Amid increasing competition from the likes of Giordano and U2, the repositioning is part of a wider effort to make the brand appear younger and edgier, according to Bossini chiefs.
Spearheaded by television, the push also includes print, radio, outdoor and ambient media. Additional activities include the development of a revamped corporate identity, staff training, moves to enhance the shopping experience and a greater line-up of products to choose from.
A series of limited edition ‘Icon' products have also launched to mark the new brand identity.
