China’s down clothing maker Bosideng is a household name in the country. In a bid to take its brand global, the company just held a runway show at New York Fashion Week, and showcased its latest collection.
The collection went far beyond the standard ski jackets the brand is known for. It featured floor-length hooded coats and other innovative interpretations of down clothing.
The look was definitely Chinese, but the goal was to appeal to an international audience – an audience that included actors Anne Hathaway and Jeremy Renner.
While many retail companies are targeting China, one of the world’s fastest growing consumer markets, Bosideng – with more than 7,500 retail outlets in the country – is looking outside to grow its brand.
“The US, France, UK and Italy are home to the world’s most prestigious fashion weeks. Our New York Fashion Week show is an important step in our efforts to expand our share of the global market this year,” said Gao Dekang, CEO of Bosideng.
Bosideng’s ambitions to grow in the United States come at a time when the Trump administration seeks to limit imports from China. The company says it isn’t worried.
“US-China trade war hasn’t had a huge impact on us, because our primary market is still China. But we’ve already put contingency plans on our supply chain in place to cushion possible effects from the trade frictions,” said Mei Dong, executive director of Bosideng.
Nevertheless, launching in the world’s largest market is always a challenge for foreign brands.
“I think the biggest challenge to us is how to interact with our customers. We set ourselves apart from other brands by our incessant passion and dedication to making down coats. And we hope our customers can know about this,” said Rui Jinsong, the brand’s senior vice president.
With the runway show in New York, the brand is one step closer to accomplishing that goal.