Creating brand performance

Merely creating brand awareness by itself is not enough; the quality of the product is of primary importance.

At Giordano, we take quality very seriously. In our chairman, Peter Lau’s words: “The essence of quality is the maintenance of trust between customers and retailers. When the trust is enhanced the retailer is regarded as a quality provider.”

In any brand loyalty programme, customers are the focal point. Brands must build a strong communication channel with their customer base for getting feedback, interacting, and understanding their needs. These are crucial and must be a continuous process. It is effective to conduct focus groups where, for example, new campaigns are shown and feedback sought. There must be innovation and creativity in what a brand does. The result of all our efforts is to provide exceptional customer service at all times. Once a company has created brand equity that’s not the end of the road. In fact, there is no finish line and the work just goes on.

Brand management at Giordano is towards creating the ‘world’ brand. A world brand is different from a global brand – it has no centre, knows no national or cross-cultural borders, it is truly owned by the local consumers. It is truly “think global, act local.” As a world brand, we will function as a virtual company where every office is interdependent


Ishwar Chugani
Executive Director
Giordano Middle East

Keep Your Cool this Summer with Giordano

As the mercury rises, sizzle in the brightest of hues while you stay cool and comfortable with Giordano’s summer collection, in stores from May 1.  With sporty tees and Big Tees, skater shorts and pants, skinny jeans, leggings and jeggings – the region’s favorite place for wardrobe essentials let’s you show your fashionable side without melting in the sun.

Limited Edition women's Big Tees make colour-blocking easy

Giordano’s Summer 11 collection focuses on a lot more color and also launches its new and innovative G:Cool technology of NatruDry fabrics, guaranteed to keep you cool and dry.   Men’s essential highlights include the G:Cool skater shorts and pants, specially designed for those who love an active lifestyle and want to brave the scorching heat with confidence, thanks to performance-driven fabrics and NatruDry technology.


The new men’s range has a wide selection of everyday wardrobe essentials like yarn-dyed stripe polo shirts, the ever-popular Lion Polo in a wide variety of color combinations, tipping polo shirts, striped and print shirts, and slim and regular fit plaid shirts with long or short sleeves - all just perfect paired with Giordano khaki pants or denims.

It's all about G:Cool with NatruDry fabric technology

For women too, there is no shortage of treats in store. Wardrobe-staple fashion tees in black, white and grey  are complemented by Giordano’s Summer 11 limited edition Big Tees in scorching brights, making this season’s colour-blocking trend ever-so-simple to wear. The Big Tees are a must-have match for stretch cotton Lycra leggings, jeggings or skinny fit denims and look super sweet accessorized with cotton scarves.

“At Giordano, we’re committed to providing our customers high quality and versatile essential clothing at great value. This Summer’s Collection is all about simple, easy to wear pieces that look great every time you put them on,” says Ishwar Chugani, Executive Director, Giordano Fashions LLC.  “That’s why we’re the go-to place for men’s and women’s wardrobe essentials.”






Giordano Middle East

An Acceptance To Change...

This is a very exciting time for all of us at Giordano, discovering and adopting new attitudes, values and behaviours, as we move along on this road of change.

What is change?  Change can be defined as the systematic attempt to re-design an organization in a way that will help it adapt to the external environment or to achieve new goals, new products, better ideas, new challenges.

At Giordano, we developed an acceptance to change – hence, we are always trying to do things differently and striving to create a difference that will change customers' retail experience.  None of this will be possible without clear objectives and the freedom to pursue them.  And at Giordano, we have the management that gives us the flexibility to do this. The rest is upon the individual.

Giordano is still very much a learning organization and will continue to be so in this rapidly changing, highly competitive retail industry. 

"Change is the law of life, and those who look only to the past and present are certain to miss the future."......John F. Kennedy

Ishwar Chugani

Executive Director

Giordano Middle East