Giordano has always been the leader in innovative marketing and advertising techniques. Creativity and differentiation is the key and Giordano aims at all times to bring something new to the region.

The brands strongest marketing tool is its stores, which are strategically located at most of the malls, residential areas and business districts in order to be easily accessible to its customers. While the normal channels of marketing and advertising are used by the brand, the stores become one of the most powerful tools to communicate and interact directly with customers. Well-designed stores, creative displays, strong visual merchandising and store ambience, all ensure that the customers have a pleasant shopping experience and are attracted to the brand.

The corporate web-site is used effectively to communicate with the customers on new merchandise, seasonal campaigns, promotions, and various other activities. Newsletters and mailers are sent to ensure regular communication with the customers. Careful planning ensures that all marketing communication methods are aligned to consistently position the brand in the market. The brand has grown in spite of the changes due to its heritage and high standards of operational efficiency. There are several initiatives taken to ensure that the brand is able to sustain its growth. Some of these initiatives are:

Regular Business Planning and Reviews
Business planning and reviews are done on a monthly, quarterly, annual basis to ensure that the plans are implemented. Reviews help the brand to take action for any unforeseen variances which would affect results. The senior management team meets together to prepare a detailed business plan for the year. The year is reviewed and managers present their plans for the coming year. Once the overall objectives have been given by the executive director, different department heads prepare their own plans for the year and present to the team for approval. Once approved the plans are implemented and monitored for performance results.

Continuous Market Communication
Communication between all the Giordano markets worldwide takes place on a regular basis; sharing of information and knowledge happens from the CEO right down to the individual employees. The brand believes that effective communication ensures timely action and implementation of business plans. Continuous Interaction with Customers Communication with customers through regular SMS, HTML’s, emails, newsletters and social media ensures that customers are kept up to date on the brands products and services. This also enables the brand to get feedback from its customers, which is integral to its development and ensures that it delivers what the customer needs.

Online and Real Time System
The brand has a very innovative and real time retail system which links all its stores globally. The system which has been developed in-house is totally customized to ensure that the brand has the information required for its buying, sales, and other relevant functions. This enables the brand to take informed decisions on inventory, customers, etc. The system enables the sales and the buying team to review stocks, sales and other relevant information in real time for any of its stores or markets. Relevant reports can be generated as required to enable the management team to plan and implement effectively.

Inventory Management
The brand has a very efficient and effective inventory management system which links all markets. This enables all markets to have real time information and ensure that it manages an optimal DOI (days of Inventory). Corrective action can be taken promptly for any variances from the standards set thus ensuring optimal use of resources not only in the region but also companywide.

Corporate Governance
The brand, as a company, adopts stringent measures for corporate governance and ensures that standards are defined and followed.

Keeping it Simple
The corporate value “Simplicity” is followed at all levels thus ensuring simplicity and speed of operation. The business model ensures that processes are simple and efficient thus creating value for its customers.

All of the above ensure that Giordano is able to maintain its competitive edge and can face head on, the day to day challenges of the retail world. Simple pleasures of basic fashion – that is the driving force of Giordano. Giordano’s styling always revolves around what is basic, relevant and functional. The look is relaxed and the merchandise can easily be mixed together to match any occasion, mood or place.