WITH a shopping area spanning four floors in London’s Mayfair known for its concentration of international upscale brands, the flagship store of Chinese clothing brand Bosideng demonstrates its commitment to establishing a middle-to-high-end brand image.

“It is very important to have a physical store,” said Aaron Hold, manager of the flagship store, explaining that the customers must touch the fabrics and see the craftsmanship and quality.

In China, a country with a booming apparel industry, many clothing companies have been trying to transform their business focus from exporting textile to building their own brands in the international market.

For companies like Bosideng, the customer feedback received in the in-store selection and purchase process is invaluable, even though overseas e-commerce platforms are more cost-effective.

“The best way to enter the international market will be absolutely being in line with customer needs,” said Pietro Ferragina, an Italian designer working with Bosideng.

With first-hand information and customer feedback gathered from the shop, the company can understand what customers need and endeavor to meet their demands with its expertise, he said.

Over the years, a few other Chinese clothing brands have also opened retail stores in the U.S., Singapore, Thailand, Saudi Arabia and other countries.

However, in addition to having shops and directly contacting with overseas customers, these Chinese brands still need patience in the journey of gaining fame in international markets.

As a designer who has worked in the international fashion industry and with several Chinese clothing brands over the decades, Ferragina said it takes significant effort to bridge different cultures and align Chinese brands with overseas markets.

“There is no need to be the first and the fastest doing it, but we need to be the first to do it well,” Ferragina said.

In his opinion, controlling product quality, understanding customer needs, being able to solve problems and being honest with customers are keys to promote a brand in the fashion market.

(Xinhua)