Italy Luxury Brands: Hand Shoes Buried Underground "Fermentation" For 6 Months

July 16th report On the 11 day, in the industrial city of northern Italy, the Montenapoleone street in downtown Milan, Armani, Louis Weedon, Prada and Gucci and other luxury brands from around the world gathered in more than 50 places. This Milan's largest fashion street attracts tourists from all over the world.

Here, you can often see Chinese tourists holding two or three clothes or several bags in two hands. In the past 3 or 4 years, Italy has experienced a painful financial crisis, and the luxury industry has also been battered and stagnated. With the brand of Bvlgari and Fendi falling into the hands of France and the Middle East, Italy's luxury brands are facing an unprecedented crisis.

Nevertheless, Montenapoleone street is still alive. The major luxury brands in the world try to overcome the crisis by creating the confidence and craftsman's will and regain their vitality. In order to "revive the brand of Italy", the government is also doing solid backing.

　 manual Leather shoes should be buried underground for 6 months.

The prices of products displayed in Montenapoleone street shops will surprise the rich. Because of the love of Samsung President Li Jianxi, the price tag of the Kiton brand men's jacket, named "Li Jianxi suit", is 7200 euros (10 million won). The price of Cashmere's brand made suit is 25 thousand euros (35 million won). The lowest price of hand-made Silvano Lattanzi brand leather shoes is 16 thousand euros (22 million 350 thousand won), and the value of your products is up to 30 thousand euros (about 42 million won). The high price prohibits many customers from buying. But stores did not have the idea of making adjustments.

"We sell only 7 pairs of shoes a day and only more than 2000 pairs a year," Lattanzi president of Silvano Lattanzi, a brand founder, told reporters. Only a few customers really understand the value of our brand leather shoes. It is said that when a customer comes to the door, it will take at least 7 months or even a year to complete the production of the product after measuring the size of the guest's foot. Leather shoes are made by one hundred percent pure handwork. After the production is finished, the leather shoes should be buried underground for 6 months, making them discolouration and forming a unique texture and color.

Kiton brand is also similar. It is said that the production of a suit requires 45 technicians. Kiton regards only a small number of customers as the core customers, and even the current situation of the guests should be grasped one by one. The company's general manager said, "wish our old customer Mr. Lee, President of SamSung group (Li Jianxi), have a good time."

E. Marinella, the favorite tie brand of leaders, is famous for sticking to the tradition of making four neckties, no matter which design. If you want to meet the needs of customers, it is not enough to produce 800 ties a day, but the company insists on making 150 neckties a day. In the Marinella brand store, each style has only one tie. The manager said, "once a customer buys a product, there will be no more than second shares in the store."

　 　 Salvation "Made in Italy (made in Italy)" brand

Italy has recently launched a nationwide wave of small and medium workshops to rescue the brand of "Made in Italy". It is worth noting that the government is also actively taking action.

According to the four neckties made by a certain design, this year, 100th anniversary of the tie brand E. Marinella was created, and no matter which design was made, only four neckties were produced. (right picture) "Li Jianxi suit", the general manager of the expensive men's suit brand Kiton, said, "we need to invest 45 craftsmen in making a suit."

Last month 16 ~20 held the world's largest men's suit exposition "Pitti Uomo" in Florence, and more than one thousand small and medium-sized brands in Italy participated. Prime Minister Renzi (39 years old) also attended in person and promised to fully support Italy's fashion industry. Young people in Italy lose more than 40% of their unemployment rate. Even so, young people do not want to go into hard work. As a result, Italy's luxury brands have shifted their production base to Eastern European countries.

The Italy Fashion Association, based in Milan, has unveiled "next generation" and "fashion incubator". At the same time, we should develop young people's favorite products by combining sports clothing, outdoor equipment, jeans and other clothing that young people like.

Zheng Yuanjun, a trade official in Milan, said: "in order to prevent the emergence of counterfeit products, the government of Italy strictly grasps the standard of labeling Made in Italy, and supports the small and medium-sized brands that occupy half of the sales in the fashion industry (about 70 trillion won)."