Joe Boxer To Expand Brand Into China
Underwear Maker To Go By Local Name of Joe Tai-Chi, Company Also Mulls Changing Size Labels
New York-based Iconix, which makes Joe Boxer underwear has announced plans to expand its business into China. The company, which also owns the Candies, Mossimo, Ocean Pacific and London Fog brands, is looking to tap into the growing Asian market.
Company officials said they expect to make a number of changes to the brand to make it a better fit (zing!) for local Chinese consumers.
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Chinese government: Cartoon underwear okay, free speech … not so much
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A spokesman for Joe Boxer admitted the company will need to tweak the design of the famous Mr. Licky by tilting the eyes approximately 45 degrees and doing something about his complexion.
“We certainly don’t want to offend any of our customers or to be seen as embracing any Chinese stereotypes,” said marketing manager Brock Lee. “We’re still debating about how we’ll address sizing issues between the U.S. and China.”
One plan calls for the U.S. “small” to be re-labeled “medium” in China and the U.S. “medium” to be renamed “NBA-style.”
Chinese officials played down the hurdles involved in tailoring the U.S. brand for distribution in China noting, “Within two weeks we’ll have a dozen Chinese companies making cheap knock-offs anyway.”
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