- Simone Preuss
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German women’s shoe brand Caprice was able to win the Taiwanese actress,
singer and TV host Barbie Hsu as its new brand ambassador in China. The
42-year old will utilise her popularity in the Asian market to support the
brand that entered the Chinese market about a year and a half ago and
belongs to German shoemaker and distributor Wortmann Schuh Holding.
“Over the past few seasons, Caprice has been able to continuously
increase sales in China, and we are seeing a great deal of consumer
interest in our products. Therefore, we are starting early on investing in
brand building measurements to position ourselves accordingly in the Asian
market,” commented Jürgen Cölsch, managing partner of Caprice, in a press
release published on Wednesday.
The collaboration between the women’s shoemaker and Barbie Hsu is
accompanied by a large-scale omnichannel advertising campaign, which will
further drive brand development in China, which began with the brand’s
market entry in 2017.
“The cooperation with prominent testimonials and influencers offers us
the opportunity to present us to a different audience. Especially in a
country like China, where digitization is progressing so fast, this
cross-media approach helps us to target our customers more efficiently,”
added Cölsch.
The shoe manufacturer has also intensified its cooperation with Chinese
internet giant Alibaba and joined its e-commerce platform Tmall just in
time for Singles Day on 11th November 2018.
Caprice was founded in 1990 to combine fashionable women’s shoes with
comfort and wellness, developed at the company’s innovation and technology
centre in southern Germany. Along with the shoe brands Tamaris, Marco
Tozzi, Jana and s.Oliver Shoes, Caprice belongs to Wortmann Schuh Holding,
which is based in central Germany.
Photo: Caprice
