What's Happening?
Kim Jones, renowned for his work with luxury brands like Louis Vuitton and Dior, has been appointed as the creative director of Areal, a new high-end urban wear line by Bosideng. Bosideng, a major Chinese
outerwear retailer, aims to expand its global presence with this new line. The company, known for its down jackets and performance gear, reported sales exceeding $3 billion last year and has been expanding internationally, selling in 72 countries. The new line, Areal, will blend Bosideng’s technical outerwear heritage with a high-end, city-centric aesthetic. It will be distributed at two pop-ups and 50 stores in China this autumn.
Why It's Important?
The appointment of Kim Jones as creative director marks a significant step for Bosideng in its quest to become a global brand. By leveraging Jones' expertise in luxury fashion, Bosideng aims to elevate its brand image and appeal to a broader international audience. This move could potentially increase competition in the high-end urban wear market, challenging established luxury brands. The success of Areal could lead to further international expansion and collaborations, enhancing Bosideng's reputation and market share globally.
What's Next?
Bosideng plans to launch Areal in China this autumn, with distribution through pop-ups and stores. The brand's strategy includes showcasing its new line at international fashion events, potentially increasing its visibility and attracting global consumers. Stakeholders in the fashion industry will be watching closely to see how Bosideng's new line performs and whether it can successfully compete with established luxury brands.
