by Zhou Xiaotian, Chen Zhanjie

MILAN, Italy, Sept. 27 (Xinhua) -- Chinese brands are gaining increasing recognition from global consumers thanks to the continuous improvement in product quality, Gao Dekang, chairman of Bosideng, a major Chinese down jacket fashion brand, told Xinhua on the sidelines of the Milan Fashion Week.

Gao said that many international brands have a deeper brand history, while Chinese brand building is still in its nascent stages. However, numerous Chinese brands have attained global leadership in product design, research and manufacturing, he said.

Bosideng is one of the earliest brands in China's apparel industry to explore the road of internationalization. Since the 1990s, the company has been actively engaged in global brand expansion, while maintaining a strong presence in the domestic market.

"Internationalization is an inevitable trend for Chinese apparel brands," he said, adding that the company remains committed to being the preferred choice for down apparel brands among global consumers, aiming to secure a prominent position in the medium to high-end segment of the global industrial value chain.

Bosideng unveiled its latest light-weight down jacket at the ongoing Milan Fashion Week, showcasing the brand's recent strides in fashion creativity, design and research and development (R&D).

Gao predicted that digital transformations and technological innovations will continue to drive consumer product innovation and scene expansion.

Gao said he was confident that with advancements in scientific and technological innovation, coupled with a focus on cultural creativity and sustainable development, China's apparel industry will give rise to a host of world-class enterprises, brands and industrial clusters. Enditem

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