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Leap - The Story Of An Ugly Duckling Changing Into A Swan

2010/7/29 9:51:00 47

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The "leap" brand is no longer familiar to many people nowadays, but those who are older are most familiar with those white shoes with red orchid patterns and yellow cattle tendon bottom shoes. If you don't know "leap", then you should know the "back force" and the army green "release shoes". You may have worn these brand shoes, but now they no longer wear them, but they do not mean they will never wear - because this retro "Chinese style" has been blown up in Europe and America! When you see a famous star in Hollywood, or often appear on the celebrities of fashion field, walk on red and blue stripes, yellow shoes, or thick striped shoes with red stripes, and familiar army green "release shoes". Don't be surprised. Yes, that is, "leap", "back force" and "release shoes". Made in China is completely preserved, and shoes with Chinese flavour in the last century are retained. Now these shoes, which are "very Chinese" elements, have reached the elegance of fashion in Europe and America.

　　 Becoming a fashion

Nowadays, it is not easy to buy a leap, and "back force" may still be groped in a small town store. Although the "release shoes" can be found in some military stores, it is even more difficult to find the new version of "Sirius". The three Chinese brands reappear in Europe and America. In fact, it is obvious that the road of "fashion transformation" is obvious: design and packaging maximize the commercial value.

From 20 yuan to 120 euros.

　　 "Leap" shoes take off again in Europe

Search for Google now, you can't find the "leap" Chinese website, because it has an English and French bilingual international website, called it "Feiyue", and specifically explains the brand meaning of "Flying forward" (Xiang Qianfei). The history of "leap" can be traced back to the 20s and 30s of the last century, but when it and its "Shanghai big Bowen Shoes Co., Ltd." almost disappeared in China, its history was completely changed by the French in 2005.

The French Patrice Bastian (Patrice Bastian) who lives in Shanghai is very persistent in pursuit of "board shoes". In 2005, he unwittingly discovered that China's rubber shoes, called "leap", were in the midst of his retro sentiments in Sneaker. So, together with his friend and designer, Charles Munka (Charles Muka), he set up a new "leap" creative group. After planning and packaging, in February 2006, the new "leap" series was born in the European and American markets. The price ranges from 50 euros to 120 euros (equivalent to RMB 500~1200 yuan / double), and the price of the leap shoes searched by the Internet is only 20~50 yuan. Now, the special counters have spread in Europe and America, and more Japanese agents have joined the ranks of sales. {page_break}

　　 "Leap is a successful operation".

Henry told reporters that he saw "green shoes" like green shoes in Hongkong, China. For the "leap phenomenon", Henry thought it was a "successful operation". As the regional director of NOVO, Henry seems that the leap is more of a romantic attitude towards fashion in Europe, especially the French, and is closely related to the great situation of China's Olympic Games this year. The excitement of Chinese elements is not surprising.

　　 "French prefer fashion to diversify."

Rabbi, a shopkeeper at Chao Dian DEF, told reporters that his friends didn't wear leap shoes. He said bluntly: "it's hard to see such shoes in Chengdu." Rabbi thinks that Chengdu's attitude towards fashion is mostly in the "brand recognition" stage. Therefore, even if they choose more shoes, they will buy International cards such as Nike, Adidas, Converse and so on, instead of taking the leap as a tide card. Rabbi also said: "leaps and bounds in France also contain signals that the French resist the invasion of American culture. They prefer fashion to diversify and choose more." In Rabbi's view, if fashion can bring localized symbols, of course, it will be better. In fact, leaps and bounds are quite localized brands, but unfortunately it has been packaged by the French.

　　 Pro gaze

"Leap", as a tide card, has gained the popularity of big names. In March of this year, leapfrog and Celine jointly launched shoes. As a famous French brand Celine, which has been selling high leather shoes, it has a history of sixty years, including women's wear, men's wear, leather goods, perfume and so on. The price of this pair of shoes, which is hand in hand with Celine, has risen to 120 euros, and the price in China is not more than tens of RMB yuan. On the Internet, more people have released the cooperation between Hongkong and NSBQ. The LOGO of both sides is very conspicuous on shoes. Prior to this, the leap has also launched a special fund with Moto777.

　　 Leap to the French version of ELLE, fashion

On the official website of the leap, we can see a lot of fashion magazines' introduction to the leap and pictures of the models in the recommended shoes. Including the French version of ELLE, Cosmopolitan (Fashion), WAD and other magazines, there are leaps and bounds. And on the Sneaker website in Brazil, you can see the new "back shoes" recommendation - high Gang, black canvas shoes also have round LO-GO, red thin edge, looks very similar to the style of Converse CONVERSE.

　　 Shanghai has heard the news.

The rush to buy is not limited to Europe and the United States. In Shanghai, China's manufacturer, Shanghai, Changning District, Zhengzhou road, 585, "big Bowen Shoes Co., Ltd.," the market department has poured into countless men and women who have gone to search for leap shoes. In the community of "leap" enthusiasts on the Internet, some people shouted that they had bought a pair of genuine "leap" shoes. And the leash shoes, including leap, back force and Ospop, are now in a state of "luxury goods" and are hard to find.