In the early 90s, Hong Kong-owned brand "Giordano" started to enter the domestic market. Within a few years, the number of its stores has grown rapidly. Its sales and profit margins have jumped to the top of the industry and become the classic of successful brand strategy implementation . First, the careful market research, accurate market positioning First of all, from the elegant fabrics and choices of view, the rapid changes in technology in today's world, chemical fiber fabrics after another, but after long-term use and screening, people still love cotton products. Cotton fabric with its good air permeability, water absorption, comfortable, durable and cheap features, and demonstrated its eternal vitality. Therefore, the brand clothing from T-shirts, shirts, jackets, trousers, underwear and socks, are all made from cotton or cotton-rich fabrics. This satisfies the needs of consumers of all ages and paves the way for obtaining as many consumer groups as possible. And then according to the price and style outstanding service for young people aged 18 to 45, because this age group, the most sought-after clothing purchase, the highest replacement frequency. Second, the price positioning from the clothing point of view, "Giordano" keenly aware of China's clothing market in the high-end men and women lack of color varieties, especially the performance of the style of "big road goods" of the file. In view of this situation, "Giordano" will be positioned as product prices: cotton long-sleeved T-shirt 50 to 150 yuan, cotton shirt 100 to 200 yuan, trousers 100 to 300 yuan, 100 to 200 yuan belt. Jackets and padded cotton jacket 200 to 400 yuan. 500 yuan wind jacket, wool sweater 150 to 300 yuan. This price positioning is very suitable for China's current consumption level of urban residents. Once again from the brand clothing style to determine the point of view, it is not difficult to find its managers are well versed in people's dress psychology and habits of China's clothing culture also made some effort to study and grasp more accurate. Our country is an ancient nation that has a long history of culture and advocates a golden mean. Wearing a simple, chilly, or over-fire state is the highest level and is more subtle and traditional than the Western nation. Although our standard of living is now improving rapidly and blending with Western culture, our own dress has its own progressive development process. Most people do not pursue novelty. In response to this market situation, "Giordano" style of clothing designed to be concise, smooth, but not see the humble. Gives a sense of classical, honest simple, but no outdated, outdated feeling, reflects the consistent Bingcheng "more elegant elegant practice of calm style." Second, unique business planning, creative marketing "Giordano" After a thorough and meticulous market research, the establishment of large and medium-sized cities in China as the target market strategy, formed in Shenzhen as the headquarters to the Pearl River Delta as Center, and to the nationwide medium and large business radiation network. In the city, "Giordano" will be located in the store flow of people, traffic, the impact of the commercial bazaar, even if the lot rent is much higher than in other locations, also spare no expense. Because it can speed up the circulation of commodities and capital turnover speed up, to improve the utilization of funds, so as to win a higher profit margin. According to the different cities in different populations, determine the establishment of different sizes and the number of stores. Large cities, large population, large-scale stores, the greater the number. Although Giordano stores across the country vary in size, but its brand style is completely consistent. All brand stores are light blue background, with a horizontal written in bold Chinese and English "Giordano" registered trademark directly as the store name, both simple and eye-catching, prominent, but also like billboards, people Pleasing. Stores throughout the building, from the appearance of the building to decorate, including color, shape, materials and shelves and costumes are in line with the line style. "Giordano" also according to their own characteristics focus on the use of the media for advertising, in order to achieve promotional purposes. However, the target level is not limited to simple clothing promotion, to expand the immediate sales, but more emphasis on the creation of its brand culture. Timely and timely launch of creative and beautiful advertising clips play on television. Posters and calendars featuring the brand's theme, vibrant, reverie and memorable, are posted in the store. This undoubtedly enhances the brand's image quality, enriched its meaning, subtly deepened the penetration of the brand and expanded the impact. In the meantime, the huge "Giordano" store in Vaughan, the city's commercial center, is itself a commercial that is not advertised, displaying its style to the pedestrians of the past with remarkable results. Third, the use of franchise chain, the implementation of expansion strategy to achieve the scale of operation "Giordano" in the scale of expansion to the country at the same time, to maintain a unified brand style of its chain stores, chain operations to implement "four unities": 1, unified firm. Their stores all use the brand's uniform name, business premises of the corporate logo, exterior image, interior decoration, display of goods, shelves and clothing are unified production. 2, unified supply. The implementation of "centralized supply, decentralized distribution," owned by the branches of the goods, distribution centers directly from the manufacturer purchase, unified delivery of goods by the. 3, uniform pricing. The sales price of the commodities operated by the branches to which they belong shall be subject to the uniform pricing as determined by the headquarters, the unauthorized discounts and the disruption of market prices, and the destruction of their brand image. 4, unified management. The branches of their respective business plans, indicators assessment, management practices, staff training and personnel, finance, administration and other management are the implementation of the company's uniform regulations. "Giordano" to brand as the core development joined the factories and franchise stores, from "Giordano" to join the business to provide sales analysis, marketing, market analysis, image design, financial analysis, personnel training, warehousing and computer analysis of support for the formation of a Strong national stability and strong support for the formation of a nationwide marketing network.