Savvy Down

Bosideng. SAVVY DOWN

The fashionable down jackets by Bosideng Italy boast an unusual price-performance ratio that is well-received by the market.

Giancarlo Tafuro, the marketing manager of Bosideng Italy, and his team are promoting the international expansion of the successful down jacket collection from their base in Rome.

The approach is bold. And the strategy is so crystal clear that Giancarlo Tafuro, the head of marketing at Bosideng Italy, merely has to highlight a few individual milestones to make the company’s aims understandable: Bosideng has set out to conquer the European market. Text: Isabel Faiss, Photos: Bosideng Italy

That was as of early 2015. In the meantime, Bosideng has found its stylistic home in Italy, set up headquarters in Rome, assembled a team with an excellent international network, and implemented an adequate image. Bosideng, one of seven private labels of Hong Kongbased Bosideng International Holdings Limited, is the proud epitome of the shift from cheap production to products defined by high functionality, in-depth production know-how, highest quality, and fashionable sophistication. By the way, Bosideng International Holdings Limited was founded as a down specialist back in 1976 and mainly produces collections for international designer labels.

Fresh Start in Europe Even though Bosideng is the world leader for down jackets and has more than 7,500 points of sale in China, the brand entered the European market with no name recognition at all. The idea for Bosideng Italy was seen as a solution for this problem. The brand developed a collection with an Italian design signature that is tailored to the needs of European customers in order to promote international export from its base in Italy. Bosideng Italy was officially launched in 2014, but found itself in a European market that is satiated in terms of down jackets and defined by aggressive price competition. It was a challenge, but one that was, given Bosideng’s background, easy enough to master. Backed by the extensive production know-how of its parent holding, access to production plants in China, and a state-of-the-art design language, Bosideng Italy can offer its customers a truly amazing price-performance ratio. Despite being on par with established labels in terms of quality, the purchase prices range from 75 to 80 Euros. Marketing manager Giancarlo Tafuro: “Our strategy is to offer a beautiful, contemporary product that has, compared to our competitors, the same quality level, but at a more affordable price. That allows us to cover a large section of the market, because many people buy more than one jacket for different occasions. We produce down jackets for everyday use; they are not only perfect for trips into the mountains, but also perfectly suitable for gala dinners.”

Competent Team In autumn 2015, the Munichbased fashion agency D-tails, owned by Patrick CoppolecchiaReinartz, was selected as the sales representative of Bosideng Italy’s collection, which is now also available in Spain, England, and Russia. “By 2017, we will implement retail projects in the most important international metropolises to enhance Bosideng Italy’s reputation and brand awareness. For now, the main aim of the company is to focus on the Italian market and to strengthen its standing there”, Giancarlo Tafuro explains. This involves a close partnership with customers such as Peek & Cloppenburg with Fashion ID, or Nuova Moda, whom Bosideng doesn’t merely offer one main collection per season, as well as an additional pre-collection for autumn/ winter, but also a flexible NOS programme. In January, Patrick Coppolecchia-Reinartz plans to showcase Bosideng Italy’s collection at the Panorama trade show in Berlin.

www.bosideng-italy.it

Premium Berlin 19.-21.01.2016 Halle H5 Stand D02

Premium München 13.-15.02.2016 Halle H4 Stand L21 GDS Düsseldorf 10.-12.02.2016 Halle H10 Stand 10B03

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