Italy Makes Hand-Made Shoes Into Opera Beans And Shoes Across The Sea To Realize The Chinese Dream.

Ballet leapt out of the old story.

On the screen, thirteen young ballet dancers are dancing. From time to time on the stage, they took off from the sky, sometimes in the resplendent opera house, and sometimes peek out of the shoe holes at the bottom of the dancing shoes. The short film called An Italian Dream appeared on the surface of the romantic story in Milan's Scala opera house. The actual plot is the process of handmade shoes made by Italy leather brand TOD 'S, and the most comfortable "peas shoes" of feet feel stitched out in the ballet.

In September, "Italy dream" made its debut in Milan, Italy, where it announced the "suture" of the two famous brands in Italy: TOD 'S will cooperate with Teatro alla Scala for one year and provide the production cost for the entire performance season (one year). The "Italy dream" was specially shot for this cooperation. Directed by Mathias Zentner (Matthias Zentner), Gianluca Svany (Gianluca Schiavoni) of Teatro alla Scala was choreographed, and the ballet dancers participating in the performance were all from Teatro alla Scala. The performances and costumes were also hand-made by artisans of the Theater Workshop. "This unexpected cooperation is not only the cooperation of fashion and music, but also the two companies that have nothing to do with each other, but they all think that the" ambassador of the national image "is combined in the form of art. After the premiere, Suzy Menkes, a heavyweight Fashion Critic, wrote in the New York Times. She added that the two "ambassadors" will go hand in hand eastward - their main destination is China.

In October 22nd, the "Italy dream" was premiered in Beijing and announced to the Chinese media the cooperation between TOD S and scala. On the night of the launch, TOD 'S held a Carnival Party at 798. 751 the large iron pot in the design square was illuminated by the light. The staff said that it was for the purpose of "recreate the magnificent of Milan's Teatro alla Scala". The chief ballet dancer of the scala theatre was playing on the stage.

"This trip to China is the first celebration held by the two sides outside Italy to commemorate this cooperation. We also hope that we can enjoy the charm of Italy through the special performance. At the press conference in Beijing, Diego della Valle, President and chief executive officer of TOD S group (Diego Della Valle) said, "we have very important clients in China and hope to have stable development. The selection of the film premiere in Beijing shows that the Chinese market is of great significance to the spread of TOD S and Italy culture.

"Making for China" is a clue.

"A famous leather goods brand in Italy is working with a famous opera house in Italy" - this news is not related to Chinese people far away from the other side of the ocean. But in the global luxury market, it is a consensus to let more Chinese know us. In the October issue of Newsweek, "Made for China" became the cover story. This shows that in the awareness of foreign mainstream media, "Made for China" era is replacing "made in China". Obviously, the West extravagant Brand is more sensitive than media's sense of smell.

Some conventional ways of promoting more shops, more frequent Chinese shows and more limited edition have appeared in China a few years ago. Before the opening of the DIOR the Bund show, people could see David Lynch's advertisement on the website. The protagonist was a bag called miss Shanghai, while another French luxurious old brand always advertised "noble" CHANEL. The courtesy displayed was hard to be ignored. A sweater with three characters written on the chest was enough to be a counterfeit for PK in China. "CHANEL" By contrast, the way of "curvilinear performance" in the form of artistic cooperation is more meaningful, or can be seen as an attempt by the brand to infiltrate into Chinese culture. Before long, Hermes combined with Chinese artist Chiang and Chiang launched the new brand "up and down" in the mountains of Shanghai. Before that, Prada put Meng Jinghui's actors on their own designs, and staged a "fashion show" in the pioneer small theater in China. The young people sitting in the small theatre at the moment, or the theme of the middle class in the future, are the biggest consumers of luxury goods according to the past experience of the West.

Despite the four calls for "made in China", it is a traditional brand in Italy. TOD 'S Having their own considerations -- different from the way of "infiltrating China" actively, what they are doing is to further highlight the "Made In Italy", a long history of "national brand". Not long ago, when World Expo was in full swing, TOD 'S erected a huge "peas" in the Italy Pavilion of the Expo Park in Shanghai. shoes The model moves the experienced Italy shoe craftsmen to the scene to demonstrate to Chinese tourists what the "Italy hand-made shoemaking craft" is.

TOD 'S has come to China for a long time to announce this cooperation. It is another part of its strategy of "making in Italy". It promotes not the real thing, but the intangible assets behind the brand, or the descriptive "product NOUN prefix" that makes the goods proliferate. It is these invisible things that constitute the consumption motivation of luxury buyers. After "handicraft" and "life style", only this time, the "product prefix" they popularized is "culture".

Dialogue TOD Diego della Valle group president, Diego della Valle

Interviewer: how do you understand TOD 'S's "made in Italy"?

Diego della Valle: TOD 'S brand and Teatro alla Scala truly reflect the essence of Italy tradition, and wholeheartedly guard and inherit the skills and qualities represented by "Italy manufacturing". The dream of Italy marks the beginning of cooperation between the two sides. I hope this partnership will continue to develop over time.

When Chinese consumers talk about "made in Italy", they first think of handicrafts, high quality and beautiful things. They will remember the culture of Italy, but they may not know the story behind the product. In China, the concept of "made in Italy" is more integrated with imagination, which contains too many cultural aspects. We are a traditional Italy brand, hoping to keep this tradition. From material selection to production, we are strict in every step. Quality is the most important thing for us. When making "Italy dream", we first think of Italy's culture and how Italy's handicraft was created.

Reporter: how do we see the different status of "made in Italy" and "made in China" in the global system?

Diego della Valle: Italy and China are both big traditional manufacturing countries, but they have their own characteristics. In Italy, people focus on hand-made products, which is what we call "Italy manufacturing" advantage.