Market Analysis
Segmenting
Giordano is a manufacturer and retailer of clothing based in Hong Kong. Giordano produces various types of clothing which are of modern simplicity and style, such as shirts, jackets, jeans, shoes, socks, underwear and so on. In the demographic segmentation, Giordano’s product lines does not only include clothing for men and women but also for kids and teenagers. Besides that, Giordano’s products are also divided into different social classes, such as the lower class, working class, middle class, and upper class. The price range of Giordano’s products are mid prices. Giordano’s demography are segmented into different age groups to reach their target market, who are aged between 0-12 and 13-35. The groups that become the social grade of Giordano ranges from the lower middle class to the middle class (C-B). Anyone can buy or wear the brand’s clothes regardless of their religion and class as Giordano’s clothes are suitable for everyone.
Successful marketing demands accurate targeting, positioning and segmentation. Market targeting involves evaluating each market segment’s attractiveness and selecting one or more to enter. To help in the selection of target market, Giordano uses a differentiated marketing strategy. Giordano’s targets unisex casual wear for all ages and is of high quality at a reasonable price. The brand also creates a lifestyle statement with which customers can identify with. Besides that, the company must establish the right brand