[Reprint] Nothing doing brand _ Han Ming brand

Original address: Nothing doing brand author: talking with Pro.Wang shouzhi about to build brand, nothing is really not easy, so always some claims. We know that some of the major brands, such as Burberry, crocodile, Chanel, Dior can tell a series of historical stories, stories, pass it easily. Brands need stories, historical background. Luxury brand of the rules are simple, or a Masters at the helm, the famous design to say, the brand is famous masters of designers, promote the brand is not too difficult, or have a long history, just like love mashi (Hermès), Louis Vuitton (LouisVuitton) such companies, said what is God, brand history, brand resources; if you have neither the world famous design guru, and no historical heritage you can get it, only the underlined the excellent functionality of the product itself and the use of advertising to an image of it is not always true. Italy shoes, handbags Tod ' s is a bit of nothing out of the quality products of the brand, is very eye-catching. Tod ' s is Italy's famous Sandals brand, but never what story can interpret. Created 20 years ago, now have access to luxury level, fashion magazine seeks to define the brand's article, is never a very accurate positioning. Some said that it was a low-key luxury, it seems like, because the high-profile luxury will, few products can be low-key luxury, it is clearly a gimmick. Tod's Logo image is not used to highlight their own, I guess many people and even the company's logo is what do not know, don't care, Tod's damn brand design master effects, we now also know Tod's and the name of the designer. The company played a brand of article III of the road to success, emphasizes functionality, is well worth learning. Tod ' s is Italy were Diego de la. Vera (Diego DellaValle) creation, Vera family from 100 years ago began to do shoes, good quality and design have shoes also features. Diego this people like F1 racing, 1979, created the JP Tod's the brand that is the name of a fictitious virtual, he himself is the hope in the comfortable sandals in the United Kingdom increased a little bit of aristocratic, but shoes is in the atmosphere you want to add, there is no historical element can be interpreted, it is only through advertising to add. Tod's strength lies in superior performance and comfort. Because Diego himself is F1 racing fans. His sandals in the non-skid property has a special sensitive, always and racing in wet lane linking the antislip tire. He designed for the racing stable they step on the accelerator and Tod shoes, extremely harsh, it was said that he drove the design for racing use of slippers, particular and Ferrari (Ferrari) Automobile Company President CEO Luka (Luca diMontezemolo) discussed the design of a very soft, but have very good with non-slip performance of professional sandals, as professional racing shoes. The sole has a lot of poking of adzuki bean beans, so we told Tod shoes for "beans". The first generation of beans bean shoes was born in 1986, in the sole and heel has 133 dual rubber particles, then the adzuki bean beans into a symbol, from the sole climb to Tod's many classic articles on the surface. Bean beans shoes become classic, design from the beans, the original 133 heart beans are in the sole, then it is necessary to highlight the Visual image, thus spreading the heel top seven stars beans, very conspicuous. In 1986, that is called gommino, hand sewing of deerskin, after continuous innovation, such as the 2005 launch of Degas ballet shoes spring and summer, in the fashion sector is very popular. While it is changeable, Tod'sloafer Sandals recently saw a loafer shoe surface added compact metal jewelry, very little sense of Latin America's custom nice and fashionable. Do the brand, the natural history and stories, inheritance, but a mainstream tools, product orientation fabricated unique is also very important in the primary. Following this approach, it is necessary to see Tod's success, Tod's while doing high-end luxury shoes, but they remain in position even with casual shoes and leisure package above, however, if you wear it or carrying it attended fashion dinner, random attack deliberately, with smooth attack contrived, formal attack with leisure, last but do feel free, busy, though, but can be changed, and from any formal establishments. In a formal setting high heels hold sway in the fashion world, apparently strong subversive. To do this step, you need to feel comfortable shoes a customer image packaging, Diego in Tod's ads in the beginning, from the nobles, advertising has always been a high-end, top players to make a foil Tod 's, such as the Gali. grant (GaryGrant), John f. Kennedy and his Chin Mei 100 State beauty wife Jia Kuilin. Kennedy, movie star Audrey Hepburn and David, Wen (DavidNiven). A purely advertising practices: in these celebrity photographs placed in front of a pair of Tod 's, often marked next to the average price of a daunting task, with the passage of time, consumers naturally positioned their shoes summed up. This approach seems stupid, but long-term promotion, but very powerful. From 1979, I see Tod's advertisement of this kind of experience to the maximum, in the absence of historical story can say, how to build your own required brand. Tod's way of trying to make celebrities, in their advertising terminology, these people are trying on lead shoes market high-end positioning. Tod 's, whenever a new product will be the market test, bring new products to the favourites to try on. For example, they have been trying to Princess Caroline of Monaco, Hillary Clinton, Diana · try on the shoe itself is good, so that the characters in a like fashion to whip up a Tod's whirlwind fashion show, from the Academy Awards, fashion, celebrities, celebrities attended the occasion, you can see Tod 's. Harry · Berry, Sharon ·,Pass, Harrison · · Ford, Cindy Crawford, superstar, supermodel, almost human feet a pair of slippers, Tod 's, except sandals, square shopping bag DBag, or suitable for dinner EightBag two choices. In Europe, many celebrity nobles were away on holiday, be sure to wear shoes all draped particles with Tod's flat sandals. Celebrities in person immediately before, the fashion, climate. Tod's products also have their own strong positioning: shoes up to seem like a comfortable socks. Tod's brand philosophy of nature is a celebrity, but the design is super comfortable, classic and fashion; in classic and stylish, Tod's found a happy medium: with the times. Is neither a fashion trend leader, is not adhering to the traditional classic, but in classical style, and fashion elements, focus on quality and functionality. In Tod's product line, about half of classical style, 30% but with fashion elements to classic style-based products, there are 20% is the latest fashion elements. It considers that such a position can satisfy different customers ' needs, while reducing the fashion trend raises the risk of product transformation. Diego said: our customers, not every quarter to swap a purse trend followers, they will not be used six months waiting for the launch of a purse. We hope to give them a little dream, the dream than their lives a little bit higher. Tod ' s is a brand of very interesting case study, deserves careful research, but it is also a comfortable shoes. 2010-July 7, in Los Angeles