Giordano Clothing Marketing Case Analysis

The Hong Kong-owned brand "Giordano" began to enter the domestic market in the early 1990s. In just a few years, the number of its stores has grown rapidly, and its sales Both the product and profit margins ranked first in the industry, becoming a classic for successfully implementing brand strategy. Based on the author's observations and investigations of the brand in recent years, the author summarizes its unique and successful brand marketing strategies for reference by domestic peers.

1. Thorough market research and accurate market positioning.

First of all, from the perspective of the research and selection of fabrics, technology in today's world is changing with each passing day, and chemical fiber fabrics are emerging in endlessly. However, after people's long-term use and selection, people still love cotton products. Cotton fabric shows its eternal vitality due to its good breathability, strong water absorption, comfortable feel, durability and low price. Therefore, the brand's clothing, from T-shirts, shirts, jackets, trousers, underwear and socks, are all made of 100% cotton or high-cotton content fabrics. This will meet the needs of consumers of all ages and lay the foundation for obtaining as many consumer groups as possible. Then, based on price and style, we focus on serving young and middle-aged people aged 18 to 45, because people in this age group have the strongest desire to buy clothing and the highest frequency of updating.

Secondly, from the perspective of the price positioning of clothing, "Giordano" is keenly aware of the lack of mid-to-high-end price men's clothing varieties in my country's clothing market, especially the styles that are out of stock as "bulk goods". In response to this situation, "Giordano" has positioned its product prices as: 50-150 yuan for cotton long-sleeved T-shirts, 100-200 yuan for cotton shirts, 100-300 yuan for trousers, and 100-200 yuan for belts. Jackets and thickened cotton jackets cost 200 to 400 yuan. A windbreaker costs about 500 yuan, and a woolen coat costs 150 to 300 yuan. This price positioning is very suitable for the consumption level of residents in large and medium-sized cities in my country at this stage.

Once again, judging from the determination of the brand's clothing styles, it is not difficult to find that its operators are well versed in the dressing psychology and habits of the Chinese people. They have also put a lot of effort into researching our country's clothing culture and have a more accurate grasp. . Our country is an ancient nation with a long cultural history and advocates moderation. The highest level is to dress plainly and neither be shabby nor excessive. It is more reserved and traditional than Western nations. Although our living standards have improved rapidly and we have integrated with Western culture, our own dressing has its own gradual development process, and most people do not pursue novelty. In response to this market situation, the design of "Giordano" clothing styles strives to be concise and smooth without being crude. It gives people a classical, simple and ordinary feeling, but without any sense of being out of date or outdated, reflecting the consistent "steady style that is increasingly refined in elegance".

2. Unique corporate planning and ingenious marketing.

After conducting sufficient and detailed market research, "Giordano" established a strategy of targeting large and medium-sized cities in China, forming a strategy with Shenzhen as its headquarters, with the Pearl River Delta as the center, and to large and medium-sized cities across the country. Business network radiating from central cities.

In cities, "Giordano" stores are located in prosperous commercial areas with large traffic flow and wide influence, even if the rent in this location is much higher than other locations. Because it can improve the utilization rate of funds by accelerating the circulation speed of goods and capital turnover, thereby winning higher profit margins. According to the different population sizes of major cities, it is determined to set up specialty stores of different sizes and numbers. The larger the city and the larger the population, the larger the store size and the greater the number.

Although Giordano's stores across the country vary in size, their brand style remains completely consistent. All the brand's stores have a light blue background with the registered trademark "Giordano" written horizontally in white and bold Chinese and English characters directly as the store name. It is both concise and eye-catching, with a prominent impression, and also looks like a billboard. Delightful for the eyes. Specialty stores in various places adopt a unified style from the appearance of the building to the decoration, including color, shape, materials, shelves and clothing display.

"Giordano" also focuses on using the media for advertising based on its own characteristics to achieve promotional purposes. However, the target level is not limited to simple clothing promotion to expand immediate sales, but more focused on the creation of its brand cultural atmosphere. Every year, creative and beautiful advertising clips are launched on TV at the right time. In-store posters and calendars are displayed that express the brand's theme while being vibrant, imaginative, and evocative.

This undoubtedly improves the brand's image and taste, enriches its connotation, and subtly deepens the brand's penetration and expands its influence. At the same time, the huge "Giordano" store sign in the city's commercial center is itself an advertisement without being called an advertisement. It shows its style to passers-by and has a remarkable effect.

3. Use chain franchise rights to implement expansion strategies and achieve large-scale operations.

While "Giordano" is expanding nationwide, in order to maintain the unified brand style of its chain stores, the chain operation implements "four unifications":

1. Unify the trade name. All the affiliated stores use the unified name of the brand, and the corporate trademark, external image, internal decoration, product display, shelves and clothing of the business premises are all produced uniformly.

2. Unified supply. Implementing "centralized supply and decentralized distribution", the distribution center purchases the goods directly from the manufacturers for all the products operated by its branches, and the goods are uniformly dispatched by them.

3. Unified pricing. The sales prices of goods operated by each branch shall be determined by the unified pricing determined by the headquarters, and unauthorized discounts, disrupting market prices, and damaging brand image are prohibited.

4. Unified management. The company's unified regulations are followed for the business plans, indicator assessments, operating standards, staff training, personnel, finance, administration and other management of each branch.

"Giordano" develops franchise factories and stores with the brand as the core, and "Giordano" provides franchise merchants with sales analysis, marketing promotion, market analysis, image design, financial analysis, personnel training, and warehouse analysis. and computer support, a strong and stable nationwide franchise army has been formed, and a nationwide marketing network has been formed.