image positive and favorable gets more important to companies. In a nutshell, GIORDANO’s target consumers prefer quality to brand, and they purchase products on a plan rather than on impulse, at least in fashion.
③ Fashion tendency
GIORDANO targeted thefashion followers who are very sensitive to fashion tendency, not thefashionleaders because more than half ofthe people in their 20s to
and Japan.
- Imagery
• The highest fashion brand which has become a symbol representing high social class. It has consumers that show frantic obsession towards the brand.
• Although it has many loyal customers, the high price and scarcity led to lack of friendliness.
• It leads thefashion trend ofthe high class and has deep tradition as a trend leader.
3.2. HERMES
the world.
Design : Fashion imitator – does not predict trends
Production : Spain 50%, Europe 26%, Asia 24%
Distribution : Short product life cycle – Repeated visits
Ownership and control ofthe all process
Market research
(observe fashionleader, feedback from store, sale report)
Product Placement
Give customers a good and familiar image about the br
weeks).
- Take advantage ofthe store
- Ensure premium image
WeaknessRelatively high price policy (Innovative)
- Inability to reproduce customer complaints
- Low awareness
- Our focus system
Opportunity- Shared global trend
- Fast Fashion market is booming
- Fashion-conscious consumers Korea
Threat
SPA brands are competing fiercely
- Design limitations
- NO advertising strategy
the second largest corporation in South Korea after Samsung Corporation. LG Electronics was founded in 1958 at Seoul, South Korea. LG Group was a merger of two Korean companies; Lucky and GoldStar.
LG Company’s strategy for gaining market share is two-fold: fast innovation and fast growth. The company’s core competencies of product leadership, market leadership and people leadership help to