'Jossy Jo' is an Italian phrase meaning ‘ideal lover.’ The company has invited Taiwanese born actress Shu Qi as its brand ambassador. Targeting consumers in their twenties, thirties and fourties, the brand is positioned as smart, romantic and classy fashion for females in China.
The TV commercial opens with clothes flying out of a building. Shu cleans the wardrobe piece by piece, leaving only a Jossy Jo jacket as that is all a woman really needs.
The campaign is supported with media rich videos online at Jossyjo.com.cn, including behind-the-scene footage from the commercial shoot, thematic music downloads and brand details.
Launched in 2004, Jossy Jo is based in Beijing. The retail brand currently operates in 21 provinces with about 1,000 outlets. It recently announced its intention to invest US$4 million into advertising on China Network Television.
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