SHANGHAI, March 24, 2014 /PRNewswire/ — With more than 50 years history of shoes making, ECCO held its Spring Summer 2014 “Walk IN Style” launch event at Shanghai EXPO I-Pavilion. ECCO, a world leading shoe brand, is thrilled to launch its first brand ambassador campaign in its history. Ms. Qin Lan, the 2014 China Brand Ambassador, along with three Brand Influencers were introduced to much excitement from all the Guests. At the same time, ECCO friends as well as the famous local designer Ms. Vega Wang, who worked with ECCO this season, were present to witness this historic occasion. Many VIP guests including trade partners, ECCO consumers as well as China’s most influential fashion and lifestyle media also attended and joined in the ECCO SS14 “Walk IN Style” Event.
In the event, Ms. Qin Lan, the ECCO’s first China Brand Ambassador, looked effortlessly stylish and confident in ECCO RANUM collections and perfectly translated what “Dress Comfort” is all about. “We were immediately drawn to Qin’s personality, which in many ways mirrors ECCO’s brand image,“ commented ECCO Asia Pacific Regional Director and ECCO China General Manager.
“With Qin Lan’s engagement we want to make ECCO’s brand positioning relevant and applicable for the Chinese consumer to be able to reference what ECCO stands for in a Chinese context.” Discussing the partnership, Qin Lan said, “I have worked with ECCO before, and their projects and products are all very exciting. I’m honored to have the opportunity to serve as their first brand ambassador in China. I have a feeling it’s going to be a great year!” Mellisa Lim, ECCO APAC Marketing Director, says, “For all the time, ECCO has been telling its story on the stage of ‘Walk IN Style,’ and now ECCO is ready to launch its very first brand ambassador program with Scandinavian design and unique fusion of comfort and style. We have every reason to believe that ECCO will over-deliver on Chinese consumers’ expectations by offering top wearing experience.“
The design motif of stage is “Door” which infused both Chinese and Danish characteristic. The models walking in ECCO’s SS14 new collections expressed the new trend combined romantic and elegance, tradition, and modern. The “doors” on the stage played as the bridge between east and west. Super models walked in ECCO SS14 new collections on the stage passing through one door and another. It seems like the west met with the east, the comfort combined with style by opening and closing each door. People can completely feel the free and comfortable wearing experience brought by ECCO shoes.
Echoed with the stage is a well-decorated exhibition area. Audience touched and felt the first-class leather to understand the excellent quality and exquisite craftsmanship of ECCO. This season, ECCO launched KAPSEL collection – new luxury accessory line inherited its experience in leather products making. The reputed furniture brand in Scandinavia, CARL HENSEN, also supported this event to create a classic and cozy atmosphere by bringing over the “SHELL CHAIR,” the classic chair of which the leather is same as the ECCO KAPSEL collection.
ECCO also invited today’s most talented Chinese designer of avant-garde outfits, Vega Wang to bring on this show. The new collection reflected 3 key words of this season – Classic Beat, Exposed, and Eye Candy. Her trademark approach of blending Chinese Chic with Modern results in a unique aesthetic that celebrates tradition tempered with simplicity and functionality which resonates the Scandinavian design of ECCO. Vice President Global Brand Management, Margit Gosau expressed her congrats on the success of ECCO SS14 WIS Event and his confidence in Brand Ambassador Program in China.