The first day of autumn and winter 2014 New York Fashion Week , is a super handsome male model wearing a Bosideng , designed to combine the elements of the British tradition of men , not to the jacket as a flagship . When people see this wonder called “Bosideng F / W 2014 New York” brand of men failed to regain consciousness when the release show . Yes, it is Bosideng .
On Instagram account, Bosideng also publish relevant information , led to the famous American boutique department store Neiman Marcus, Bergdorf Goodman and other men’s fashion director Nick Wooster fashion “point praise .”
Clothing brand in China to accelerate the pace of internationalization of the moment, they are also breaking the inertia of thinking past the price to win, in a whole new look to the world stage march , however , make a real achievement , requires patience .
After the local market early brand development , nearly two years off a wave of domestic clothing brand “internationalization” of the boom. Bosideng Down there had sold publicly in the United States, Britain , Russia and other retail channels , Bosideng in 2012 opened a flagship store in London , media reports said its London flagship store is located in the central business district and include Hugo Bo Adams (HUGO BOSS) , etc., not far from world brands , but most people are not familiar with its product line as the main jacket .
“Domestic pricing and positioning the brand in the international market can not be too low, and now Chinese clothing brands want to take a good step in the internationalization of this , one needs to upgrade its quality and design standards , on the other hand , from the positioning , brand image to the channel , all aspects of marketing should be adapted to local conditions . ” investment Advisor in the light researcher Xiong Xiaokun accepted ” that the first Financial Daily “interview .
The country, including in the EU force (ochirly) as the representative of the brand ‘s internationalization Trendy Apparel Group is a different path. 2011 , Trendy Fashion Group acquired the Italian Sixty overall business in the Asia-Pacific region 14 countries and regions. If you are not familiar with Sixty Group , then a mention from the Italian fashion brand Miss Sixty jeans sexy Many people are not familiar with , it is a favorite actress denim brand , it is the minds of many young women sexy guide , but it is Sixty Group on behalf of a number of fashion brands .
Additionally , Trendy and further develop cross-border business cooperation in 2013 , shares the forefront of global rather authoritative fashion, design and art concept store 10 Corso Como goods jointly explore business in Greater China .
Whether Yuanduchongyang local brand “sea “, or in collaboration with internationally renowned brands , marriage , domestic clothing brand internationalization strategy have a common characteristic, that is hoping to break the perception people in the past , no longer compete on price , but ” leapfrog” to become a high-end international brands.
But it is not easy when , Xiong Xiaokun analysis cosmopolitan several factors he mentioned, one analysis, ” Chinese clothing brand internationalization want to properly take this step , you need to upgrade the level of its quality and design .” In Xiong Xiaokun It seems that the biggest challenge the sea of local brands that has an absolute advantage in the European market apparel brand in the overseas market influence and visibility ; second, designed for the European market consumer preferences designed to avoid “acclimatized .”
In addition, there is no awareness of Chinese clothing brand in the international market , the experience of success in the Chinese market can not be copied to other markets. “Establishment of marketing channels , it takes more energy to conduct a full investigation of the market .”
” Localization ” is regarded as an important measure of Bosideng , to achieve localization of the brand , regardless of fabric or clothing design must fit with local consumers , whose goal is to understand the local market, cultivating consumers , enhance brand awareness obviously is a systems engineering , but also a time of project needs .
In reply to the reporter ‘s e-mail them, Bosideng revealed its greater ambitions , namely through the establishment of brand recognition overseas, nurturing Chinese market . “We want people traveling abroad when you can see the Bosideng brand , but also hope that the overseas brand display can stimulate domestic brand value .” In this regard, an international brand executives suggested that many Chinese clothing brand is very strange to foreigners , to go out and be recognized, you first need to own bigger and stronger. “In the Greater China region and even the familiar first Asia-Pacific region achieved a good response and establish a benchmark for the role of fashion , and then get the favor of the overseas market may well be a good idea .”
