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Deducing The Hundred Years Of German Leather

2011/9/20 8:45:00 40

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From ancient times to now, leather has always been an indispensable clothing material in people's life, and the German brand LLOYD is definitely a great treasure in the history of human leather.

LLOYD, born in 1888, has been designed to provide consumers with quality products.

Leather goods

It symbolizes the perfect combination of German traditional shoemaking technology and advanced science and technology, and is praised as a world-class leather product.

High quality, unlimited innovation and excellent service are the essence of this 120 year old German brand.

Maximilian M u ller

Maximilian M u ller is both Su Lingen LLOYD of Germany.

Shoe brand

The general manager is also a real footwear expert.

In 1994, Mr. M ller joined LLOYD and became the general manager of LLOYD footwear brand in Germany.

During his tenure in LLOYD, Mr. M ller took the brand to a new stage. The market expanded to more countries and regions, and the brand awareness increased significantly.

In 2000, LLOYD's first concept store was officially opened in Melbourne. At the end of that year, LLOYD's "Shoe Factory of the Future" was also officially operated.

The new manufacturer has greatly improved the LLOYD's shoe making capability to meet the rapidly growing demand for orders.

Mr. M ller also opened the Asia Pacific market for LLOYD.

In 2004, LLOYD's first concept store landed in China. So far, there are 16 concept stores in China, and more shops will be put into operation in the near future.

Under the excellent leadership of Mr. M ller, LLOYD has won many awards so far.

"Excellent product design, functionality, quality and workmanship" were highly appraised by many experts and consumers, and won the three German Shoe and Leather Goods Prize in 2003, 2005 and 2007 respectively.

Over the past hundred years, LLOYD has been winning the love of the elite from all walks of life with its extraordinary sense of dress and comfort. From the prestigious F1 champion German Racer Michael Schumacher (Michael Schumacher) to German Chancellor Angela Merkel, from celebrities in the US political arena to Schwarzenegger, a famous artist Christian Hornsleth, and then to Hongkong star Ekin Cheng and LLOYD followers, there has been no shortage of celebrities from all walks of life.

Opening the history of LLOYD, in the photo of the first meeting between Gorbachev and Reagan, Gorbachev accidentally revealed the trademark "red belt" of the sole LLOYD.

This photo produced a great LLOYD trend at that time in Europe and America, and even around the world. After word of mouth, LLOYD's low-key classic brand image has been strong and popular, and has become an ideal choice for contemporary elite men.

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The success of LLOYD comes from right.

Superior quality

Pursuit.

For more than a century, tell a story about perfection.

In the view of Maximilian M ller, managing director of LLOYD, producing a pair of good quality shoes is much more important than pursuing the surface fashion.

In the past 123 years, each pair of LLOYD has been made in Germany Su Lingen (Sulingen), the ordinary shoe section needs 150~180 process, and the complex shoe section needs more than 250 processes to complete the production, and the multi process must be manually assembled by the exquisite shoemaker.

Today's LLOYD is the excellent combination of traditional exquisite workmanship and modern high technology. In 2009, LLOYD has adopted high and new technology and launched the NATURE series based on people.

This series is fully injected into the modern environmental concept: the outer layer and sole of vegetable dye are made of natural latex material and activated carbon sandwich, even if it is barefoot wearing.

Ben went to LLOYD, in Su Lingen, Germany, to interview Mr. Maximilian M ller, who told him about the centenary details of the brand of LLOYD for Chinese readers.

LifeStyle (hereinafter referred to as LS): can you tell us about the status of LLOYD brand in the German shoemaking industry?

Mr. Maximilian M ller (hereinafter referred to as M.M.):LLOYD is currently the top brand in the German footwear industry.

You can ask the customers of the shops casually, and in nine times out of ten they will tell you that LLOYD is the best.

In Germany and even the whole Nordic region, we are absolutely the most important footwear brand.

What are the target consumers of LS:LLOYD and how do they understand the brand?

M.M.: our target consumer group is a young generation who attaches importance to both functionality and style.

Our customers get excellent quality, comfort and latest design from LLOYD.

Our product line covers formal, casual and functional footwear, and the top 1888 is the series.

Every season we will update the latest design concepts and produce new styles.

Consumers choose LLOYD because of the pursuit of comfort and the trust of LLOYD brand. The logo of the "red belt" at the heel of each pair of shoes is a symbol of LLOYD quality.

Many celebrities choose us, such as Gorbachev, today's German president and his friends, Schwarzenegger, Schumacher and so on.

We never pay any celebrities to advertise. They choose LLOYD because of our protection of quality.

LS: in the 120 years of history, what brand spirit of LLOYD comes from the same origin? What are they keeping pace with the times?

M.M.: the constant quality is that LLOYD has been adhering to the same spirit for 120 years.

Style design is constantly updating along with the trend. The application of high technology is the focus of keeping pace with the times.

Although it has a history of 120 years, it is only a new beginning for the future. We must continue to develop and create a new future.

LS: we visited the factory this morning. We saw the whole manufacturing process of LLOYD shoes. Can you give a detailed account of the unique characteristics of LLOYD in terms of comfort?

M.M.: we have 120 years of shoemaking history, and comfort has always been the most proud and most commendable selling point of our brand.

Ensuring the comfort of each pair of shoes is crucial to the LLOYD brand.

Every pair of shoes we produce fully takes into account the needs of consumers. In the whole design process, we should take into account the combination of fashion and comfort.

In terms of technology, we use high-tech elements, through the flexible use of high-tech materials and technology, so that LLOYD shoes can provide support for the waist and back, so as to achieve a comfortable wearing effect.

LS: can you tell us something about LLOYD's biodegradable shoe making technology?

M.M.: simply speaking, it is the production of degradable shoes.

The raw materials used in the production process do not contain chemical components. The shoes made of these recyclable and degradable raw materials can be buried in the soil after being broken down. After five or six years of natural degradation, they will melt away. Unlike glass, plastic and other materials, they will not rot for a hundred years.

LLOYD has exclusive patent rights for two years of biodegradable footwear technology, so it can be said that this is the exclusive technology of LLOYD.

LS: in China, when it comes to shoes, mass consumers still think Italy is good. I want to know the competitiveness of LLOYD compared with that of Italy brand shoes.

M.M.: German manufacturing is the biggest feature of LLOYD, and German manufacturing is a symbol of quality assurance.

If we talk about the history of shoemaking, very few shoe brands have a history of over 100 years, and LLOYD has 120 years of history.

Previous LLOYD focused on the development of the domestic market, and 90% of sales were in Germany.

The development of foreign markets began in 1994.

That's why you don't know LLOYD abroad, but in fact, it's very famous.

LS:LLOYD has begun to expand its foreign markets since 1994, and what market development activities have been made?

M.M.: since 1994, in addition to the existing German and Nordic markets, LLOYD has focused on developing the European market. Now we feel the potential of the Chinese market is great, and the next goal is to continue to expand the Chinese market.

We will focus on the development of styles and design more models that meet the needs of the international market on the basis of ensuring consistent quality.

Before 1994, 90% of sales came from China. Now 40% of sales come from the international market, and LLOYD is moving all over the world.

In addition, before 1996, LLOYD only had a product line for men's shoes. Since 2001, LLOYD has launched a series of women's shoes, which has enriched the brand's product line.

At the same time, opening concept stores and franchised stores is also an important step in the process of LLOYD going to the international market. Once LLOYD did not own its own retail outlets, it was sold by wholesalers all over the world. From the beginning of twenty-first Century, the brand opened its own stores in Europe, Australia, China, Hongkong and Mainland China, so that customers could better experience the products and services of LLOYD.

LLOYD hopes that in the next four or five years, 40% of overseas sales will be increased to more than 50%.

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Is LS:Weiser launched for Chinese market and is developed entirely according to Asian foot type?

M.M.: of course! We know very well the difference between Chinese feet and Europeans. No matter whether the shoes are too big or too small, they can not reach the comfort level that LLOYD has always been pursuing. Therefore, we specially adjusted the size of shoes for Chinese customers in order to achieve an absolutely comfortable wearing experience.

The LS:Weiser series is a series of LLOYD specially designed for the Chinese market. Where does the inspiration of the Bauhaus style come from?

M.M.: we feel that LLOYD is closely related to Bauhaus, which is why we develop and design Weiser series with Bauhaus elements.

LLOYD is a German brand, Bauhaus is a modern design style developed from Germany, both have more than 100 years of history. The essence of Bauhaus style is to ensure functional and simple design while having aesthetic sense. LLOYD has been committed to maximally pursuing comfort while ensuring the repeated function of shoes, both of which advocate the combination of function and form.

Tribute to Bauhaus style

2011 autumn and winter LLOYD "wise Weiser" series

2011 in the autumn and winter, the German top shoe brand LLOYD launched the Bauhaus style design inspiration for the Chinese market. Combined with the current popular elements of the sagacious Weiser series, in German, "Weiser" originally intended to be a "wise person" can also be derived from the idea of "fresh and passionate thoughts".

"Wise Weiser series", while expressing its reverence for Bauhaus designers and artists, has also created many kinds of perfect shoes with both design sense and practicality for Chinese young people who love fashion and vigor.

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LLOYD Weiser series

"Smart Weiser series" men's casual shoes and casual boots are elegant, flexible and elastic, which are very suitable for everyday wear.

Each shoe is named after the outstanding artists, craftsmen, and architects of the Bauhaus genres. They are Anni Albers, Josef Albers, Marianne Brandt, Hans Emil (Hannes) Meyer, Walter Gropius, and their unique style.

In order to celebrate the launch of the sagacious Weiser series, LLOYD, a famous photographer and film director in Hongkong, invited Xia Yongkang to shoot the fashion blockbuster. Xia Yongkang is the famous cameraman of the famous director Wong Kar Wai, who has been involved in filmmaking and directing in recent years.