Bosideng's misfire in London reveals Chinese fashion's image problem

Shanghai

SELLING upscale apparel in London and New York shouldn't have been so hard - at least that's what Chinese clothing maker Bosideng International Holdings Ltd predicted when it tried to go global in 2012.

Bosideng, which makes down jackets for giants including Adidas AG, was the most successful outerwear supplier in China when chairman Gao Dekang opened a £35 million (S$62.5 million) store in London's Mayfair.

The expansion plan flopped as the label failed to gain sufficient traction. Now, Bosideng is focusing on its domestic market, and counting on foreign brands to help revive profit.

The misfire highlights the challenges for Chinese compa…