Esprit is an international fashion lifestyle brand. It promoted
a “lifestyle” image, and its products are strategically
positioned as good quality and value for money—a position
that Giordano was occupying. By 2008, Esprit had a
distribution network of over 12,000 stores and outlets in
more than 40 countries in Europe, Asia, America, Middle
East, and Australia. Its main markets were in Europe, which