RAISING ITS PROFILE: Ferragamo Parfums has been steadily expanding its distribution network in the Chinese market, and now, the perfume branch of the Salvatore Ferragamo Group is also investing in public relations. The Italian fashion company has partnered with Weber Shandwick for the remainder of 2014 to develop tailor-made PR initiatives and establish stronger ties with media figures in China.

Ferragamo Parfums chief executive officer Luciano Bertinelli said the arrangement was part of a long-term international branding strategy.

Weber Shandwick, with offices in 81 countries, has public relations experience sectors ranging from finance to healthcare. The firm’s chairman in China, David Liu, said that working with Ferragamo would  “contribute to the enrichment and variety of our luxury and beauty portfolio.”