Hong Kong ¡V September 28th, 2006
Giordano Re-brands Bluestar Exchange
Giordano announced that it has engaged the services of iTH!NK, a start-up marketing consultancy, to assist in its program to re-brand Bluestar Exchange. The program will be rolled out over the next six months to all Bluestar Exchange markets, beginning with Hong Kong.
¡§The apparel retail market is getting increasingly competitive, regardless of whether you are talking about the high end or the mass market. In order to succeed, you must achieve meaningful differentiation from your competitors or else you risk becoming lost in the crowd. We believe it is time to give Bluestar Exchange a makeover to sharpen its image, and decided to go outside the company to get a fresh perspective,¡¨ remarked Mr Peter Lau, Chairman and Chief Executive of Giordano International Limited. ¡§We decided to go with iTH!NK not only because its principal Johan Wong and creative consultant Nick Lim are both very creative and talented professionals, we also believe that a start-up company would take a more original, ¡¥outside-the-box¡¦ approach that we want,¡¨ continued Mr Lau.
¡§The target is to re-brand Bluestar Exchange into something that would appeal to the young and young-at-heart, and our direction is to simplify everything from design, style offering to visual merchandising to achieve a sleeker, more edgy and urban attitude for the brand. As a key component of the program, we will put together a number of T-shirt collections to reflect the new BlueStar attitude. Peter is in full agreement with the direction and is giving the project a lot of personal attention and support. Nick and I are very excited to be working on the project,¡¨ commented Mr Johan Wong, Director of iTH!NK.
In his 14 years in the advertising industry, Nick Lim has won over 300 creative awards, including D&AD, Cannes, One Show, Clio, Grand Prix Long Xi, Grand Prix HK 4As as well as London International Advertising Awards, AdFest and Communication Arts. His campaign in 2000 was listed in the Gunn¡¦s Report as one of the Most Awarded TV Commercials in the world. He was ranked 37th in the Media Asia¡¦s Young Creative Ranking 2004, the highest ranked creative from the Greater China Region.
Prior to launching iTH!NK in 2006, Johan Wong has spent 14 years in the advertising industry and has worked with numerous international clients Philip Morris, Moët Hennessy, Dell, Alibaba.com, Yahoo.com and Adidas.
Giordano International Limited is a leading international retailer of men¡¦s, women¡¦s and children¡¦s apparel under the brand names ¡§Giordano¡¨, ¡§Giordano Ladies¡¨, ¡§Giordano Junior¡¨ and ¡§Bluestar Exchange¡¨. Established in 1981, Giordano International now operates 1,700 stores and counters in Greater China, Japan, Korea, Southeast Asia, Australia, India and the Middle East.
