NEWS FROM AROUND BATA WORLD WEEKLY DIGEST. Bata World Digest September 15, 2017 INTERVIEWS. Q & A with Arun Chandra Mohan

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1 WEEKLY INTERVIEWS Q & A with Arun Chandra Mohan Arun Chandra Mohan recently joined Bata as chief merchandising and digital officer, bringing with him a wealth of experience in both fields. Bata World News spoke to him in order to learn more about his role in Bata's digital development, and the role that the digital world plays in the modern retail environment. INTERVIEWS PRODUCT BATA IN THE NEWS Bata Awards 2017 Finalists: Meet the Power XoRise Team Italian Press Gets Sneak Peak at Exclusive Capsule Collection Bata in the News: The New York Times Chooses Bata Bullets Bata Bolivia Thanks Staff for 25 Years of Loyal Service 2017 Trend: Girls, Get the Perfect Business Casual Look Bata Group Bata Group Asia-Pacific Bata s Sudden Catwalk Livestreamed Around the World 2017 Trend: We Know You Got Sole BCP Australia Supports Vulnerable Aboriginal Children STORE OF THE WEEK: Indonesian Store Thrives Under Energetic Leadership

2 INTERVIEWS Q & A with Arun Chandra Mohan Arun Chandra Mohan recently joined Bata as chief merchandising and digital officer, bringing with him a wealth of experience in both fields. Bata World News spoke to him in order to learn more about his role in Bata's digital development, and the role that the digital world plays in the modern retai... Could you tell us a little about your role? My agenda is twofold. The first part is to lead the digital transformation across Bata, and second is to drive merchandising, in terms of assortment, pricing, and inventory efficiency for the group. What do you consider to be your most important tasks in terms of developing and implementing Bata's digital strategy? The scope of our digital agenda is to leverage the digital medium to deliver a superior omnichannel experience for consumers, and to scale digital influenced revenues for the group. In addition, we plan to establish and scale analytics to drive data-driven decision-making across key areas including CRM, pricing, and merchandising. Last but not least, we want to create an inspiring consumer experience across digital platforms, including e-commerce, social media and digital marketing. Which other Bata teams do you work with most often, and how is your collaboration structured? The plan is to work with key stakeholders across countries to devise, implement, and scale the digital agenda. This will be complemented by select strategic hires, as well as working with external technology/software partners. What changes have you seen in the digital sector recently? How important is the digital channel in today's retail environment? Digital influence in consumer consumption in retail is real, large, and increasing significantly. Bata has a strong and global retail footprint of around 5,000 stores, and therefore has a unique opportunity to marry brick-and-mortar infrastructure and digital to provide an inspiring, omnichannel consumer experience. What do you consider to be the key to managing it successfully? I think there are three main elements. Firstly, the realization that digital is not an option, but a strategic priority. Secondly, organization, commitment and willingness to change, and finally capability, requiring high-quality talent, technology and high operations efficiency.

3 INTERVIEWS Bata Awards 2017 Finalists: Meet the Power XoRise Team After the recent announcement of the nine finalists for this year's Bata Awards, Bata World News will be interviewing the teams in the run up to the announcement of the award winners at the Bata Forum in Barcelona in November. This week, the Power XoRise team from Bata India, consisting of Deepak Ch... Why did you decide to enter your project for a Bata Award? The fitness industry in India has witnessed unprecedented growth, thanks to the increasing number of people who are waking up to the benefits of leading a healthy and active lifestyle. This has given way to an opportunity of mammoth proportions, with the fitness category being valued at well over a billion US dollars. Also, at Bata India, it has been our business focus to grow the contribution of the Power brand to realize its latent potential. Our submission for the Bata Awards testifies to our efforts in this direction. How was the project developed? This campaign supported the global launch of the XoRise Phantom range in India. It had been a long time since we had launched a high-end Power collection, and hence we were all very excited about it. While we were equipped with the broad guidelines for the launch, we also added our own ideas and VM innovations to make the display and consumer experience extra special. The Power wall was redesigned with new elements, such as product shelf talkers, LED lights for a premium look and new sporty floor stickers. Through the use of effective and premium BTVM we brought alive a strong performance story around the XoRise collection in our stores. From start to finish, the whole campaign took almost 40 days. And it was a result of coordinated teamwork between Gajesh (retail marketing), Bibhuti (brand marketing) and Deepak (VM and retail) which led to such impressive results. What was a challenge you encountered during the process? How did you overcome it? India as country offers very many demographic, psychographic and lifestyle nuances when it comes to consumer habits and tastes. That always poses a challenge for any marketer who is aiming to drive a perception change. Also with myriad choices in sports and fitness wear made available via e-commerce at reduced prices and delivered to your doorstep, it is becoming even more daunting for offline retail to capture consumer imagination. Thus the cornerstone of our strategy was to differentiate by offering a delightful, tangible purchase experience to our customers at the stores. We achieved this via premium BTVM which started at the window, and led the customer through all the steps of his purchase journey: awareness, consideration, choice and decision. What kind of results have you seen from the project? The objectives that we had set for ourselves at the start of the project were to measure our success based on XoRise Phantom sales, and overall Power business growth through higher newconsumer walk-ins. We are very happy to say that by the end of the campaign we had achieved a sell-out rate of 67 percent and an increase in new buyers visiting the store to purchase the shoes. Have you had positive feedback from colleagues about your project? One of the greatest joys of working on this project was the appreciation and encouragement received from all our colleagues at Bata India. We still cherish the warm and supportive response from the leadership team, and the kind words of appreciation from our peers. What are you looking forward to about attending the Bata Forum in Barcelona in November? As a team, we are all very excited and looking forward to the Bata Forum in Barcelona. Not only will it be a lovely new city to see, but it will be a once-in-a-lifetime experience to present our project, and meet members of the Bata family. And finally, why should the Power XO Rise project be a winner of the 2017 Bata Awards? The other two nominees in our category are also game changers, but we still feel

4 BATA AWARDS 2017 FINALISTS: MEET THE POWER XORISE TEAM that we should win the award because we were able to get the brand back into consideration for a younger target consumer. Additionally, it will open the doors for the exponential growth of the category, as India will be one of the youngest nations in terms of median age by 2020.

5 PRODUCT Italian Press Gets Sneak Peak at Exclusive Capsule Collection On Sept. 12, the Italian press was presented with the exclusive Melissa Satta x Bata capsule collection at Palazzo Parigi, a beautiful prime location in Milan. The capsule project is part of Bata Italy s Happy Feet campaign, which aims to increase store traffic and turnover, and is in line with the 2017 brand strategy of bringing the swagger to Bata. These are the main aspects that struck the fashion editors of the most relevant magazines, who appreciated the new capsule collection very much. To reach the target, it is crucial to resonate with the whole mix of media. For the launch of this project, an extensive advertising plan was rolled out both off and online through print, out-of-home, digital, social media, e-commerce, the Bata Blog and, of course, brick and mortar channels. With the launch date so close, the entire team can t wait to see the project come to life. Starting Sept. 20, step into any Bata store in Italy or go to the bata.it e-shop to discover the exclusive Melissa Satta x Bata capsule collection! Among the media, print is very important for Bata Italy, not merely because of advertising but also due to the influence of press office activities. Initiatives like this press day mean beginning with the insiders, the fashion journalists, which is very important to strengthening the brand positioning and becoming credible players inside the fashion system. More than 70 editors in chief, fashion editors and stylists of the main Italian fashion magazines came to the event and demonstrated great appreciation and enthusiasm for the capsule product and its advertising campaign. The Melissa Satta x Bata Capsule Collection Press Day was a very big success, commented Isabella Errani, owner of the public relations agency that works with Bata Italy on all activities related to press and PR. Relying on the creativity and fashion taste of one of the most influential Italian women of show business [Melissa Satta] was a brave choice and has confirmed Bata closeness to its consumers, through a very consistent, cool and updated approach.

6 BATA IN THE NEWS Bata in the News: The New York Times Chooses Bata Bullets Bata Heritage s Bata x Julien David x Colette project was recommended in one of the world s most respected newspapers as the men s shoe of the summer. The New York Times Style section published an article by Alex Tudela featuring the Bata Bullets collaboration in an article called Easy, Breezy Summer Looks for Men. Summertime gives you license to ease up, with colors and patterns that tell the world you re off the clock, the style editor writes before recommending the unique Bata collection. It is the second of seven items listed, from caps to shirts to backpacks, and the only shoe. The photo by The New York Times is a selfie of a man wearing the sneakers with bare legs propped on top of a desk in an urban industrial space. Charles Pignal, Group Heritage director, filled in the background. Bata Heritage collaborated with Tokyo-based designer Julien David to launch a special drop of the Bata Bullets inspired by the Japanese Hokusai wave prints. When we presented it to the iconic Parisian boutique Colette, they liked it so much that they asked if we would make a limited edition in their signature blue. We could not say no to that! Colette then allowed us to cover their Water Bar in the wave theme, have their staff wear it and hold a launch event in their store. Later, our US press agent presented the shoe to some media in New York City, and we were thrilled that The New York Times picked this pair of Bata x Julien David x Colette sneakers as the must-have sneakers of the summer.

7 MARKET TRENDS Bata s Sudden Catwalk Livestreamed Around the World On Sept. 7, Bata marketing teams all over the globe united in livestreaming a Sudden Catwalk that reached around 2 million people in over 20 countries. The Sudden Catwalk was a pop-up fashion show the global team put on during the Bata Fashion Weekend in April. It showcased ordinary woman in lieu of professional models and it worked just great. The team decided to leverage this asset globally with a synchronized livestream on Facebook. Because every woman can be a model and #comfortablewithit. The event is in line with Bata s brand manifesto and global campaign Me & Comfortable with it. It is a statement of Bata s commitment to female empowerment. The global marketing team prepared the material and roll out guide for countries asked to include it in their communication plans. The livestream approach was chosen to maximize the global impact, with the Sudden Catwalk video introduced and commented on by influencers or ambassadors. In the video above, popular singer Tonya Graves, who deejayed the event, gives her insight. The video went live on Sept. 7 in Africa, AsiaPacific, South Asia, Europe and Latam. Some countries are even preparing their own Sudden Catwalk events. Active communication was carried out through multiple touchpoints internal newsletters, Bata Club newsletters, landing pages and blog articles. The video was also shared by local influencers who believe in the message of the Sudden Catwalk. Jana Barbati Chadová, head of global marketing, commented, The objective of the Sudden Catwalk pop-up event is to express the essence of the Me & Comfortable with it campaign and make it simply understandable to the widest audience on a global scale. It is all about personality, rather than just physical look. It is more about who you really are and how comfortable you feel in your own skin.

8 MARKET TRENDS 2017 Trend: We Know You Got Sole One particular shoe trend that has been seen throughout 2017 is the addition of white soles to shoes with different-colored uppers. This simple feature is easy to wear and incredibly versatile, due to the number of different shoe styles that work with the trend. Bata World News takes a closer look a... One of the greatest aspects of the whitesole trend is that you can combine it with other footwear trends in order to help you stand out from the crowd and show off your fashion credentials in one easy step. For example, choose a white-soled shoe with a denim, floral or metallic upper, as a nod to some of this year's other top trends. Alternatively, pick a bold platform shoe with a thick, white sole to channel your '90s style, or go for a black shoe with white sole to match your on-trend monochrome look. Another benefit of this trend is the fact that the white sole can look good on virtually any type of shoe, meaning that you can always find exactly the right pair to match your outfit. A recent article for fashion website Become Chic highlighted this benefit, commenting: "Believe me, every single shoe style ideally works with every single piece from your closet. Yes, you can pair them with cropped trousers, leather pants, sexy LBDs or skinny or boyfriend jeans." As well as opting for a shoe with a completely white sole, you can also achieve a similar effect with a shoe that includes a white layer sandwiched between the sole and the upper. This gives a dash of light that can really add character to a shoe's design, as well as assert your own individuality. For men, the white-sole trend offers the opportunity to express a little individuality. A slate-grey suit looks formal and appropriate in the workplace, but can make you blend into the background as just another employee. Adding a pair of elegant shoes with white soles, however, lifts the outfit from dreary to dreamy with a simple touch, and helps to get you noticed in those important meetings. The same can be said for casual shoes, as moccasins or trainers get a style twist with the addition of white soles. White soles are also extremely practical on many surfaces, as they are not as prone to leaving scuff marks, which is a useful point to remember if you have wood flooring in your home or are traveling on a boat. So, browse the gallery for a look at some of Bata's latest "sole" food, or head to your nearest Bata store to try some on for yourself.

9 BCP BCP Australia Supports Vulnerable Aboriginal Children The Bata Children s Program (BCP) Australia sent a donation of 200 pairs of school shoes to children of a disadvantaged community on Croker Island, located about 250 kilometers from the Northern Territory's capital. The children of the Mamaruni Primary School, which serves the island s Minjilang community, received the shoes. The Aboriginal community of around 300 people makes up the settlement on the only permanently inhabited island in the Croker Island group. The community is financially strained and has still to recover from a 2005 cyclone that left only one school building standing. Susan Byrne, purchasing and logistics officer at Bata Australia, volunteered to organize the shoe donation and delivery for BCP from Mornington, Victoria, over 4,500 kilometers away. The assortment of shoes included Kanga s, Zolton and Duet. The school principal, Shona Harris, sent BCP Australia photos and a thank you letter expressing the children s enthusiasm for their new shoes. Yvonne Fragiacomo, coordinator of BCP Australia and Bata store manager, commented, I am extremely pleased with the outcome; to see such excitement on the faces of the children is absolutely overwhelming. It gives us great satisfaction to have helped such an amazing school.

10 CORPORATE Bata Bolivia Thanks Staff for 25 Years of Loyal Service On August 4, Bata Bolivia held a Long Service Awards dinner for members of staff celebrating 25 years of service. The aim of the the event was to recognize and congratulate those workers who have given a quarter of a century to the company, as well as giving staff the opportunity to socialize and ha... The venue for the Long Service Awards was the Bandoneon restaurant in the city of Cochabamba, a lively locale that provided the perfect setting for the celebrations. During the ceremony, executives from Bata Bolivia recognized the effort and dedication of each of the awardees, presenting them with a commemorative plaque, a pair of special shoes and gift cards. The awards were then followed by a gala dinner where awardees attended with their partners, who were also recognized for their part in helping their spouses during their long journeys. A total of 70 people were present to celebrate the milestone, and there was an atmosphere of joy and admiration throughout the evening. The night closed with a chance for the award recipients to share their experiences and anecdotes from their past 25 years with the company. It was an opportunity for laughter, fun and fond memories, and all of those present were happy to hear the stories of the long-serving awardees. Edgar Perez, head of credit for Bata Bolivia, and one of the members of staff receiving an award, spoke about his feelings after the event, commenting: It is very gratifying to have been recognized in this beautiful activity for my 25 years of hard work in this company. This recognition summarizes all the experiences that have taken place during all these years. He added: Thanks to the company, I have been able to discover the whole country, and to live different types of anecdotes performing my functions. These memories are always with me, and I remember them with much happiness.

11 MARKET TRENDS 2017 Trend: Girls, Get the Perfect Business Casual Look There was a time when dressing for the office was simply a matter of choosing which of your sober-colored pant suits you were going to put on that day. Those days, though, are now gone, as the workplace becomes increasingly relaxed in terms of its dress code, and business casual is the new rule of t... As the corporate world continues its march toward open-plan offices and open-door policies, the term business casual is increasingly being used to describe the new dress code for the 21st century. This refers to a more relaxed style of office attire, particularly for women, that replaces the more austere rules of the '80s and '90s. So, where does that leave us in 2017? What can and cannot be worn to in the workplace these days? Don't worry: getting a perfect, contemporary office look does not have to be a headache as long as you follow a few basic guidelines. Vanessa Rodriguez, in a recent article for fashion website Stylishly Me, explains what most companies are looking for these days in terms of dress code, writing: For the majority of companies, business casual is an everyday requirement. You can mix elements of more formal business wear, like a blazer, suit skirt or pants, but they don t have to be worn together. It s also wise to have the majority of your business casual clothing be in neutral colors: black, gray, navy, brown, beige, and white. Starting with basic pieces in a neutral and then adding pops of color allow you to show your personality and keep from being boring. This means that, while it might be best to keep that gorgeous, red cocktail dress for an evening out, you can take the opportunity to experiment a little with your shoes and accessories. Whether you prefer heels or flats for an office environment, matching a pair of cute, on-trend shoes with your outfit can really make you stand out from the crowd. When wearing heels, it is a good idea to keep them below three inches in height, to ensure they are both practical and appropriate for work. Sandals, as a rule, should be avoided, but feel free to wear most other types of footwear to the office, and the more ontrend, the better. Although business casual takes a more relaxed approach to work attire, there are still some types of clothing that you should steer clear of for the office. If you want to err on the side of caution, it is best to avoid denim, or jeans in general, as well as lowrise pants, sweatpants and yoga pants. Miniskirts too, are off limits for the workplace, as well as full- or ankle-length dresses. You should also avoid clothes that are too baggy or too tight, or that feature skinny straps or plunging necklines. Now you have the lowdown on how to get the perfect business casual look, browse the gallery for a selection of some of Bata's latest offerings that are perfect for the workplace, to help you take a step up the career ladder.

12 Powered by TCPDF ( STORE STORE OF THE WEEK: Indonesian Store Thrives Under Energetic Leadership Bata Indonesia s store in Tang City Mall stands out for its remarkably improved performance. Over the last two years, its store manager has implemented a winning strategy. The store is located in Tangerang, about 25 kilometers outside Jakarta. It is the sixth largest city in Indonesia and one of the largest suburbs in the world. Tangerang is home to the airport that is the main gateway to Indonesia and Jakarta, as well as the country s biggest convention center. The Bata store is located on the ground floor of Tang City Mall, surrounded by other shoe brands: Fladeo, Yongki, Sport Station and Precise. The mall itself is adjacent to other malls, schools and universities. All of these factors have been to the store s advantage since it opened its doors in 2013 with a selling area of 106 square meters. However, when a young store manager named Karnawan took the reigns two years later, sales rocketed. He fully understands how to manage the staff as well as the stock. The Bata 5 Steps are always practiced, and the visual merchandising is maintained with care. The current TALY is 115 percent. The Mercury Concept store serves families in the lower to mid-income range. Shoppers are presented with a full range of Bata shoes, including Levis, Insolia and Weinbrenner. The best sellers are casual men s shoes, women s North Star shoes and ballet flats. The most important thing to have a successful store is care, meaning the supervision and coaching of our sales associates and taking care of each consumer as our honored guest, Karnawan told Bata World News. It s an approach that has created the strongest growth in Bata store performance in Indonesia.