Giordano refreshes brand identity with elevated retail experience

Giordano has refreshed its brand identity with a new tagline, “For everyone, for every you,” underscoring its inclusive appeal across generations.

The updated brand concept aims to reconnect with loyal customers while broadening its cross-generational reach, offering everyday apparel defined by trusted quality and strong value, according to its recent FY2025 results briefing.

Building on its established reputation in smart office attire, Giordano is evolving towards a more contemporary, relaxed, business‑casual aesthetic that embodies “premium elegance”.

This evolution will also extend to its retail experience. A new store format — guided by the art of simplicity — will create spaces that are fresh, inviting, and accessible, with locations in leading shopping malls across Hong Kong. This will be complemented by the launch of a new website in April, bringing all Giordano brands onto a unified digital platform.

The repositioning reflects shifting preferences towards comfort, individuality, and versatility in modern workwear, driven by the rise of remote working and the influence of younger consumers. To further reinforce its refreshed image, Giordano plans to renovate its flagship store in Central, Hong Kong, enhancing the overall retail experience and showcasing its elevated collections more effectively.

The group will roll out the new brand concept in Q4 2026, with Hong Kong serving as a strategic testbed. Among Giordano’s 48 stores in Hong Kong, key locations will be refreshed, alongside new openings in enhanced, strategic locations — particularly in shopping malls — to ensure they reflect the new brand identity and elevated customer experience.

Giordano will also continue to develop its newly launched label, GC by Giordano, introduced in October last year in Mainland China. The brand will be further built domestically and introduced to additional markets throughout 2026, targeting young, fashion‑forward consumers. Meanwhile, Beau Monde by Giordano will remain the core brand driving business in Mainland China.

In parallel, Giordano is advancing its fabric premiumisation efforts as part of a broader brand refresh. Fabric premiumisation is a key pillar of its “Beyond Boundaries” five‑year strategy, under which the group is investing in product, brand, and retail experience to support growth.

This initiative reflects the group’s focus on delivering elevated everyday apparel for a wider range of customer needs under its updated proposition, while capturing growing demand for higher‑quality everyday wear and strengthening its position in the accessible luxury segment.

As such, it is rolling out “Feel the difference,” a platform for fabrics and product upgrades across its range, with two new additions to launch first in Hong Kong ahead of a global rollout including luxe touch, crafted from premium mercerised cotton, and silk touch, a luxurious blend of cotton and mulberry silk.

Colin Currie, CEO of Giordano, said, “Consumers are becoming more selective in how they spend, and they are placing greater value on quality, comfort and versatility. We see a clear opportunity in accessible luxury apparel, where customers want better products and an elevated wear experience without moving into traditional luxury price points."

“Our investment in fabric premiumisation, brought together under the ‘Feel the Difference’ platform, is one of the ways we are responding to that shift. Hong Kong is a natural testbed for these upgrades given its importance to the Group, and its strong base of loyal and new customers. We are enhancing product quality while remaining disciplined on value, so that customers continue to see Giordano as a trusted source of quality everyday apparel at accessible prices," he added.

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

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Giordano ad for National Day shirt called out for lack of ethnic representation
Giordano sees 2025 first half revenue growth with 5-year plan