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PART ONE
1. COMPANY INDUSTRY : GIORDANO AND THE ASIAN APPAREL RETAIL INDUSTRY
1.1 Retailing in Asia
Retailing in Asia is going through massive changes, due to the entry of international chains into Asian markets: as a matter of fact it is the industry with the greatest increased purchasing power. Traditionally, Asia's retail advantage was seen as low costs due to low labour costs and rentals, but the Asian retail landscape has undergone much change since the 1960s as a result of its economic growth and social emancipation. Today's retail market is highly cosmopolitan, complex and sophisticated with nearly every international brand and retailer found there. Among the strategies adopted by Asian retailers are niche marketing and regionalization and they have also forged strategic alliances with other larger retailers.
With a rapid economic growth, a rising population and changing lifestyles, the Asian market offers an attractive trading environment both for retailers and manufacturers. The trading environment and marketing environmental factors in the different regions are diverse, so businesses can take advantage of the vast range of opportunities adopting flexible marketing approach to local needs. Consumerism has been an enormous stimulus to the Asian national economy so that, recently, also the Asian market has been permeated by the "shop till you drop" syndrome.
As East Asia emerges as the world's fastest-growing consumer market, manufacturers and retailers are seeking the right balance between global, regional and local brand policies to secure the loyalty of buyers in an increasingly competitive business environment. As Wes ...