The business was won in a four-way pitch that also included DDB Guoan, Publicis and McCann Erickson and comes as Bosideng is due a cash injection in a reported Hong Kong IPO later this year.
Ogilvy will work mainly on the flagship Bosideng label, the most expensive of its four brands, with the brief of making it more fashionable and contemporary. The account runs for two years and includes marketing, PR, product development, redesign of outlets, brand strategy and expansion into new markets.
“This is about as 360 a strategy as I’ve seen,” said Joe Wang, CEO and chairman of Ogilvy & Mather Shanghai. “Bosideng is looking to go upmarket to improve its margins and is willing to spend to achieve it.”
The budget is unknown, but should be considerable as the company looks to lessen its reliance on lower-tier markets, as well as build an emotional connection with its consumers.
The company is also planning to expand its portfolio to non-winter clothing. While the focus is on growth in the China market, Bosideng is also looking internationally, where it already has some market share.
The Changshu-based company has over 50 per cent of the down apparel market in China, with its sales reaching US$39 million last year.
