Business, Accounting and Financial Studies
Giordano International Limited (Giordano or the Company)is a Hong Kong-based international retailer of men’s, women’s and children’s apparel and accessories.
Its current Chairman and CEO is Dr. Lau Kwok Kuen, Peter.
The Company is one of Asia-Pacific's most successful retailers and its brands include "Giordano", "Giordano Junior", "Giordano Ladies", "BSX" and "Beau Monde".
Giordano has been listed on the Main Board of the Hong Kong Stock Exchange since 1991 and trades under ticker symbol 709.HK.
Established in 1981, Giordano now employs over 8,100 staff with over 2,400 shops operating in more than 30 countries worldwide.
Giordano (store)
1. check out the number of stores Giordano own worldwide.
1. What are the target customers and product lines of Giordano?
Giordano International Limited Established in 1981, is a leading international retailer of men’s, women’s and children’s .
By developing and identifying a marketing mix for this huge segmen will be usefull, therefore Giordano has divided this market in sub-segmen for those with different needs and different purchase habits.
Thus, Giordano sell under different brand names :“Giordano”, Ms.Giordano “Giordano Ladies”, “Giordano Junior”, “Bluestar Exchange” and Giordano Concepts.
Giordano brand focusing on quality apparel for men and women.
The brand's goal is to be appealing to the everyday shopper, anywhere at anytime.
This Product that sells for woman and men . the type of clothes in giordano are very simple.
1. Trousers ( available in textile and denim material )
2. Jeans (available in long jeans and short jeans )
3. Poloshirt ( full colour)
4. Plain T-shirt or colour T-shirt
5. Towel ( with colour :pink and mocca)
6. Underwear for men
7. Accesoris ( like belt and socks, this product just sells for men )
8. Cardigan (with full colour for men and woman)
9. Tank top (for woman)
10. Sweater
11. Watch (for men)
Giordano Ladies more targeted for of career women or housewife. Because a lot of clothes simpel which is not many colour pattern.
1. Blezzer
2. Tank top
3. Skirt
4. Dress
5. Trousers (with textile material)
6. Cardigan
7. Scarf
8. Watch (for women)
Giordano concept targeted to teenager and the youngster because the design of the product consist of cartoon picture and very attractive. Product that sell in the Giordano concept are :
1. T-shirt (white,black,grey)
2. Poloshirt
3. Tank top
4. Trousers
5. Jacket
6. cardigan
2. How does Giordano segment the market?
SEGMENTATION,TARGETING AND POSITIONING
Segmentation
Giordano create a segmentation based on geographic, demographic and social grade. For example for geographic they choose country that have tropical weather such as Asia, because they make product that very comfortable to wear in this kind of situation. For demographic, the clothes that Giordano sell is suitable for both female and male with age around 15 till 30. However for Social grade of Giordano they targeting for middle high customer .
Giordano is a manufacturer and retailer of clothing, based in hongkong. That produce women and men clothes. Demographic from Giordano are ages that have been segmented by Giordano to reached their target Market :
1. 2-14 years old
2. 15-45 years old
3. 15-45 years old
Group that become social grade of Giordano are lower middle class until middle class (C-B), all the status (marriage and devorce) and all religion can wear or buy this clothes the occupation can be student,college student, employee,housewife.
Targeting
Giordano has maintained a significant and consistent brand image that is regional target market can easily associate with, and it has created market share in over 30 countries in Asia,Australia and middle east.
target market Giordano are Men,Women,Children and Unisex clothes from lower middle class until middle class. Giordano has developed differentiated Marketing by targeting all segments differently( different brands using to appeal those different segments. Example like for kids or children Giordano make GioKids that sells all clothes for Kids.
In targeting, Giordano tend to grab the market that for teenager and adult. Because they sell clothes such as jeans, t-shirt, hat and et cetera and also the concept of Giordano is suitable for the market. or people who like to use casual clothes.
Positioning of Giordano
Giordano main positioning is value for Money. This was aided by a resasonable price product quality and service devotion to its customer .the value for money having understood that its will become the fact that customer are agreed to pay a particular price for a particular product that giordano offer .
the tangible product receive by the customer ( example skirt and sweater) then the service package offer during the buyer experience (ever smiling,sales force ) this package forms the positioning (value for money) that offered in Giordano.
Creating a concept of Giordano in the mind of members of identified target audience that is the positioning of Giordano. The positioning of Giordano in other competitor ,
Such as esprit that can be positioning have same quality value for money with Giordano , but Giordano price is more cheaper than esprit .
3. Do you think Giordano should offer different products for different countries?
Yes, Giordano should offer different products for the countries in which it operates.
As consumer preferences (e.g. drawings, styles and colours) across countries vary, Giordan should offer different clothing to suit these customers' needs. since the climate varies across countries, Giordano may need to use different materials to make clothings.
Differentiated marketing strategies
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