A few years ago, the fashion industry suddenly launched a "J.P.Tod s" whirlwind, from FASHIONSHOW to the Oscar prize giving ceremony, as long as there are celebrities, celebrities, celebrities to attend the occasion, you can see her "trace".

For a while, Sharon Stone, Melanie Griffth, Harrison Ford, Cindy Crawford and other superstars, celebrities, almost one foot TOD TOD S.

Besides ladies' shoes, ladies also have a square shopping bag DBag or Eight Bag suitable for dinner.

Some people say that no matter in Hollywood or in New York's upper class society, TOD S represents "the most comfortable and comfortable shoes" and "the simplest but classic leather bag".

TOD S is also optimistic about the Kunming market when many international brands enter the spring city and create impressive sales results. "We will open stores this month."

CANDYCHENG, TOD's S public relations manager, said in an exclusive interview with Yunnan economic daily.

Soles game

What CANDYCHENG calls "this month" has been guessed that it is any day in April.

In fact, TOD 'S Kunming shop has been renovated in the Golden Gate Center.

The interior design of "TOD S S store" may continue to be elegant and stylish.

Duhui, who has just returned from Hongkong, conjecture that the marble floor and furniture are made of lacquer wood and leather, and the display rack is combined with mirror screen and bright steel to give people a noble and cordial feeling.

According to the style of TOD 'S, the Kunming store should be divided into two parts, namely, ladies' series and men's series.

Each regional design has its own characteristics, considerate customers need to browse the boutique, the inside of the shop is bright.

In order to highlight a warm and friendly atmosphere, a variety of special furniture will be selected to give people comfort and warmth.

What is the charm of TOD 'S and so many followers?

The answer is just like TOD S's helmsman Deigo Della Valle: "we have to design a shoe like LEVI S.

"Yes, because adhering to the quality and comfort and practicality, it can wear many years and not just wear the popular products of the season, but she becomes the" necessities of life "of celebrities.

CANDYCHENG said.

The Italy leather luxury brand, which has three generations of descendants, has only skin, rubber, soft bottom 3 moccasins casual shoes and D Bag and EightBag two leather bags for many years.

But TOD`S uses all kinds of leather and leather to play with "sole Games", making countless changes to simple products.

"The Deigo Della Valle, who built this luxury brand story, inherited the shoes factory of the grandparent specializing in the production of elegant formal shoes in the 80s of last century, making TOD`S a big company today."

TOD`S's sign, shoe sole and heel have a round rubber moccasins shoes. Its inspiration is also from Della Valle.

The concept of Della Valle not only represents the brand logo, but also has practical functionality.

CANDYCHENG said, at that time, Deigo Della Valle first discussed with Lucadi Montezemolo, President of Ferrari automobile, wanted to design a very light soft, anti-skid function, can be "boot shoes" sandals.

On the other hand, because all shoes are always sewn by hand, these small bumps also make the sole more precise when sewing.

Some people say that Della Valle is a smart businessman. Whenever new products are launched, Della Valle will conduct market tests first, and send some new products to celebrities known as styleoficons, like princess Caroline of Monaco trying on them to see if they like and do publicity at the same time.

"However, Della Valle believes that the reason why TOD`S is popular is not because of market strategy or celebrities, but the brand philosophy design classics and modern products."

CANDYCHENG said, that is to say, even if TOD`S has different changes in appearance, it will continue to insist on using traditional leather making and shoe making methods to create more fashion legend.

It is said that one day in May, handcrafts artisans from leather goods in Italy will show the crafts of TOD`S famous bean shoes in Kunming.

Whether it is shoes or bags, from the first moment of meticulous fabrication, the original manual leather cut to make different parts stitched together.

"A shoe's production process will be more than 100 processes, the production process is done by hand, and each process is operated by skilled craftsmen dedicated to the process."

Pyramid

"I know TOD`S. It started in Hongkong."

Du Hui believed that TOD`S had made a detailed investigation of the market before choosing Kunming. They finally chose Kunming to explain that the international brand recognized Kunming's consumption potential.

Li Yi, an industry analyst, said that the Kunming brand market constituted a Pyramid structure, and the international luxury brands at the top of Pyramid had high prices and high profits, but the market share was less than 5%.

At the bottom of the Pyramid, the price tag is the largest, but the profit margin is the lowest. It is in the shuffle period.

Looking at Kunming leather products, up to now, there is no leading brand in this market, and the market is very large.

For example, shortly after entering Kunming, French Latino has developed to 4 stores.

"The Red Valley is similar to us. There are two shops in the grass Canyon, and the smelly cobbler also comes to Kunming."

French Latin red Dongfeng West Road shop staff said so.

In April 19, 2007, the French luxury brand Louis Weedon Kunming store held the opening reception at the Golden Gate Center.

At that time, in order to make the guests feel the fashion from France, the French photographer Jean Gerard used Louis Vuitton suitcase to build the shape of the Eiffel Tower for guests to take photos.

At that time, Louis Weedon opened a shop in Kunqu, and brought many limited edition leather items that he seldom saw on weekdays. He attracted the attention of talented celebrities who attended the reception, and one of them raised a contest in public.

It has been revealed that Kunming Jinlong Department store has worked for Louis Weedon for 4 years.

"In the TOD`S group's strong investment and market development strategy, Kunming has always been a valued market."

Li Yi analyzed that TOD`S opened its first store in 2004 and has opened 12 stores in mainland China. Tianjin and Sanya opened respectively this year to eleventh and twelfth retail outlets in China.

The opening of the two shop opened a prelude to 2008. The opening of the Kunming store this month shows more clearly the strategic continuation of TOD`S's increasing investment scale in China.