Covatta has launched Italian luxury goods brand Giorgio Fedon in the Asia Pacific region, creating new sales channels, repositioning the brand and offering crucial market entry advice.

Twelve months into their strategic marketing relationship, Giorgio Fedon credits Covatta with generating brand recognition and market penetration that would have been impossible to achieve without a local partner in Asia.

"The media buzz we've been able to create around this brand is amazing,"said Managing Director, Mary Covatta. "Here in Hong Kong we achieved coverage of over HK $2 million in media and public relations alone. This was all done in under twelve months, before Giorgio Fedon even opened a local store."

However, the partnership goes beyond event management and public relations. Covatta harnessed its extensive experience with the Asian market to reposition the brand for launch in Hong Kong, Taiwan, Korea, Tokyo, Australia and China. "Taking the new travel line, Giorgio Fedon 1919, we really tailored the collection to the local market, looking at the features and benefits of the products that the target audience would be excited to hear about."

Covatta developed a complete regional strategic plan, providing market entry advice, business consulting and introductions to distribution and sales channels for the six-country roll-out. "When a client is entering a new market, it's of paramount importance to find the right partners,"stated Covatta. "We help them get it right the first time."