Gruppo Miroglio Group tasks Proximity Live for its new premium shoes line launch in China

The new brand will draw on the Italian craftsmanship of Gruppo Miroglio, but will be created specifically for today's trends-sensitive women in metropolitan China.

Currently, the premium shoes market in China is far from being mature, and the Miroglio Group sees huge opportunity in filling the gap in the market.

BBDO/Proximity Live will be charged with developing the line's brand positioning, as well as overseeing all aspects of strategic communications and public relations. It will rely heavily on digital communications.

It is the first luxury shoe client for Proximity Live, noted Angelito Tan, managing partner of Proximity Live. "Launching a brand into the Chinese market is always exciting, and this particular assignment is even more so as the brand has yet to exist. The work will directly utilise our experience in working with luxury brands over the past decade," he said.

The agency has solid PR expertise and resources in supporting luxury brands to expand in China, and its client portfolio includes Calvin Klein, Trussardi, Tumi, and Tag Heuer.