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Giordano iTH!NK program to re-brand Bluestar Exchange

12
Oct '06
Well-known and established apparel retailer Giordano International Limited announced that it has engaged the services of iTH!NK, a start-up marketing consultancy, to assist in its program to re-brand Bluestar Exchange.

The program will be rolled out over the next six months to all Bluestar Exchange markets, beginning with Hong Kong.

The apparel retail market is getting increasingly competitive, regardless of whether you are talking about the high end or the mass market. In order to succeed, you must achieve meaningful differentiation from your competitors or else you risk becoming lost in the crowd.

We believe it is time to give Bluestar Exchange a makeover to sharpen its image, and decided to go outside the company to get a fresh perspective, remarked Mr Peter Lau, Chairman and Chief Executive of Giordano International Limited.

We decided to go with iTH!NK not only because its principal Johan Wong and creative consultant Nick Lim are both very creative and talented professionals, we also believe that a start-up company would take a more original, outside-the-box approach that we want, continued Mr Lau.

The target is to re-brand Bluestar Exchange into something that would appeal to the young and young-at-heart, and our direction is to simplify everything from design, style offering to visual merchandising to achieve a sleeker, more edgy and urban attitude for the brand.

As a key component of the program, we will put together a number of T-shirt collections to reflect the new BlueStar attitude. Peter is in full agreement with the direction and is giving the project a lot of personal attention and support. Nick and I are very excited to be working on the project,¨ commented Mr Johan Wong, Director of iTH!NK.


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