Since the foundation of the company was laid, Armani has come a long way, it has faced fierce competition, has somewhat lost market share, but the Armani lovers still love and appreciate whatever is made by Armani and buy stuff with eyes closed because they believe in whatever Armani makes, they can be referred to as *Slaves of Armani*… Giorgio Armani, the man behind the company, was born in Piacenza, Italy on July 11 1934. He formed his company in 1974. In 2001, Armani was named the most successful fashion designer Italy had ever produced. Armani has an annual turnover of around $ 1.6 billion and Giorgio’s personal fortune is worth $ 4 billion. He is mostly known in the world of men’s suiting. He got his breakthrough when he designed the outfit for Richard Gere in the film *American Gigolo* in 1980. He built his mansion on the Island of Antigua.

Armani was the first to introduce BMI (body mass index), he refused to take models with a body mass less than 18 (minimum healthy) and eventually banned them, this was after a model Ana Carolina Reston Starved to death just to stay *petite* and thin from a complexity called anorexia nervosa. In January 2007, he became the first person ever to broadcast a live fashion show on the internet; the show was available on all Cingular mobile phones and Msn. In 2001, he was appointed as goodwill ambassador for the UNHCR and the same year his net worth was estimated at $1.7 billion. In February 2007, he was preparing to sell his trademarks. English Premier League football club Chelsea is being sponsored by Armani other than one in China known as South China.

Armani Sunglasses are a very popular fashion statement, when someone is meant to *show off* his sunglasses or suiting and wants praise from others, he can get all of that by buying them, because they are unique in their own way, and a person can tell from the look of sunglasses that they are made by Armani. Armani is facing fierce competition from the likes of Oakley.