Meet Rothy's

Rothy's partners with e-commerce specialist BorderX Lab to market directly to Chinese customers.
The precise launch begins this week in China as the modish sustainable footwear brand hosts a 'Meet Rothy's' event as part of Shanghai Fashion Week. It follows months of shared market seeding efforts like throwing sampling parties, bringing samples to Chinese office workers, and inviting views of the Rothy's line from key social media influencers.
Rothy's is well-known in the United States for sustainable, versatile, chic, durable, and comfortable shoes for women. The digitally native company's shoes were launched in 2016 and created a strong following on Facebook and Instagram. In April 2018 Rothy's opened its first retail store on San Francisco's famous Fillmore Street.
Roth Martin, co-founder of Rothy's said: 'We wanted to enter China in a thoughtful and proper manner and sought a partner that shared our company's values, and who could give critical insights into the market. We offer Chinese customers a brand committed to sustainability, beauty, innovation, and diversity. These values are in the DNA of everything we do at Rothy's. Our colleagues at BorderX Lab share these beliefs and have proven to be highly entrepreneurial and the perfect partner.'
In China, BorderX Lab co-produced with Rothy's, developing the debut and presence on BorderX Lab's popular Beyond app. The iOS and Android versions of the app have been downloaded over 5 million times.
Albert Shen, a co-founder of BorderX Lab, said: 'Our Shanghai editorial and marketing teams started planning for this launch this past summer in tight coordination with Rothy's local market teams.  The Chinese e-commerce market is different from our domestic market with customers making most purchases from their mobile devices.  They seek information from their peers and marketplace influencers.  They enjoy watching unwrapping videos and want to see products they are buying in use.  This social commerce needs to be authentic and as much about the brand and its values as about the products themselves.'
   
Shanghai Fashion Week is the largest fashion happening of the year in China.  Parts of the week are a trading affair, with firms later inviting customers to visit, interact, try on, sample, and find out more.
   
https://rothys.com/
   

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