Bosi­deng opens pop-up shop in NYC

China Daily (Canada) - - ACROSSAMERICA - By AMY HE in New York amyhe@chi­nadai­lyusa.com

Bosi­deng, known in China for its line of down jack­ets, launched a pop-up shop in New York City, with plans to ex­pand into the US mar­ket in the com­ing years.

The Shang­hai-based fash­ion brand will sell se­lect items from its col­lec­tion at Roth­man’s men’s store in Man­hat­tan’s Union Square un­til Feb 16, and will be par­tic­i­pat­ing in the up­com­ing New York Fash­ion Week.

Push­ing for an in­ter­na­tional pres­ence is on the brand’s agenda, and founder of Bosi­deng Gao Dekang spoke to China Daily about why the US was the next ob­vi­ous lo­ca­tion for the la­bel’s ex­pan­sion.

“The US is a coun­try with ma­jor in­flu­ence on in­ter­na­tional fash­ion trends, and it is one of the key cen­ters of the fash­ion in­dus­try,” he said. On tak­ing a Chi­nese brand global, he said that do­mes­tic brands like Bosi­deng al­ready have a “strong­hold” in the Chi­nese mar­ket.

“Now it’s time we should ex­pand to the in­ter­na­tional mar­ket,” he said.

The brand made its over­seas de­but in Lon­don in 2012 with the open­ing of a 1,600-squareme­ter flag­ship store in the city’s West End. Though Bosi­deng is lit­tle known out­side of China, where it has more than 10,000 re­tail lo­ca­tions and ap­peals to the coun­try’s mass mar­ket, the la­bel in­tro­duced an up-mar­ket line for its Lon­don store with pre­mium menswear items for Euro­pean con­sumers.

Ear­lier last week, Beneluxbased im­port and trad­ing firm Zantman Mode­groep an­nounced that it will work closely with Ger­many-based e-com­merce plat­form KeenOn to help Bosi­deng in con­tin­u­ing to de­velop its pres­ence in Europe, af­ter ac­quir­ing Bri­tish menswear re­tailer Green­woods in Oc­to­ber of 2013.

In June of last year, Bosi­deng brought on UK-based Amelia Pre­tious to be head of de­sign and buy­ing for the brand. She has fo­cused on mix­ing East and West in the cloth­ing’s aes­thetic and de­sign, ca­ter­ing to cus­tomers in China as well as abroad.

“The way peo­ple dress is re­ally chang­ing,” she said. “Chi­nese con­sumers are dress­ing up in a mod­ern way, where it’s not just about the big logo in the cen­ter of the piece,” and sub­tlety is go­ing to be a pri­or­ity for Bosi­deng, she added.

The de­signer’s first col­lec­tion for Bosi­deng was the spring/ sum­mer 2014 sea­son, fo­cus­ing on fine tai­lor­ing with fab­rics from Italy, while keep­ing the brand’s Chi­nese her­itage “in­tact,” Pre­tious said.

Marty Staff, a con­sul­tant to Bosi­deng and pre­vi­ous pres­i­dent and CEO of menswear brand Hugo Boss, said Bosi­deng plans to sell to be­tween 15 and 25 up­scale re­tail­ers. An­drew Xing contributed to this story.

AMY HE / CHINA DAILY

Bosi­deng’s Chair­man and CEO Gao Dekang with Marty Staff, for­mer pres­i­dent and CEO of Hugo Boss, at Bosi­deng’s pop-up store launch in Man­hat­tan.

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