by swisschambei in Business
From architect Le Corbusier to designer Ueli Berger, Switzerland has historically been synonymous with intelligent, stylish design. As one of the rare birds that marries a storied heritage, artisanal craft, and contemporary concerns like environmental sustainability, the Swiss luxury house Bally continues the country’s long tradition. Whether it’s the application of its iconic Bally Stripe designs, which date back to its origin as a ribbon-maker in the 1840’s, or the way it drives digital innovation today, Bally is sure to bring its valuable combination of heritage and imagination into 2021. This combination works well with China’s consumers, too, as it’s currently the house’s largest market worldwide. With the same spirit that Carl Franz Bally pioneered the mechanization of shoemaking when he founded the company in 1851, Bally blazed a trail into the China region in the early 1980s with a strategy rooted in physical stores. Yet, creating an integrated shopping experience to engage customers in the digital space became a priority, even before COVID-19. And since 2019, e-commerce channels like Tmall’s Luxury Pavilion have helped the company drive double-digit growth. According to Bally CEO Nicolas Girotto, these initiatives have been executed with vital input from its local teams on the ground, enabling the brand to navigate China’s cultural nuances with confidence. Now, as Bally enters 2021, Jing Daily talks to Girotto about what’s next in China, communication strategies, and retaining its important inbound Chinese consumers.