Retailers have been forced to adapt as a result of lifestyle changes and supply chain disruptions.

Lesson 1 for Retailers in Covid-19 era

Chugani, the Managing Director of Giordano's regional operations, isn't talking about a fashion or design trend that fashionistas should know of. He is speaking about something that all retailers should consider in their thinking if they haven't already.

He says we had to reconsider our supply chain to add more flexibility. We've to adjust to our customers' changing lifestyles, such as 'at-home comfort wear and for contactless transactions. We agreed to reduce our stock options and the number of SKUs. In the fashion industry, in particular, the focus is now on "seasonless" stock and "Less Is Better" theory.

The Chugani Bio-Sketch

Raised in Philippines, in the city of Bacolod, Ishwar Chugani graduated in business management from De La Salle University, Manila. His grandfather migrated to the Philippines in 1924, from Hyderabad, Sind, and set up a chain of retail stores. Al Ghurair family in Dubai invited Chugani to build up Sindbad’s Wonderland at Al Ghurair Center in 1979. Chugani moved to Dubai to complete the task.

Get a grip on Debts

Businesses have faced many obstacles because of the pandemic, including supply chain disruptions, market scattering caused by healthcare protocols. This led to quick adoption of online purchasing and selling. Chugani adds if, at all possible, a business can prosper by taking less debt.

Giordano is one of the debt-free retail companies. Chugani says, they have generated funds from their operations and refrained from taking any loans from banks. Giordano in the Middle East has 200 stores and has recently expanded with flagship stores in Saudi Arabia. The company has 2,200 stores in 30 countries, the majority of which are in Asia, the Gulf, and Africa.

Upgrading Online

Chugani has realized the importance and opportunity of the digital economy and witnessed its potential during challenging times of COVID-19. Now, their priority is to upgrade this online operation.

Dramatic shifts

Retailers can no longer be naïve that how people work, dress, socialize and shop. Many still have apprehensions about going shopping and are cutting back on non-essential purchases. Those retailers will prosper who have a greater understanding of their customers. He adds, "There is no magic formula. Connecting with customers is the solution. What you sell is insignificant then how you sell it.”

Setting Up First Store

For Middle East, in the year 1992, Ishwar Chugani opened a franchise of Giordano. In the beginning, he was aiming to make a mark by value for money apparel space. His fascination for the brand increased his amazement about the customers since he visited the shop first in Hong Kong and Singapore.

In July 1992, he sent a formal request to Giordano’s headquarters, with an interest to represent the brand in UAE. In few days, he received a reply from Giordano International’s chairman, Dr. Peter Lau. Chugani, within two weeks, flew to Hong Kong to meet the team.

Relying on the gut feeling, that the decision will work, Chugani started his operation as an agent for Giordano in March 1993, at Bur Juman Centre in the UAE. Giordano International’s Management Committee invited him to handle business strategies and day-to-day operations, in 2006. The global brand reached an amicable agreement with local investors in 2012 to take majority control of the Middle East sector.