How Long Is The Fire: An Unprecedented Movement Has Swept The Fashion Circle Around The World.

From Ash to New Balance, this round of Gym shoes The trend is somewhat puzzling. How long can it last? An unprecedented movement is sweeping the world fashion circle.

If the popularity of baseball skirt to basketball vest skirt is just the result of the application of sports elements in garment design, then, Chanel And Christian Dior made models in the 2014 spring summer series press conference, showing that wearing advanced sports shoes is a subversive revolution. It means that sneakers have become the top fashion items, rather than the choices that people can arbitrarily put before they go out on rainy days or when they are too lazy to dress up.

　　 Dior

　　 Chanel

Now, in the eyes of Lian Carver's stylist, he is the best. Wear and ride The way is a jacket of Givenchy jacket, Alexander Wang and a pair of New Balance running shoes.

Yes, as you may notice, New Balance's Retro jogging shoes suddenly appear at the feet of countless chasing young people and frequently appear in street pads or fashion magazines. The brand that always advertised itself as "President jogging shoes" seems to have changed from the equipment of politicians and professional marathon athletes overnight to tidal waves.

The shoe brand, which is based in Boston, USA, is not a listed company, so the specific sales figures are unknown. But according to a person close to New Balance, sales of New Balance doubled in China in 2012 and 2013. Faced with the surge in sales over the past 2 years, New Balance's management in China feels that "happiness is too sudden". Because before the trend was detonated, they seemed to have done nothing. {page_break}

To explore the popular way of New Balance, we have to start with another Italy shoe brand Ash.

In 2007, Winnie Foon, vice president of global brand purchasing, is still the buyer of Lian carver. When she and her colleagues first put Ash's shoes on the shelves of Hongkong's Crawford, people's reaction to it seemed very mild.

In fact, since Designer Patrick Lither has been doing this in the global market since its establishment in 2000 Ash. It was not until 2010 that Patrick Lither designed the first slope heel sneaker to make a radical change. Slope heel sneakers became the best selling style of Ash in the past 10 years, and since then it has become a landmark product of Ash.

"The reason why high-heeled shoes are enduring is that it can bring confidence to every woman. Everyone wants to have beautiful lines and attractive height when they wear shoes. What I have done is to combine this pursuit with comfort to better conform to the trend of LOHAS and leisure. Patrick Lither said so.

In the memory of Su Heyi, China's marketing manager, Highline, the parent company of Ash, stars such as Faye Wong and Kelly Chan began to wear Ash slope shoes frequently before the cameras in 2012, which made Ash widely recognized in the Chinese market.

It is worth mentioning that the Ash slope and shoes at these stars are not sponsored by brands. "Slope heels are especially suitable for Asian women whose height is not dominant." The reason why Asian stars favor this anti traditional design sneaker, Winnie Foon said.

Price is another cause of popularity. A pair of premium Ash sports shoes are priced at around 2000 yuan. If they get a discount, they usually get 1000 yuan in advance, and less than a pair of high heels. Whether you need to wear high-heeled shoes for workdays or casual weekend shopping, a pair of Ash sneakers can meet the requirements without changing all the wardrobe contents.

The biggest contribution of Patrick Lither is that he breaks the traditional framework of sports shoes - emphasizing functionality and comfort and ignoring fashion. Ash is not just adding a slope to the sole of professional sports. You can see the fashionable elements of leopard print, splicing, rivets and so on in Ash sneakers, and the colors of each season are also keeping up with fashion.

Since 2012, Ash's heel sneakers have been popular, and this design has been copied by more and more brands. Marc Jacob and John Galliano have launched sports shoes with slope design. Even women's shoes brands like BELLE and Joy&Peace have followed suit with similar styles.

Speaking of which, you may have a little feeling about the popularity of New Balance - sports shoes are more fashionable and more carefully decorated.

"Now the situation is that buying Marc Jacob or Ash sports shoes is also fashionable enough, but if you want to show a tasty exercise Look, it's better to buy a pair of real sports shoes." A Lian Ke Buddha stylist told reporters.

Of all the professional sports brands, Nike and Adidas are the most powerful marketers. However, New Balance, which has never invited spokesmen and rarely advertised TV commercials, has been chosen by the tide.

5 years ago, the baggy trousers with a pair of Nike Air Force 1 sports shoes were the most fashionable wear of European and American pop singers. In 2011, the appearance was out of date, and everyone put himself in tight leg pants. And in order to be more balanced in the overall shape, the shoes that match also change from the shoe type wide basketball shoes to the slender narrow edition running shoes. The shoe design of New Balance just meets this requirement.

The sports brand, founded in 1906, is famous for its retro sports rather than professional running shoes. The most obvious feature of it is a string of numbers on the tongue. At first, these figures representing footwear models and locations were designed to help the clerks find products in the warehouse more easily. But the tide turned these numbers into a set of playing standards. 5 the initial model is the entry level single product. The 99x, first introduced in 1982, is a series of retro series that can better reflect the matching skills. The origin is China, the United States or the United Kingdom is also a playing condition. It has a direct bearing on prices, details and workmanship. In addition, every series of New Balance has rich color matching options.

This feature that can be collected makes New Balance popular. It is the only brand in all sports brands that provides 6 widths and 2 heights to meet the comfort of different feet.

In Asia, New Balance sneakers were first popular in Korea. With the popularity of Korean TV drama and music, the influence of Korean fashion style on Asia is also gradually deepened, and the trend of narrow leg trousers with New Balance running shoes is also brought to China.

Cheng Yang is one of the founders of Chao Dian Begins. He is also a sports shoe collector. Recently, when watching the Korean drama "you from the stars", he noticed that the hero min Jun passed a pair of New Balance grey running shoes with a model of 1500.

Of course, New Balance can become popular in China, and there is another environmental factor that can not be ignored, that is, the emergence of running craze. New Balance can not only satisfy the functional requirements of running, but also combine with the daily wear of sportswear, and even add a lot of color.

Now, Ash and New Balance are adjusting strategies to take the initiative to cater to this fashion movement.

In 2013, in the unsatisfactory market environment of the clothing retailing industry, Ash found the brand of domestic shoes, which has an advantage in the channel, and expanded the store as a partner. As of the end of 2013, Ash has 58 stores in China and will further increase to 100 in 2014.

Ash's global consumer base is basically locked among young women aged 18 to 25, but they found in China that more women over the age of 30 will often take their family to Ash's stores to buy shoes. In order to cater to this demand, in 2013, Ash opened the world's first life style shop in Shanghai's trade fair, extending from the original women's shoes to the sale of men's shoes, children's shoes and fur coats at the same time.

Unlike Ash's strategy of extending the product line, New Balance has chosen to promote an entry-level product. These 574 models are only about 600 yuan for retro running shoes, and they belong to the lower price category in the running shoes of New Balance. Just like fast fashion, 574 almost every time a new color combination will be introduced to attract consumers to keep it fresh. Despite the fact that color has been one of the characteristics of New Balance, in the past, New Balance did not introduce so many colors into the Chinese market.

"Since the fire started in 2012, New Balance has been trying to sell more colors to the Chinese market. Since there is demand, why not? "Cheng said. In 2013, 574 became the most exposed product of New Balance in China.

But one question to consider is how long this boom can last. A small story is that in 2010, Shanghai's leaps shoes were bought by the French businessmen to sell the copyright to Paris, but it was not long before the tide people forgot it, because it failed to develop new products continuously and quickly to satisfy people's new and old psychology.

Another bigger worry is that although sports Look can look healthier, it still has to follow the trend rule that "I buy a new New Balance now because I don't think many people wear this style." "But no one can guarantee how long this mentality can last, and how many years New Balance can last." Cheng Yang said.