Magazines Archives - 2007 October

Bossini unveils ‘family-fit’ corporate branding
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HONG KONG-BASED casual-wear retailer Bossini has launched its revamped corporate identity and store layout in Singapore at its latest store. Located at suburban mall Jurong Point, the 1,800sqf Bossini is positioned as a “family-fit” brand, providing apparel and accessories to meet the needs of young and old customers.

More such stores are in the pipeline, said the company. The new store layout features customer- friendly features like a walk-in wardrobe. Inspired by a Scandinavian design concept emphasising a homely and inviting atmosphere, the new shops,

starting with the Jurong Point store, will sport clean and sleek lines, liberal use of warm lighting, and wood panels to add a softer touch.

In line with the brand revamp, Bossini has unveiled its new brand logo, in green hues, which is the new theme colour for the brand.

This corporate colour is a symbol of youth, growth and vibrancy, which represents Bossini’s corporate philosophy of expansion and growth, the company explained.

Said Barbara Chan, general manager of Bossini Singapore: “With the new concept store, we aim to provide a revolutionary shopping experience for each and every family member. To commemorate this milestone of our brand, special care was also put into the design of the store and creation of limited edition icon products using the new Bossini icon and the stylised monogram.

“Bossini has always placed great emphasis on customer satisfaction and this new transformation will further demonstrate our commitment to providing quality products and a memorable shopping experience for our customers.”

A range of functional and comfortable workclothes for modern executives has also been introduced to provide contemporary wear suitable for any occasion, from boardroom to play. In addition to the existing menswear, ladies’, kids and baby lines, Bossini is also bringing in a youth line targeting teenagers and young adults.

Launched in Singapore in 1987, Bossini now has 29 stores island-wide. Bossini has expanded its business to 18 markets with four core markets comprising Hong Kong, China, Taiwan and Singapore. The company expanded into the Malaysian market in September last year and it opened its flagship store in The Pavilion Kuala Lumpur last month, bringing the total number of stores in Malaysia to 13