Fashion Marketing Team 11 Table of Contents1. About GIORDANO 2. What GIORDANO Pursues3. Why GIORDANO4. STPSegmentationTarget Positioning5. 4PProductPlacePricePromotion6. Problems that GIORDANO faces and suggested Solutions Constructive analysis of GIORDANORecommended direction for GIORDANOAbout GIORDANOPursue good quality at reasonable priceGIORDANO HISTORYYear 1981Established in Hong Kong by Jimmy LaiYear 1991Started expanding towards Asian marketYear 1994GIORDANO Korea foundedYear 1995Created distribution channel nationally through out department storesYear 1996Increased Sales by 250% Year 1997Achieved revenue 60 billion dollarsYear 1998Steadily grew during Financial Crisis
GIORDANO’s advertisement by top celebrities is becoming too predictable.
Use models of various age groups
-Not only 20’s and 30’s
-Kids,teenagers,and models over 50’s
Target wider range of consumers.
We also suggest GIORDANO to advertise through general magazines such as ELLE or Vogue