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Giordano

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GiordanoPositioning
Aditya Dave Syed Azharuddin Karan Kumar Madhur Agrawal Group 6 11P005 11P056 11P085 11P146

Issues
• In what ways should Giordano change its current positioning in the • Would the factors that had contributed to Giordano’s success in the past remain equally critical over the coming years or were new key success factors (KSF) emerging • Are Giordano’s competitive strengths readily transferable to other markets

Concept
• Brand Positioning
By definition, brand positioning involves defining the one core idea that the brand stands for in the minds of customers. Besides, it helps in working out a strategy that forms the basis of pricing, promotion, product development and distribution decisions.

Giordano at a Glance
• “To be the best and the biggest world brand inthe apparel retailing.” • Giordano’s mission is to provide value for money merchandise • Giordano is a retailer of casual clothes • It was founded by jimmy Lai in 1980 • In 1985 it opened its first outlet in Singapore • After 1987 it repositioned itself as a retailer of unisex apparel

Management value & styles
• Lai’s management philosophy • Employee treated as an assets • Spent heavily on training-average 224 hourstraining for each employee • Paid high wages to employees • Flat organizational structure • Services of Giordano – key strength • Employee evaluation- service star award • Store evaluation- Best service shop • Value for money-selection of suppliers, cost control etc

Management value & styles
• Inventory control-Inventory turnover reduced to28 days in 1999 from 58 days in 1996 • Product positioning-simple having limited items • Repositioning-stylish clothes & broadening its appeal • Advertising & promotion-heavy spend on advertisement & the campaign were creative &appealing • Asian retail industry-Asian currency crisis • Giordano’s competitors- Ten, Bossini,

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