Boston Proper Billion-Dollar Opportunity

Visual Branding

Boston Proper officials hang their hats on their ability to stay focused on customer needs and on their high-quality visual branding. To meet customers' demands for fresh looks, most merchandise is proprietary or branded. Sometimes, Boston Proper buyers even will help develop product lines. They shop both domestically and in Europe to find fashion curves, and 60 percent to 70 percent of merchandise is produced overseas, Moraskie says.