Giordano, established by Jimmy Lai in Hong Kong in 1980, has become a thriving retailer across East Asia, South-East Asia, and the Middle East. The company's accomplishments are due to its exceptional customer service, providing value for money, and comprehending customer requirements. These qualities contribute to Giordano's competitive edge. In addition to this advantage, the company's expansion and global reach are backed by meticulous selection processes, staff training programs, operational efficiency measures, efficient inventory management techniques, integration of purchasing and selling operations, as well as rapid product development cycles.
These mechanisms of success also played a role in helping Giordano endure the Asian economic downturn and the SARS crisis. Their product strategy consisted of providing moderately-priced, affordable, and stylish outfits that offered good value for money. This strateg
...y allowed Giordano to establish itself as a popular and fashionable unisex apparel brand. Additionally, they were able to meet the needs of customers by being a reliable brand that also offered affordable options. The company always prioritized delivering high-quality service, with proactive staff who not only assisted customers but also understood their preferences and tastes.
Giordano has effectively established a strong brand image, which has earned the trust and confidence of its customers. However, if the company decides to alter its positioning strategy, it runs the risk of losing this valuable reputation among its current clients. In my view, Giordano should not only concentrate on acquiring new customers but also prioritize maintaining its existing customer base. Consequently, changing its positioning could have adverse effects for Giordano, potentially leading to a decrease in its current market share.
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