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Bosideng: How to Revitalize the Brand
Haifen Lin; Hongshuang Liu; Yanfang Hu; Haixin HuangCase IVEY-9B20A062-EEntrepreneurship, MarketingBy 2017, the comprehensive multi-brand Chinese clothing manufacturer Bosideng International Holdings Limited (Bosideng), founded in 1976, had become famous for its main business of down jackets. After almost 40 years of rapid development, Bosideng had become the top brand in the Chinese down apparel industry and had established strong brand equity. However, the company’s performance had been in decline since 2013. Faced with increasingly fierce c...Starting at €8.20