WEEKLY DIGEST - Bata Shoesworld.bata.com/assets/uploads/digest-pdf/bata-world-digest-may-5... · WEEKLY DIGEST Bata World Digest May 5, 2017 INTERVIEWS ... Bata's presentation, stating:

NEWS FROM AROUND BATA WORLD

W E E K L Y D I G E S TBata World Digest May 5, 2017

INTERVIEWS

Q & A with Eva Angeloni

Eva Angeloni has been part of Bata for nine years and is currently executive assistant to the GroupCEO. She opened up to Bata World News about how she got where she is today, from her career

beginnings to keys to success.

CORPORATE

Bata's New Manifesto ShowsLooking Sexy Can Be Comfortable

Too

CORPORATE

Meet the Bloggers: Cherrie MunVisits Bata Fashion Weekend

CORPORATE

Bata Fashion Weekend: A PeekInside the Pressroom at Phill’s

Corner

Bata Group

Bata Loves MusicFestivals

Europe

Bata in the News:“Turning 123 in RealStyle” SaysCosmopolitan

Latam

Bata Bolivia IntroducesInsolia Collection withGlitzy Fashion Shows

Bata India Branching Out with NewFlagship Store in Kerala

Store Managers Join BCP Ecuador asVolunteers

PERSON OF THE WEEK: Meet JalilChowdhury, Supply Chain Manager

NEWS FROM AROUND BATA WORLDW E E K L Y D I G E S T

Bata World Digest May 5, 2017

INTERVIEWS

Q & A with Eva Angeloni

Eva Angeloni has been partof Bata for nine years and iscurrently executiveassistant to the Group CEO.She opened up to BataWorld News about how shegot where she is today,from her career beginningsto keys to success.

How did your career atBata begin?

I did not plan at all to be an executiveassistant!

I came across Bata while studying foreignlanguages and international economicinstitutions at university. At that stage ofmy life I was looking for an entry-level rolein a trading company doing businessoverseas, to support my studies and giveme a first experience in an internationalcontext.

There was a posting for a part-timereceptionist position at Bata Italy, and I wascontacted shortly after I applied. It was notexactly the job I was looking for, but Idecided to try it. I thought it could be a verygood deal for both my studies and work.That is how it started!

What is your best Batamemory?

I have many memorable moments from mynine years in Bata. In particular, Iremember with great pleasure my last dayin Bata Italy before moving to Bata Brandsin Switzerland, with all the thrill andexcitement that change was bringing. Anew chapter of my Bata life was starting! Atthe same time I was also very sorry to leavemy first “school” and all the greatcolleagues I met there who taught me somuch.

What makes your jobinteresting?

The variety of situations I have to cope withevery day!

Can you describe atypical day at work?

Days are always different. The daily routineof an executive assistant is rarely the samefrom day to day! Priorities and necessitieschange quickly. Mine is a very special case,as I have the privilege of working at Bataheadquarters and assisting our CEO AlexisNasard. I can truly say it’s a daily challengeand a continuous learning opportunity atthe same time!

What is the biggestchallenge you havefaced in your currentrole, and how did youhandle it?

Supporting the organization of the firstBata Forum. During my Bata career, I havehad the opportunity and pleasure ofcollaborating on several off-site corporateevents, but the Forum was the first bighappening where my contribution couldreally make a difference. A lot ofexpectations were arising around it everyday, as well as last minute challenges!

I do not want to sound like a schoolmarm,but discipline is not always a must in Bata,as it should be! How did my fellow teammembers and I handle it? With a lot ofpreparation! In addition, I had to appeal tomy most rational side, assessing eachsituation and my resources, and thenacting accordingly without missing theobjective!

From your standpoint,what is the mostexciting thinghappening at Bata thisyear?

Every day an exciting thing happens atBata: we are getting closer and closer toour goals!

Do you have a tip toshare with the otherexecutive assistantsaround the Bataworld?

There is a principle I keep in mind everywork day, which fits well with the nature ofbeing an executive assistant, and which Iam happy to share with other Bataexecutive assistants: Put yourself in yourboss’ shoes, and treat him or her as youwould want to be treated!

What is somethingBata people aroundthe world have incommon?

Great passion for their work - no doubt!



CORPORATE

Bata's New Manifesto Shows Looking Sexy CanBe Comfortable Too

For its 2017 campaign,showcased at the recentBata Fashion Weekend,Bata has chosen to focus onan issue that has long beenignored by the fashionworld, but has an enormousimpact on daily life,especially that of women:looking sexy isuncomfortable.

The world is full of stereotypes, andfashion, media and culture give womenlabels, determining how they should lookand act, and the roles they should play ineveryday life. Every woman wants to lookand feel attractive, sexy and beautiful, butthey also lead busy, often chaotic lives, andcomfort is therefore a highly desirablefeature when it comes to clothing, andparticularly footwear.

Bata’s solution to the problem is toeliminate the dilemma between beauty andcomfort, making shoes that arecomfortable, but also look just as sexy andcool as any design piece.

The concept, explained in this video, whichwas produced by Bata to accompany thecampaign, is that you don’t have to look likea model from a fashion magazine to bebeautiful and comfortable with yourself.

At the Bata Fashion Weekend, the modelson the catwalk were different to those seenin magazines, as Bata recruited themdirectly from the street rather than frommodeling agencies. While walking thecatwalk, the women were accompanied bysigns describing them, such as: “Eccentric &Comfortable With It” and “Tattooed &Comfortable With It” to highlight theirindividuality and unique look.

Jana Barbati Chadová, global marketingmanager for Bata the Brand, commented:“This is me and I’m simply beautiful by myown terms. With the 'Me & comfortablewith it' campaign and our new BrandManifesto, we aim to express the essenceof the Bata brand: to democratize beautyand to empower women – heels or noheels – but also men and kids, helpingthem to feel confident and comfortable intheir own skin. Offering them shoes that

make them look and feel great. Comfort,and a great level of style, builds confidence.And confidence is sexy. We are pretty muchcomfortable with it.”

Thomas A. Bata, chief marketing officer,added: "We are very proud of our newbrand manifesto. It is a powerful messagethat not only women, but anyone that hasever felt 'different,' or as if the odds areagainst them, can relate to. We areshowing the world our intention to be theones championing an individual's choiceto define herself in confidence and rejectstereotyping so common to our industry."

https://www.youtube.com/watch?v=eLrz8eqTXaQ



CORPORATE

Meet the Bloggers: Cherrie Mun Visits BataFashion Weekend

Among the manyjournalists, bloggers andcelebrities to attend Bata'srecent Bata FashionWeekend held from April 22to 23, was well-knownMalaysian fashion bloggerCherrie Mun. Listed on thewebsite of Marie FranceAsia as one of “Eightmalaysian fashion gurustaking Instagram by stormthis 2017,...

Mun's Instagram page has over 60,000likes, and when she received the invitefrom Bata to attend its inaugural FashionWeekend, she was quick to jump on theplane in order to live the experience forherself. Bata World News got the chance tointerview her after the catwalk shows, andhear her reason for attending the weekend,and her opinions on what she had seen.

Asked why she was attending the event,Mun commented: “because Bata Malaysiainvited me and I'm so excited to discovermore about Bata.” She even documentedher trip on her Instagram account, stating"Flew to #Prague specially for BataFashion Week. Can't wait for the fashionshow tomorrow," and then shared apicture of the outfit she wore to thefashion show the following day, writing:“So overjoyed to be here for the#BataFashionWeekend.” She alsoincluded the hashtags "#BataShoes," and"#comfortablewithit," to help herfollowers find out more about Bata forthemselves.

Mun was then asked what she thought ofthe catwalk shows she had seen over theweekend, and she was full of praise forBata's presentation, stating: "I really likedthe catwalk show. It's like they did presenta different kind of theory. I also liked thesinger (Bata's new manifesto ambassadorTonya Graves), she performed very well."

Mun is also one of the two founders of thefashion website DuoGigs.com, along withher twin sister Evangeline Yan. On the site,the girls blog about their passion forfashion, beauty and travel, as well as othertopics, and their approach is clearly strikinga chord with many young, fashion-hungryreaders, as it has already received almost

two million hits.

Bata's new collection too, it seems, hasdefinitely won the heart of one ofMalaysia's top fashion bloggers. Askedwhat she would be taking away from theBata Fashion Weekend, Mun expressed herdelight at the products she had seen, andthe options they provided for creatingdifferent looks, stating: “Bata is not justcomfortable or versatile, it can also be thetrend, it depends how you mix and matchthem.”

Bata World News looks forward to seeingmore of Bata's latest products on herwebsite and instagram pages in the nearfuture. You can check out Cherrie Mun'sInstagram page here.

http://www.duogigs.com

https://www.instagram.com/cherriemun_/



CORPORATE

Bata Fashion Weekend: A Peek Inside thePressroom at Phill’s Corner

Bata Fashion Weekend wasnot only one of the mostglamorous events in Batahistory – it was also a greatnetworking opportunity foreveryone, especiallyjournalists and bloggers.

The BFW’s target audience included thepress, marketeers, collection managers andother industry professionals, as well as themany consumers with an interest infashion, culture and lifestyle. Thepublications and social media platforms ofBFW have a large following in and outsidethe industry and aim to engage consumerswith inspiring content on trends from thecatwalk and behind-the-scenes sneakpeeks into the making of a fashionweekend.

This event, held in Prague on April 22 and23, provided a great opportunity for thepress and bloggers to deepen theirconnections with Bata, get exclusiveinsights and meet the top executives of thecompany in an informal, stylish andpleasant setting.

In order to facilitate this meeting, apressroom was set up in Phill’s Corner, aunique space connected to La Fabrika,where the main events took place. Phill’sCorner was the information hub, a placewhere reporters and bloggers could filestories as well as have one-on-oneinterviews with Bata’s top executives.

To make journalists and executives feelwelcome and make the work of coveringthe event easier and more pleasant,between interviews and meetings theattendees could indulge in carefullyselected finger foods, pastries from theDanish bakery, smoothies, fresh juices,premium coffee, select wines and otherdelicacies, away from the sometimesfrenetic event.

"The pressroom was where the journalists,bloggers and TV personalities could findthe latest news about what our teams are

working on at every desk, across eachcontinent," said Bata's global marketingmanager Jana Barbati Chadová. "They hadaccess to press releases, advanceinterviews with executives, facts about thecompany, contacts for requestinginformation and all the executives to askfor comments.

"I personally found it a very pleasant andrelaxing atmosphere, a perfect mix whenyou need to meet with journalists toexplain our company strategy for thecoming years, as well as other details likedesign and new upcoming projects."



MARKET TRENDS

Bata Loves Music Festivals

Although summer doesn’tofficially start until the endof June, there is one thingthat definitely puts us inthe mood for summer, as ifwe were not anxious for italready, and that's musicalfestivals.

The season has just been opened by one ofthe largest and most famous musicalfestivals in the US and around the world,Coachella, annually held in Indio, California,under the sun of the Colorado Desert.While Coachella is mostly known as amusical open-air temple, showcasingpopular and established artists such asRadiohead, Lady Gaga, and Kendrick Lamaras well as emerging ones, there is anotherfactor that plays an equally important roleamong its attendees, and that is fashion.

Fashion is arguably just as relevant asmusic at Coachella, where musicians,artists, models, music fans, fashionbloggers and digital influencersmeticulously plan their outfits days aheadof the festival. For days our eyes are gluedto the Instagram feeds of the Ferragnisisters and the Jenner sisters to catch aglimpse of their soon-to-be-copied outfits.

Festival attire traditionally calls for bohoand rock-’n’-roll looks: think floralheadbands, ankle boots, floral dresses,studded jean jackets, suede, leather, denimshorts, fringed bags and sandals, tomention just a few of the essentials.

Bata offers an array of options when itcomes to festival fashion necessities. Ihave selected only a few of my favouriteones, but the list doesn't end there. Nowthat the season has started, be festivalready, and go Bata shopping!

Valentina, from Washington D.C.



BATA IN THE NEWS

Bata in the News: “Turning 123 in Real Style”Says Cosmopolitan

On May 2, CosmopolitanItalia highlighted themessages of the recent BataFashion Weekend in aninterview with globalmarketing manager JanaBarbati Chadová.

The article, by Lisa Mancini, delved into allthe new things going on at Bata, and hadnothing but good things to say about thebrand’s first global fashion weekend. Readon for an edited version.

Bata turned 123 and celebrated it in realstyle, inaugurating the first Bata FashionWeekend that was held recently in Prague,in the brand’s native land.

It was two days of events and catwalksand the debut of Bata’s new look througha young and explosive fashion showfeaturing professional models but alsoperformers and laypeople.

Bata is reinventing itself, evolving, andneeds consumers and the global press toknow it. With the new claim “Me &Comfortable with it,” Bata is determined tobecome the brand most loved by everyone.

As global marketingmanager at Bata theBrand, what are thegoals you have set foryourself?

We are working on a fabulous adventure:rebranding. Today Bata is perceived as ahistorical brand but not stylish andfashionable. We want to change thisperception by combining quality, comfortand a tad more glamor. All at super-accessible “wow” prices.

I’ll mention Insolia as one of the mostsuccessful recent projects, thanks toinnovative technology mixed with comfortand the sexiness of a stiletto.

How do you plan tomake Bata productsmore fashionable?

We are really focusing on design, trendsand collaborating with young talents. Werecently launched a competition for youngpeople from the best art and designschools, and the winners will see theirmodels produced and sold in limitededitions in Bata stores.

Atletico is another innovation for thebrand, focused on athleisurewear, sportsand fashion shoes. And we aren’t excludingfuture collaborations and capsulecollections with internationally renowneddesigners. There is great excitement atBata headquarters!

How would you likethe Bata brand to beperceived in thecoming years?

As a love brand. When you think of Batayou have to think of an item that makesyou feel good and that also offers yousuperior comfort. We also want tocommunicate, with events like the BataFashion Weekend, an emotional journeywith our consumer that combines keyelements like comfort, trends, sexiness,quality and unbeatable prices forabsolutely all: tall, short, thin or not. Inshort, create a romantic relationship –forever and always.

http://www.cosmopolitan.it/moda/tendenze/a117403/bata-festeggia-123-anni-in-grande-stile/



PRODUCT

Bata Bolivia Introduces Insolia Collection withGlitzy Fashion Shows

On April 21, Bata Boliviaheld the offical launch of itsnew Insolia line in the cityof Santa Cruz, amidst agreat deal of excitementand anticipation. The eventtook place in the main hallof Casa Cor, a venue thatexhibits the latest trends inarchitecture, and a popularlocation for holding fash...

Star television anchor Anabel Angusattended the event, and was responsiblefor presenting each of the models to theawaiting guests. She also provided detailedexplanations of the new products to allthose present, highlighting the attributes ofevery shoe worn by the models.

Taking advantage of the change of season,Bata Bolivia also took the opportunity topresent its latest Autumn/Winter collection.The models chosen for the event wereamong the most well-known in theindustry, and they entered one by one,wearing the "Bata Insolia" logo. The showended in spectacular fashion with theprojection of a live video of the campaign,featuring fireworks and a dazzling lightshow.

In order to generate increased excitementaround the event, Bata Bolivia sharedimages on its Facebook page showing thenew technology of the shoes. The fashionshow was streamed live on the socialmedia site, and was viewed by thousandsof fans across the nation. The collectionwas then available to purchase the dayafter the official launch, at Bata stores allover the country, where focal points andPOP materials had been set up in order todraw attention to the new Insolia products.

Following the success of the first launchevent, another fashion show was held onApril 26. The venue this time was theRegina Hotel in Cochabamba, and theglamorous appointment featured the mostpopular models from the "Chicas Premier"modelling agency. Each girl wore thedistinctive butterfly wings of the BataInsolia logo as they walked down therunway in the new Bata Insolia shoes.

To mark the culmination of the launch,

Bata Bolivia also brought Insolia to theannual Cochabamba International Fair,where shoes from the Insolia collectionwere worn during the "Miss Feria" beautycompetition.

Daniel Ferrufino, marketing manager forBata Bolivia, commented: “We areconfident that the launch of Bata Insoliawas a complete success, and generated avery good response from our customers.We remain confident that this launch willkeep on setting the bar high for all theother shoe companies in the country.”



STORE

Bata India Branching Out with New FlagshipStore in Kerala

The contemporary fashionfocus of Bata India’s newcollections has beenreceived phenomenally wellin the country's Metro andTier I cities, and now theBata India team is going onestep further andintroducing Bata's new,stylish brand in Tier II andTier III markets.

The launch event was conducted by young,dynamic Indian actress Gayathri Arun, whois a prominent face from Malayalamtelevision shows, and helped to generate agreat deal of publicity for the new opening.

Speaking at the launch, Arun showed herenthusiasm for the latest Bata products,stating: “I am really excited to be a part ofBata's flagship store launch here inThodupuzha. Bata today has the widestcollection that combines style andcomfort – both for men and women. Onecan find a complete range of footwearfashion, all at one place. It’s the bestfashion destination for every modernwoman. I am especially in love with thelatest Bata ladies’ collection, whichcelebrates modern femininity.”

The 3,000 square-foot flagship store is aunique retail space in Thodupuzha, with itsclutter free aesthetics creating a classy andstylish shopping experience for customers.Some of the top collections at the storeinclude Bata's new Spring/Summer 2017contemporary collection, the internationalBzees collection and the entire ranges fromScholl, Hush Puppies and Power.

Rajeev Gopalakrishnan, President for SouthAsia, commented: “We are very excitedabout our new flagship store in Kerala.Keeping in mind the evolving tastes ofmodern India, we have ramped up ourofferings and are now speaking thelanguage of the youth, both in terms of ourproducts and the customer experience. Weare focusing on an all-inclusive Bataexperience across various markets in India,and are now strengthening our style basein non-metro areas too. In all, the modernIndian family will find everything at thisBata flagship store.”



BCP

Store Managers Join BCP Ecuador as Volunteers

The Bata Children’sProgram (BCP) Ecuadorrecently held a special teammeeting to welcome andbrief new volunteers. Thenew members aremanagers of Bata stores inQuito, and what theylearned about BCP madethem all the moreenthusiastic about joining.

The group met over coffee at the BataEcuador offices in Quito.

Seasoned volunteers explained the missionof BCP, who the target beneficiaries are,how it has been implemented so far inEcuador and in several other countries, andthe current challenges and goals. Forexample, BCP Ecuador focuses on carryingout activities near the capital city and aimsto benefit at least 30 children with eachproject.

Team members also recounted theirinvolvement in past activities, and it was anemotional moment as they relived deeplymoving experiences.

The new volunteers were encouraged bywhat the team shared, and at the end ofthe meeting they confirmed their desire toparticipate and support BCP. They receivedBCP T-shirts and pins to wear duringactivities.

The team’s numbers thus swelled to 19,with plans to keep increasing membership.

Elizabeth Calero, store manager of BataCondado, commented, “I’ve followed BCPactivities on Facebook, and now I’m veryexcited to contribute to its projects.”

Adriana Merchán, store manager of BataEl Bosque, was also very positive. “I’mgrateful for the opportunity to serve thecommunity. I’ll participate in everything Ican, and I hope soon I will be the onesharing my experiences with newvolunteers!”

The team immediately scheduled the nextmeeting to discuss proposals from the newmembers.



INTERVIEWS

PERSON OF THE WEEK: Meet Jalil Chowdhury,Supply Chain Manager

Jalil Ahamed Chowdhury issupply chain generalmanager for BataBangladesh. He joined thecompany as qualityassurance manager in 2014,with the task of improvingthe quality of shoes andsupervising the researchand developmentdepartment. In 2015, he wasgiven the opportunity tolead the company's...

To what do youattribute your greatperformance at BataBangladesh up tonow?

I attribute my success to the entire supplychain team, the management team, mypeers and my colleagues from otherdepartments who have supported me toestablish a strong quality culture in theorganization. As well as this, I have strivedto promote honesty and discipline towardwork amongst people in my team, and toact as a mentor and coach to develop theteam.

I have also worked to ensure that theorganization’s culture and values arepercolated across all levels, and to prepareand empower the team to keep pace withthe ever-changing dynamic businessenvironment of Bangladesh. Finally, I haveused scientific tools to achieve sustainableand consistent results.

How were you able toturn around theperformance of thesupply chaindepartment?

I established a supply-chain excellenceroad map for Bata Bangladesh, andexplained the whole thing to my team.This included the following principles:involve potential resisters, avoidsurprises, move slowly at first, start smalland be flexible, create a positiveenvironment, incorporate the change,

respond quickly and positively, work withestablished leaders, treat people withdignity and respect and be constructive.

In the supply chain road map I put leanmanufacturing methods such as 5S and3M, TPM and kaizen. I established aperformance management system,clarifying the goal and setting and agreeingSMART performance objectives. Thesesteps have led to getting amazingimprovement in the supply chaindepartment.

How were you able toimprove the quality ofshoes?

The first building block in ensuring goodquality of shoes was to build a strong teamwho would establish the quality culture inthe organization. With the help of HR andthe country manager, we built the teamblock by block so that we could lay a solidfoundation.

The next building block was to identifyissues and set target deadlines to identifyand tackle three issues which were criticalto quality and process, and which matchedthe voice of customers. We used variousscientific, statistical and QC tools, such asSIPOC analysis, ANOVA, and seven QCstatistical tools, to measure and analyzethe real cause. The entire project wasbased on Six Sigma tools and techniques.

What steps did youtake in order toincrease productivity?

Eliminate non value-added activities and

reduce change over time, spot kaizenactivities, involve operators through qualitycircle with the help of HR, draw andimplement proposed value streammapping to eliminate waste. Hence thecycle time is reduced which leads toincreased productivity. We also establisheddiscipline in the whole supply chain processto ensure on-time service with quality.

What do you remindyour team everymorning?

To be disciplined and honest, take lessonfrom failures, make short- and long-termaction plans, make changes forimprovement and practice lean tools.

What is the mostimportant thing foryou in your work atBata?

Building the capability to make all types ofcomfortable and sexy shoes as per marketdemand, on time and with minimum cost.

What would you sayhas been your greatestBata achievement sofar?

Creating an environment where every teammember strives to improve every processevery day and sustain standards to achievetotal quality management.

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WEEKLY DIGEST - Bata Shoesworld.bata.com/assets/uploads/digest-pdf/bata-world-digest-may-5... · WEEKLY DIGEST Bata World Digest May 5, 2017 INTERVIEWS ... Bata's presentation, stating: