Armani is a unique case in the history of Italian fashion and entrepreneurship. Founded in 1975, the Armani Group is the first Made in Italy mul-tinational. Giorgio Armani is still the creative soul and sole administrator of a company that ended 2023 with a growing turnover of 2.45 billion euros. This book starts with two fundamental questions: What is unique about this extraordinary business case? And what is repeatable? Through a review of some key aspects - product, pricing, distribution, marketing, equity, and future - and through a detailed analysis, with some "surprising" curiosities about the man and the company, this book tells the story of an entrepreneur and an Italian icon.