Italian fashion brand Asobio employs DDB Hong Kong as creative AOR

The appointment is to complete its franchise expansion into China and other Asia-Pacific markets.

As part of its new brand strategy, and to celebrate the launch of its second flagship store on Shanghai's Nanjing Road in November 2010, the brand has opted for edgy international supermodel Lu Yan as its ambassador to correspond with the launch of its fall/ winter collection.

DDB will be responsible for Asobio's communications strategy including brand refreshment, television, print, outdoor, as well as sales and promotions. Mango DDB, DDB Group Hong Kong's PR and events company, will be managing the upcoming brand and store launch.

"It is always exciting to partner with a fresh new brand," said Conrad Ng, GM, business development for Hong Kong and southern China, DDB Hong Kong. "However, one of the biggest challenges is that the brand has no brand heritage as many other well-established fashion brands."

Established in Italy in 2006, Asobio is the new kid on the block in the competitive fashion retail scene and a late-comer to the Chinese market. It opened its first flagship store last year featuring the theme of 'Lifestyle is an attitude'. Its expansion plan in China will include 150 shops across 60 cities.