Italian leather house shifts focus
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The label has also boasted some big-name fans, including the 40th president of the United States, Ronald Reagan, and musical group the Bee Gees.
In China, the brand maintains a low-profile, but there are a few local celebrities who have been spotted wearing shoes from A. Testoni.
Despite entering the Chinese mainland market 20 years ago, the company has never held shows or launched major marketing campaigns in the country.
The brand has 22 shops on the Chinese mainland, most of which are located in top-tier and potential second-tier cities, including Xi'an, Chongqing, Shenyang and Changchun. It will open three more in the coming year, but this number is still small, compared with Prada, Gucci or Bottega Veneta.
However, these 22 shops in the Chinese market contribute 20 percent of A. Testoni's global sales.
"We would like to be more visible here, explaining our philosophy and DNA to Chinese consumers. We will take better care of this market than we have done so in the past," says Fantechi.
He hopes the exhibition is a starting point to reach more consumers.
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