Giordano hands MEC media brief for SEA markets

Giordano previously handled the three markets in-house, but has tasked MEC with helping to reinvigorate its brand, and develop the Ladies and Junior lines. "There's a lot of youthful brands in the retail segment and they need to revitalise," remarked MEC managing director Soonthorn Areerak.

In particular, MEC will aim to return Giordano to its roots as a cutting-edge, youth brand.

"Giordano used to be very youthful and then it became more mainstream," explained Areerak. "And now the youth seldom think of the brand as its first priority."

Areerak pointed to Hong Kong brand Bossini as an example of a Giordano competitor, which had "done pretty well in its past few campaigns". While Singapore will be the lead market, Giordano is also looking to grow in Thailand and Indonesia.

"Giordano already enjoys extremely strong brand recall across the region, despite competition in the youth product category," said Giordano regional marketing director Rebecca Ang Lee. "This move is to achieve uniformity in planning, buying, and reporting structure throughout the region."