분야
pptx2.Problems
3.GIORDANO’s current situation
1)STP analysis
2)SWOT analysis
4.Marketing strategy evaluation
5.Suggestions
1981 – Hong Kong retailer of quality apparel founded by Jimmy Lai
1994 – first store in Korea
; fast fashion brand
– An acronym of ‘Specialty retailer of Private label Apparel’
– GIORDANO provides high quality clothes with relatively low
price through reducing the cost of transport
Main Strategy of GIORDANO
Identify brand image with celebrities
Stimulate the customers’ purchasing desire
Let customers know its products
Little effect for high cost
Not proper for GIORDANO in current status
More rational customers
Needs for Distinctiveness
GIORDANO = Shin Min a ( X )
GIORDANO = Something only “GIORDANO” ( O )
Confusing customers by changing celebrities
