ALDO to Spur China's Footwear Market

It’s always difficult for a new footwear brand to establish itself in the eyes of critical fashion lovers. And consumers in China already have a full complement of choices.

However, as CRI’s reporter Luo Dan observes, with the right strategy, a late-comer might not necessarily be in a disadvantageous position in this, the most lucrative market in Asia.

Models pose for a group picture at the launch party of the ALDO Spring/Summer Collection 2007.[Photo:CRIENGLISH.com]

Groovy music, a dazzling T-stage, posh models, stylish loafers and high heels... Those are some of the words people easily come up with when describing a launch party of new footwear products in Paris or Milan. But this time, don’t get confused! It’s in Beijing!

The party was held by the Canada-based ALDO group in the China Central Place in Beijing. The activity aims to keep Chinese consumers on the pulse of 2007’s footwear fashion, simultaneously with their foreign counterparts.

The company operates over 800 stores in more than 30 countries and regions, including the United States and Canada. It specializes in the creation of high-quality fashion footwear, leather goods and accessories.

Josée Robillard is managing director of ALDO’s China office. Although the footwear retailer entered China less than one year ago, she is confident that the company will make a difference in the biggest developing economy.

Josée Robillard, the managing director of ALDO's China office, addresses the launch party for the ALDO Spring/Summer Collection 2007 at China Central Place in Beijing. [Photo:CRIENGLISH.com]

Robillard explains that, apart from its emphasis on detail and fine craftsmanship, the company’s founding tradition of respect for people is very appealing to Chinese consumers.

"To make people feel good first, through the products and the service. That’s why we can have a fashion statement at an affordable price. Everybody is crazy about it."

The brand has already turned its promise into practice. In ALDO’s outlets in Beijing, customers can find chic shoes, whose prices range from 50 to over 100 US dollars. Robillard says this shows the company’s respect for both high-end and ordinary consumers.

In addition, Robillard believes that, during ALDO’s business expansion, the company’s longstanding enthusiasm to give back to society will help enhance the brand’s standing in China.

"ALDO is involved, to make sure we improve the level and quality of people who work in the manufacturers for ALDO. ALDO prides itself as being a good corporate citizen. Since 1985, ALDO has been actively involved in the fight against AIDS"

The famous Chinese model Chang Chunxiao praises ALDO’s strong sense of corporate ethics.

"I’m surprised by ALDO’s social awareness. I’m happy to buy beautiful ALDO shoes because they're competitively priced and I feel even more delighted if the money I pay can be used to help others."

Chang Chuanxiao thinks ALDO shoes provide more comfort when compared with other stylish shoes, a key concern for female fashionistas.   (Source:CRIENGLISH.com)