If there is one thing Armani does well, aside from designing clothes of course, it is micro managing. “My work is my life,” he says. “Even though it is good to take a holiday, after two vacations it is boring.”
Armani’s reputation as being a stickler for details, as well as a workaholic, precedes him in the fashion industry. Indeed, it is widely considered to be one of his greatest assets, and what enabled him to grow while his competition floundered. Whether he is behind the scenes at one of his fashion shows or working the night away in his company boardroom, no detail is too small for Armani’s attention.
Before ever even taking out the sewing machine, Armani has already done his research into the fabric and materials. Similarly, at every one of his fashion shows, Armani is always on the move. From personally greeting his models to consulting the hairdressers about what styles to create for the evening, Armani is involved in every step along the way. At times, he has even personally taken over the job of make up artist, if he felt it was being done according to his satisfaction.
“It’s a long process, the preparation of the hair and make up and it almost seems like I really shouldn’t be here sort of – people might think it’s a waste of my time,” he says. “But, I need to have a presence here to sort of control what’s going on in terms of hair and make up.”
Armani’s need to have total control over every aspect of his operations is one of the reasons he has refused to give in to the temptation that so many other designers have of selling off their company or buying out smaller fashion houses to scale up. Indeed, he is rare in the industry in that he entirely controls his own business. This, he says, is because of his need for independence and creative control.
“It gives me the freedom to pursue projects and initiatives that I feel passionate about, even if in the short term they may not deliver a financial return,” says Armani. When asked whether his foray into accessories, for instance, would not have been easier had he done it in partnership with the likes of Louis Vuitton or Gucci, already specialists in the field, Armani replies, “Yes, but it would have kept me from seeing just what I myself could accomplish. This kind of work is my entire life and the idea of seeing others manage it would have been very difficult, no, impossible.”
Armani is a free agent and he wants to keep it that way. That is also the reason why he has refused to take his company public. “At the moment we are perfectly able to finance our projects without going onto the stock market to raise capital,” says Armani. “If we were to become a listed company, I would have to be constantly justifying certain expenses to my shareholders, expenditures that are sometimes absurdly enormous but which can produce an enormous return. And I don't see why I should.”
Lesson #4: Micro Managing Can Mean Mega Success
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