Giordano, The Hong Kong Capital Brand, Has Now Fallen Into A Slough And Lost Its Past Years

Loss of past scenery, Hong Kong brand

Today, it has been bogged down in performance.

The first quarter results released by Giordano yesterday showed that group sales decreased by 10% to HK $1 billion 306 million, down 7% from the exchange rate in 2015, and gross profit decreased by 6% to HK $754 million.

Giordano said that the weak consumer spending and cooler weather in the spring inhibited sales in the Greater China region.

It is understood that in the past two years, Giordano's performance continued to be poor. In 2015, Giordano's sales fell 3% to HK $5 billion 381 million, and sales fell 5.2% to HK $5 billion 545 million in 2014.

It has been popular among young people in mainland China, and the popularity of stores has sprouted everywhere.

Brand Giordano is hard to see now.

The reporter saw through Giordano official flagship store that Giordano prices were mostly located at 50-300 yuan, and the highest monthly sales volume was only 1710 men's sports pants, mainly in men's and women's T-shirts, shirts, trousers and so on.

According to the earnings report, men's clothing is still the core brand of Giordano, accounting for 76% of sales. The core sales of men's clothing decreased by 3% during the reporting period.

Brand sales decreased by 2%.

Sales in Giordano mainland fell 12% to 297 million yuan, brand sales fell 11% to 369 million yuan, and 51 outlets closed to 894 stores.

Giordano said that in the current year, the group focused its strategy on developing the three or four tier cities in the mainland to develop franchised stores. During the period, the number of franchisees increased by 10, and the gross profit of the franchisees rose by 2.1 percentage points.

The industry believes that in recent years, the downturn in the economy has caused heavy losses to the garment industry. After entering China, ZARA, H&M, UNIQLO and other fast fashion brands quickly catch up with the domestic fashion brands and get the recognition of Chinese consumers. However, Giordano and agogue brands have no advantage in marketing, product speed and fashion trend.

The product design style is more similar than that of the same audience, the audiences are single, and the market publicity and marketing are not enough timely, so that Giordano can fade out of the public view and can only develop to the four or five line market.