Following a competitive pitch, Leeds-based full service creative agency, Intermarketing, has won the brief to deliver an integrated brand marketing campaign for the development, and execution of a menswear proposition for Bosideng UK.

The £1.5bn Chinese brand, who have recently purchased a 50% stake in Hanson Partners’ Greenwood Menswear in the UK, plans to open up to 100 stores across Europe.  The campaign will focus on the theme of ‘world style’ and include both above- and below-the-line activity.

Intermarketing’s launch activity will aim to drive awareness of the Bosideng offer and support the stylish men’s clothing retailer’s autumn/winter range of ‘world style’ suits, casual wear, tailored shirts and silk ties as well as the brands ‘1860’ formal wear hire offer.
 
Stephen Gosney, marketing manager for the Bosideng launch said: “We were really impressed with Intermarketing’s ‘world style’ international proposition and we firmly believe the look and feel of our first two Bosideng stores in the UK will add an affordable yet stylish dimension to menswear retailing in the UK.  We look forward to working with Intermarketing to drive forward the Bosideng brand as we expand our network.”
 
Glenn Patterson, managing director of Intermarketing, added: “Our initial focus will be on in-store implementation of the ‘world style’ creative platform, and the promotion of two pilot stores in Lincoln and Bury St Edmunds via direct customer incentives and innovative outdoor media.”

Intermarketing is a full service creative agency, specialising in branding, direct response and retail. Employing over 50 staff the agency works with clients such as adidas, Burton, Ted Baker, Next Directory and Dorothy Perkins.