Staff Reporters
May 21, 2015

Lack of focus drags down Hong Kong's Giordano

BRAND HEALTH CHECK: Poor decisions and a flawed merchandise mix have seen Giordano’s appeal fall dramatically.

Unclear proposition: Giordano must define itself

Budget fashion brand Giordano faces growing pressure from the rise of ecommerce in China and an extremely competitive pricing environment.

In March, the retailer reported falling sales in all of its markets, with Australia fairing worst to decline by 20 per cent year-on-year. Overall, profit fell 35 per cent. Of the segments, Giordano Women, which contributes 24 per cent to sales, saw an 11 per cent decline owing to strategic errors, the brand admits.

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