Giordano
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Title: Giordano

Essay Details:

Subject: Book Reports
Author: James H
Date: March 10, 2014
Level: University
Grade: A
Length: 1 / 297

Essay text:

Until 1987, it had sold exclusively men’s casual apparel. When Lai and his colleagues realized that an increasing number of female customer were attracted to its stores, he repositioned the chain as a retailer of value-for-money merchandise, selling discounted casual unisex apparel, with the goal of maximizing unit sales instead of margins. This shift in strategy was successful, leading to a substantial increase in turnover. In 1994, Peter Lau Kwok Kuen succeeded Lai and became Chairman. III. Findings: 1. Describe and evaluate Giordano’s product, business and corporate strategies. Product and Business: Giordano is a retailer of casual clothes targeted at men, women, and children through its four company brands, Giordano, Giordano Ladies, Giordano Junior and Blue Star Exchange was operating over 1600 retail stores and counters in some 31 markets in the Asia Pacific and Middle-east region...

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