The Marketing mix of Giordano analyses the 4Ps of Giordano, which includes the Product, Price, Place, and Promotion of Giordano. Giordano is a public company based in Hong Kong. It is associated with the retail industry and deals with accessories and apparel. It was founded in 1981 by its founder, Jimmy Lai. The brand is synonymous with superior service, value, and quality. Its intelligent casual products have been a hit, with every consumer demonstrating its unique global appeal. Some of its competitors are as follows-
- Bossini
- Espirit
- HangTen
- Baleno
- Gap
About Giordano
Type: Apparel retailer
Industry: Retail
Founded: 1981
Founder: Jimmy Lai
Headquarters: Hong Kong
Area served: 30+ countries and regions worldwide
Key people: Jimmy Lai (Chairman) and Simon Kwok (CEO)
Number of employees: 9,100+
Table of Contents
Giordano Product Strategy
Giordano is an international brand with products for children, women, and men. At the onset, it was just a manufacturer of casual apparel. Still, with time, it has become a world-renowned retail brand focused on simplicity, service, innovation, knowledge, and quality.
Its manufacturing division caters to its brand retail requirements and provides merchandise to other renowned brands. Giordano works under several brand names, including-
- Giordano is the company’s core brand and offers casual apparel for the male and female sections.
- Giordano Junior caters to kids section.
- Giordano Ladies was introduced in the year 1997 and catered to the female section
- Beau Monde is its latest brand and was introduced in 2014. It provides essential clothing for daily usage at reasonable prices
- BSX was introduced in the year 1999 and was a vital brand
Giordano accessories include leather belts, printed bags for ladies, and caps. Its basic clothes include trousers, t-shirts, polo shirts, jackets and denim.
The product mix of Giordano in 2023 is as follows(Source)
- Men’s Clothing: This category typically includes various types of men’s apparel, such as t-shirts, shirts, polo shirts, jeans, trousers, jackets, and suits.
- Women’s Clothing: Giordano offers a range of clothing items, including t-shirts, blouses, dresses, skirts, pants, and outerwear.
- Kids’ Clothing: They often have a selection of children’s clothing, including t-shirts, jeans, dresses, and more.
- Accessories: Giordano may sell belts, hats, scarves, and socks.
- Watches: Some Giordano stores may carry wristwatches as part of their product mix.
- Bags and Wallets: They may offer bags, backpacks, and wallets as accessories.
- Footwear: In some locations, Giordano may have a selection of shoes and sandals.
Giordano Place Strategy
Giordano has spread its international network from its base in Hong Kong to different parts of the world. It has nearly 2,400 retail outlets spread over an estimated 30 countries. By the end of the year, 2014 company had nearly 8,100 employees as its workforce. Giordano has operations in several markets.
It has nearly seventy-three outlets in Hong Kong and one hundred and ninety-seven in Taiwan. It entered China in 1992 and has an estimated 945 stores in every major city. Giordano entered South Korea in 1994 and has 208 retail outlets and 240 stores in 23 countries of the Middle East.
It also operates in countries like Zambia in Africa, India, Pakistan, Singapore, Cambodia in Asia, Australia in Oceania, Georgia in Eastern Europe, and Canada in America. It opened its first outlet in India in 2006 and has had nearly 49 stores, including places like Mumbai and Delhi.
- Retail Stores: Giordano has a strong presence through its brick-and-mortar retail stores in various countries, strategically located in high-traffic shopping districts and malls. This allows them to provide a physical shopping experience to their customers.
- E-commerce: Giordano also has an online presence through an official website and e-commerce platforms, offering customers the convenience of shopping online, with options for home delivery or in-store pickup.
- Franchise Partnerships: Giordano utilizes franchise partnerships to expand its reach into different regions and countries. These partnerships help adapt the brand’s offerings to local preferences and culture while maintaining brand consistency.
- Shop-in-Shop and Department Store Presence: In addition to standalone stores, Giordano often collaborates with department stores and sets up shop-in-shop arrangements, allowing them to tap into a broader customer base and diverse retail environments.
- Outlet Stores: Giordano may operate outlet stores to offer discounted products and clear excess inventory, attracting budget-conscious shoppers and liquidating surplus stock.
Giordano Pricing Strategy
Giordano is a trendsetter who believes in providing the best products at minimum rational prices. It has adopted a value-based pricing system for its products and delivered high-end customer satisfaction through its products.
The brand also faces stiff competition from rival companies and has kept its prices marginally lower than its competitors as it wants to penetrate the consumer market and try to seize the consumer share of rival companies. Giordano has kept its image as a brand whose products can be bought and worn by every class and section of society.
Hence, it has adopted reasonable and economical prices to seem within means and inexpensive to its customers.
As a global apparel brand, Giordano employs a value-based pricing strategy that aligns with its brand positioning and target market. This strategy centers around several fundamental principles:
- Value Proposition: Giordano positions itself as a brand offering high-quality, stylish, and comfortable clothing at affordable prices. The pricing strategy is designed to emphasize the overall value that customers receive when purchasing Giordano products.
- Competitive Pricing: Giordano carefully monitors its competitors’ pricing in the fashion industry and strives to remain competitive. While it aims to offer reasonable prices, it also ensures that its products are perceived as superior in quality and design.
- Price Consistency: Giordano maintains price consistency across its different retail channels, both physical and online, to provide a seamless shopping experience. This consistency helps build trust with customers and reinforces the brand’s reliability.
- Seasonal Discounts and Promotions: Giordano often implements seasonal discounts and promotions, such as end-of-season sales or holiday specials, to stimulate sales and clear out inventory. These limited-time offers create a sense of urgency and encourage customers to purchase.
- Customer Loyalty Programs: Giordano may offer loyalty programs, such as membership rewards or discounts for repeat customers, to foster long-term relationships and encourage brand loyalty.
- Dynamic Pricing: In some cases, Giordano may employ dynamic pricing strategies, adjusting prices based on demand, seasonality, and inventory levels. This helps maximize revenue while ensuring competitive pricing.
Giordano Promotion Strategy
Giordano has adopted a thematic marketing strategy and several other activities to communicate brand values and build brand personality. It has launched several campaigns that include in-store activities and crossover programs. Giordano believes in celebrity endorsements and has roped in Jeon Ji Hyun as its brand ambassador. Earlier famous personalities like Jung Ryu and Jang Dong-gun have been a part of its commercials.
Giordano employs an integrated marketing communication strategy, utilizing digital advertising, social media marketing, and in-store promotions to reach its target audience. They focus on conveying their brand’s values of quality and affordability while leveraging customer engagement through loyalty programs and occasional sales events to drive sales and customer retention. Additionally, they may collaborate with influencers and celebrities to enhance brand visibility and appeal to their fashion-conscious customer base.
During one of its marketing activities, the company invited creative teams to participate in the Life is a Journey campaign. It made a deal with Disney-Pixar in 2013 to celebrate Monsters University, a movie, by introducing an elite apparel line. Giordano has been linked with Project Hope and has funded 22 primary schools under this scheme.
It has been a supporter of activities like disaster relief and has donated clothes for victims. It has organized seminars and several leisure activities to promote healthy living amongst its employees.
Some Recent Video ads and Print ads of Giordano are:
https://www.advertgallery.com/product-category/advertisements-by-brand/giordano/#google_vignette
Liked this post? Check out the complete series on Marketing Mix
