Marketing Bossini

Background

Bossini is a worldwide garment distributor and retailer headquartered in Hong Kong. It offers a range of casual wear apparel products, including ladies', men's, and kids' wear under its Bossini brand name. It now operates over 1,000 stores in Hong Kong, Mainland China, Taiwan, Singapore, Malaysia, Dominican Republic, Lebanon, Saudi Arabia and India, including directly managed and franchised outlets.

Market Segmentation

Bossini provides two lines. Their main line is using its brand name "Bossini" and second line is "YB by Bsn".

"Bossini" includes menswear, ladies wear and kid wears. This line can fulfill the needs for the customers and their whole families.

"YB by Bsn" is the young line, its products include Menswear and ladies wear. The product styles are more fashionable and with fun.

These two line categories altogether include outerwears, tops, jeans, trousers, accessories (scarfs, bags, socks and shoes) and bodywears.

Bossini provides maternity collection and high technology – Techno Dry Sport collection and X crossover collection in recent years. It provides more varieties to customers so they are happy to shopping in their stores, which aligning to their slogan "Be Happy".

Market Targeting :

Bossini is a renowned apparel brand owner, retailer and franchiser specializing in casual wear products for a wide age range from kids, youngsters to audits. Its products are designated to meet the customers' needs.

Listed and headquartered in HK, HK segment contributes nearly 65% of Bossini's group revenue in this financial year according to its annual report. Currently, Bossini offers several products lines targeting on several customer segments in HK.

Firstly, "Bossini" is a general product line for a wide age range