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| Giordano Philippines’ summer colletion focuses on linen, a very apt material for the hot weather |
The rise in
temperature signals the onset of summer in the Philippines, and Hong
Kong-based retail brand Giordano has just launched its summer
collection to make the scorching season comfortable. The latest
collection is called A Linen Story, and it consists mainly of
apparels made of linen, the textile made from flax fiber and even of
cotton or other fibers but done in a linen weave texture.
“The
lightweight linen cloth is the most luxurious yet underappreciated
material. It is definitely the supreme choice for comfort in hot
weather with its breathability, durability and cool and absorbent
properties,” explained Lloyd Lim, Giordano Philippines vice
president for business development.
Actually, linen
has been in many Giordano collections for some time now. And from
time to time, the brand highlights it especially during summers.
According to Giordano, linen should be a staple and should be a
summer essential. They suggest wearing comfortable and airy linen
instead of shortening the hemlines and wearing skimpy clothes.
“Through this
collection, we will be reintroducing the beauty and practicality of
linen and making it an essential part of every wardrobe,” said
Lloyd Lim.
The variations
of designs from summer to summer are not too far apart. Giordano
generally leans to the classic and generally likable styles. This is
most probably due to its adherence to its “World Without Strangers”
concept and slogan.
“World
Without Strangers has always been the philosophy of Giordano. It
means transcending age, ethnicity, cultures, borders. That’s our
main tagline. Actually, we have 2,600 stores (in over 40 different
countries) in the world. We went to the Middle East, different
cultures,” Lim said.
Giordano
aspires to bridge gaps with similarities in terms of clothing and a
shared brand that is Giordano. Thus, designs are classic and “safe,”
something that appeals to many people and that everybody can wear.
The clothes are for everyone, they say. With “World Without
Strangers,” it wants to transcend its origins as an Asian brand and
develop trust and strong relationships with consumers across cultures
with apparel catering to everyone regardless of ethnicity,
nationality or culture.
This is true
for the latest collection, which has essentials such as long-sleeve
and short-sleeve button-downs and cropped pants in 100 percent linen
and cotton-linen blends, although some trendy elements are
incorporated. A Linen Story is a big campaign with three
sub-collections to be released in tranches — the start of summer,
the middle of summer and near the end of summer.
The first
sub-collection is called Ethnic Beat, which was made available since
February 28. This is perhaps the trendiest of the sub-collections,
being colorful and with artsy and tribal patterns. There is a play on
Aztec prints, which is very popular right now. These colors and
patterns are translated in soft embroidered shirts and jersey crew
neck dresses for women.
Giordano will
be launching the second sub-collection called Nature Burst on March
21. Nature Burst uses earthy colors for their linen short-sleeve
shirts and cropped pants for men and colorful prints in shirts for
women. The washed-out look suggests the ruggedness of nature.
On April 18, it
will be launching Summer Blues, which features badge polo lycra pique
muscle shirts in all shades of blue for men and soft rayon
three-fourths sleeve for women. Denim dresses and jersey V-neck
cardigans also make great transition pieces as temperatures start to
shift.
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| The Giordano summer collection will have three sub-collections |
Richard
Yap: Brand’s first-ever Filipino ambassador
In the time for
the launch of the summer collection, Giordano also launched its
first-ever Filipino ambassador/endorser, actor Richard Yap.
After 25 years
in the Philippines, Giordano Philippines is just now taking this
promotional move to sustain interest for the brand and its current 63
stores all over the country.
Although
popularity has not waned over the years, according to Beatrice Lim,
vice president for marketing, this is taking it a step further.
Giordano still has many customers, many of them those in their
thirties and above, who grew up with Giordano, when it became popular
in the Philippines in the 1990s. The local endorser will make the
brand relatable to Filipinos and also will promote it to the younger
generation, who are not familiar with the brand.
Right now,
Giordano Philippines uses Giordano Korea’s images of popular Korean
celebrities for their billboards, a decision made because of Korean
pop’s popularity in the country.
“It’s just
time for a local face to represent Giordano,” Lim said.
The choice of
Yap is apt because he represent the age group that forms bulk of
Giordano buyers but at the same time he is popular with the younger
set as to entice them to the brand further.
Yap
is a breakthrough celebrity. He entered showbiz in his forties and
quickly gained fame, something rare in youth-obsessed Philippine
showbiz. He first entered the public’s consciousness as the image
of Chinese-Filipino fast-food chain Chowking. He then took on the
role of Papa Chen in 2011 hit TV series My
Binondo Girl,
catapulting him to stardom. His status is solidified by another
telenovela
Please Be Careful with My Heart as
the dashing Sir Chief. Now, he is one of the most sought-after
endorsers.
“Richard Yap
epitomizes Giordano’s brand values. Both are clean, casual, current
and appeals to everyone everywhere,” revealed Lloyd Lim.
He further said
that “age doesn’t matter,” when they were looking for an
ambassador, and it “depends on the presentation.” It is ironic
though that the detail on age is mentioned or emphasized if age is
irrelevant.
On his part,
Yap said, “Considering my age, I never thought I’d achieve this
much. But I’m thankful for it. So I do my best for every project
but I take things as they come and live in the moment.”
On fashion
style, he said, “I’m never the structured type. I always prefer
relaxed casual pieces any time. They suit my lifestyle better and I
found that I feel much more relaxed when I know that I am
well-dressed,” he said.
Yap admitted
that he has been a Giordano buyer, especially the T-shirts, and loves
the timeless, classic pieces.
“Giordano
pieces are essential; the styles are timeless and I prefer it that
way. I like to dress well and I like how Giordano provides me with
pieces that inspire, at the same time, lends a put-together look
without requiring me to think too much about it,” Yap said.
He also
mentioned Giordano’s use of the latest innovations in fabric
technology, ensuring superior quality and great value.
This may be
start of Giordano regularly getting local ambassadors/endorsers, and
Lloyd Lim revealed that for future endorsers they are also looking
for people not in the entertainment industry. Beatrice said another
ambassador will be launched within the year. Meanwhile, Yap’s image
will be used in social media and in-store promotional materials.
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| Actor Richard Yap is chosen to be Giordano Philippines’ firts-ever brand ambassador because he is “clean, casual, current and appeals to everyone everywhere” |
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| Richard Yap with Larry Lim, president and CEO of Giordano Phils |
Giordano
has a special offer for selected linen items. For more information
about the promo, log on to Facebook.com/GiordanoPhilippines. This
offer is good until March 31. For more information on Giordano, visit
their Web site (http://www.giordano.com.ph/homepage.php) or log in to
Facebook.com/GiordanoPhilippines.
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| Giordano article in The Daily Tribune |
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