the concept were already linked with the idea of connection and contamination which the word “Exchange” immediately evokes.
Connection and contamination between people, genders, cultures: Italian and American well represented by the dualism Milan and New York.
New York also became the city where Mr. Armani decided to start the A|X journey with the opening of the first A|X store in SOHO.
A big statement carried to the US market and to the new generation of American Consumers leveraging only the retail channel. The idea was to create a network of «emporiums», stylish yet essential and contemporary, in which the Armani Dream could become accessible through an affordable assortment.
Aggregation sites for the already existing cultural melting pot of the US young generation.
1990
Timeline
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Mr. Armani designs the innovative A|X format
1991
↓
First store opens in SoHo, NY
1995
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The brand is sold to Club 21
2005
↓
GA takes back 25% of the A|X shares, starting a joint venture with Club 21
2008
↑
GA shares increase up to 50%
2014
↓
GA takes back 100% of A|X shares
2017
↑
First collection entirely managed by GA HQ in Milan
2021
↓
AX celebrates its 30th Anniversary
2022
↑
Starting Retail expansion in Europe
Values
Bring the “Armani Dream” to the People across generations and cultures supplying affordable, sustainable yet qualitative products along with Essential, Contemporary and Youthful style.
Mission
Vision
Establish A|X as the leading Brand in the premium segment, fully leveraging the unmistakable allure of the Armani world while belonging to a World class Italian Maison.
Positioning
Target
Armani Exchange Buyer Persona
AGED BETWEEN 25-35
SOPHISTICATED LOGO LOVERS
YOUNG PROFESSIONAL WITH MEDIUM-HIGH PURCHASING POWER
FASHION CONSCIOUS LOOKING FOR QUALITY AND CONTEMPORARY DESIGN
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