Walking into the Armani store at Gotemba Premium Outlets feels different from a regular department store. The lighting is softer, the displays are cleaner, and the price tags — well, that's where things get interesting. On my last visit, I spotted Emporio Armani knit sweaters at 50% off retail and leather wallets I'd been eyeing for months looking suddenly very reasonable.
Giorgio Armani built his brand on one idea: remove everything unnecessary. Since founding the label in 1975, he's refined that philosophy for over 40 years — first revolutionizing men's suiting with the "unstructured jacket" in the 1980s, then expanding into everything from bags and watches to shoes and kids' clothing. At Gotemba (EAST ZONE 2210), the focus is on Emporio Armani, the most accessible of Armani's lines and the one most visitors leave with a shopping bag from.
In this guide, I'll walk you through the store's location, what's on the shelves, realistic price ranges, when to visit for the best deals, and tax-free tips for international shoppers. Everything you need to know before you go.
▲ Inside the Armani store at EAST ZONE 2210 — minimalist displays, premium atmosphere
目次(Table of Contents)
Store Info at a Glance
| Brand | Armani (Emporio Armani) |
| Location | EAST ZONE 2210 |
| Categories | Fashion & sportswear, kids' items, bags & leather goods, watches, accessories, shoes |
| Phone | 0550-70-1670 |
| Official site | Gotemba store page / Armani official |
▲ Armani is located in the high-brand cluster of EAST ZONE
📍 Check current hours and store info on the official site
About Armani — The Brand Behind the Name
Giorgio Armani started his company at 41 years old with a clear vision: create clothes that feel as good as they look. His 1980s "unstructured jacket" — stripped of internal padding and stiff canvas — changed menswear permanently. When Richard Gere wore Armani in American Gigolo, the brand went global overnight. Four decades later, that same commitment to effortless elegance still defines every piece.
Armani runs several lines at different price points. Here's a quick breakdown of what you'll find at Gotemba:
Giorgio Armani — The top-tier line. Think custom tailoring, the finest fabrics, highest prices. Not the Gotemba focus.
Emporio Armani — This is the main Gotemba line. Modern, wearable, still unmistakably Armani. Great balance of quality and price.
Armani Exchange (A|X) — The most casual and affordable line. May appear alongside Emporio items.
What You Can Buy at the Gotemba Armani Store
Fashion & Sportswear
The floor is dominated by men's and women's apparel — tailored jackets, knitwear, shirts, T-shirts, and trousers. The Emporio Armani silhouette tends to be sharp but not stiff, polished without trying too hard. It's the kind of wardrobe you reach for when you want to look put-together without looking like you tried. Expect 30–50% off retail on most items.
Bags & Leather Goods
Leather wallets with the Armani eagle logo are consistently popular here — and for good reason. A wallet that retails for around ¥20,000–25,000 often lands at ¥12,000–15,000 at outlet price. Business briefcases and tote bags are also stocked, solid options if you want a branded everyday carry without going full luxury-tier pricing.
Watches & Accessories
Emporio Armani watches are one of the best gift picks in this store. They look expensive, they're well-made for the price range (retail around ¥25,000–50,000), and the outlet discount brings them down 30–40%. Belts, ties, and sunglasses round out the accessories section. Worth a look even if you're not planning to buy — the display cases are impressive.
Shoes & Kids' Items
Men's leather dress shoes and sneakers are stocked in the footwear section. The kids' line (Emporio Armani Junior) carries dressed-up children's clothing — a popular gift purchase for visitors with young ones at home.
Want to browse Armani items online before or after your visit?
Prices and How to Get the Best Deals
▲ During sale periods, 60% off tags appear on knitwear and apparel
Outlet pricing at Gotemba Armani runs 30–50% off retail during regular periods. When you time your visit with one of the major sale events — the winter sale (January) and summer sale (July) are the big ones — discounts can hit 60% on selected items. Good-quality knitwear at 60% off Armani retail is genuinely hard to beat.
- Regular periods: 30–50% off. Knitwear, shirts, and wallets are consistent strong picks
- Sale periods (January & July): up to 60% off. Arrive at opening to get first pick of sizes
- Weekday visits: far less crowded. You'll have the fitting rooms to yourself
- Check the tags: a mix of outlet-specific items and regular-line pieces may appear. Quality is consistent, but it's good to know what you're buying
See the full Gotemba Outlet sale schedule ›
Tax-Free Shopping for International Visitors
Japan's consumption tax is 10%. As an international tourist, you can get it refunded on eligible purchases — including Armani items — at Gotemba Premium Outlets. Here's how it works:
Who qualifies: Non-resident visitors on a tourist visa (Temporary Visitor status).
Minimum purchase: ¥5,000 or more (before tax) at the same store on the same day.
What to bring: Your passport. You'll need it at the register for the tax-exempt procedure.
How much you save: 10% of your purchase total — on a ¥20,000 wallet, that's ¥2,000 back in your pocket.
Visitor Reviews
My partner and I came specifically for the Armani store and were not disappointed. He found a jacket at 40% off, and I picked up a leather tote that was marked down to about half price. The staff were helpful with our limited Japanese — they got us sorted for tax-free without any hassle. Whole experience was smooth.
Came during the winter sale period and the timing was perfect. Emporio Armani knitwear at 60% off was the highlight — I grabbed two pieces. The store's presentation is impressive even by full-price standards. Don't skip this one when you're doing the luxury brand circuit at Gotemba.
I've been to Gotemba three times now and Armani is always on the list. This visit I got a watch for my father as a souvenir — a clean-looking Emporio Armani piece at around ¥22,000 including tax (or tax-free with passport, ¥20,000). The gift wrapping they offered was really elegant for an outlet purchase.
I wear a medium in the US but the sizing here runs slightly different. The S/M range was pretty picked over by the time I arrived (around noon on a Saturday). A few pieces I wanted weren't in my size. Definitely get there earlier if you want a real selection.
TIP
Sizes S and M sell out first, especially during sale periods. Arrive at opening time (10:00 AM) for the best selection. Weekdays are significantly less crowded than weekends.
We were expecting bigger discounts — outlet sounds like you'll get things super cheap, but Emporio Armani T-shirts are still around ¥8,000–10,000 here. It's cheaper than retail, but this is still a luxury brand. Factor that into your budget before coming.
TIP
Set expectations before you go: Armani at outlet prices is 30–60% less than full retail, not bargain-bin cheap. If this is your first luxury brand purchase, wallets and accessories are the most accessible entry points — quality is immediately obvious and prices are easier to stomach.
We spent about an hour in the Armani store. The staff noticed we were browsing the wallet section and proactively showed us a few options that weren't on display — apparently some pieces are kept in the back. We left with a pair of wallets, tax-free, and very happy about the savings. A must-visit on the Gotemba high-brand circuit.
📍 View the official site for latest store info and hours
FAQ
Is Armani a luxury brand?
Yes. Armani is one of Italy's leading luxury fashion houses. The main line at Gotemba is Emporio Armani, which is more accessible than the top-tier Giorgio Armani line, but still a premium product. Fabric quality and construction are noticeably different from mass-market clothing — which is part of why outlet prices here still feel "real" rather than deeply discounted.
What other luxury brands are at Gotemba Premium Outlets?
Gotemba has over 26 luxury brand stores, including Gucci, Prada, Miu Miu, Celine, Burberry, Fendi, Givenchy, and Balenciaga. For the full list, see our luxury brand store guide.
Does Gotemba Outlet do tax-free shopping?
Yes. International tourists can claim the 10% consumption tax back on purchases of ¥5,000 or more at most stores, including Armani. Bring your passport to the register to complete the tax-exempt procedure.
When is the best time to visit for deals?
The January winter sale and July summer sale are the peak discount periods — up to 60% off at Armani. Outside those periods, regular outlet pricing (30–50% off) is still solid. Weekday mornings are the least crowded and give you the best shot at popular sizes.
Summary: Shopping Armani at Gotemba Premium Outlets
- Location: EAST ZONE 2210, in the high-brand cluster
- Main line: Emporio Armani — clothing, bags, watches, shoes, kids' items
- Regular discounts: 30–50% off retail. Sale periods (Jan & Jul): up to 60%
- Tax-free for tourists: bring your passport, save 10% on ¥5,000+ purchases
- Best visit timing: weekday mornings; early arrival during sale periods for sizes
The complete guide to all 26+ luxury brand stores at Gotemba — locations, what to expect, and tips for each.
Gotemba Premium Outlets is home to some of the world's most prestigious luxury brands. We've organized them into 5 categories — Fashion, Accessories & Shoes, Outdoor, Menswear, and Lifestyle — to help you plan your visit. Discover your perfect piece in this extraordinary setting overlooking Mt. Fuji.
| Category | Description |
|---|---|
| ① Luxury Fashion Brands | The world's top apparel and designer brands, all in one place |
| ② Luxury Accessories & Shoe Brands | Shoes, bags, and leather goods showcasing exceptional craftsmanship |
| ③ Luxury Outdoor & Sports Brands | High-performance gear and apparel combining function with refinement |
| ④ Luxury Menswear Brands | British heritage pieces perfect for business and formal occasions |
| ⑤ Luxury Lifestyle Brands | The finest items to elevate every aspect of daily life |
※ Brand availability and zone numbers are subject to change. Please check the official website before your visit. (As of January 2024)
19 Brands
A lineup centered on globally renowned apparel brands. Innovative designs and premium materials that set the trends offer a style that's truly a cut above the rest.
| Brand | Zone | Category |
|---|---|---|
| Alexander McQueen | WEST 3350 | Edgy and innovative design |
| Armani | EAST 2210 | Elegant and sophisticated style |
| Balenciaga | WEST 100 | Creative and modern fashion |
| Bottega Veneta | WEST 3100 | Premium leather goods and delicate craftsmanship |
| Burberry | WEST 210 | British brand iconic for trench coats and check patterns |
| Celine | WEST 105 | Minimalist and refined design |
| Chloé | WEST 3205 | Feminine and romantic style |
| Fendi | WEST 110 | Luxury fur and leather goods |
| Givenchy | WEST 3345 | Elegant and modern French chic |
| Gucci | WEST 3320 | Lavish and eccentric Italian style |
| Max Mara | WEST 530 | Elegant and practical womenswear |
| Prada Outlet (Prada / Miu Miu) | WEST 3230 | Italian brand combining luxury and innovation |
| Saint Laurent | WEST 3330 | Rock 'n' roll spirit meets French elegance |
| Valentino | WEST 570 | Romantic and elegant design |
| Versace | WEST 3225 | Glamorous and bold Italian style |
| Alexander Wang | EAST 2400 | Downtown cool with a sporty edge |
| Dolce & Gabbana | EAST 2240 | Sensual and flamboyant Italian style |
| Marni | EAST 2365 | Art-inspired, colorful and unique design |
| Etro | EAST 2440 | A luxury brand proud of Italian tradition |
2 Brands
Brands specializing in accessories and footwear. Here you'll find lifelong treasures that showcase distinctive designs and exceptional craftsmanship.
| Brand | Zone | Category |
|---|---|---|
| Jimmy Choo | WEST 430 | The epitome of luxury shoes and accessories |
| Ferragamo | EAST 2350 | Elegant Italian shoes and leather goods |
1 Brand
High-performance brands for outdoor and sports settings. Their products combine durability with refinement — perfectly suited to the Gotemba location at the foot of Mt. Fuji.
| Brand | Zone | Category |
|---|---|---|
| Moncler | WEST 440 | Premium down jackets and outdoor apparel |
1 Brand
Menswear specialists offering apparel and accessories. Find premium British heritage pieces that make a statement in business and formal settings.
| Brand | Zone | Category |
|---|---|---|
| Dunhill | EAST 2235 | Luxury men's accessories steeped in British tradition |
1 Brand
Brands that enrich life beyond fashion. Items crafted from the finest materials and techniques will significantly elevate the quality of your everyday life.
| Brand | Zone | Category |
|---|---|---|
| Loro Piana | EAST 2650 | The finest cashmere and wool products |
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