Giordano Concept Stores reflect new 'dress up casual' attitude
13 Jul '06
3 min read
Leading international retailer of men's, women's and children's apparel brand Giordano announced that it will accelerate the roll-out of Concept Stores, with a view to having a total of about 15 such stores in prime locations in China, Hong Kong, Taiwan and Singapore before end-2006.
“We differentiate a Giordano Concept Store from a regular Giordano store by the total experience it offers its customers. We have to combine many different elements such as product, visual merchandising and interior design to create this new experience.
For instance, Concept Stores will feature exclusive designs and limited editions in their product offering. They will also have more dramatic window displays and in-store presentations with greater emphasis on mix-and-match to inspire customers. Our aim is to have the Concept Stores reflect and communicate the new “dress up casual” attitude of our updated collections,” remarked Melinda Wong, Group Creative Director.
“Consumers have become much more demanding in terms of choice, variety and individuality. As such, we have been expanding the number of styles in each of our in-store delivery, and deliberately limiting the number of units per style so that as soon as we sell down on one item we'll have a new item to replace it.
This is not to say that Giordano is turning itself to a fast fashion brand. We are still focused on delivering quality casualwear at affordable prices to our customers. What has changed is that we are now expanding and “dressing up” our casualwear offering to meet higher consumer expectations. Our Concept Stores are aimed at helping us present our new collections in the best possible light and maximizing the impact. They are an important part of our overall strategy to make Giordano more relevant to consumers” continued Ms Wong.
marketing@alchempro.com
