Bosideng's confidence in growing sales and establishing its reputation in the UK comes from its "complete localization".
"We implement localization into every detail of our business," Zhu said.
Bosideng's UK branch has more than 30 employees. Everyone except for Zhu is a local person.
Bosideng hired one of the most prestigious designers in the UK, Nick Holland, and also one of the top 15 tailors in the country, to make sure the clothes are tailored properly for Westerners. It also has an experienced menswear expert in the UK as the store manager.
Except for the down jackets, all the goods are made in the UK and elsewhere in Europe.
"It's a challenge to bring Bosideng into the UK and grow with the market," said Craig McKelvie, store manager of the Bosideng UK store, who worked for the famous department store Harvey Nichols as menswear manager before he joined Bosideng.
But "I know what the market wants," he said.
Besides the in-house management, McKelvie's job is also to make sure the goods are right for the market, working together with the designer on the research and development and design and promoting the brand image of the company.
"I have confidence in building Bosideng into a luxury brand, a brand that provides Western customers different choices than Hugo Boss," said McKelvie, who cited the local famous designer, the iconic building Bosideng owns in the UK and its long-term commitment.
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