Few things define a lifestyle the way shoes do. We are among the very best in the world at making them. That’s why 1 million plus people choose to buy Bata every day.
On March 4, Bata Italy reopened its store in Via Indipendenza, Bologna, which has been transformed into the company's new Red Concept style. The new store is not just a simple renovation, but a substantial restructuring of the store image, in line with the company's current direction.
The store, located in the historical center of Bologna and expanded to include a new selling area of 200 square meters, features wooden beams and raised brick walls, becoming a real reference point for the street and the whole city. A red staircase, visible from the street, has become a distinctive element that, together with the 20 small monitors in the windows, attracts the attention of all passers-by, and communicates the new brand image.
Marco Nicolè, store design and construction manager, explained: "The aim is to make immediately readable and recognizable the Bata brand, through a clean layout that is underlined in all the store through the use of red and white colors. These two colors also link all display components inside the store, thus creating display uniformity."
He continued: "All pieces of wall furniture contribute to give strength and coherence to the message: they are formed of a white metal frame without a very obtrusive image that might be more visible than the product. They are white over white and soft grey paintings, in order to let the product speak and be the main character in the store. Strips of vertical LED lights contribute both to light all products correctly and to give a more interesting atmosphere."
Technology is mixed in with the historical image of the store: a 2.5-meter-high LED wall at the entrance, placed on a painted brick wall, communicates all the news about the brand and its products.
The ever-present Shoemaker table distinguishes the exhibition space of the Men’s “Made in Italy” Premium collection, and the Sports category also boasts a strategic location, with a 10-meter linear shoe wall in the final part of the store, which works as focus point, highly visible from the entrance.
In front of these stairs, several small frames highlight cleverly reinterpreted posters by the artists who have, over the last decades, created the most beautiful advertising campaigns for Bata.”
Barbara Franceschetto, country manager of Bata Italy, commented: "The Bologna Red Concept store delights Angela with an easy and inspiring experience, and carries our target consumer to feel that ‘product is the king’. Our goal is to bring the swagger to Bata with a ‘wow’ effect."
Vanessa Oddera, manager of the Bologna store, added: "The Bata store has been present in Bologna via Indipendenza for 50 years, and over the years has become a traditional reference point for the city. Now, the Red Bata layout has dressed up our store with a new look, still maintaining our identity, without contradicting its tradition. The highly motivated team, the modern layout and the new technology are the perfect mix to confirm our success and attract a younger, social customer."
News of the store’s reopening was also reported on a number of fashion websites, as well as in "Il Sole 24 Ore," one of Italy’s top business and finance newspapers.
With a capsule collection by Melissa Satta coming this fall, Bata Italy has chosen one of the most beloved Italian stars to make young women’s dreams come true, thanks to her glamorous and feminine touch.
It is a special project, driven by a youthful creativity and a style that is synonymous with authenticity and exclusive beauty.
Satta, the face of Bata Italy’s previous campaign, played with style to design a lively and youthful collection for the coming Fall/Winter season. She brought a new vision to her interpretation of winter, as someone who knows what it means to wear a special pair of shoes. It’s a fashion dream that men haven’t yet understood: women always prefer shoes to flowers.
The TV personality has brought her personal point of view to Bata’s iconic items, tapping into what women feel when they are standing in front of store windows, just looking for a way to feel beautiful through fashion.
Femininity, irony and coolness characterize this limited edition collection, which is aimed at young dreamers who love accessories that manifest timeless elegance along with a unique and modern style. It’s another great step toward real women to make them the stars of the most important runway: their everyday life.
Excitement is building around the collection, with Satta commenting, “I am so happy to have been to the Bata Italy headquarters and worked with the team on a special project. We are going to reveal soon what it’s about!”
That day is just around the corner. Starting September 20, step into any Bata store in Italy to discover the new Melissa Satta x Bata capsule collection.
On April 5, Group CEO Alexis Nasard was interviewed on CNN Philippines, during his week-long visit to Manila, the capital of Bata Asia Pacific’s newest addition to its growing roster of companies. Interviewed by CNN’s Claire Celdran, Nasard spoke about Bata’s entry into the Philippines, and the plans the company has in the country, highlighting the positive opportunities for growing the business in the region. Below are some of the highlights of the interview, which can be viewed in full here on the Bata Philippines Facebook page.
Asked what Bata is most well-known for, Nasard explained: “Bata has been around the world, as I mentioned, for a long time. It is in more than 50 countries. We have 5,300 stores. And the one thing we pride ourselves upon is providing products that people want. That simple.
“You know, fashion and retail follow lots of fads and there are lots of tendencies every one or two years. But there is one thing which is fundamental in our business: the product. That is why our number one strategy is called ‘product is king.’
“In particular, we try to make sexy comfortable and we try to make comfort sexy, which is, as you know, a dilemma that many women have to deal with all the time. ‘Do I look sexy or do I look comfortable?’ And we try to resolve it.”
Discussing the possibilities for the new Bata company in the Philippines, Nasard continued: “The Philippines is a dream market. It’s 103 million people growing more than a half percent per year. Six to seven percent GDP growth. Two-billion-dollar market. Only 2.2 pairs of shoes on average bought by Filipinos every year. You don’t buy enough shoes!
“So we consider it a really, really great opportunity for us here. It has all the fundamentals required and, importantly, our strategy and the state of the Filipino market are quite congruent. In the sense that your median age is 25 years old. You’re in the heart of the millennials. Our target consumer at Bata is a lady called Angela, and she’s also in the bullseye of millennials. We’re really confident that our consumer proposition and the topography of the Filipino market fit very well together.”
Discussing the way Bata continues to evolve to meet consumer needs, Nasard added: "The relationship between consumer and a brand is a little bit like a relationship in a couple. You want to be consistent but you don’t want to be predictable. So we try to be consistent to our values as a company. We try to be consistent to the key tenets of our strategy which importantly includes the product and all components related to it. But we try to be also surprising every once in a while. Surprising in the shoes we offer, surprising in our marketing campaigns.
"Now we are using lots of local celebrities every time we go. We are moving also more and more into the fashion arena. We are launching a global initiative which is called the Bata Fashion Week, which you’ll soon see also in the Philippines."
Speaking about the company’s reason for advocating environmentally conscious shoes, Nasard explained: "We are a very responsible company. We try to do it because it’s part of the values, but also because it’s good business. Nowadays, particularly when we talk about millennials, they value values. They don’t just buy products because of their functional virtues, but they buy products because they represent a set of values that they associate with.
"So we really try to live through that in the way we source our products, in the way we source our raw material, in the way we select our partners, as well as the kind of shoes that we build, in terms of labor practices and all that.
"There is also another component: we try to be responsible citizens in the places where we operate. For example, we have a global program which is called the Bata Children’s Program, where we have a big philanthropic agenda to help education. So far we have a quarter of a million children involved in that program.
"And lastly, let’s not forget that retail employs a lot of people. You know we have 5,300 stores, we have 30,000 employees. It is really quite an intensive source of employment. If, hopefully, we develop in the Philippines like we would like to develop in the next few years, it should be a significant source of employment for people."
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