Bosteng Men'S Wear Expands European Market

Transformation Keywords: packaging fashion men's clothing, overseas acquisition, Internet Marketing

Transformation direction: packaging marketing will Bosideng

Transformation achievements: in 2009, Bosideng was awarded the title of "the most influential brand of the world's top 200" with a brand value of more than 16 billion 200 million yuan.

In October 2007, Bosideng made its wish to land on the Hongkong stock exchange and stride into the capital market.

However, the successful listing of the domestic down jacket manufacturers does not mean that they will bring long-term good luck to Boston. The haze of warm winter has been bothering Bosideng.

Faced with the "predicament", as a top player in the down jacket industry for many years, Gao Dekang, chairman of Bosideng Limited by Share Ltd, played a combined punch.

Boston launched a strong publicity program to package its products and images.

This is reflected in CCTV's Bosideng advertisement. "Cheerful melody, bright colors and lively styles" bring Bosideng down jacket to the fashion family in real sense.

After making the down garment "fashionable", Bosideng began to expand its products throughout the year, and selectively developed new products to improve the product mix.

In 2005, Bosideng officially launched the men's wear series.

In this year's China International Clothing and accessories fair, Bosteng menswear and British Green and Woods became friends. After that, Bosideng menswear entered Green Woods's special brand with its own brand.

Green Woods is a chain of men's clothing chain owned by HANSON group in England. It has a long history of 100 years.

During the 3 years, the sales of Bosteng men's clothing in the UK market increased steadily.

At the end of 2007, Bosideng menswear expanded the European market and signed a strategic cooperation agreement with Green and Woods.

In September 23, 2008, two Bosteng men's wear shops opened in England.

The two franchised stores are located in the busy streets of Suffolk County and Lincolnshire, England, which attract many British customers.

In the next 4 years, Bosteng men's clothing stores will increase to 100 stores in the UK.

But for the future of Bosteng, there are more plans for Gao de Kang.

Starting in 2009, Bosideng completed a comprehensive acquisition of Bosteng men's clothing and made full efforts to layout the men's wear market.

Bosideng successfully acquired the exclusive sales agent of Rocawear, the famous American casual wear brand in Greater China.

Since 2009, the sale of Bosideng down clothing network has also achieved good results. The annual sales volume of the network is 39 million 500 thousand yuan.

The latest trend that draws attention is the use of yellow khaki in fashionable fashion trends of military uniform, hunting or preparatory school students.

GaranceDor fashion, an influential fashion blogger, wrote in his blog: "khaki is like black in the past."

It can be said that the Khaki used for men's wear is now popular again.

The fascination with high quality denim has gone too far. In spring and summer, young men began to turn to khaki.

Casual shops such as SaveKhaki and Grown&Sewn are working hard to cultivate people who are obsessed with khaki. The khaki cloth sold there has different shapes, colors and different thickness fabrics.

The mainstream brand has also jumped into this fashion craze -- the American fashion chain brand Gap has three styles of clothing including Khaki for consumers to choose, and the brand Dockers has also launched the series called "K-1" -- its first high-quality Khaki series.

This series has "ushered in a new era of khaki cloth, made by the handcraft that is firmly committed to consumers."

The series includes 8 different styles and 16 colors.

Many brands' descriptions of this new trend are "retro", "unique coloring" and "multi-channel dyeing process" - this is the usual way of expression on denim.

"Young designers have led this trend," said Madeleine Weeks, fashion director of GQ magazine. "For so long, khaki has nothing to do with men's sex appeal."

For dress matching, in order to make Khaki look more fashionable and look less professional, people can roll up their trouser legs and roll them to the ankles and match them with boat shoes, bright T-shirts, Ray-Ban sunglasses and summer straw hats.