Giordano opened its first “total-look” Giordano Concepts store in Hong Kong last week. The 4,200 sq ft store occupies a prime location in the heart of Mongkok, one of Hong Kong’s busiest shopping districts, and has been well received by customers. The company is planning to invest HK$20 million over the next 12 months to open additional Giordano Concepts stores.

“Consumers have become much more demanding in terms of choice, variety and individuality. This applies especially to the more sophisticated and affluent consumers and we developed the Giordano Concepts collection specifically to target such customers. The collection has seen good reception since its launch in Spring 2006, and the next step is to strengthen the Giordano Concepts identity with its own logo and store design so as to achieve maximum impact,” remarked Melinda Wong, Group Creative Director. “For the new Giordano Concepts logo, we employed a special “negative space” treatment on the letters "o", "e", and "p" in the word “Concepts” to communicate a sense of “hidden meaning” to consumers; and we chose the colour purple to convey a sense of surprise, but in a subtle manner. We applied the same philosophy to our store design, combining the basic scheme of neutral colours and muted tones with the extensive use of warm wood and soft lighting to create a store environment that projects the same attitude of relaxed and understated sophistication that is behind the “dress up casual” look of the Giordano Concepts collection. The initial feedback we received has been very positive, and customers have remarked on how the new look has attracted their attention and how well the store environment and merchandise work together,” continued Ms Wong.　

“The new logo and store format allow us to establish a separate identity for Giordano Concepts and differentiate it from our regular stores,” remarked Peter Lau, Chairman and Chief Executive of Giordano International Limited. “With its prime location in high-traffic Mongkok and its impressive three-storey façade, the store enables Giordano Concepts to make a strong impact on consumers. The response has been good and the store has recorded increases in both sales and gross profits, driven by strong growth in both ASPs and ATVs. We are very heartened by the performance, and we plan to invest HK$20 million over the next 12 months to refurbish our top locations into Giordano Concepts stores,” Mr Lau added.

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 Concepts”, “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.