Lady LUX

Giorgio Armani is ramping up digitally with the launch of its first international online store, Armani.com. On Oct. 6, the store will be made public, selling five of the label’s brands: the signature line, Emporio Armani, Armani Collezioni, Armani Jeans and Armani Junior, reported WWD.

Operated by retailer Yoox Group, the online flagship will be available in 30 European countries, the United States and Japan, and in four languages: Italian, English, French and Japanese. The company has plans to add China Oct. 20. Armani will also release e-commerce options for iPhone, iPad and Android-based phones.

The site will provide textual content updated weekly. To celebrate the store’s release, Armani will produce an exclusive film of Rihanna, the singer featured in Armani’s fall underwear and jeans ad campaigns.

The new flagship marks Armani’s next attempt to grow its Web presence. In 2000, the label unveiled its first online A|X store in the United States, with 2007 seeing the European launch of Emporio Armani online. This was followed by online expansion into China, when the brand made history by becoming the first Western fashion label to have an e-commerce site in the Asian country.

“(The site) adopts a logical and straightforward approach that is rich in content and opportunities. Navigation is simple and intuitive: just a click from the homepage leads to individual virtual boutiques, dedicated to the separate brands,” the company said to WWD.

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