Bosideng'S Famous Brand "Double Feather" And "Upper Feather" Force.

Down jacket is known as "90 days to decide victory or defeat", but behind these 90 days of decisive battle, there must be 180 days, or even longer time for intense preparation.

"The two traditional feather and down brands of" upper feather "and" double feather "need to exert their strength, which stirred the down jacket industry this summer.

Since Bosideng's income in 2006, people have been waiting to see how powerful this combination of dreams will burst.

From 2008 to 2010, the growth rate of "double feather" and "upper feather" for three consecutive years was as high as 80-100%, and basically doubled.

Who created China's first piece?

At the beginning of 1975, "double feather" was born in the Shanghai down garment factory. It was the first Chinese down garment brand. It was also the brand of China's first female athlete Pan Duo who boarded the Mount Everest. The Shanghai Down Garment General Factory later became the earliest and largest production base of down garments in China.

"Double feather" has won the "Shanghai brand" title, the national silver award and the "feather clothing Cup" gold medal successively.

The "upper feather" brand has developed and manufactured the first Antarctic garment for our Antarctic expedition team. It has been used as a down coats for Chinese Antarctic expedition since 1984.

In 1988, "Shang Yu" brand and Shanghai textile science research designed a new generation of 88 style Antarctic clothing.

The Antarctic expedition team was able to adapt to severe cold weather at the Zhongshan Railway Station at the southeast pole (35-40 degrees below zero annually).

In 1990, the technical department of the Ministry of textile industry checked and identified that all the technical indexes of upper feather down clothing were all up to standard, and some of them exceeded the standards promulgated.

"Double feather" and "upper feather" are the creators of China's down jacket brand. Since joining Bosideng, we have cooperated with them in the production technology, design concept, marketing network and operation management, and have taken the wings of the two brands of "double feather" and "upper feather". We need to make these two long history brands offer satisfactory products for more consumers with a brand new attitude and fashion image.

Referring to "double feather" and "upper feather", Gao Dekang, chairman of board of directors of Bosideng International Holdings Limited, told the author.

"After several years of sorting out and rectifying, Bosideng formally incorporated" double feather "and" upper feather "into a unified management system in 2011, from brand planning to team upgrading, from product development to procurement and production, providing comprehensive management and support for upper feather and double feather brands.

Lu Liping, general manager of Bosideng casual dress Co., Ltd., Shanghai, told the author.

The late winter of last year brought the down jacket business to a polarizing trend. Some people made a lot of money and some people were in a bleak business.

Faced with such a severe and changeable market, many down jacket brands have adjusted the pace of preparation.

"Upper feather" and "double feather" are also prepared for the rainy day.

As the main body of "upper feather" and "double feather" brand, Shanghai Bosideng casual dress Co., Ltd. is busy, preparing for the winter sales.

In the design room, fashion designers are rushing to make the last batch of new uniform colored clothes.

A lot of new clothes hanging on the clothes rack give people a bright feeling, both fashionable and unpopular, regardless of their color and style, and the suitable consumer groups are very wide.

The production department and the purchasing department are all busy. Because the surface and auxiliary materials are constantly rising, the "double feather" and "upper feather" have been well prepared for this situation. Many months before the order meeting, many styles have already started work on the production line. (two)

Down jacket is known as "90 days to decide victory or defeat", but behind these 90 days of decisive battle, there must be 180 days, or even longer time for intense preparations.

Opportunities always favor those who are prepared. Compared with many "clothing that depends on the weather", the "double feather" and "upper feather" that have prepared for the rainy day have already taken the first step in this winter.

New Shanghai school and health campaign

From the new brand strategy released by Shanghai Bosideng casual dress company, the "upper feather" is positioned in the new Hai style down garment, advocating the concept of "universal fashion", "making fashion fit the masses and letting the masses enjoy fashion" is the pursuit of upper feather.

The author understands that the main feature of the "upper feather" down jacket is to integrate the latest international popular elements and the air, classics, fascination and high quality of the Shanghai style down jacket skillfully. It is fashionable but not fashionable and fashionable but not vulgar. It not only retains the accent of the big Shanghai brand, but also perfectly integrates the elements of international popularity.

In addition, "upper feather" on the surface accessories strictly retains the high quality requirements of the Shanghai style clothing, the material selection is very exquisite, and on the basis of retaining the classic fabrics, it also boldly adopts the latest memory fabric.

Unlike the serious homogenization of most brands in China, "double feather" has been paying attention to the functionality and professionalism of down garments for many years.

In those days, the outdoor sports style had just been blown up in Europe and America. With the help of abundant technical strength and many years of experience of OEM for high-end outdoor and professional wear in Europe and America, duer launched a professional mountaineering dress in China, and helped China's first female climber, pan do succeed in climbing the Mount Everest.

In order to enable more ordinary consumers to enjoy professional outdoor sports technology, the "double feather" has improved the professional mountaineering clothing, while retaining the functional and professional characteristics of the mountaineering clothing, at the same time, it has become more casual, comfortable and fashionable in style. It can not only fit in sports, but also be comfortable and casual in leisure.

It is reported that compared with similar international brand names, the same material, the same technology and the same production workshop have improved and optimized double feather casual clothing, which is only five to 1/8 of their price, making the popularity of the "noble down jacket" become a reality.

Now, with the increase of sports and healthy consumption concept in recent years, double feather casual clothes and down jacket are not only popular in metropolis but also popular in small and medium-sized cities.

In addition to the new market positioning and more modern design, the author also understands that "double feather" and "upper feather" require more precise workmanship, and the "old tune" of the old tailor in Shanghai can be seen in every stitch.