Founded in 2006 by Mr. Nguyen Trong Phi, Giovanni was built with a single purpose: to bring effortless elegance and Italian style in Vietnam and Southeast Asia. Going through the brand transformation in 2017 when the organization introduced a new visual identity with a retail concept experience at the flagship store, Giovanni's brand image was evaluated asymptotically close to the luxury segment and was recognized as a luxury brand. Younger customer groups receive it positively.