Giordano is a recognized brand, especially in the Asia-Pacific region. It has received numerous awards such as HKRMA 2008 Service and Courtesy Award, Hong Kong Brands Awards 2008 and Top Service Award 2008 (Jochen Wirtz), which helped Giordano establish good reputation among customers. This is also achieved by the company’s well-planned marketing and promotion strategies. Giordano is well-known for its quality. The company carefully sources fabrics and manufacturers. It has a tightly controlled menu, and each product line merchandises no more than 100 items at a time (Wang Jianguo, 2013). This enables Giordano to closely monitor and analyze sales data of its apparels and better forecast demands. A focused product portfolio also makes the supply of high quality, well-designed products possible. In light of the aforementioned, however, the company has a broad customer base. With its sub-brands – Giordano, Giordano Ladies, Concepts One and BSX, Giordano’s product portfolio ranges from casual unisex apparels to high-end business attire. Giordano has an efficient supply chain management system. Giordano outlets’ POS terminals record and transmit sales data to the company’s main computer, facilitating inventory management and demand forecasting (Jochen Wirtz). This prevents stores from keeping excessive inventories, helps minimize related costs, and maximizes use of store space for sales opportunities. The company’s extensive partnership network with manufacturers and suppliers has also enabled it to maintain comparably low production costs. Giordano offers high quality customer services. The company builds strong customer relationship by owning a dedicated, trained, ever-smiling sales force (Wang Jianguo, 2013). Apart from stringent selection procedures and on-going trainings, Giordano implements frequent periodic performance evaluations and offers performance-related bonuses to motivate staff. To add on, Giordano provides a wide range of...
References: 1. Jochen Wirtz, Giordano: Positioning for International Expansion, link: http://bschool.nus.edu.sg/Marketing/Jochen%20papers/ESM2_Case%2005_Giordano.pdf
2. Wang Jianguo, Scienpress Ltd, 2013, Advances in Management & Applied Economics, vol. 3, no.4, 2013, 139-147, The International Expansion Strategies for Giordano: A Case Study from Chinese Clothing Industry, link: http://www.scienpress.com/Upload/AMAE/Vol%203_4_13.pdf
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