Bossini free essay sample

The business initiatives of Bossini for the coming years directly focus on achieving a turning point to revive the business performance. For Bossini, this can be done through interconnected activities of replicating the new brand concept in other markets, pragmatic expansion that highlights profitability and strengthening of the design capability and enriching the product offering. In each segment, the company aimed at focusing on profitability and efficiency and opening of four to five stores in coming months following the positive response on new brand and new product lines in Hong Kong; realignment of ‘sparkle’ operation or the youth clothing lines through cutting the loss-making outlets in Mainland China to reduce costs and redeploy resources and to launched the new youth line in exports franchisers to form a new revenue stream. In each of the markets, Bossini aimed at targeting the C+ and up customers and the market of casual fashion wearer ( 2007). We will write a custom essay sample on Bossini or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page bossini Bossini founded nearly 20 set, is Hong Kongs most famous wealthy European and American styles of casual wear brands. Bossini clothing design has been simplicity, trendy and casual comfort advantages and reputation. Bossini solid strength, good quality has become a customer preferred casual wear brand. Brand line includes mens, womens, childrens clothing. As of February 2002, Bossini in Beijing, Shanghai, Shenzhen, Wuhan, Nanjing, Chongqing, Tianjin and other cities of the bases of Bossini around the country has reached more than 150 specialty stores, the largest flagship store in Shanghai area 600 square meters. Bossini is committed to vigorously develop the China market, target the development of Bossini store 400. Partners are invited to join hands around in order to operate bossini franchise leading brand names to share successes. Innovation bossini unique brand image, so striking, but is spoken. bossinis brand positioning is to bring joy and explore the life of inspiration. We broke through the general awareness of people of color, and the concept of the brand into the brand colors. Investment Hotline :020-81371153 brand idea we want to laugh into each of every one, so we happily through different exposure into the humorous elements, so that every customer smile, full of color live. In addition, we see the Earth for every family, every effort to make each person better off. Brand promise to take care of every round each persons needs. Not only the product range, tailored style, every line of each person; from the shopping environment, commodity display, staff attitudes to service every shopping experience, are very close to you and your family close. Brand features ease of shopping experience Goods careful design, the type and style is more all-embracing and fully equipped to meet the needs of different family members. More models, more colors here you can find different occasions, different styles of models, color combinations, so you and your family any time the best side. Natural Brand Green, reflects life, hope, youth, growth, warmth, vitality and color of nature. Precisely on behalf of our philosophy to create an unlimited life, constantly growing and robust, with nature one. Brand logo to light with his fusion of bossini the b word, for every one to bring light and warmth. bossini attention to each family, the same as a bright light, shining in each person for each one. Creation of 20 set in Hong Kong one of the most famous casual wear brand of bossini (Bossini) Group was founded in 1987 and in 1993, publicly listed in Hong Kong Stock Exchange. Very European style bossini With solid strength, excellent quality, customer choice has become the brand of leisure clothing. The BOSSINISTYLE brand in the fine after this with fashion, elegance and leisure approach to life a beautiful landing. Women as a pure brand, BOSSINISTYLE combines the dignified British, Americans bold, like the French, then the persistent pursuit of fashion, elegance, is a kind of attitude in pursuit of a better life; elegance reflected in the details, in Taste of growth. In BOSSINISTYLE, each one has wonderful details of dress, has been a constant with elegant simplicity †¢ luxury †¢. With a simple easy to dress accessories, you can confidently shuttling between buildings; after work, put on a pair of high heels and a thin band of hair can be fine dinner or party. That controlling the ability to taste all come composure. BOSSINISTYLE, with moderate prices, over a hundred home network located in the upscale malls across the country and the bustling commercial street, is constantly being 20-35 years old by the pursuit of the urban intellectual family. Core consumer level 20-35 years old female urban fashion Bossini understands the need to priorities customers and satisfy their needs, expectations and requirements. Bossini International Holdings Limited is a leading apparel brand owner, retailer and franchiser specializing in casual clothing. The company’s headquarter is settled in Hong Kong and its four core markets include Hong Kong, Mainland China, Singapore and Taiwan. Bossini is guided by the marketing concept of product. The company is devoted into research and design (R D) of new product plan that could facilitate continuous improvements (Bossini Enterprises Limited). Bossini envisioned itself to be the top-of-mind brand leader through its mission to create incremental value for the brand everyday. Bossini engages in a family-fit brand with a diverse range of products for every family member from the youngest to the oldest. The company’s apparel lines such as ‘bossini’ label and ‘sparkle’ caters for adults (men and women), young adults (teens and tweens), and the youngsters including kids and toddlers. These are the basic demographic variables of Bossini’s target market basically. The goal is to tap on spending capacity of these individuals. According to the Monthly Digest (2008), almost 50% of the total population is employed full-time which makes the disposition of income a possibility. In each of the markets, Bossini aimed at targeting the C+ and up customers and the market of casual fashion wearer (Bossini Enterprise Limited 2007). According to Doshi (2006), people in HK and elsewhere have a growing interest in private labels. Consumers aspired for having private levels on everyday garments. Casual wear from HK which is known for good design and quality has a positive image on global consumers. Nevertheless, international brands are concentrated in high-end consumers while domestic brands are for low-end consumers. So, Bossini has a strategic fit because of its prices and quality clothing makes people look fashionable and confident in world-class clothes at a reasonable price. Bossini offers an array of choices of good value money casual weal products which are designed to meet the customers’ needs. The benefits sought by the consumers generally encompass price, overall value, specific features of the products, ease of use and the extent of serviceability of the company. With this, it would be important to note that consumers’ mindset is ‘investing in quality’ thus price is a significant indicator of purchasing pattern. Bossini is one of the cheapest retail stores to provide casual wear products. Shirts are sold at US$3 and pants for only US$10 with free alterations to cater for different body stature. During peak seasons, discounts can go as low as 80% (Bossini Enterprise Limited 2007). Further, the company continuously launches their summer and spring collection. As such, as part of the geographic variable, climate is an important indicator in responding to the changing needs of the market segment. The opening of a new 4-storey flagship store in Hong Kong two years ago is an effort toward product line enrichment. Bossini brands had introduced three new additional product lines to target a wider group of market. These lines include youth, baby and maternity clothe lines. This casual wear brand is known for its comfortable, easy to mix-and-match, colorful and energetic style of clothing. These are functional benefits of Bossini clothing that is evident on materials, design and product decisions while the psychological benefits could be derived from quantity and quality, functionality and customer requirement and/or expectation. The most important decision of consumers when purchasing Bossini products focuses on quality and quantity versus the cost of the product. Mixing and matching basically explains the purchase ready capability and product usage of Bossini products. Bossini aimed at representing the casual clothing family for its entire segment. Bossini stores offer semi-casual, smart casual and business casual lines. Semi-casual clothes are less presentational than informal but are not as loose as casual dresses. Smart casual purports conservative looks but with harmony on colors, fabrics, shoes and accessories. Business casual, on the other hand, varies in definition but the common element is the collar. Those associated with the consumable product and the reasons why the consumer purchases such product are the most important features. And for Bossini segments, this would be the flexibility of clothing collections that can represent the diverse casuality of every person. Consumable feature products, more specifically, refers to the characteristics of a product which offers benefit to the consumers. In enriching the product offering at Bossini, the company vows to strengthen the design team through adding new talents to facilitate an even wider range of clothing lines choices, to increase the number of collections from eight to twelve per annum to enable new product launch every monthly, to increase offering of sporadic products to comply with the latest fashion trends and to continue to focus on the existing ‘basic, easy to mix and match and value-for-money’ products (Bossini Enterprise Limited 2007). All of these elements contribute in the total shopping experience as what the individual buyers are after. The most common characteristic of individual buyer refers to value shopping and they have preferences of where to shop and how to shop. For the purpose of catering to the purchase condition of consumers, Bossini engages in dual-branding to promote the products and to expand market reach. Notably, Bossini is regionally-segmented as its geographic variables. Bossini is strategically segmented in areas with high-consumer traffics as Hong Kong, Mainland China, Taiwan, Singapore and Malaysia; Hong Kong has the largest market segment. The segmental performance of Bossini for the fiscal year ending March 2007 was reported as HK$ 99 mn for Hong Kong alone. The segmented distribution network included the 578 directly managed franchise outlets in Mainland China, 322 export franchise outlets in approximately 20 countries and 193 directly-managed outlets in Hong Kong, Taiwan and Singapore. The quality of product, the competitive price and the product image made it possible for a geographic recognition of Bossini (Bossini Enterprise Limited 2007).