Menswear specialist Boggi Milano has launched a new ‘Made in Boggi’ campaign, emphasising its brand image and Italian roots.
Supporting the brand’s Spring/Summer 2016 Collection, the campaign focuses on the brand’s “Reloaded Tailoring” concept, underlining the Boggi essences of attention to detail and the quality and cut of the materials.
“To these we add the variety in the Boggi collections that reflects the needs of the contemporary man to combine functionality and style,” the brand stated.
“It [Made in Boggi] enhances the brand equity with a strong Italian identity, synonymous of excellence in the menswear couture world,” said Boggi Milano Business Development Manager Paolo Selva.
Boggi’s latest collection includes two button and double-breasted Jersey jackets with unstructured shoulders in single colours and micro-patterned. Shirts come with Windsor, Milano, Tokyo, New York and Boston collar styles while The Academy range offers suits, jackets and ties in designs influenced by geometrical lines and shapes.
Weightless Beauty offers a range of light clothing and Summer Shade includes colourful shorts and polo shirts.
Travel retail lines include Smart Traveller and packable non-crease raincoats.
With more than 135 monobrand stores in 23 countries, the brand has its sights set on extending its network into Asia, with a focus on Indonesia and Thailand, following meetings at this year’s TFWA Asia Pacific Exhibition.
“The next focus market for us is undoubtedly China,” Selva said.
“We are gearing up for a market entry possibly in the second half of 2017. We will offer Boggi Milano’s unmistakable Italian style. Style, quality and shopping experience: the milestones that continue overtime and that Chinese emerging premium consumers are now ready to understand and appreciate.”
