When talking about leather goods from Italy, a young Chinese fashionista might namedrop Prada, Gucci or Bottega Veneta, but A. Testoni is less likely to rate a mention.

Founded in Bologna, Italy in 1929 by Amedeo Testoni, A. Testoni is famous for its footwear and leather goods. The brand, becoming increasingly aware of the importance of educating Chinese consumers, recently held an exhibition in Beijing, presenting its shoes, boots and handbags.

One key message can be taken from the exhibition: This is a brand rich with history.

A. Testoni's leather products have been arranged in chronological order. Visitors can examine products from 1929 to the present: calfskin men's shoes in crimson, alligator leather ankle-length boots decorated with delicate patterns, and black woven calfskin clutches.

Stefano Ferioli, a senior shoemaker from the label, flew from Italy to Beijing to showcase the craft of shoemaking at the exhibition's opening ceremony.

"It's a good time and also an opportunity for us to give more information about our brand. A. Testoni is trying to let its Chinese customers and market learn more about the brand," says CEO Bruno Fantechi.

Black Label, the top shoe collection from A. Testoni, involves a 200-step process to make.

The label has also boasted some big-name fans, including the 40th president of the United States, Ronald Reagan, and musical group the Bee Gees.

In China, the brand maintains a low-profile, but there are a few local celebrities who have been spotted wearing shoes from A. Testoni.

Despite entering the Chinese mainland market 20 years ago, the company has never held shows or launched major marketing campaigns in the country.

The brand has 22 shops on the Chinese mainland, most of which are located in top-tier and potential second-tier cities, including Xi'an, Chongqing, Shenyang and Changchun. It will open three more in the coming year, but this number is still small, compared with Prada, Gucci or Bottega Veneta.

However, these 22 shops in the Chinese market contribute 20 percent of A. Testoni's global sales.

"We would like to be more visible here, explaining our philosophy and DNA to Chinese consumers. We will take better care of this market than we have done so in the past," says Fantechi.

He hopes the exhibition is a starting point to reach more consumers.

(China Daily 12/02/2013 page22)