Bosideng repositions for all seasons

Shanghai - Bosideng has launched a marketing campaign to reposition itself as a four season casual wear down apparel company and build its brand image as a fashion icon.

The campaign from Ogilvy & Mather Shanghai targets white collar workers between 25 to 35 years old with good income and fashionable lifestyle.

The tagline for the campaign "The World is more Beautiful!" demonstrates that down apparel could be fashionable in all seasons and that they are not bulky clothings that are only worn during winter to keep warm.

The campaign, which will run till March next year, include a TV spot, print and outdoor across China. Media buying and planning for the campaign was managed in-house.