Originally founded in the Czech Republic in 1894, Bata now has an international presence of over 5000 retail stores in over 70 countries. The Bata brand in Malaysia has come a long way since the first store was opened in (then) Malaya in 1935.
Today, it is a leading footwear manufacturer and marketer in Malaysia and operates a retail chain of more than 250 stores, which consists of Bata City, Bata Family and Primavera Stores. Each of its retail store differentiates itself in its range of merchandise.
Primavera Stores are in the middle to high end, where shoes are up to date in fashion and design. It also operates the Wholesale Division, which services many independent dealers. It’s portfolio serves many different market segments through its Bata, Bata Comfit, Bata Industrials, Bata Flexible, Bata and More, Primavera, Tomy, Marie Claire, Weinbrenner, North Star, Bubble Gummers, Ambassador, Baby Bubbles, Power, B.First, Sundrops, PataPata and Sandak brands.
Now the Malaysian entity is all geared up to embark into a fresh new world of fashion highlighting contemporary and modern styles that are relevant to the current trends. This message was conveyed via a newly launched testimonial video; titled “Come & Be Surprised.”
Featuring urban young adults, the video takes the individuals as well as viewers alike through a transformative journey of the brand. The “Come & Be Surprised” campaign is one of it’s efforts that have been put in place to transform the established perceptions of consumers – in line with its refreshed collection of chic and comfortable footwear.
It is evident that it is invested in addressing the young generations that have grown up with the brand and remaining relevant to their wants.
According to it’s Country Manager Mr. Ajay Ramachandran, “Bata Malaysia has continuously carried out research and consumer understanding studies in Malaysia. Our vision was to modernize the existing product offerings and store experience to meet the ever-evolving consumers’ preferences. The “Come & Be Surprised” testimonial video is to communicate this development and we welcome all Malaysians to visit our stores to checkout our new trendy collections for themselves.”
He added that the revamp also includes the introduction of a more innovative style and enhanced in-store engagement experience featuring a contemporary ambience.
The ‘Red Label Collection’ is one of the key product line highlight for the year which truly deserves a spot in every fashion-forward lady’s wardrobe. The collection, jointly designed and developed by Bata and the Aldo Group, targets the trend conscious and young working adults.
This line delivers fresh-off-the-runway styles such as seductive pump heels, snazzy block heels, red hot stilettos, loafer slides as well as floral sandals, ballerina flats, and comfy casual shoes.
The “Come & Be Surprised” campaign follows right behind Bata’s announcement last year of a more modernised global brand direction. Bata’s new manifesto “Me & Comfortable With It” celebrates the beauty of individuality; encouraging healthy self-confidence and driving a statement against prejudice for women and men all over the globe.