Embracing the Next Generation

Last November I went to Tokyo to trail Giorgio Armani while he opened the first Armani tower in Ginza. What struck me most—apart from the marvelous idea of seeing the ultimate minimalist designer in the birthplace of minimalism—was the way Armani kept positioning his brand for a younger generation of Japanese consumers. Everything, right down to the way the handbags and small leather goods were displayed in the window of his new shop, was about luring these coveted new luxury aficionados into Armani's universe. All around the world, designers and luxury executives are jockeying to appeal to the millennial generation. (Gen...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!