Leo Burnett Hong Kong will handle creative for the rebranding campaign, after it picked up the business in a competitive pitch, which included Publicis in the final round. There was no incumbent agency for the brand.
Expected to launch in the first quarter of 2007, the campaign will seek to communicate a more modern feel for Bossini, which will include a revitalised brand identity and in-store experience. The campaign itself is expected to focus on print, online, consumer promotions and events.
Expected to launch in the first quarter of 2007, the campaign will seek to communicate a more modern feel for Bossini, which will include a revitalised brand identity and in-store experience. The campaign itself is expected to focus on print, online, consumer promotions and events.
Bossini is facing rising competition from fast fashion brands such as Zara and H&M - the later in the process of rolling out - along with the popular incumbent brands such as Giordano, Baleno, Top Shop, Esprit, Uniqlo, and Muji.
“The casual wear category is extremely competitive in Hong Kong. The vast variety of choices for casual wear products makes it really important to have a distinctive and unique positioning versus our competitors,” said Eddie Booth, CEO, Leo Burnett Hong Kong.
“Consumers are also getting more and more demanding, regarding both products offered and the shopping environment and experience.”
Bossini has had a 20-year presence in the market, but Booth said the company was now seeking to communicate the ’next generation Bossini’ to its customers, while ramping up its efforts to attract new ones.
Last year Giordano announced it would revamp its Bluestar Exchange brand across Hong Kong, mainland China and Taiwan, to focus more on youth.
