Giordano: "No Stranger'S World"

Founded in 1980, Giordano was founded by Hongkong businessman Li Zhiying.

Li Zhiying later focused on his media career, gradually holding Giordano.

At present, Giordano group's main business is retail and wholesale Giordano (Giordano), Giordano Ladies (Giordano women's wear), Giordano Junior (Giordano children's wear), Giordano Man, Giordano Concept (Giordano concept store), Giordano Girls and Giordano (LAN-STAR, belong to volume type) these brands of costumes and accessories.

In August 1992, Giordano opened its first exclusive store in Guangzhou.

With the continuous development of business, Giordano has established direct management shops in Shenzhen, Guangzhou, Dongguan, Taiping and other places.

In 1993, Giordano entered the inland market of China and opened franchise stores in all provinces of the country. Its performance increased steadily, and the number of shops increased.

Giordano mainly deals with casual wear, whether casual, family, or young children can find suitable products in Giordano.

In 2008, Giordano launched Giordano VIP card to serve the wider consumers.

In all the stores in the country, the Giordano VIP card number can enjoy the 10 percent off discount of the positive price products.

On the day of the birthday, it can enjoy 25% off more. This measure is popular among young people.

"The world without strangers" is the slogan of Giordano. Giordano is famous for its value for money and excellent service.

Due to the successful listing and fund-raising, Giordano has developed more rapidly. The retail market and wholesale network are located in more than 30 countries and regions, including Mainland China, Hong Kong, Macao, Taiwan, Korea, Japan, Singapore, Philippines, Malaysia, Burma, Thailand, Vietnam, Australia, New Zealand, the middle East and Europe.

Giordano group also operates the garment business. It also provides OEM services to third parties while supplying retail demand.

There are five main cultures of the company: Quality, Knowledge, Innovation, Simplicity, and Service.

Giordano has the title of "Asian Gap", because it imitates Gap and stores its visual impact. The clothing sold is also popular and simple.

Giordano's retail business has been developing slowly after entering China in 1992. Now it has 680 stores in China. Now, Giordano has set up a huge network of stores in many large and small cities in China, accounting for about 45% of the total number of stores.

Giordano's employees come from different regions and different nationalities. Giordano's world is "the world without strangers", and Giordano is constantly working towards this goal.

In recent years, as oil prices have risen, consumer spending in the Middle East has increased, and Giordano has rapidly expanded its new branches in the Middle East.

Giordano has launched different brands for all kinds of middle-level consumers in China, which is similar to Gap's strategy in the US.

Gap has launched the high-end Banana Republic for the mature consumers, while the lower price Old Navy has been introduced to teenagers.

Giordano's Giordano Ladies brand is aimed at wealthy white-collar women in big cities like Shanghai and Beijing, while Blue Star Exchange faces price sensitive consumers.

"Quality is paramount and customers are the main ones."

This is the law of biological evolution, and also the magic weapon for winning the business war.

Brand is the lifeblood of an enterprise, and quality is the foundation of its brand.

Over the years, Giordano has consistently adhered to the perfect unity of quality and efficiency. It has produced a series of apparel products that are suitable for different times, different levels, excellent quality and excellent quality.

On the one hand, in order to ensure high quality, they focus on enhancing the advanced productive forces, and strive for perfection from every aspect of equipment, raw materials, technology and 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.

In the quality assurance of fabrics and accessories, scientific and strict internal control inspection standards have been formulated.

No matter how urgent the market demand for products, every batch of fabrics and accessories must be tested by the quality inspection department.

Even if fabric and color varieties are very popular in the market, if there are any flaws in the quality, the management of the company will rather be short of time and space, and will not sacrifice the market image of Giordano products.

On the other hand, Giordano is committed to improving the quality consciousness of employees in their work.

"The pursuit of excellent quality and maintenance of first-class brands" has become the quality concept and working principle of Giordano's highly qualified workforce in the new century.

If a product is defective, Giordano may lose two customers. This concept has penetrated into the hearts of every employee.

The harmonious unification of hardware and software creates Giordano's high quality.

Based on the concept of "Simplicity - simplicity is beauty", Giordano has launched an independent and personalized Giordano casual wear series.

It follows the classic, elegant, simple and fashionable modern urban style, expresses its persistent personality in a slightly publicized design, and deduces the dual character of modern urban masses with succinct and capable, relaxed and casual character based on the simple basic design.

The perfect combination of form and aesthetics, fashion and personality, taste and economy has been realized.

There is no such thing as self praise, no flashy hype.

Persistence is the principle that Giordano adheres to: persistence in positioning, persistence in style, persistence in image and persistence in quality create Giordano's strong brand personality.

With its accurate positioning, rich style design, rapid market response and exquisite fabric, Giordano quickly became a high-quality, high-grade and international clothing brand.

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The simplification of management and procedure reflected in Giordano is to discard the unnecessary rules and regulations in the management of enterprises, completely negate the overlapping management relationship, and focus on the training of staff's quality, so that every employee can set up a good attitude of "loving work and revitalizing the enterprise", and complete the job under the organic combination of responsibility, right and profit.

Giordano is always thinking that there should always be something else besides clothing. It should be a bit of a text, a little poetic and a little bit of communication.

So what Giordano is pursuing is not simply clothing. It is seeking the real connotation of clothing culture -- spreading a life concept.

Giordano has always attached importance to the understanding, mastery and analysis of the market situation in terms of ideology, organizational structure, management system and its operation means, taking timely measures to cope with the situation, and spare no effort to create a best service mode.

The first characteristic of this model is humanization.

After years of education and training, the service quality policy of "considerate, attentive, first-class service and every Giordano customer's happiness, satisfaction and reassurance" has become an inherent concept of Giordano staff.

On this basis, Giordano further enhances the standard of service to "exceed customer expectations".

What is particularly worth mentioning is that the personalized differentiated services advocated by them, namely, aiming at different consumption psychology, specifically improving the quality of products, shortening the cycle of product development and launch, have greatly promoted the spread of their products.

Service is the most important means of publicity for products.

Giordano did well in this regard.

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

Today, Giordano stores are located all over China, and the company plans to shift its focus to high-end clothing.

Investor relations director William Yue said, "Giordano will gradually focus on the high-end market, so we will not get entangled in the competition in the low-end market."