Giordano taps Chiikawa to win over younger shoppers

Giordano has joined forces with beloved Japanese IP Chiikawa to roll out a collection that speaks directly to younger shoppers and families, ahead of the Chiikawa movie release and the Chiikawa Artiverse exhibition in Hong Kong this August.

The Chiikawa collection is available at selected stores across Hong Kong, Cambodia, Canada, mainland China, the GCC, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam, as well as on Giordano's e‑shop, building on the strong momentum of the initial launch.

A spokesperson from Giordano told MARKETING-INTERACTIVE CHIIKAWA is chosen to partner with because it is a well-loved character brand with strong cross-generational appeal. It resonates with families and younger consumers while also appealing to fans of pop culture, making it a strong fit for our goal of creating relevant, engaging product stories.

The collection is designed to appeal primarily to younger shoppers and families, while also reaching existing Giordano customers who enjoy character-led or limited-edition collections. 

The collaboration also aligns with the group's "Beyond boundaries" five‑year strategic plan, under which brand collaborations play a key role in strengthening customer engagement and connecting with younger consumers and families through relevant, trend‑led collections. The CHIIKAWA launch builds on that approach, reinforcing the role of collaborations in supporting brand relevance and driving sales growth, according to the spokesperson.

To support the campaign, selected stores in Hong Kong have been decorated with CHIIKAWA-themed props, creating an immersive in-store shopping journey and helping bring the collaboration to life. The collaboration is also promoted on Giordano’s social media platforms. 

In terms of measurement of return on investment (ROI), the spokesperson said ROI is not just about immediate sales, but also about strengthening relevance, creating customer engagement, and building momentum for future collaboration initiatives. On the brand side, Giordano tracks engagement across its marketing channels, customer response to campaign content, and overall visibility generated by the collaboration. It also looks at how effectively the launch helps it reaches new audiences.

On the commercial side, the spokesperson said Giordano looks at share of business, sales performance, sell-through, and the collection’s contribution during the launch period. It also compares its performance against previous collaboration launches to understand how strongly it resonated with customers.

Colin Currie, chief executive officer of Giordano, said: “The response to the CHIIKAWA collection shows how the right collaboration strategy can create excitement around the brand while introducing Giordano to new customers. We will continue to explore partnerships that complement our brand, strengthen our product offering and deliver fresh experiences for our customers.” 

Don't miss: Giordano refreshes brand identity with elevated retail experience

Back in April, Giordano 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.

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