As one of the most ubiquitous sights throughout Italy, sneaker brand Superga recently expanded its presence through a first store at Hong Kong shopping destination, Harbour City. To accompany the launch of the retail space, the brand looked to truly make its mark through a massively sized shoe, worthy of a place within the Guinness World Records as the world’s largest shoe. The shoe measured in at approximately 20 feet by 8 feet by 11 feet and is based off of Superga’s 2750 Classic model. The visual elements of the shoe were implemented by SCAD Hong Kong who made sure to provide a strong sense of Hong Kong identity throughout. To gain a better perspective about Superga’s first ever Hong Kong store and the world’s largest shoe, we spoke with Lorenzo Boglione who represents the brand as a business developer under Superga’s parent company, BasicNet Group.
Can you introduce yourself and the company?
Hi, my name is Lorenzo Boglione and I’m a business developer with BasicNet Group that manages several diff. brands such as Kappa, Superga and K-Way. We focus on sustainable international growth. As a business developer I’ve been working on the commercial expansion of the company, meaning we try to work globally with licensees and distributors.
In regards to the three brands, how do you make sure they stand alone individually?
If you come to our offices in Italy, you will notice that they are all separate entities. One office does Superga, another does Kappa, and another does K-Way. We don’t just copy and paste and apply the concept to each company.
In terms of licensing, what are your strategies?
We license globally but under a condition that they aren’t allowed to take the brand, go to the factory and manufacture shoes. Instead of buying shoes from us, they buy from the factory. It’s not a pure license in that they can’t design their own shoes or manufacture them.
Going forward, what is the plan of action in developing future licensees?
We believe that we put fixed roots in the game. It’s up to the licensee to have knowledge of the market. We invest in the best people to take care of the regions, so it is up to them to know what is best in their area and carry on the brand from there. For shoes, the license is the best way to go forward with the business.
In terms of the footwear brand itself, China has history of basic, affordable footwear. How does Superga come into play against established, well-known Chinese brands?
We have an Italian image, style and history. We mix those all together and the market already see and understand the Italian image, feel the comfort, and notice affordable price.
What are the more difficult things you foresee in the Asian region?
Obviously the environment is not the same as it was 10 years ago. Customers are more careful on how they spend money. Customers are more educated and knowledgeable of the market and brand. It is not so easy now. Before, it was just like “hey look, we’re an Italian company!” Now, the Chinese are now more educated on products, brands and quality.
What was the concept of the marketing campaign and an attempt to create the world’s largest shoe? How did you think it was received?
China will be the biggest economy in the near future. Having something bigger is better. Why not try and build the biggest shoe and make some noise in the region? People seemed to enjoy the idea and we are very proud to have broken the record and to show people Superga exists. We must tell the people that Superga exists and educate them on what the brand represents.
How do you balance your past and innovation?
We absolutely don’t want to stick to the past. We are a very modern company but we also stick to the past when we think it’s important. As far as manufacturing, we go back and use 100% natural rubber. We really stick to the past in terms of this. In terms of comfort, the outsole is a bit thicker for comfort. We try to innovate and may change the perception of the brand and make it better.
How do you educate the masses, for example the Chinese on your brand and fashion?
When we say we are an Italian shoe company, the perception is that it’s quality. In Italy, Superga is a shoe that is worn when you are born; while you are in school, and even when you are of old age. It is really the shoe of the Italian people. There’s a lot of Italian brands (high-end, designer), but Superga is the shoe of the people.
Mercedes has high hopes for the newly unveiled 2014 S-Class automobile. The new vehicle comes with an overwhelming number of new features and innovations, making the S-Class a proper limo alternative or simply the biggest and most grandiose car on the road. Those fond of lighting will appreciate the nearly 300 LED lights in the cabin alone that offer multiple hue variations, massaging hot stone-like seats in the front and rear of the new S-Class use 14 cushions in the backrest to adjust and soothe while on the road. Self-dimming rear tailights are an impressive addition that look to assist the driver behind you.
Most impressive in the 2014 Mercedes S-Class is the “Air Balance Package” that filters, ionizes and emits five different fragrances of the driver’s choosing, taking the idea of that ‘new care smell’ to new heights.
Two versions are slated to hit the U.S.A. this fall: the S550 in September and the S550 4Matic following in November with a hybrid coming next year.
Is the new 2014 Mercedes S-Class “the Best Automobile in the World?” is a post by Jeff Carvalho on Selectism.
Following stops in London and Zurich, Miami-based wheel manufacturer Vossen continues its multi-stop European tour on the way to the Wörthersee Meet – this time landing in Liechtenstein ahead of its coverage of all things Volkswagen and Audi. The tiny – and rich – European nation proves a gorgeous backdrop for the continued trip as the likes of Vossen-fitted Lamborghinis are showcased amongst the mountainous Alps. Stay tuned for the fourth and final video in the series as Vossen’s trip culminates in Wörthersee.
Having passed through London and Zurich, the next stop for the Miami-based wheel manufacturer Vossen world tour is Liechtenstein with the Wörthersee Meet a vocal point. Providing a scenic backdrop, the highlights from the short video is a Vossen-fitted Lamborghin making its way through the mountainous Alps, look out for the next installation of Vossen’s world tour as it culminates in…
The post The Vossen World Tour Passes Through Liechtenstein appeared first on SLAMXHYPE.
Vossen Wheels – a wheel manufacturer with over 25 years of experience who takes pride in bringing innovation to an otherwise crowded market – continues its multi-stop European tour to the Wörthersee Meet with a video piece highlighting its time in Zurich, Switzerland. The Miami-based company made its first stop in London – seen here – where its team captured a slew of Euro whips fitted with Vossen tires, all of which were captured against the beautiful scenery of England. Today we get a look at its trip through the largest city in Switzerland and, with a theme similar to that of part 1, this video sees a collection of cars wearing Vossen wheels with the Swiss hills as a backdrop. Be on the lookout for two more videos to drop – Liechtenstein and Wörthersee – before they reach the largest Volkswagen and Audi meet in the world - taking place later this week.
We take a look inside the third issue of Man of the World featuring Alexander Skarsgard and Justice Joslin on the dual covers – styled by Julie Ragolia photographed by Randall Medson and Mariano Vivanco respectively. Titled as an “Invitation au Voyage”, the issue highlights the idea of the traveler as they dig deeper into home design as well as fashion. Pick up your issue(s) today.
Man of The World Magazine #3 – A Look Inside is a post by Denise Taw on Selectism.
The Très Bien World Tour continues onwards, a clever concept allowing the virtual store to go on a spin around the Globe. A limited range of products will be available on a first come first served basis, just Download the app and wait for the ‘location’ to be revealed on the day. Having visited New York and Tokyo, London is next tomorrow with Paris on May 10 and Stockholm on May 11.
Très Bien World Tour – Virtual Pop-up Store Arrives in London Tomorrow is a post by Lena Dystant on Selectism.