Giordano Essay

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GIORDANO We are committed to provide our customers with value-for-money merchandise, professionalcustomer service, and a comfortable shopping experience at convenient locations. Giordano s Corporate Mission Giordano is a retailer of casual clothes in East Asia, South-East Asia, and the Middle East. In1999, it operated outlets in China, Dubai, Hong Kong, Macao, Philippines, Saudi Arabia,Singapore, South Korea, and Taiwan. Giordano's sales grew from HK$712 million in 1989 toHK$3,092 million in 1999 (see Exhibit 1). This case study describes the success factors thatallowed Giordano to grow rapidly in some Asian countries. It looks at three imminent issues thatGiordano faced in maintaining its success in existing markets and in its plan to enter new marketsin Asia and beyond. The first concerns Giordano's positioning. In what ways, if at all, shouldGiordano change its current positioning? The second concerns the critical factors that havecontributed to Giordano's success. Would these factors remain critical over the coming years?Finally, as Giordano seeks to enter new markets, the third issue, whether its competitive strengthscan be transferred to other markets, needs to be examined.Giordano was founded by Jimmy Lai in 1980. To give his venture a more sophisticated image, Lai picked an Italian name for his retail chain. In 1981, Giordano started in Hong Kong selling casualclothes manufactured predominantly for the United States market by a Hong Kong-basedmanufacturer, the Comitex Group. Initially, it focused on wholesale trade of high-marginmerchandise under the Giordano brand in Hong Kong. In 1983, it scaled back on its wholesaleoperation and started to set up its own retail shops in Hong Kong. It also began to expand itsmarket by distributing Giordano merchandise in Taiwan through a joint venture. In 1985, itopened its first retail outlet in Singapore.However,

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