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

Abstract

Purpose

This paper aims to present the strategic moves and success story of a company which started its operations as a small manufacturer of casual clothing in the 1970s and is now recognized as one of the world's most renowned apparel retail brands.

Design/methodology/approach

The authors explore the relationship between a company's mission and its supporting pillars; which are built by corporate values and brand values. Further, through these values how a company can develop its core competencies and differential advantages, is analysed. For structuring this case study, the authors collected secondary information from library resources and internet sources. The information available at company's web sites and the financial data disclosed by them in their interim reports was collected and used appropriately by the authors in understanding the business model of the company and evaluating its performance.

Findings

Giordano, a small manufacturer of casual clothing in the 1970s, is today one of the world's most renowned, apparel retail brands. It presently has a network of over 2,000 stores in over 30 countries. The segmentation, targeting and positioning approaches used by the company, and the way it has grown internationally, by redefining its markets and its repositioning approaches, while focusing in the same mission, are the key findings of this study.

Originality/value

The relationships the authors explore show how a company's value system, its strategic analysis and ability in decision making can lead it on the road to success.

Citation

Saxena, R.P. and Khandelwal, P.K. (2010), "Is the magic of “feel good” and “look great” at Giordano still working?", Management Decision, Vol. 48 No. 3, pp. 440-455. https://doi.org/10.1108/00251741011037792