Never Stop &Nbsp; Nordic Shoe Brand Chronicle Is Stationed In Beijing.

July 19, 2011, Nordic Europe Shoe brand Chronicle to celebrate landing in Beijing, held a grand opening reception in Sanlitun, D.Lounge.

Nordic shoes brand Chronicle was founded by Kasper Leschley and Thomas Poppe. We are committed to providing "smart" footwear products. Chronicle shoe sets are of high quality. Leatherwear Comfortable, avant-garde fashion design, coupled with inspiration from the unique design style of European design team, shows men's confidence and expresses their innate unique style. For a more comprehensive understanding of Chronicle brand, the reporter interviewed chief designer Yves Molet (hereinafter referred to as Y).

Reporter: Chronicle brand has just entered China. You may not know very well about it. Can you give a brief introduction to Chronicle brand?

Y: Chronicle is a Nordic brand in the forefront of fashion. It combines high quality leather, comfortable and avant-garde fashion design, plus the unique design style from the European trend, showing man's confidence and expressing their innate unique style.

Reporter: the design of northern Europe is really unique. There are many Scandinavian brands that have not been heard of by Chinese consumers before. But now they suddenly become popular. What do you think of this problem?

Y: Nordic brand has been developing all over the world. Nordic Europe is the core of European original and design, so many Nordic brands are developing very successfully. {page_break}

Reporter: it seems that northern Europe is the design center of Europe, but the situation of Chinese market and European market is not quite the same now. How do you catch the interest of Chinese consumers? (according to the differences between the two markets)?

Y: Chinese and Europeans have different ideas on clothes, so we have to create a style that is simple and easy to wear. This style is what many Chinese consumers are looking for. No matter where you come from, almost everyone pursues fashion, shape, comfort and quality.

Reporter: indeed, modern people not only pursue brand and fashion, but also pay more attention to quality. I heard that you have been to many places before. What inspiration did you see and hear during the period?

Y: for shoes design, Italy is a country that has influenced me a lot. I worked there and studied for some time. I had the privilege to work in a small company specializing in the production of hand-made luxury shoes, where I could chat with all the people in the factory, so that I knew very well every necessary step in the production of shoes.

Reporter: it must be very interesting to go deep into the factory. At the beginning of the design career, did you regard footwear design as a goal?

Y: at first I made product design. When I was in University, I had a footwear design competition, and then I took part in it. I enjoyed the whole competition process and finally won the prize. Because I liked to buy shoes when I was little, but it was not until then that I realized that this could be my profession. So I fought from product design to footwear design.

Reporter: it seems that the impact of preferences on people's career is very far-reaching. How do you integrate your design ideas with the ultimate consumer market needs?

Y: I have to think of myself as a Chinese consumer and then consider their preferences. I have deliberately observed many Chinese people, such as what they wear, their attitudes and the way of life they pursue. Then, based on the information I have, I began to design.

Reporter: this process must be very interesting. We can see that the classic design of Chronicle includes Oxford, Derby and Brogue style. But many other brands in the market are also producing these kinds of shoes. How do your three production lines (Series: fashion, classic and convenient) differentiate their products and other products already existing in the market?

Y: our latest products are sharper than other products in the market. Besides, we have adopted the Chinese footwear standard, which is more comfortable and suitable for Chinese consumers. Many competitors only use limited colors and general leather. We used more colors, double dyed leather and different handwork effects. Besides, some of our products are produced in Italy.

Reporter: can you briefly describe the countries you have been to? How do these countries understand the design?

Y: people in Paris are very fond of dressing up, so they seldom see sneakers. In Barcelona, on the contrary, most people wear sports shoes and look more relaxed. In Tokyo, people always like to try new things, and have the ability to accept new things.

Reporter: it looks like a real person with water and soil conservation. So what is your own dressing style? Will you express your design philosophy through dressing?

Y: I wear jeans more often, and I am more inclined to wear sneakers. I often travel around the country, so my clothes are better suited. I admire the idea of "less is more" for dressing, but I will use a pair of great shoes to match.

Reporter: "less is more" is absolutely classic. Finally, I would like to know about pricing. Do you have the right to interfere with the pricing of Chronicle in mainland China? What kind of price is the shoe in Europe Chronicle, will it be more expensive?

Y: we absolutely make quality affordable, our idea is value for money. Shoes of the same quality, if manufactured in Europe, will be more expensive in Europe. Some products are still not able to complete the whole process in China. I think there is still a long way to go for the shoe industry to achieve a high standard.