Is the magic of 'feel good' and 'look great' at Giordano still working?

摘要

Purpose - This paper aims to present the strategic moves and success story of a company whichrnstarted its operations as a small manufacturer of casual clothing in the 1970s and is now recognized asrnone of the world's most renowned apparel retail brands.rnDesign/methodology/approach - The authors explore the relationship between a company'srnmission and its supporting pillars; which are built by corporate values and brand values. Further,rnthrough these values how a company can develop its core competencies and differential advantages, isrnanalysed. For structuring this case study, the authors collected secondary information from libraryrnresources and internet sources. The information available at company's web sites and the financialrndata disclosed by them in their interim reports was collected and used appropriately by the authors inrnunderstanding the business model of the company and evaluating its performance.rnFindings - Giordano, a small manufacturer of casual clothing in the 1970s, is today one of thernworld's most renowned, apparel retail brands. It presently has a network of over 2,000 stores in over 30rncountries. The segmentation, targeting and positioning approaches used by the company, and the wayrnit has grown internationally, by redefining its markets and its repositioning approaches, whilernfocusing in the same mission, are the key findings of this study.rnOriginality/value - The relationships the authors explore show how a company's value system, itsrnstrategic analysis and ability in decision making can lead it on the road to success.