HOGAN Helmsman: No Fashion Victim.

Andrea Della Valle likes to wear leather bead chains on the right wrist, leave the necktie of the blouse shirt to the advanced printed scarf (rather than boring tie), and do not wear three pieces in formal occasions, a workmanship. Jeans And a pair of luxurious sneaker soles. Gym shoes To illustrate the taste of the TOD 'S family.

Recently, the HOGAN (TOD 'S boutique group's luxury luxury brand) helm, TOD' S boutique group vice president borrowed. brand The first shop in mainland China came to Beijing with Karl Lagerfeld as the "HOGAN by Karl Lagerfeld series".

Just like TOD, S insists that she is not a traditional fashion house but a "luxury handmade brand". The HOGAN that was born in 1986 is also an anomaly in fashion circles. A pair of famous "INTERACTIVE" casual shoes have been released for twenty-five years and become the most suitable all-weather accessories for the elite, whether attending board meetings, riding motorcycles or walking in Central Park. Before entering China, the alphabet "H" surrounded a group of new luxury guests who loved Italy's aristocratic children. They were more willing to make themselves fashionable in a comfortable way.

Reporter: is Hogan waiting to enter China late than TOD 'S? Is it waiting for younger luxury consumers to grow up?

Andrea: many people say why Hogan is so late. I don't think so. After TOD 'S fully established its reputation, "European chic" (European fashion) has been accepted by the Chinese market. Hogan is the youngest member of the TOD 'S family and needs enough time to mature in Europe before coming to China. Its consumer group is slightly younger than TOD 'S, but the word young is not accurate enough. It should be said that the new generation of luxury consumers, though young, is mature. They are not "fashion victims". They are more like a shepherd who takes comfort and comfort above everything else: travelling around the world does not carry too much luggage, appreciating the value and beauty of quality in essence.

Reporter: Although Italy's economy continues to fade, Hogan profits rose 7.7% last year, and this year's massive march into China seems ambitious.

Andrea: I often say that as long as you are unique enough, you will not be afraid of competition. Just like Hogan launched in 80s, "INTERACTIVE" is the first luxury sneaker brand in the world. After that, everyone is copying. We are not followers, but leaders. Beijing opened its first flagship store, which is a test; Shanghai will open stores next year, hoping that sales will maintain a two digit growth. But I don't want to go all of a sudden, for example, online shopping is not yet available. From the second half of 2012, Hogan will launch online sales in China, Europe and the United States.

Reporter: Karl Lagerfeld has been designing cross-border HOGAN for three consecutive seasons. What do you think the two have in common?

Andrea:Hogan and Karl are "Icon" in a certain field. They represent the youthful and active thinking. Karl picks up the classic Hogan section and redesigns the new products with black and white colors. In fact, you see "INTERACTIVE" for twenty-five years, the basic shoes have not changed, but the interesting material and details will continue to grow.

Reporter: how do you like to match "INTERACTIVE" in private?

Andrea: every season, I will bring new colors to myself. For example, when I went to the factory workshop during the weekend, when I was wearing a brown jacket, I should have a pair of yellow shoes, didn't I? Although I am not a designer, I like to play like this, and if the designer feels good, it will also be put into production. Every corner of the Hogan factory makes you feel able to play, of course, in a mature way, like "kidult" (kid+adult: adults who never grow up). For ladies, you can put SWAROVSKI crystal and agate stone in early spring, and feel the seasonal changes from the most basic shoes. I have more than 20 pairs of "INTERACTIVE" in my shoe cabinet, and I wear them all day in the company. Therefore, our consumers must not be a luxury crazier and a victim, but a better person to understand themselves.