Giorgio Armani launches e-flagship

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Global luxury brand Giorgio Armani launched an e-flagship today, allowing customers to shop five of its brands -- the top line Giorgio Armani, career/bridge Armani Collezioni, contemporary Emporio Armani, Armani Jeans and Armani Junior -- in one place. (Armani also operates hotels and restaurants and has the Armani Casa home collection, fragrance, cosmetics and underwear lines.)

The site, which is supported by Yoox Group, offers clothing and accessories for men and women. It has a slick design, which you’d expect from the maestro of minimalism, and is easy to navigate, with suggestions for coordinating clothing. Editorial features will be updated weekly. For the launch, there is a video of Rihanna, the face of Armani Jeans and Armani Underwear for the fall season.

The Armani site follows a trend of designer flagships opening on the Web, where brands can have direct control over the presentation of multiple categories, choose the products sold without having to rely on store buyers as mediators, and produce editorial content. Ralph Lauren was one of the first to have an online flagship, selling everything from the runway collections to baby clothes. Tory Burch also has a comprehensive site, with blog content covering music, art, books and philanthropy.

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Image credit: Giorgio Armani