Despite the company’s Italian name, Giordano clothing was founded by a Hong Kong businessman and has always been based in Hong Kong. The founder believed the “name would work well as it would conjure up visions and feel of Italian fashion in the consumer’s mind.” Another smart business decision was signing top Korean actress Jeon Ji-hyun to a four-year contract (2001-2005) as one of their spokesmodels, even though she didn’t do much speaking in the ads she appeared in, such as this circa 2004 one-minute commercial, which was said to have been “banned” from Korean television airwaves due to Miss Jeon’s provocative dance moves.
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