Page 17 - December 2021 / January 2022

City Centre Al Zahia, Sharjah, UAE

during the pandemic. attention to functionality, quality and simplicity. They also want
Also launched was the brands first standalone Giordano store brands they shop from to be organic, to have a background or a
in City Mall, Mombasa – the previous three stores in Kenya were history – that is exactly what we are, and we make it easy for them
part of their franchisee’s multi-brand offering. Giordano Ghana also to understand that,” says Loynd.
recently celebrated the opening of its first store at the extensive Utilising the power of social media, the brands focus has been the
Melcom Plus in Accra, with several more in the pipeline. customer experience online – usability, interaction – the actual online
“We also signed our first franchise agreement for Uzbekistan, experience as well as accessibility and convenience by developing the
which we hope will mark the beginning of our journey across Central number of platforms they use.
Asia. We are also currently engaged in discussions with partners to As for their approach to influencers, this is slightly more nuanced.
explore other markets across northern Africa,” explains Loynd. While the business does engage influencers, the strategy varies
With such a strong brand across international markets they between different regions. In markets such as the UAE and South
continue to innovate by taking a two-pronged approach. On the one Korea, where Giordano commands a premium brand position,
hand, they insist on staying true to their DNA – offering timeless and they do work with celebrities, but remain selective about who they
affordable pieces which exude fine quality, comfort and style – while approach and prefer influencers that are genuine users or experts in
on the other hand they continue to develop through crafting new their field. An example Loynd explains is their ‘G-Motion’ athleisure
lines of apparel that are both relevant and functional to the times and performance wear offering. They engage professional personal
that we are living in. trainers as influencers as not only can they give credence to the
When discussing customer loyalty and key drivers behind the functionality and comfort of the apparel, they can also provide the
brand’s success to date, Loynd comments that they have built and brand with valuable recommendations on product development as
continue to build customer loyalty by maintaining the soul of the genuine users of the products.
Giordano brand. “The essence of Giordano is to develop apparel With one eye on the future, Loynd feels that the pandemic will
for people from all walks of life regardless of ethnicity, nationality or continue to wreak havoc on global markets in the immediate future,
culture, truly illustrating our brand value ‘World Without Strangers’.” which in turn will pose challenges for the global retail industry in the
The company has always prided itself on its product quality and coming years. However he feels there is positivity to be found as well.
its customer service. Their passion and dedication in this respect “For a brand to stay ahead, it needs to continuously innovate, bring
is personified by its excellent shop staff around the world. It is this in product development, engage with customers, use technology to
human touch that makes Giordano more of a trusted, reliable friend bring in change and provide value at all times. These challenges will
rather than just an outlet for brand image and product. also throw out opportunities to the discerning retailer who is flexible
“I think this has become all the more important during the and willing to adapt to changes.”
pandemic. Customers are generally more grounded, paying more
Deira City Centre, Dubai, UAE
Dubai Marina Mall, Dubai, UAE