전지현 -GIODANO

Giordano, International Limited (Chinese: 佐丹奴; SEHK: 0709) is a Hong Kong retailer of men's, women's and children's quality apparel founded in 1981 by Jimmy Lai. Giordano has become a pioneer of customer service in the Asia-Pacific region and, as of January 2008, currently employs more than 11,000 people and operates 1800 stores worldwide in 40 countries.
(AD -Spring 2006)
As of 1996, Jimmy Lai no longer owns the company and its current Chairman and CEO is Peter Lau Kwok Kwen, a Chinese-Canadian. Although based in Bermuda the company's principal global operations run out of Hong Kong. The company is Asia-Pacific's most successful retailer and sells its name under the brands of "Giordano", "Giordano Concepts", "Giordano Junior" and "Giordano Ladies"[11][12]. Giordano has been publicly listed since 1991 and since then trades on the Hong Kong stock exchange under the ticker symbol 709.HK.

Giordano's success is measured by the company's relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also renowned for its basic and practical men's, women's, and children's T-shirts and trousers, especially denims. In comparison, Giordano is very similar to the American based retailer The Gap.

Early Beginnings
Jimmy Lai was born into poverty in mainland China's Guandong Province in 1948. At the age of 12 Lai was smuggled by his family into Hong Kong which at the time was still outside Chinese Communists' control. Through relatives Lai easily managed to ascertain work at a local textile factory and by the age of twenty had succeeded in becoming the company's General Manager. With his first end of year bonus of $1000 dollars, along with all his life savings, Lai decided to trade on the Hong Kong stock exchange. The gamble, although risky proved fortuitous and Lai turned his measly original $3000 investment into approximately $40,000 dollars. With that money Lai bought out the owners of the bankrupt garment company of Comitex in 1975 and began manufacturing sweaters. The company was an overnight success and had exports to major American retail brands of J.C. Penney, Montgomery Ward and several others. It was during this time that Lai made several trips to the United States. It was during his time there that he was exposed to many western retail formats which inspired him to get into the retail market himself. In 1981 Lai founded Giordano (named after a favourite New York restaurant) and opened several stores across Hong Kong.

Giordano in the 1980's
Although presently a highly successful international retailing company, Giordano's first beginnings were ominous. Jimmy Lai originally intended for the company to target the upscale Hong Kong market, it proved unsuccessful, and soon afterwards the company was faced with closing down all over Hong Kong. However, instead of shutting down Lai turned to other successful retailers of the day for inspiration, and proceeded to transform the company. Soon Lai developed a new company formula. By drawing upon ideas from many already successful international retailing brands such as McDonald's, United Colours of Benetton and Marks and Spencer, Lai created a new Giordano which focused on simple and basic high quality styles, in many colours and sold at reasonable prices. The massive make-over included the company's approach to customer service and consequently Lai had all employees taught to emphasize the importance of the customer. The formula was successful and by the early 1990s Giordano had 200 stores across mainland China and Hong Kong. Other stores soon followed in the Middle East, Singapore, South Korea, Taiwan, Thailand, Malaysia, Indonesia and Vietnam.