Kmind Consulting has worked with Bosideng, a Chinese down-apparel company, on strategic product development since 2017. As consumer lifestyles, weather conditions and outdoor activities changed, the traditional model of a seasonal down jacket became less suited to emerging customer needs. Technical product features were also becoming easier for competitors to replicate.

Kmind and Bosideng used the Strategic Product Pyramid to connect customer needs, broader trends and the business model. The process identified growing demand for adaptable clothing that could provide comfort across changing temperatures and different urban and outdoor settings.

This insight led to the development of Metamorphosis, a three-in-one down windbreaker that can be worn in different configurations and is designed for a temperature range of up to 20°C. Product research, design, brand communication and channel execution were aligned around the same customer proposition.

The initiative expanded Bosideng’s product proposition beyond traditional winter apparel and supported its development in functional and outdoor fashion. The case illustrates how organisations can use changing consumer needs to guide product innovation and build more adaptable sources of growth.