When someone mentions Bosideng, most people immediately think of their down jackets. Few realize that they began producing men’s clothing back in 2004, and since then, the brand has been experiencing rapid growth, with sales increasing by approximately 50% annually. In the European and American markets, as the sole “world brand†from China, Bosideng has established hundreds of sales outlets and specialty stores. However, for many domestic consumers, compared to well-known national men's clothing brands like Septwolves and Goodmen, Bosideng’s men’s brand presence remains relatively quiet. Bosideng’s marketing director, Mr. Wan, mentioned in an interview with "Advertisers" that this aligns with the brand’s previous emphasis on specific product promotion. Over the past decade, Bosideng has built a strong brand identity centered around down jackets, leading consumers to associate it primarily with just one type of product. The company now aims to transition this perception toward recognizing Bosideng as a comprehensive 'four-seasons' apparel brand.
On July 15th, Bosideng unveiled its new men’s brand strategy at the Bird’s Nest in Beijing, announcing that singer and actor Wang Lee Hom would serve as the brand ambassador. Gao Dekang, head of the Bosideng brand, stated that the company plans to accelerate its international expansion efforts, leveraging its five-year experience in global markets to improve design, R&D, and information sharing while exploring opportunities within the domestic market. Wan Qing pointed out that Wang Lee Hom’s youthful and fashionable lifestyle resonates strongly with Bosideng’s brand philosophy, and his international influence could significantly boost the visibility of Bosideng men’s wear.
In response to evolving consumer demands, Bosideng has shifted its focus from "business-casual" men’s clothing to a more diverse range, introducing four distinct product lines: "Fine Business," "Simple Office," "Cool Leisure," and "Sport." These new offerings emphasize modern fashion trends and cater to a broader age demographic. The long-term goal is to establish Bosideng as a globally recognized Chinese brand, although currently, domestic men’s brands have yet to fully achieve a high-end market presence. Many high-end consumers still prefer international labels, so Bosideng hopes to gradually elevate its brand image towards luxury through strategic market initiatives.
To achieve these goals, Bosideng has focused its advertising campaigns on television slots frequented by business elites and collaborated with magazines like "Mr. Fashion" to feature Wang Lee Hom in endorsements. Additionally, the brand plans to host fashion shows and concerts featuring Wang Lee Hom to promote its men’s collection. To enhance its international standing, Bosideng regularly invites renowned designers from countries such as France, South Korea, and Hong Kong for consultations and sends its own designers abroad to study in Paris and Milan, attending major fashion events to gather inspiration and stay ahead in product development.
For Bosideng’s brand extension strategy, apparel marketing expert Sun Jujian noted that extending the brand could mitigate seasonal fluctuations in down jacket sales and leverage existing brand recognition and channel appeal to maximize value. However, he cautioned that relying on the current brand to enter the high-end men’s clothing market carries risks, as it might conflict with existing perceptions and potentially dilute consumer expectations of Bosideng’s down jackets, creating openings for competitors. Instead, he recommended either launching a new high-end brand or acquiring an established international men’s label during the ongoing economic downturn to quickly gain traction at the premium end of the market.
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