In step with millennials, e-commerce

Rising disposable incomes, growing interest in environment, and a penchant for responsible travel are big factors in China. So, retailers have to understand locals' evolving fashion tastes and values, amid high demand for experiential touch-points when shopping on both streets and online platforms, she said.

She previously worked at global retailers such as Nike, Adidas and Timberland for over a decade.

To woo consumers in China, the company has brought all of its product styles including the flat, the point, the loafer, the sneaker and the Chelsea to China. It is also accelerating the pace of making breakthroughs in new environmentally friendly materials and items such as bags and other daily articles.

Tang said the company's brands are building an affinity with consumers by becoming part of the lifestyle trend and motivating consumers to be more active.

China's ongoing battle to enhance its domestic waste management in many cities is also a practical way to promote consumers' awareness to adopt environmentally friendly products in their daily lives, she said.

"We found that consumers in city-level markets attach great importance to selecting green products for themselves, as well as their children," she said. Boosted by government and individuals' efforts, the brand's public awareness will be further improved across the country.

Apart from promoting brand awareness in China, Rothy's launched the brand's first international market to run international shipment business for its shoes in five countries: Canada, Ireland, the United Kingdom, Italy and Australia. The company is also keen on building a presence in other markets, including Japan and South Korea. It is eyeing some fast-growing economies participating in the Belt and Road Initiative from a long-term perspective.

According to A.T. Kearney, the US-based management counseling firm, its 2019 Global Retail Development Index, a bi-annual study of the global retailing landscape, shows that China remains one of the most attractive developing countries for retail investment.

"Chinese consumers are becoming more rational, and they are not blindly following the crowd to imitate others," said He Xiaoqing, global partner at A.T. Kearney.

"In the past, some fast fashion brands imitated the designs of luxury brands and attracted some consumers. Now it's not like that anymore. This has pushed many brands to reposition themselves, improve the quality of their goods and produce more durable products. Being green and sustainable should be the growth path."

On a personal note, Tang said she enjoys reading books and watching musicals, and spending time with her daughter during her spare time.

On some weekend afternoons, and during business trips at both home and overseas locations, she can also be found checking the latest trend in store decoration in various segments of the fashion business.