Giordano & Its Branding
1. Executive Summary
The Hong Kong apparel manufacturer and retailer Giordano was chosen by the author for this report. This report discussed the orientation that the company exhibited toward the market place. And the major competitive issues facing by Giordano including the nature and level of competition, branding strategies, marketing mix, segmenting, targeting and positioning issues relating to Giordano.
2. Introduction
Company Background
Giordano, International Limited is a Hong Kong retailer of men's, women's and children's quality apparel. It was founded in 1981 by Jimmy Lai. As of 1996, Jimmy Lai no longer owns the company. Its current Chairman and CEO since 1996 is Peter Lau Kwok Kwen, a Chinese-Canadian. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also prominence for its basic and practical men's, women's, and children's T-shirts and trousers, especially denims.
Corporate Vision : To be the best and biggest World Brand in apparel retailing.
Corporate Mission : To make people “feel good” and “look great”.
Corporate Slogan : “World Without Strangers”
Corporate Values:
• Quality : Doing things right
• Knowledge : Updating expertise and sharing knowledge continuously
• Innovation : Thinking "outside the box"
• Simplicity : Less is More
• Service : Exceeding customer’s expectations
Source: www.giordano.com.hk
By focusing persistently on its five corporate business values (Quality, Knowledge, Innovation, Service, and Simplicity), Giordano has become a pioneer of customer service in the Asia-Pacific region and, as of January 2008, currently employs more than 11,000 people and operates 1800 retail stores worldwide in 40 countries which include Greater China, Japan, Korea, Southeast Asia, Australia, India and the Middle East. Giordano was listed on the Hong Kong Stock Exchange in June 1991. The company’s steady commitment to deliver excellent customer service
The Hong Kong apparel manufacturer and retailer Giordano was chosen by the author for this report. This report discussed the orientation that the company exhibited toward the market place. And the major competitive issues facing by Giordano including the nature and level of competition, branding strategies, marketing mix, segmenting, targeting and positioning issues relating to Giordano.
2. Introduction
Company Background
Giordano, International Limited is a Hong Kong retailer of men's, women's and children's quality apparel. It was founded in 1981 by Jimmy Lai. As of 1996, Jimmy Lai no longer owns the company. Its current Chairman and CEO since 1996 is Peter Lau Kwok Kwen, a Chinese-Canadian. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also prominence for its basic and practical men's, women's, and children's T-shirts and trousers, especially denims.
Corporate Vision : To be the best and biggest World Brand in apparel retailing.
Corporate Mission : To make people “feel good” and “look great”.
Corporate Slogan : “World Without Strangers”
Corporate Values:
• Quality : Doing things right
• Knowledge : Updating expertise and sharing knowledge continuously
• Innovation : Thinking "outside the box"
• Simplicity : Less is More
• Service : Exceeding customer’s expectations
Source: www.giordano.com.hk
By focusing persistently on its five corporate business values (Quality, Knowledge, Innovation, Service, and Simplicity), Giordano has become a pioneer of customer service in the Asia-Pacific region and, as of January 2008, currently employs more than 11,000 people and operates 1800 retail stores worldwide in 40 countries which include Greater China, Japan, Korea, Southeast Asia, Australia, India and the Middle East. Giordano was listed on the Hong Kong Stock Exchange in June 1991. The company’s steady commitment to deliver excellent customer service