Established Brand In China, Unknown Player In Europe
Bosideng hits London on July 26Last month, Jing Daily looked at the global ambitions of Bosideng — a Chinese fashion juggernaut with over 10,000 retail outlets in its home country — as it prepared to launch its first overseas flagship in London. Despite the brand’s massive investment, global ambitions and intent on positioning itself as a more “upmarket” label in London, however, Bosideng’s chances outside of China are far from certain.
As we pointed out:
This week, Bloomberg visits Bosideng’s new flagship in London to give us a glimpse of what visitors can see at the store and shed some light on the brand’s potential in a new (and difficult) market: