Launched in 1981, Giordano’s house brand has been the core brand of the Company from the outset, offering both men’s and women’s casual apparel. Its consistent focus on simplicity, quality and service has helped Giordano to create a signature look, featuring relaxed, easy-to-wear fashion pieces that can be readily mixed-and-matched to suit any occasion, mood or place. Its functional innovations such as wrinkle-free shirts and cool tees provide product differentiation and enhanced value for customers.[11]