Boston London Set Up Shop In The Middle Class Men'S Clothing Industry, The Chinese Garment Industry Has Changed The Image Of "Processing Power".

In the golden section of London, the main middle class men's wear is in China.

Industry began to try to change the image of "processing power".

On the day before the opening of the London Olympics, Bosteng, the Chinese clothing brand, opened the first flagship store overseas in the prime area of London.

In the vicinity of Bond Street, which is crowded with luxury brands, is opening flagship store on Oxford street, the busiest commercial street in London. The intention of Bosideng to build a high-end image is very obvious.

Just a few hours after the opening of the games, the London Olympic torch relay passed through this place.

"We want to change China's image as a big producer of garment processing rather than a big design country."

Zhu Wei, chief executive of Boston London flagship store, told reporters.

This flagship store sells high-end business and leisure men's wear, and Bosideng's more widely known down coats.

"Chinese brand, British design, made in Europe".

The chief financial officer of Bosideng group, Mai Yun Quan, described this.

The London flagship store sells clothes designed by native British designers, mostly made in Europe, so that they can be changed closer to the trend.

Only the down jacket part is made in China because it has only one season in a year.

"The flagship store here is totally different from the one in China."

Mai Yun Quan said.

Prior to this, Bosideng sold the same clothes as the domestic market through distributors in the UK, but the flagship store was designed according to the needs of the British market.

Correspondingly, its brand identity is different from that in China. The wings of a pair of wings reveal the image of the flying eagle in the brand promotional film.

"Why did you choose London? Because it is a fashion center."

Mai Yun Quan said.

Boston began planning to open stores overseas two or three years ago, looking for opportunities in both Britain and the United States.

"We consider whether to rent or buy (shop), and feel that it can be better to buy it, because it usually takes ten to fifteen years in a foreign lease, and the decoration and so on will be subject to many restrictions from the landlord.

But it's a good place to buy. "

The good location is "can not be met".

So when Bosideng learned about the store opportunities in London, he made a quick decision and bought it in July last year.

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Shen Guangjian, assistant and investment director of Bosideng group, told reporters that the total investment of the shop was 300 million yuan, of which 200 million yuan was used for the purchase of property, 50 million for demolition and renovation, and 50 million for decoration.

The six storey wedge-shaped building is about 50 square meters, with three storey as storefront, one storehouse and two storey offices.

"It costs a lot, but we think it's worth it."

Zhu Wei said.

This is a breakthrough by Bosteng breaking through the dealer sales mode and controlling the retail terminal itself, which is also rare in Chinese similar clothing brands.

"There were five years of research experience before opening up, and this was done with confidence.

We plan to take root in the long run and make London a bridgehead to extend to Europe.

Zhu Wei said.

But when we open retail stores when we are in recession, are we worried about the recession? The purchasing power of European consumers is not strong. "This is a strategic decision. After five years and ten years, we don't care about the immediate gains and losses."

Zhu Wei said.

He also admitted that it would be very difficult for him to buy property if the British economy was down, and the property has appreciated since last year.

"Although we are not real estate, we do not plan to sell it, but we appreciate it very much."

Zhu Wei said that the customers in Bosideng London were over 25 years old with a certain purchasing power, sensitive to popular elements and close to natural fashion.

A suit of 400 to 700 pounds can be compared to international brands such as Hugo Boss, Ted Baker and so on.

But what does Boston rely on to attract the eyes of London consumers to choose the brand which is still very small? "I say nothing is useless, I want you to have a look first, first go to the shop to feel it."

He said he hoped that only by relying on the Chinese background could some consumers' curiosity be touched. "We are a brand of a Chinese people. There must be something different if they can come out."

This curiosity did bring customers to Boston.

Tony Roberts, the engineer who works nearby, is seeing that the original bar has been demolished and renovated and turned into a Chinese brand clothing store. "I think this is definitely a different quality Chinese brand."

He chose a T-shirt with Peking Opera mask and was prepared to become one of the first customers of Bosideng.

Bosideng will not be the only Chinese clothing brand ready to appear in the high-end market.

On the next day of its opening, another Chinese men's wear brand Yi Wen will hold a fashion show on the "China business day" hosted by the British government.

Xia Hua, chairman of Yiwen group, said that the first design studio and retail store will be opened in London this winter.