Close the shop and clear the warehouse! Trendy brand BOY LONDON wants to say goodbye to the Chinese?

　　Chinanews client, Beijing, December 5th (Reporter Xie Yiguan) "You are short of a BOY LONDON from the trendy people". As a British trendy brand, the big logo of BOY LONDON was "dangling" in the wardrobes of trendy men and trendy women. .

　　But recently BOY LONDON's online official flagship store suddenly announced the closure of the store for clearance. Is it possible that another brand wants to withdraw from the Chinese market?

BOY LONDON enters online store closing countdown

　　On the evening of December 1, a reporter from Chinanews.com opened the BOY LONDON official flagship store on the e-commerce platform and found that the flagship store displayed "closed store for clearance, limited time sale, no one left".

On the introduction page, there are also a spike area, a 30% discount, a 40% discount, and a 50% discount.

Screenshot of BOY LONDON official flagship store.

　　The store service assistant said that the store will be officially closed on December 31, 2021, and the return and exchange service will still be enjoyed normally in the future.

It also reminds consumers that some products have very little inventory.

　　Why choose to close the store and clear the warehouse?

In this regard, the store customer service told the reporter of Chinanews.com because of "brand business strategy adjustment."

　　Will offline be affected?

The reporter contacted a BOY LONDON offline store. The staff said that they had not received a notice to close the store. “We are different from online and don’t know what’s going on, but it’s nothing to do with us. The physical store is open normally.”

　　A reporter from Chinanews.com also contacted the BOY LONDON store operator Shanghai Fanjin Investment Management Co., Ltd., and its staff told reporters that “the details are not clear” and the call was left unanswered.

Experienced a trademark "competition war" in China

　　Although it is loved by trendy people, many people don't know much about BOY LONDON.

　　Public information shows that BOY LONDON is a British street fashion brand founded by Stephane Raynor in 1976. At the beginning of its establishment, the brand was labeled as rebellious, challenging the traditional clothing industry with a subversive concept, with bold patterns and generous T -Shirt tailoring, eagle-like LOGO, etc. are its iconic features.

Screenshot of BOY LONDON UK official website.

　　But such a trendy brand has been caught in trademark disputes in China for a long time, and many people are even more confused about whether BOY LONDON belongs to the United Kingdom or South Korea.

　　According to media reports, BOY LONDON’s parent company Anglo Associates once transferred the trademark of BOY LONDON to South Korea’s Baosung Company for a ten-year transfer period in order to expand the Korean market.

Later, the Korean Baosung Company mismanaged the trademark to the Korean Jin Jiaqi, but did not return it to Anglo Associates after the expiration of the transfer period.

　　Tianyancha APP shows that in 2001, Jin Jiaqi applied for the registration of the "BOY和图" trademark in China and began to expand the Chinese market.

It also established Bao'ai Trading (Qingdao) Co., Ltd. in 2013, and successively applied for a number of "BOY", "BOY SPORTS" and Eagle "graphics" trademarks.

Anglo Associates applied for the registration of the Eagle "graphic" and "BOY" trademarks in China as early as 1995. Since then, it has also applied for the registration of trademarks such as "BOY" in multiple classifications.

The two parties have launched a protracted trademark battle for this.

　　In January 2018, the British Anglo Joint Venture and the Chinese brand licensor Shanghai Fanjin Investment Management Co., Ltd. held a BOY LONDON brand press conference in Shanghai, announcing the success of the BOY LONDON brand trademark rights protection.

　　When everyone thought that the trademark dispute was settled, in 2020, Shenzhen Angelo Industrial Co., Ltd. stated that it had obtained the exclusive authorization of the British Angelo Associates, and also invested in Shanghai Fanjin on the grounds of infringement of trademark rights. The limited company filed a lawsuit and then withdrew it.

No matter how "

　　Although BOY LONDON is known as the originator of British street brands, in recent years, foreign fashion brands such as Supreme and OFF-WHITE have emerged one after another, vying to occupy people's wardrobes.

　　After the rise of trend culture in China, the domestic trendy brand market has also ushered in a period of development. On the one hand, domestic trendy brands such as SANKUANZ, LOST GENERAL, and BEASTER have emerged. On the other hand, many traditional clothing brands have also begun to launch their own trendy series.

At China International Fashion Week, fashion designer Sun Dechun brought 2021 spring and summer collections to the fashion week stage.

Photo by China News Agency reporter Sheng Jiapeng

　　"Before there are tigers, and behind are chasing soldiers", BOY LONDON's life is not so easy, and it has even become a "passionate brand" among many people.

　　In addition, BOY LONDON is also frequently involved in quality disputes.

Some consumers said in the product evaluation that "more than 1,000 down jackets are not as good as a hundred and ten dollars, and they break after only two days of wearing them."

Regarding black cat complaints, many consumers also complained about the quality of the products.

　　It is worth mentioning that due to BOY LONDON’s store closing and clearance activities, since December 1st, consumers have successively complained about fraud in BOY LONDON’s flagship store for Double 11, which has significantly reduced prices compared to Double 11.

　　This 45-year-old "old" fashion brand may be losing its last dignity in the hearts of Chinese consumers.

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