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HK-based retailer adopts new approach to the apparel world
06
Jan '10
International retailer Giordano adopts a new approach to the apparel world, re-evaluating product lines and focusing on the essentials. While business continues to grow at a steady rate and expansion plans continue, Giordano's essentials product line, Giordano Junior and BSX presents strong growth opportunities.

During November, the Group experienced double digit growth across all brands; a clear indication that key markets are demonstrating signs of recovery.

Giordano Junior, the group's children's brand grew by more than ten per cent, not just for the month, but for the whole of 2009 to date. Giordano's youth brand, BSX, exclusively available in Saudi Arabia, has also witnessed an excellent reception and will continue to be an area of expansion for the group.

“The growth in these brands reflects consumer preference towards segmented clothing brands that cater to specific needs. The retail world has seen dramatic changes with consumer patterns changing rapidly. In times like this, a corporation needs to evaluate its stance, incorporating lessons learnt and investigating new business possibilities. The Middle East market is very dynamic and gives us the flexibility to explore new avenues or even revisit past successes,” said Ishwar Chugani, Executive Director, Giordano Fashions LLC. “Our new essentials range is a renewal of our strongest assets, our understanding of function and form, a selling point to customers who look for durability and quality.”

Renowned for their quality, both in their products and services, Giordano's 2009 strategy has helped them focus on the values that have served the brand well - Quality, Knowledge, Innovation, Service and Simplicity. Giordano was awarded Best Service Performance Brand by the Department of Economic Development in Dubai as part of the Dubai Service Excellence Scheme. “It is key not to compromise on service standards and maintaining a dialogue with customers. We believe that going that extra mile gives a brand the edge over the competition,” added Chugani.

Chugani commented that despite the market, Giordano's expansion plans in the Middle East are still moving onward.

With a global presence of 2000 stores, Giordano has grown into one of the leading retailers in casual apparel and has maintained and equally strong position in the Middle East.

While re-aligning the business strategy was a key objective, Giordano also made the effort to support the community and reinstated, Giothon, a community driven initiative introduced in 2002.

Giordano Fashions L.L.C

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