Giordano drops 'Korea Collection' to resonate with younger audience

Hong Kong-based apparel company Giordano is making waves in Hong Kong and Mainland China with its much-anticipated "Korea Collection". This exclusive capsule collection, which drops in May, is inspired by Hallyu, or the Korean Wave, and is a collaborative creation between Hong Kong creatives and Seoul-based designers, blending Giordano's signature quality with silhouettes and aesthetic codes popularised by Korean fashion trends.

Since entering the Korean market in 1994 through a joint venture, Giordano has gained a loyal following in the country. Its collections, unique to the Korean market, often stand as a benchmark in the contemporary minimalist sector and it counts top K-pop celebrities such as Byun Woo-seok, Cha Eun-woo and Han So-hee as brand ambassadors.

The hallmarks of the new capsule collection to be launched in Hong Kong and Mainland China include sophisticated silhouettes and refined tailoring that reflect the Korean minimalist aesthetic. From 26 May, the Giordano store at Festival Walk will be transformed into the exclusive “Korea Collection” pop-up, becoming the sole location within Giordano Hong Kong’s retail network to offer this limited-edition collection instore.

This strategic decision carries three key implications: First, by introducing a product line that better resonates with the taste of younger consumers, the brand aims to strengthen its appeal among Gen Z consumers. Second, leveraging the popularity of Korean fashion culture across Asia, including the Greater China market, will enhance the brand's social media impact. Third, the use of a new visual identity will refresh the market perception of the brand.

The all-new Giordano “Korea Collection”, which is defined by preppy, classic silhouettes with a modern twist, will be available offline exclusively at Giordano’s Festival Walk store and through its official Hong Kong online store from 26 May onwards, and is also available via Giordano’s official online store and three online platforms; namely, TMall, Douyin and JD.com, for Mainland Chinese shoppers. Featured items include tees, tank tops, shorts and pants.

First shared by the CEO of Giordano Colin Currie during the company’s annual results announcement in March, Giordano’s “Korea Collection” reflects the brand’s effort to reconnect with consumers through exceptional products. The launch follows the recent opening of the Giordano Ladies flagship store on Pak Sha Road, Causeway Bay.

Currie said, "The introduction of the ‘Korea Collection’ is a key part of our five-year 'Beyond boundaries' strategy as we continue to reconnect with our customers – while appealing to a new generation of potential consumers – through exceptional products. By combining high-quality items and fresh design concepts from different regions, particularly drawing on the influence of the Korean wave, we aim to resonate with younger customers who seek minimalist yet sophisticated styles".

“To make the collection easily accessible, we are making it available both online and offline, but only for a limited time. In addition, we will be launching a dedicated social media campaign in Hong Kong and Mainland China to further engage our audience and build excitement around the release. Given the popularity of our Korean designs, we expect a strong response from our customers," he added.

MARKETING-INTERACTIVE has reached out to Giordano for more information.

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