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Essay Details:
Essay text:
Giordano has historically positioned itself as a producer of value
for money clothing, selling to the middle class of society within Asia. This positioning has been
supported by Giordano's core competencies in supply chain management, a pleasurable shopping
experience, focus on customer's basic clothing demands, and a conservative financial position
(Appendix H and I).
Giordano's recent attempt to move into the higher WTP category with its ?Giordano Concept' line
and move into the USA is bold, and will theoretically capture more customer surplus, further
differentiating the Giordano offering...
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