A clothing war is set to break out with the launch of Hong Kong clothing brand, Bossini.

Bossini, which offers up-to-the-minute fashion at lower prices and good cut, aims to generate around Bt70m sales this year.

It has positioned itself in the same price bracket as international brand rivals U2 and Giordano with lower retail prices.

Industry sources say Bossini has a lot of potential in Thailand and people would rather shift to a lower-positioned brand that is imported.

Bossini's target market is 18- to 35-year-olds. It achieved sales of around Bt400,000 in the first week of its launch.

The company, which operates around 200 outlets in Asia, expects to double its sales in Thailand to Bt150m in 2002.

Bossini plans to open 50 stand alone outlets over the next five years in Thailand.