The Academy of Economic Studies

The Faculty of Business Administration English Section

JOLIDON

Professor: Drd. Cristiana Munthiu

Students:

Barbu Corina
Boronti Nicolette
Ardelean Vlad
Fratila Mihai
GROUP 131

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CONTENT

About Jolidon
-Timeline
-Mission
-Vision
-Values
Market Audit
External Market Audit
Macroenvironment Situation Analysis (PEST)
Microenvironment Situation Analysis
SWOT Analysis
Market analysis
Conclusions
Bibliography

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About Jolidon
Founded in 1993, in Cluj Napoca, Romania, Jolidon gained undisputed leadership of
the Romanian market of lingerie and swimwear, also becoming one of the major players of
the international market.
Jolidons successful story may seem right out of the Hollywood movies: an
entrepreneur, Gabriel Crlig, identified on the Romanian market after 89 two types of
products that were necessary, but not so present, namely underwear and bathing suits. He
started a small business, together with a few dedicated and ambitious people. The first
workshop, with 3 or 4 sewing machines, a minimum required to create lingerie, has become in
19 years a factory whose size intimidates any lingerie manufacturer in Europe.
In 1994 Jolidon branded products were being sold in over 100 stores, in 1996 their
number tripled, while in 2009 Jolidon products were present in over 1400 stores, all over the
country.
Year 1998 marks for the Jolidon group the opening of its first store in Timisoara and
the Bucharest office. In the following ten years, the next steps were the construction and
development of its retail chain in the main shopping centers of important cities in Romania or
in wisely chosen locations of civic centers.
Currently, Jolidon International Group has over 2500 employees and a chain of 87
stores, in major cities and shopping centers of Romania. Moreover, Jolidons products are
available in all major supermarket and hypermarket chains in the country.
Design, quality, technology and fabrics, image and advertising strategy of the
company and its brands are all important aspects that made Jolidon be, over time, the only
Romanian participant to the most prestigious exhibitions and international fairs: SIL Paris,
Lyon Mode City, Mode City Paris, Dusseldorf Lingerie, Intimare Bologna, Shanghai Mode
Lingerie, Hong-Kong Mode Lingerie, Motexha Dubai, Curvexpo New York, Divat Napok
Budapest. As a result of all these actions a strong export department was developed, which
capitalizes the companys products only under its brands.
Jolidon products are exported throughout Europe: Italy, France, Hungary, Russia,
Germany, Switzerland, Belgium, Slovenia, Croatia, Poland, Latvia, Austria, Cyprus, Malta but
also in the United States, Canada, Japan or South Africa, Lebanon and Israel.
The beginning of abroad investments is marked by the establishment of Jolidon
Hungary KFT in Budapest, in 2000, and continues with Jolidon Italia SRL opened in 2001, in
Milan, and with Jolidon France SARL, opened in 2003, in Paris. In 2009, Jolidon Poland
opens in Lodz.
In 2004 Jolidon made a significant investment by purchasing the majority share
package of its main competitor on the Romanian market, ARGOS SA, a company with over
60 years of tradition in underwear and swimwear and over 800 employees.
In 2006 Jolidon aquired LCS Conf SA, one of the largest textile factories in Romania,
with a history of over five decades and represented by a popular brand: Flacara.
In 2008, in order to increase production capacity of Jolidon Group, Lilly Italy Spa and
Tricotaje Ineu SA were purchased.
The beginning of 2006 establishes Jolidon as one of the most prestigious names in the
lingerie world, the recognition of the Romanian brand coming from the birthplace of lingerie,
France. At Salon International de la Lingerie from Paris, Jolidon received one of the three
awards offered at the Ultralingerie event.
January 2009 equals total success for the Prelude brand the deluxe brand of Jolidon
Groups portfolio by winning both the Grand Jury Prize and the Specialized Public at SIL
2009.

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The brand portfolio, currently managed by Jolidon Group, includes: JOLIDON, with
its sub-brands Jolidon Fashion and Jolidon Clandestine, Prelude, Argos, Lilly, Eclizia, Kelitha
and Falla for pret-a-porter.
In the past few years, Jolidon European Group has become an important name in the
Romanian economy. One of the proofs of this aspect is the international trophy
Superbrands, received in 15th november 2006. In september 2008, at the Festive Gala in
Milan, organized by Network Dessous, the largest press group specialized in underwear and
swimwear in the world, the Lingerie & Beachwear 2008 Trophy was awarded to Mr.
Gabriel Crlig, being the first Romanian businessman rewarded with this distinction for
international business.

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Timeline
1993 - The company Jolidon Import-Export SRL is founded in Cluj-Napoca, Romania.
1994 the first cotton and lace lingierie collection for women
1995 appears the first Jolidon catalogue
- the first participation at a fair TIBCO Bucharest
- the first major investment in sewing machine
1998 the first participation at an international fair Lyon Mode City
- F60 is being created the best sold swimsuit for the next 5 years
1999 the first labeling machine is being bought
2000 opening of Bucharest branch
- the implementation of the computerized Lectra system for the realizations of patterns
- the acquisition of the first performing machine
- opening of Jolidon Hungary KFT, with the lead office in Budapest
2001 the first embroidery collection
- Jolidon was the company with the most articles selected for the trends presentation
Lyon Mode City 24 articles
- opening of Jolidon Italy SRL, with the head office in Milano
2003 opening of Jolidon France SARL, with the head office in Paris
- the first show in the stand at SIL Paris
- the complete integration of the Lectra system: design/patterns/cut
- real estate investments: the acquisition of the majority of stock shares at Cetate SA
Suceava
2004 acquisition of the company SC Argos SA, the main competitor on the Romanian
market
2005 the opening of the second branch in France in Lyon
2006 the Award Audace Matiere at Ultralingerie during the Salon International de la
Lingerie, Paris
- the award Superbrands Romania for fashion
- the first brand evaluation in real numbers: 6,9 million Euro
- the release of the new brand Prelude at the Lyon Mode City fair
- the acquisition of LCS Conf SA, one of the most important textile companies in
Romania
2007 the acquisition of the majority of stock shares of Emmeci Group, wellknown in the
lingerie world because of the brands Infiore and Chiaro di Luna
2008- acquires Lilly Italia Spa
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-rebranding
2009- opens the Lilly Poland subsidiary in Lodz
-wins the Grand Jury Priz and the Public Prize at Ultralingerie SIL Paris
2009-2011- changes its business model
-focuses on emerging markets (Russia, Ukraine, Middle East, Southeast Asia)

Philosophy
Vision
We are the lead character of the lingerie scene in Romania and one of the main actors
on the European one. We want to become the most outstanding representative of European
lingerie on the world scene. We present ourselves as a global brand but we are also keeping
the European heritage of lingerie, the essence of Jolidon brands.

Mission
We want to become the symbol of European lingerie globally, through our original
and recognizable design, perfect quality, flawless execution, professional marketing plans and
creative advertising.

Values
Jolidon is a young and dynamic company, with a strong culture that encourages
innovative spirit, loyalty and an unconventional way of thinking. The engineer Gabriel Cirlig,
the companys founder, wanted from the beginning to create a successful manufacturing
activity, a brand and a multinational company. Jolidon is a stable organization, that constantly
encourages the promotion of its employees in key positions.

Key figures
Over 2,500 employees
Over 5,000,000 products made every year
Over 6,000 different articles created in Jolidons history
A chain of 87 Jolidon stores in Romania
Distribution in over 60 countries

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Market Environment
Macro Environment
a) the economic environment
Jolidon Import Export is influenced by the following aspects:
- the decrease of purchasing power as a result of the economic crisis in this period;
- competition that will sell products at lower prices;
- The unemployment rate is pretty high.
b) The demographic environment
Jolidon products are present in the largest shopping malls in the country and abroad, and
consumers expect to find here a broader assortment of products.
Micro environment
Micro environment components of a company are: customers, suppliers, competitors,
government agencies, service providers, suppliers of work force.
a) Customers demand
Demand of lingerie has been on a rising trend in recent years and this is explained by the
increasing standard of living, the level of information, reference groups, the high level of
influence of education. Research also shows that people are beginning to be interested in
quality, brands and performance, and no longer supports the "no name".
b) Competition
Jolidons main competitors are:
a. -ID Sarrieri;
b. -Triumph;
c. -Palmers;

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d. -Felina;
e. -Pogany;
f. -Bolero.
c) Raw material suppliers:
- Nova (Pitesti) cotton textiles: cotton, spandex underwear, sponges for Bras, lace,
satin, etc.
- Fia (France): precious stones, semiprecious stones.
d) Service providers:
- Advertisers
- BCR and BT

Marketing Mix( The 4 Ps)

Product
In achieving Jolidon articles, it is envisaged that figures should be remodeled by
modern principles of aesthetic forms; products become the expression of a person who likes
luxury and wants to be unique. Exquisite lace, rich embroidery, glittery silk combine in a
bright color palette that put the silhouette into value, benefiting anyone.
The raw materials used are cotton, microfiber, cotton lycra, lace, silk, lycra, satin,
staples, sponges for bras, etc.
Jolidon main products are:
- Womens underwear
- Mens underwear
- Swimsuits for women, men and children
- Various clothing creations
The product range is much diversified in order to meet the demands of the most
pretentious consumers. Jolidon is concerned with providing high quality products to meet
consumer demands. It is emphasized the idea of originality and creativeness, because the
branch in which the company operates demands it.
The company currently has in its portfolio 8 brands of lingerie (Jolidon, Prelude, Argos,
Infiore, Chiaro di Luna, Lilly, Eclizia and Kelitha) and 2 ready-to-wear brands (Flacara and
Falla). Sweet and innocent, romantic, sophisticated, cosmopolitan or sport, any modern
person can find itself in Jolidon collections. Lingerie collections are divided into specific
categories for women, men, children or according to demands: Men collection, Continuativa
and Fior collections (casual lingerie), She collection (cozy), Comfort Lady collection (large
sizes), fashion lingerie (spring-summer/fall-winter collections: Jolie, Joligirl, Jolidon
fashion) and Clasic, Lux, Swimsuit collections (swimsuits). Premium Prelude was created
for those with average to high income and targets sophisticated, demanding and modern
women who like luxury.
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To determine the life cycle of the products some former collections were resold and
redeveloped because "fashion returns." Mature stage is the one that can be found in the case
of "Prelude" underwear but Jolidon takes precautions featuring some unique products. This
phase lasts as long as consumer tastes and fashion trends are about the same, and the company
retains primacy on the market. Another important fact is that at any acquisition of Jolidon
products, consumers will receive a warranty coupon- proving that you bought high quality
lingerie which can be worn without worries.
For the entry of new products on the market, Jolidon follows the trends of a given
period of time, collections of the competitors, researches concerning consumer behavior of a
certain product, etc.
Nowadays, in order to be fashionable, one must know that tiny has ceased to be the
magic word of most lingerie collections. A new trend towards classic lingerie pieces, more
sober, more distinguished, more feminine is becoming more pronounced. Material which
fashion designers rely on is lace, always expressing femininity and elegance, simplicity and
challenge. Silk and satin are used mainly in various models of bras, whether they are full or
half cup.
Strategies in product policy
Depending on the process of renewal and diversification, product strategies are:
a) Assortment stability strategy - She collection (comfortable) and Lady
Comfort collection (for larger sizes).
b) Assortment restraining strategy - Prelude collection.
c) Assortment diversification strategy - Men Collection, Continuativa
and Fior collections (casual underwear).
Regarding degree of novelty of the products, Jolidon adopts the following strategies:
a) Product innovation strategy, demanded in the case of fashion lingerie (spring-summer
and autumn-winter collections which are unique in order to attend fashion events).
b) Product improving strategy, each collection will be enhanced according to the new
trend.
c) Maintaining the qualitative structure and product assortments strategy, cotton products
mainly she (comfortable) collection and Lady Comfort collection (for larger sizes).

Distribution
Jolidon has 90 stores in Romania, 34 stores in Italy and 13 in France, and makes
deliveries to Russia, Poland, Ukraine, Croatia, Serbia, Montenegro, Germany, Saudi Arabia,
Singapore and Taiwan, countries where Jolidon doesnt have agencies. Stores are located in
strategic areas, overcrowded, aiming to provide a larger flux of customers for all segments
covered by the company.
At first Jolidon retailers purchased products from the company plant, now that it has
developed it has its own distributors in Romania, Italy, France, Hungary. Regarding the export
to other countries, the company practices a selective distribution choosing only intermediaries
who will deliver products only to major shopping centers.

Price
Price policy is strictly related to product policy, therefore affordable prices are applied
for comfortable and casual collections and higher prices to luxury products.
Customers are generally sensitive about prices- a small price will have an impact of low
quality in their perception, whereas a higher price will be perceived as an indicator of great
quality. Thats why, Jolidon offers diversified collections designed to satisfy customer needs
at psychological prices (149 RON) to influence the choice.

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Consumers determine the price of a product according to price and quality of similar
products, it should be mentioned that Jolidon applies the price regarding competition policy
because competition sets their prices according to costs, but in the same time the company try
to pursue its financial goals orientated to profit and total satisfaction of the customers.
Jolidon provides some facilities to loyal customers and to intermediaries which bring
substantial advantages to the company.

Promotion
In 2001, along with other products sold, Jolidon marketing department began
developing the plan of launching and supporting the new collection of luxury lingerie
"Prelude", so to this end were made TV commercials (broadcasted by Antena 1, PRO TV) ,
radio (Radio 21, Radio Romantic), magazines (Unica, Madamme Figaro, Elle)
The slogan was: Bright, provocative colors, now in the new luxury collection-Prelude
Advertising budget: 100.000$
A catalogue with the most outstanding and interesting pieces from that collection was
created, bags with the company logo, shirts, pens, in order to strengthen the advertising. The
collection was launched at a favorable time, Bucharest Spring-Summer Fashion Week. The
company obtained the prize for the best collection of underwear.
Even if Jolidon didnt create slogans for each collection or product, it succeeded to
infiltrate in a short time at the top of the field. The company succeeded because it proved
during a big period of time that the customers needs are very important, and never
disappointed, offering high quality products and designs which are similar to international
fashion.
The current slogan of the company is the one kept from the beginning : Jolidon, so
close to you!
Right from the start Jolidon was set to obtain the commercial success in an ethical
way, with respect for the community, environment and people. Voluntary, Jolidon contributes
to a better society and to a cleaner environment. The charity and patronage principles make
Jolidon a social responsible organization in Romania. The company runs commercial
activities in over 60 countries, on very different markets, so that, the dialogue with the
company becomes one of the key elements of the strategy, positioning the ecosystem as a
whole.
In Romania, the school and university partnerships from Cluj manifest in joint projects
and support actions for the performance in education culture sport, in promoting the civic
sense, in developing the aesthetic sense and maintaining a clean environment.
The winners of contests, school and student Olympics, regional, national and
international phases were sustained and rewarded by Jolidon (sponsorships for Cluj Napocas
colleges such as Emil Racovita, George Cosbuc, Victor Babes, Avram Iancu, Sports High
School, Children Palace and for universities as Babes-Bolyai University, Arts and Design
University, Technical University of Cluj Napoca, Dimitrie Cantemir University or
Universitatea Sports Club).
Through partnerships with the Cluj Napocas universities, the students benefit every
year from Jolidons support regarding their internships, bachelor and master degree thesis.
Jolidon has promoted NGOs and sustained the activities of different organizations like AFA
Cluj, AISEC, BEST, Romanian Scouts or Social Protection Foundation.
Other partnerships with obvious results for the Cluj Napocas community are those
made with groups or student organizations (Romnaul, Mriorul, Cultural Center of
Students) on supporting the National Fashion Festival, Folklor, and the ones regarding film
festivals (TIFF) and theater festivals.

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It has become a tradition to sustain all the beauty pageants, many of them being Miss
Boboc Universitas held by universities. Starting from the idea that competition makes
performance, performance makes role models, Jolidon sustains Cluj Napocas sports
(amateurs and professionals). U JOLIDON team has won in 2012 the 3rd consecutive title
of vice champion of Romania in feminine handball.
Advertising media are used by Jolidon Internet, television and billboards, which costs
for advertising company are representing over 35% of the investment. It is used in advertising
mediums because it is the largest promotion method that can be informed by different
categories of customers.
In 2008, Andreea Mantea became the image that moves Jolidon, which Jolidon hopes
that this collaboration to increase sales of lingerie at least for a while. Thus, Andreea Mantea,
star of Antena1, was a meeting for wearing lingerie from Jolidon, pictures that were used for
billboards. But also, besides these pictures, an advertisement to promote a wider range of
Jolidon products. Of course the internet was not neglected either of giving paramount
importance, since the Internet is the global source of information. In other words the internet
was used for both commercials and online catalogs or different pictures of celebrities and
models wearing underwear for Jolidon best brand promotion.
In addition to these pictures, Jolidon also carried an advertisement for an intensive
promotional products range for Clandestine. The spot is based on two levels, the first level of
shooting taking place outdoors and the second in the room. In the foreground is out on one
actress, dressed business and driving a luxury car. Next image is escaping its infinite blue of
the sea and highlighting, but in subtle and graceful Jolidon lingerie. The second level is
represented by a different protagonist, but unlike the first, this is where the we encounter the
presence of men.
Advertise ends with their gentle gestures and is certainly worth setting as mirror
decorative element which reveals the seductive lingerie from Jolidon. In this advertisement
we encounter both instrumental background music and body language protagonists, denoting
sensuality and femininity, in a word, Jolidon. Therefore, the basic idea that emerges from this
commercial which was intended to increase sales company is that creates sensual lingerie
from Jolidon, feminine grace and beauty.

SWOT Analysis
The SWOT analysis for the company Jolidon is the following:
As strengths we have:
- The price of the products is accessible;
- High quality;
- The original design of our products;
- the existence of stores in shopping centers in areas with heavy traffic;
- holding our own production units;
- diversity of products, satisfying more categories of consumers;
- important foreign suppliers;
- the existence of a large enough demand for these product;
As "weaknesses", we can find:
- lack of stores in some cities of the country;
- high prices for some products;

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Opportunities:
- the geographical positioning in Europe;
- contracts with foreign partners;
- the possibility of selling our products over the Internet;
- possibility of opening stores in other cities in the country and abroad;
- future growth of the market share;
Regarding threats, our main concern is:
- strong competition;
- cheaper midrange models from other competitors
If we put in balance, on one hand, the strengths conversely with weaknesses, and on the
other hand, the threats in contrast with opportunities, we should conclude that on the
Romanian market, Jolidon is a much appreciated company, having a wide range of qualitative
products.

Marketing Analysis
Founded in 1993 in Cluj-Napoca, Romania, Jolidon achieved the leadership on the
Romanian underwear and swimwear market and became one of the major competitors on the
international market.
The expanding of the company started in 2000 when they have opened Jolidon
Hungary KFT in Budapest and continued with Jolidon Italy SRL in 2001 in Milan, Jolidon
France SARL in 2003 in Paris. The need to better serve its French clients made that in 2005
the investment in France continued with a new location Lyon.
In 2004 Jolidon made an important investment by taking-over its main competitor on
the Romanian market, Argos SA, with more than 800 employees and more than 60 years of
tradition in the field of underwear and swimwear.
By the end of 2006, Jolidon is taking the company LCS Conf SA, one of the most
prestigious textile confections factory in Romania, with over 50 years history, more than 1000
employees, insuring in this way its position on the textile market.
With the acquisition of the two companies, Jolidon wants to take-over and develop a
brand with history in the lingerie and swimwear market Argos, and another one in the
textiles Falla. At the beginning of 2007, another company becomes a part of the Jolidon
Group: Emmeci an Italian company which owns the two great names in the Italian lingerie
market Infiore and Chiaro di Luna. Jolidon took over the great majority of companys shares,
together with the chain of 35 own stores in all Italy.
Presently, the group has 55 own stores in the main cities and commercial centers in
Romania, 3 in Budapest Hungary and 35 in Italy.
Also the chain of 29 stores Dessous DAngel in France is selling Jolidon exclusively,
thanks to the same belief of the two companies: the optimum ratio quality/design/price.

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In the last years, Jolidon has extended its activity in the field of financial investments, being
the major shareholder for Interdealer Capital Invest SA (58,58%) located all the time
through the first 30 companies with the same field of activity.
In 2003 the Jolidon group entered on the real estate market with the acquisition of the
company Cetatea SA which owns important commercial spaces in the most important
central stores of Suceava city.
Jolidon is a dynamic company which believes in success, which likes challenges and
competition. Because of the winning spirit that characterizes the company, it succeeded in the
14 years of activity to doubtfully become leader of the Romanian market and an important
player on the international one.
Romania with the most powerful apparel industry compared to other European states
still got affected by the EU integration effects. About 40%out of 4,000 micro-enterprises
risked to close down, as a result of unfavorable market conditions. According to various
estimations around 1/3 of Romanian apparel factories will disappear as a consequence of
Lohn delocalization. The Romanian Lohn production volume dropped from 80% registered
before joining the EU to 50% in 2008.
The competitive advantages which contributed to positioning Romania as one of the
main apparel exporters on the European market were (some of them are relevant even
nowadays):
- Relatively low production costs;
- Proximity to key markets (absorbing 96% of Romanian exports)
- A lot of experimented companies;
- Modern production capacities, especially for classical products;
- Qualified work force, proved by high quality products and prompt delivery.
The most important promotion engine for Jolidon proved to be over the years the
product itself. With the intention of meeting the consumers needs in the best way possible,
through unbeatable quality and prices, Jolidon products themselves have been the surest
means of achieving the fidelity of existing customers and winning new ones.
The Jolidon and Prelude collections are being promoted through media campaigns in
the printed press and TV, aiming at not only promoting the products, but also informing and
educating potential clients.
The company must always be one step ahead of the competition. For this they need to
follow: product offerings, advertising campaign, strengths, weaknesses, causes of success and
failure. Jolidon company's major competitors are: Pogany, Bolero, Benetton, Dynasty, Feline,
Triumph.
Compared to other companies producing underwear on the Romanian market,
distinguished by Jolidon are:
- The high quality products because the raw materials imported from abroad;
- Special colors and special creations made by professional designers.
Underwear target market consists of women and men aged 16-50 years, medium or
large disposable income. Collections of swimsuits Jolidon company targets both women, men
and children.
Jolidons market share is calculated as the ratio of firm sales volume and total market
sales underwear. Thus Jolidon firm's market share is 52%.
The company is given as an industry leader, its market share is related to the main
competitor, respectively Triumph company holding a market share of 27%, resulting in a
relative market share held by the company Jolidon of 1.92.
Even applying high prices for some products is a success factor of the company,
because this strategy can influence psychological the consumers when choosing the product.
For example a cheap underwear is poor quality and thus associate a picture Lingerie ordinary,
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unpretentious, which can be dressed than usual today, while an expensive underwear is
associated with a greater quality and an image of "luxury and sexy", which can be dressed
only in special moments and special or even just used "ladies with money." The final price is
determined as the ratio directly proportional to the quality they offer products Jolidon.
After 19 years the success of Jolidon group is determined by the following factors:
- High quality;
- High prices for some products;
- The existence of stores in major shopping centers and high traffic areas;
- Holding of own production units (4 today);
- Diversification of products, thus satisfying different categories of consumers;
- Skilled in the tailoring;
- The existence of a large enough market demand for these products.
By 2011, the main foreign sales market was Italy. But last year, Russia became the first
export market. "Russia is an important market for us, where we have invested many years and
now I see results," says the entrepreneur. Jolidon has 14 distributors in this market and that is
a big market, the company is considering the development of franchise stores starting with
2012. "We first have to reach a certain maturity, the food is known and then to open stores. In
Russia it is important to work with partners, is harder to do everything myself because special
area, "said Cirlig.

Conclusions
Jolidon is a transnational which creates and produces in the EU, it can be said without
any doubt, that is, at the moment, a global brand, recognized and appreciated internationally.
Even if Jolidon operating on markets across the globe, each with its specificity, the status of
first player on the European market determines the concentration efforts to strengthen the
position of representative of the European linen.
According to Interbrand study, Brandient and D & D Reserch published in Business
Week in December 2008 Jolidon ranks 39 among brands launched and developed in Romania.
Jolidon remains the bestselling brand, accounting for 70% of the business group.
The company products are present in the largest shopping centers in the country and
abroad, and consumers expect to find here a wider range of products to satisfy many tastes
and needs.
Jolidon brand has emerged in consumers' minds from the interaction of range, then the
effect of the promotion. Jolidon has gained consumer confidence through quality products and
diversity, their fair price and number of shops. Stores are the principal west of branding. This
does not mean that Jolidon did not advertise, but that the reputation and success of the brand
has been established not only through communication. In addition, at some point, success,
such as international awards, trophy Ultralingerie, became the subject of news, as a follow up
we are talking about communication based on product quality. Following the acquisition of
three new brands Falla, Creepy and Chiaro di Luna, Jolidon is in the process of restructuring
the brand identity. So far the focus was on the point of sale communication, advertising in
magazines Fashion and Lifestyle.
The company gives support to the student events from Cluj, providing scholarships
and internships to students of the University of Art and Design, technical equipment support
in organizing workshops and annual Alumni Gala.

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Bibliography:
www.jolidon.ro
Global Marketing, Warren Keegan, Mark Green, Pearson, 2013
http://ro.wikipedia.org/wiki/Jolidon
http://www.revistabiz.ro/jolidon-se-extinde-in-rusia-448.html

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