After the successful market entry into China about one and a half years ago, the German shoe company is now beginning to position itself as an end-consumer brand in the most populous country in the world.
With the singer and actress Barbie Hsu, CAPRICE was able to win one of the most popular entertainers in China.
The collaboration between women’s shoemaker and Barbie Hsu is accompanied by a large-scale omnichannel advertising campaign. Thanks to numerous leading roles in feature films and TV appearances, Hsu has an enormous reputation in the Asian region.
“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 start early on investing in brand building measurements to position ourselves accordingly in the Asian market” says Jürgen Cölsch, Managing Partner of CAPRICE.
“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”, continued Cölsch.
