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...

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