Speaking of several well-known welted shoe brands in China, they are Mattina, Yearn Shoemaker, Oct Tenth (if you are still used to calling it TGC, you can, but the proprietress should hope you remember her birthday) and Acme. In fact, Gulun and Cie shouldn’t be underestimated volume wise.
So many famous brands, are there any classic models?
In fact, there is, but I feel that brands have not shaped it too much or strengthened it.
For example, the best seller of Mattina is Elgar, the one I own.
Cap toe Oxford is what men subconsciously think of formal dress shoes.
Most men wearing dress shoes in China are unlikely to be influenced by this knowledge and culture, but they are naturally infatuated with cap toe Oxford, which I think is the strong vitality of this style.
But the other three brands, Oct Tenth, Yearn Shoemaker and Acme, don’t have any iconic styles. For reasons, Oct Tenth and Acme are a little bit relative to MTO.
Yearn Shoemaker releases new styles constantly and the frequency is not low. These styles are interesting, but I am skeptical about whether this is good for the brand.
So to sum up, I think Mattina is still the most positive in brand building, introducing new products rhythmically, and strengthening external cooperation to enhance visibility and exposure.
Back to the title, I think classic models and brands are things that reflect each other. Brands can be castles in the air. For example, John Lobb is very good. Some people ask why it is very good. You don’t have to explain that the leather is good, the last is good or the model is well designed. Just say that this is a shoe brand serving the British royal family very early, that’s enough.
But if the brand has the right products as the carrier, it is complementary, which is why John Lobb’s Lopez, William and City are popular all the year round.
People who buy Edward Green will definitely consider Dover, Chelsea and Berkeley first.
Even Gaziano & Girling, which is very new in style and short in years, has such blockbuster products as St James II and Antibes.
Even luxury brands have their carriers, such as Tod’s driving mocs and Gucci’s horse-bit buckle Loafer.
The classic model is verified by the time when consumers vote with banknotes. It is not the wishful thinking of the brand. But now that we have this momentum, we might as well add fuel to the flames.
Summary
Making classic models more deeply rooted in people’s hearts is an important aspect of brand building.