J.FitzPatrick的JF线

上周六,Justin发了一封长邮件,给他的客户介绍这个品牌的入门线,JF。

我是大约去年12月份和他聊天知道这个计划的,他也说的很明确,就是和Meermin竞争。我直接和他说,我不喜欢品牌往低走,不过你的理想比我大,作为朋友我会支持你。

邮件的全文,我就不翻译了,我挑一点比较有共鸣的地方和大家讨论下。

Through the 7 years of having our J.FitzPatrick line, I noticed something about our customers, how they bought, what they bought and what they came to us for. Little did I realize that I had carved out a niche and reputation for being the brand that brings you ‘button boots, two-tone shoes, saddle oxfords, spectators, shoes with denim, blue, green and burgundy footwear’ and the like.

我和这些消费者的看法是一样的, 包括我成为他的代理,也是觉得他的鞋子是非常有特色的。

我个人很保守,喜欢黑色牛津,对于创新,乐见其成,但在经典男鞋上创新,度是问题,Berluti肯定是创新的,但现在的度就过了(个人观点)。

Berluti Alessandro Edge

而J.FitzPatrick创新(或者说复古)的度,我就觉得非常棒。他将一些历史性的款式,比如Spectator,马鞍牛津,蝴蝶乐福,排扣靴重新带回主流市场(因为一些纯定制还是有满足客户的需求在做),同时在拼色上,加入更鲜艳的博物馆色,以及花呢或者牛仔布材质。

Carkeek ll

这种复古与前卫的搭配是Justin个人审美的体现,再配上Tony Gaziano帮他设计的楦型,鞋子很好看。我觉得非常好看!

“But what people did not look to get from my brand were the super classics. I noticed this when I introduced chukka boots and they did not have the sell through that I felt they should have had, as a super versatile and classic beater-type boot that most normal men own at least one pair of. And it made me ask myself why? And it dawned on me that for certain classic shoes, you cannot reinvent them. You cannot really make a chukka boot so much better or different. A chukka boot is a chukka boot. So why would someone buy one from me for around $450 when they can get one cheaper at brands like Herring or Meermin? They wouldn’t and that is what I noticed. And it made sense, too. “

他推出的很传统的经典鞋,消费者不买单。他得出的结论是,无法重新发明这些经典的款式。

我是觉得,传统款式卖的贵的品牌也不少,那些一般都是通过更多细节方面的工艺来提升质感,比如Saint Crispin’s的。

Saint Crispin’s 524

而J.FitzPatrick的鞋子,这些方面就没有更高的等级,他的价格和成本无法覆盖这些工艺。这是短板吗?我不这么看,我认为这就是品牌定位,不要想着赚所有人的钱,不要想着别人做我也做。

然后他的结论就是,经典款式既然我无法给出更好的设计,那么我就用更好的价格打动人,定价195美元。

这个逻辑是通顺的,对于想要花这个价格买固特异鞋子的人来说,有品牌和Meermin竞争,肯定不是坏事。

大家可以看看鞋子。

JF Crescent
JF Wenatchee
JF Cle Elum
JF Sammamish
JF Chelan

我说实话,第一眼的感觉,就是比他原本的主线差了好多,虽然多看两眼,质感并不是那么差,最最最起码,比英国入门那些还是要强多了。

我喜欢经典的款式,但是对于J.FitzPatrick这个品牌,我只会进主线的鞋子,这个入门的,也许有受众,也许对于价格更敏感的人会需要,但我只想卖我个人都觉得有激情的鞋子。

总结

他在邮件的一开始就说,他的理想,是让更多人穿上好鞋子。从这个理想出发,入门JF线没毛病。

我的理想,是让人们欣赏鞋子的美,我会把我觉得美的带给大家。

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