品牌篇

Brand

 

品牌简介

波司登男装是波司登企业四季化延伸的标杆品牌，自面市以来在竞争激烈的男装市场中起跑迅速，销售网络覆盖全国。

作为中国服装行业的一匹“黑马”，波司登男装在2009年异军突起，重磅打造中国“商旅生活男装”第一品牌，与多家国际知名咨询、设计、公关公司合作，结合优质偶像王力宏的形象代言，使品牌形象更加品位化、时尚化、国际化，塑造中国男装的新风尚。

 

致力于提供适用于日常商务、商旅出差、休闲度假等多场合需要的现代服饰，波司登“商旅生活”男装力求在原有的商务休闲服装设计上融入实用性、功能性的旅行时尚元素，将一股洒脱、简约、舒适、自然、活力之风带入男装，让他们在Formal商务系列、Business travel商旅系列、Fashion时尚系列中享受“轻生活”。

 

作为行业领军品牌，波司登敢于走上国际竞争舞台，率先以自主品牌进驻欧洲市场。波司登欧洲总部于2012年在伦敦成立，并开设第一家波司登男装系列旗舰店，用高端的品牌形象、高质量的产品、大面积的零售终端，探索符合中国品牌的海外扩张之路，为更多中国服装品牌进入国际市场树立了典范。

 

Brand Profile

As the benchmark brand of the Group’s four-season extension project, BOSIDENG HOMME has been developing rapidly in the intensely competitive menswear market ever since it was established. Currently, Our sales network covers the entire country.

 

BOSIDENG HOMME, as a dark horse in Chinese apparel industry, stood out in 2009, aiming to build a No.1 brand of business travel menswear. While cooperating with several world renowned consulting, design and PR companies, BOSIDENG has also invited Mr. Leehom Wang, a top singer, to be the brand endorser, pushing itself to be more stylish, trendy and internationalized and also building a new trend for menswear market in the whole country.

 

BOSIDENG HOMME offers different choices of modern menswear for various occasions such as daily business, business trips and vocations, striving to integrate the original design with practicability and functionality. With these, men could breathe the wind of freedom, simplicity, comfort, ease, and vigor, and enjoy the light life amid the Formal, Business Travel and Fashion series.

 

As a leading brand in the industry, BOSIDENG also takes the lead in tapping into the world market under its own brand. In 2012,  European headquarter of BOSIDENG was founded inLondon, and the first flagship store of BOSIDENG Menswear series opened. With its high-end image, top quality products and large retail coverage, BOSIDENG HOMME actively explores an overseas expansion road, leading more Chinese apparel brands to go global.

 

 

品牌历程

波司登男装大事记

 

2004 年08月  波司登男装品牌成立

2004 年09月  波司登男装被中国保护消费者基金会评为消费者信赖的知名品牌

2007 年02月  波司登男装被评为“中国政府官员与企业家峰会钓鱼台国宾馆会议”指定服饰

2007 年06月  波司登男装被评为中国消费者满意名特优品牌

2008 年03月  波司登男装被评为全国产品质量过硬，信誉保证放心品牌

2009 年04月  波司登男装新品牌战略确定

2009 年05月  优质偶像王力宏正式代言波司登男装

2009 年07月  波司登男装在鸟巢举行品牌战略发布会

2012年07月   波司登欧洲总部成立，并开设波司登男装旗舰店

2013年07月   波司登成为英超托特纳姆热刺队官方男士正装合作伙伴

 

Brand History

Big Events of BOSIDENG HOMME

 

Aug. 2004, the brand of BOSIDENG HOMME was established

Sept. 2004, BOSIDENG HOMME was named Trusted Famous Brand by China Foundation of Consumer Protection

Feb. 2007, BOSIDENG HOMME became designated apparel for the Diaoyutai Conference of Government Official and EntrepreneurSummit

Jun. 2007, BOSIDENG HOMME was ratedChina Consumer-Satisfied Brand

Mar. 2008, BOSIDENG HOMME was named High Quality and Trustworthy Brand

Apr. 2009, the new brand strategy of BOSIDENG HOMME was settled

May 2009, super idol Leehom Wang became the spokesman of BOSIDENG HOMME

Jul. 2009, BOSIDENG HOMME held the brand strategy media debriefing at Bird’s Nest,Beijing

Jul. 2012, the European headquarter of BOSIDENG was founded, and BOSIDENG flagship store was opened

Jul. 2013, BOSIDENG became the Official Formal Menswear Partner of the Premier League Tottenham Hotspur

 

品牌定位

商旅生活男装

BOSIDENG HOMME总是不断带给我们一种旅行的商务生活方式，抛开传统的束缚，让时装更具功能性和国际化；不断寻找实用性的面料；不断挑战每一个人性化的设计，在缔造洒脱与舒适的人生旅途上，BOSIDENG HOMME的脚步从未停止。

无论是充满欧洲风范的外形还是雅痞随意的闲适意趣，BOSIDENG HOMME总能带领你走入无与伦比的商旅生活殿堂，感受生活为时尚带来的灵感，享受旅行为生活带来的非凡品位。

 

Brand positioning

Business Travel Menswear

BOSIDENG HOMME always brings an elegant and exquisite life style. We have never stopped our pace to break the traditional constraints, to lead the fashion all the way to be international and functional, and to constantly seek high quality fabric and excellent ideas. On the way to an exquisite and elegant life, our pace will go on.

Whether for its European-style appearance, or leisure and comfort, BOSIDENG HOMME will always lead you to the unparalleled fashion palace, take you to feel the inspirations that life brings to fashion, and enjoy the extraordinary taste brought by exquisite life.

 

 

目标消费者定位

现代商旅族群

•    形象定位人群：30-35岁；核心购买人群：35-45岁；

•    他们有着相对不错的收入和社会地位，典型代表是二三线城市的社会精英；

•    他们身处繁忙的商务时代，工作节奏快，由于工作和商务需要，经常因公出差，穿梭于各个城市之间，辗转于商务、旅行、社交等多个场合；

•    他们性格相对成熟稳重，为人真诚自我，自信内敛，崇尚品质生活，有自己的风格和一套成熟的行为方式，注重形象；

•    他们有一种健康积极的生活态度，返璞归真的自然情趣，对生活细节的品味和琢磨，以及对一切困难的主动和掌控；

•    他们重视工作和生活的平衡，对家庭拥有强烈的责任感；在工作中展示自己睿智干练的一面，闲暇时喜欢与家人和朋友在自然中追寻身心的欢愉，共享和谐自然，懂得享受生活；

•    他们品位理性独到却不张扬，低调含蓄却不落伍，追求专业精致；

•    他们不愿意花太多时间去考虑穿着，但又非常希望自己能够穿着得体而灵活往来于各种不同场合；

•    他们强调着装的得体，看重档次感和细节设计感，风格倾向雅致、简约、自然、实用、时尚。

 

Target Consumers

Business travelers

•    Image positioning: 30-35 year-old men. Major buying group: 35-45 year-old men.

•    They have decent income and social status, typical examples including social elites in second- and third-tier cities.

•    They are in a busy commercial times with a extremely quick pace. Due to their job and business needs, they have to frequently travel to different cities, and attend different occasions such as business, travel and social networking, etc.

•    In nature, they are mature, reliable, honest, confident, and humble. They advocate quality life, and have their own style. They behave maturely and image-focused.

•    They have a healthy and positive attitude towards life, and take a natural delight in returning to simplicity. They are detail-oriented and proactively take control of all difficulties.

•    They value the balance of work and life, and hold strong responsibility for their family. While tending to demonstrate their wisdom and capabilities at work, they also like to pursue happiness and share the harmonious nature with their family and friend in leisure time. They know how to enjoy life.   

•    They are rational but not uninhibited; they keep a low profile, but not behind the time. Indeed, they are pursuers of a professional and exquisite appearance.

•    They are not willing to spend too much time thinking about wearing, while still hoping to have decent look and attend different occasions.

•    They focus on the decency of wearing, value the sense of grade and detailing. They tend to prefer an exquisite, simple, natural, practical and fashionable style.

 

 

品牌个性

“懂得生活的男人 ”

•     自信大气

•     睿智干练

•     成熟理性

•     追求卓越

•      

Brand Personality

A man who knows what he wants

•     Confident and graceful

•     Smart and capable

•     Mature and rational

•     Excellence pursuer

 

 

 

品牌理念

商旅男装 让您享受“时尚轻生活”

力求在原有的商务休闲服装设计上融入实用性、功能性的旅行时尚元素，将一股洒脱、简约、舒适、自然、活力之风带入男装，打破男装长期以来的沉闷和单调，吻合他们渴望突破钢筋水泥的城市森林的自由思想；

致力于提供适用于日常商务、商旅出差、休闲度假等多场合需要的现代服饰系列，帮助目标人群更加舒心而得体地穿行于各个场合，享受工作和生活。

 

BRAND CONCEPT   rand concept

Business  menswear brings you a ‘fashion light life’

We strive to incorporate practicability and functionality into the original design, bring the wind of freedom, simplicity, comfort, ease, and vigor to menswear, and break the long lasted monotony and stereotype of menswear, which tally with men’s thought to be free.

We strive to offer modern menswear for different occasions such as daily business, business trips and vocations, helping the target consumers attend different occasions, and enjoy their work and life.

 

 

产品篇

Product

 

产品定位

时尚与功能兼具的商旅时尚生活男装

波司登男装向现代忙碌生活的商旅男士倡导一种新的生活理念——“轻生活”，着装以精致、简约、轻便、舒适为前提，时尚与功能并重，让目标人群不论是上班、出差、假日或休闲，都能够有轻松愉快的心情和舒适健康的感受。

服饰设计全面照顾到目标人群的日常商务、商旅出差和休闲度假需要，灵活而得体地穿行于各个不同场合，尽心呵护其高品位的着装需求。

 

Product positioning

The Fusion of Fashion and Function

BOSIDENG HOMME advocates a new concept of life to the quick-paced business people, Light Life, i.e., taking exquisiteness, simplicity, lightweight and comfort as preconditions, focusing on both fashion and function. Whether the target consumers are at work, or taking business trips, vacations or relaxations, they can have a light-hearted mood and comfortable feelings. 

Our design is specifically tailored to the needs of target consumers for daily business, business trips, and vacations, which helps them attend various occasions with flexibility and decency, and meets their need for a top grade menswear.

 

 

Formal商务系列

摩登关键词：低调优雅&简约 (上班族)

低调、优雅是极致简约风格的最佳诠释，以非凡的面料和精致工艺打造，精致的礼服套装，干练的行政套装，精练简约的设计勾勒出这个系列的主线。

 

Formal

Key Word: Low profile, grace& simplicity (on work)

Low profile, grace are the best interpretation of extreme simplicity. Created with excellent fabric and fine craftsmanship, this series includes fabulous dress suit and smart executive suit. Concise and simple design outlines the main line of this series.

 

 

Business travel商旅系列

摩登关键词：功能性&现代品质感 (上下班)

在秉承经典的裁剪同时，将实用主义着装以艺术化表现。摒弃繁复的裁剪及设计，以简约的线条分割及精密调整的结构提升服装的功能性及现代品质感。

 

Business travel

Key word: Functionality & Modern Quality (On and off work)

Inheriting the classic tailoring, this series is an artistic representation of pragmatism. While the complicated tailoring and design has been abandoned, the concise shape cutting and precise structure adjustment both have improved the functionality and quality.

 

Fashion时尚系列

摩登关键词：随性时尚&摩登气质 (下班&周末)

坚持个性不羁的混搭，风格多样化的同时又混合亮丽色彩，主题印花，结合当季潮流流行趋势，表现出随性时尚的摩登气质。

 

Fashion

Key word: Casual, fashionable & modern charisma (Off work & weekend)

This series insists on uninhibited mix. It has diverse patterns, and in the meantime applies bright colors and theme printings. Together with the fashion trend, it gives forth a modern charisma of leisure and fashion. 

 

伦敦系列

中西合璧更具国际范儿

BOSIDENG HOMME欧洲总部位于伦敦西区南莫尔顿街（SOUTH MOLTON STREET）的一座古典建筑内，英国知名设计师Ash Gangotra和Nick Holland，为波司登伦敦系列男装担纲设计，助力波司登成为和Hugo Boss竞争的国际品牌。

 

专业商店装修设计公司ZEBRA担纲BOSIDENG HOMME伦敦旗舰店的装修，中西合璧的装潢和典雅精致的陈列吸引了世界各地游客的目光。

 

London Series

Chinese and Western elements make it more international

The European headquarter of BOSIDENG HOMME is located in a classical building of the South Molton Street, the West End of London. Famous British designers, Ash Gangotra and Nick Holland, design for the London Series, and help BOSIDENG grow up to be an international brand alongside Hugo Boss.

 

The decoration of BOSIDENG HOMME flagship store is designed by Zebra, a professional store design company. The fusion of Chinese and Western style, and the elegant display attracts eyes of tourists from all over the world.