Nautica's China marketing manager, Jane Chen, said: "We have only just started our marketing activities in China because it is only recently that we saw more potential in the market.
"There were not many people (in China) in the past, who could afford brands such as Nautica. But now consumers in Shanghai are more concerned about fashion. They are more sophisticated and they have greater disposable income which has made this market a growing one for Nautica."
Nautica opened its first store in Shanghai in 1994, and set up a China marketing department, following Chen's appointment, early this year.
The brand launched an integrated campaign using internet, mobile and print advertising to introduce its collection of casual, office and outdoor wear for its brands Nautica and the younger, casual brand Nautica Jeans Company (NJC).
The promotion coincided with Taiwan-born fashion designer David Chu's first design stint for Nautica and the launch of its Chinese website.
Consumers were offered the chance to win prizes, including select items from Chu's latest collection, by sending an ID code to the Nautica database using SMS on their mobile phones. Extra entries were offered to consumers who purchased Nautica and NJC apparel and who also registered on the website.
Nautica used Groove Street, an interactive agency, for work on the SMS campaign and to build a database for future events.
"It made sense for us to use the interactive medium because we could analyse the results better and track everything, said Chen. "In Shanghai alone, our database is now 7,000 from this first promotion. We plan to use it for a loyalty campaign in coming months."
The fashion brand kicks off its global Stars and Stripes campaign this month, using SMS, web, in-store promotions and print advertising as key mediums. "In Beijing and Shanghai we will use a lucky draw via SMS and select 40 people to play a Survivor-type game. The winner will go to watch the America's Cup."
She added that the company would target consumers aged between 25 to 40 for its Nautica brand, and a younger segment of 20-30 year olds for NJC.
