Wenzhou Started The Trend Of Measuring Feet And Customizing High-End Shoes

For stars, businessmen and politicians, handmade shoes have always been a symbol of personality and taste: the shoes of superstars such as Zhang Ziyi and Liang Chaowei were customized by Ferragamo luxury brand. This retro style of foot measurement customization has also recently reached Wenzhou - an Italian handmade shoe customization shop has recently appeared in the downtown area of Dananmen.

　 Buy shoes? Measure your feet first

"NILIDA" Italian handmade shoes store is located in the business street of the Great South Gate. The interior decoration of the store is Italian simple style, displaying a variety of men's leather shoes. The price of the shoes ranges from more than 2000 yuan to more than 20000 yuan. The leather includes French calfskin, crocodile skin, snake skin, ostrich skin, etc. After careful observation, it is different from other brand shoe stores in that there are special tools such as round foot gauge in the store. From appointment and foot measurement, three-dimensional data is formed through phalanges, ankles, etc., and then the style, color, leather, etc. are determined. After production, they are tried on and readjusted. Customization takes half a month to one month. It is said that manual shoes can only be made after more than 300 processes, and every bend of leather will fit with the customer's arch, toe and foot surface.

　 Who is customizing high-end shoes?

Although "NILIDA" has only been open for two months, six or seven pairs of leather shoes with the highest customized price of 28800 yuan have been sold. It is said that the leather of this shoe is taken from the softest piece of leather on the crocodile's belly.

A salesperson of the store revealed that businessmen and returnees are the two types of powerful consumers that he has contacted. Mr. Chen, who had ordered two pairs of high-end shoes worth 28800 yuan in succession in the store, was doing business in Shanghai: "French Berluti brand shoes cost 30000 to 50000 yuan, but he wore shoes customized by Wenzhou people and was no inferior to French shoes in terms of workmanship and comfort." Mr. Lin, a British "returnee" from Wenzhou, currently works in a foreign enterprise in Shanghai. "Handmade shoes are expensive abroad. This time, when we learned that there is such a store in Wenzhou, we went to see it. The high-end crocodile leather shoes with rare leather are good, so we customized a pair." However, the number of consumers of customized shoes worth tens of thousands of yuan is small after all. Most men in this store choose the price of 2000~3000 yuan for customized shoes, which are made of imported French calfskin. {page_break}

　　 Brand shoes try personalized customization

　　 Will there be a market for opening such a high-end customized shoe store in Wenzhou? Luo Huirong, general manager of the Aokang Brand Business Department of Zhejiang Aokang Shoes Co., Ltd., said that Versace, Gucci, Armani and other foreign brands are famous for handmade luxury goods. High end customization is a niche industry. No matter how large the output is, it can produce less than 3000 pairs of shoes a year. However, this is a potential industry. As senior white-collar workers, entrepreneurs and other people seek to improve the quality of life, the comfort and fit of customized shoes for foot measurement can not be solved by assembly line shoemaking, and the market is promising. Aokang has also tested its feet for customization two or three years ago, and is now piloting in Hangzhou and other places.

Gu Jianze, the founder of "NILIDA", said that in Beijing, Shanghai and other places in China, tailor-made brands are highly praised by celebrities. In the past two years, a large number of tailor-made brands have entered Maoming South Road, Shanghai, and the store rent has risen, which also shows the potential of this niche industry. Wenzhou businessmen gathered, and the strength of luxury consumption was obvious to all. In addition, more and more people realized the charm of manual customization, so there should be room to open stores in Wenzhou.