Fashion retailer Bosideng picks RSM for Europe launch

Chinese men's fashion retailing giant Bosideng has called in RSM as attempts to break into Europe for the first time.

London's new Bosideng store
London's new Bosideng store

Bosideng, which boasts 10,000 outlets in China, has invested more than £30m in its new flagship store in London’s Mayfair.

RSM is launching the brand to the UK through an integrated digital, social media and events campaign, after being approached by the retailer for work until at least the end of the year.

Milton Keynes-based RSM is also managing a corporate, financial and brand PR strategy for Bosideng, which is one of the first Chinese clothing retailers to enter the UK market.

The London store is set to act as headquarters for the region ahead of plans to open more stores in Europe, with Paris and Milan touted as possibilities.

‘We see the UK as an important stage on which to position our brand internationally,’ said Bosideng UK CEO Wayne Zhu.

‘We’ve timed our official opening in London to coincide with the Olympics, and RSM has proved the perfect partner to advise on and manage our profile in this important market.’

RSM will be focusing on Bosideng’s target market of affluent males aged between 25 and 45, with the agency having already set up Facebook, Twitter and Pinterest accounts for its client.

Leading the account is RSM MD Joseph Wheeler, supported by the RSM comms team headed by account manager Melissa Wicks.

They will be reporting to Zhu and Bosideng UK director of retail operations Jason Denmark.

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