The partnership is being supported with a large-scale omni-channel advertising campaign, with the company's profile being raised by Barbie's large following in Asia.
Jürgen Cölsch, managing partner of Caprice, stated, "Over the past few seasons, Caprice has been able to continuously increase sales in China, and we are seeing a great deal of consumer interest in our products. Therefore, we start early on investing in brand building measurements to position ourselves accordingly in the Asian market.
"The cooperation with prominent testimonials and influencers offers us the opportunity to present us to a different audience. Especially in a country like China, where digitization is progressing so fast, this cross-media approach helps us to target our customers more efficiently."
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