Inspiration From Giordano In 2010

Giordano was founded in 1980 by Hong Kong businessman Li Zhiying. It specializes in the retail of low-end casual clothes and was listed in Hong Kong in June 1991.

Li Zhiying later focused on his media career, gradually sold his Giordano shares, and completely withdrew from the Giordano Group around 2000.

At present, Giordano Group's main business is retail and wholesale of Giordano, Giordano Ladies, Giordano Junior, Giordano Man, Giordano Concept, Giordano Girls and Blue Star.

In August 1992, Giordano opened the first franchise store in China in Guangzhou. With the continuous development of business, Giordano has successively set up stores under direct management in Shenzhen, Guangzhou, Dongguan, Taiping and other places. In 1993, Giordano further entered the inland market of China and opened franchise stores in all provinces of the country. Its performance rose steadily and the number of stores also increased.

Giordano mainly deals in casual clothes. Whether it is casual, working or young children, they can find goods suitable for wearing in Giordano.

In 2008, Giordano launched Giordano VIP card , aiming at serving more consumers. You can enjoy a 10% discount on the regular price products when you check out and pay in the main stores across the country. You can also enjoy a discount of 7.5% on your birthday, which is popular among young people.

"A world without strangers" is Giordano's slogan. Giordano is more famous for its value for money and excellent service. Due to the successful listing and fundraising, Giordano has developed more rapidly. Its retail market and wholesale network are spread across more than 30 countries and regions, including mainland China, Hong Kong, Macao and Taiwan, South Korea, Japan, Singapore, the Philippines, Malaysia, Myanmar, Thailand, Vietnam, Australia, New Zealand, the Middle East and Europe. Giordano Group is also engaged in clothing business, providing OEM production services for third parties while supplying retail demand of the Group.

The company has five major cultures: quality, knowledge, innovation, simplicity and service.

Giordano has the title of "Asian Gap", because it imitates Gap and arranges the store with visual impact. The clothes it sells are also popular simple styles. After entering China in 1992, Giordano's retail business developed slowly for a period of time. Today, it has 680 stores in China. Now, Giordano has set up a huge network of franchised stores in many cities and towns in China, accounting for about 45% of the total number of stores.

The employees of Giordano come from different regions and nationalities. The world of Giordano is "a world without strangers", and Giordano is constantly working towards this goal. In recent years, due to the rise in oil prices, the consumption capacity of consumers in the Middle East has increased, and Giordano has taken the opportunity to rapidly expand new stores in the Middle East.

Giordano has launched different brands for various middle-level consumers in China, which is similar to Gap's strategy in the United States. Gap launched the high-end Banana Republic for mature consumers, and the low price Old Navy for teenagers. Giordano Ladies brand of Giordano is aimed at wealthy white-collar women in Shanghai, Beijing and other big cities, while Blue Star Exchange is aimed at price sensitive consumers.

"Quality first, customer first; eliminating the weak and retaining the strong, and natural selection." This is the law of biological evolution, but also the magic weapon of business victory.

Brand is enterprise Quality is the foundation of brand. Over the years, Giordano has consistently adhered to the perfect unity of quality and efficiency, and has produced a series of clothing products with good quality and excellent quality that adapt to different times and at different levels, which are deeply loved by consumers and ensure the high market share of its products. On the one hand, in order to ensure superior quality, they pay attention to enhancing advanced productivity and strive for perfection in every link from equipment, raw materials, processes to management. It not only selects the best raw materials in China, but also introduces a large number of advanced computer clothing equipment and testing instruments from abroad, and plans to build the largest and best factory in China according to international standards. Scientific and strict internal control inspection standards have been formulated for the quality assurance of fabrics and accessories. No matter how urgent the market demand for products is, every batch of fabrics and accessories must be tested by the quality inspection department layer by layer. Even if the fabrics, patterns and varieties are very popular in the market, if there is any defect in the quality, the company's management would rather temporarily lack the market than sacrifice the market image of Giordano products.

On the other hand, Giordano is committed to improving employees' quality awareness in work. "Pursue excellent quality and maintain first-class brand" has become the quality concept and work policy of Giordano's high-quality staff in the new century. The concept that "if a product is defective, Giordano may lose two customers" has penetrated into every employee's heart.

The harmony and unity of hardware and software create the high quality of Giordano.

Based on the concept of "Simplicity is beauty", Giordano launched its own and personalized Giordano casual clothing series. It pursues classic, elegant, simple and fashionable modern urban style, and expresses persistent personality with slightly publicized design; With the simple and classic basic design, the dual personality of the modern urban public, simple, capable, relaxed and casual, is demonstrated. It realizes the perfect combination of form and aesthetics, trend and personality, taste and economy. There is no excessive boasting, no pompous hype performance. Persistence is the principle that Giordano adheres to: persistence in positioning, style, image, and quality, which creates a strong and clear brand personality of Giordano. With its accurate positioning, rich style design, rapid market response and exquisite fabric workmanship, Giordano soon became a high-quality, high-grade and international clothing brand.

The simplicity of Giordano's management and procedures is to abandon unnecessary rules and regulations in enterprise management, completely deny overlapping management relations, and focus on the training of employees' quality, so that every employee can establish a good attitude of "loving work and revitalizing the enterprise", and complete their own work under the organic combination of responsibility, power and interests.

　　 Giordano I always think that there should be something beyond clothes, such as words, poetry and communication. So what Giordano pursues is not simple clothing, but the real connotation of clothing culture - spreading a life concept.

Giordano has always paid attention to strengthening the understanding, mastery and analysis of market conditions in terms of ideology, organizational structure, management system and operation means, taking timely response measures, and sparing no effort to create a best service model. The first characteristic of this model is humanization. After years of education and tempering, the service quality policy of "being considerate, realizing first-class service, and making every Giordano customer happy, satisfied, and assured" has become an inherent concept of Giordano employees. On this basis, Giordano further improved the service standard to "exceed customer expectations". It is worth mentioning that the personalized differentiated services they advocate, namely, aiming at different consumer psychology, specifically improve product quality, shorten the cycle of product development and launch, and greatly promote the spread of their products.

Service is the most important means of product promotion. Giordano recognized this clearly and did a good job.

Giordano set an example for domestic brands: running a brand requires coordination and operation of all aspects.

Today, Giordano has stores all over China, and the company plans to focus on high-end clothing. William Yue, director of investor relations, said, "Giordano will gradually focus on the high-end market, so we will not get entangled in the low-end market competition."