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1、BRANDBOOK品牌手册Keep Be ving值得信赖1JOHN WHITE: THE BRAND.1.1 London 1919.John White: The man behind the brand.Brand & fashion. John White today.1：品牌1.1 伦敦 1919.: 品牌背后的1.2.1.3. 品牌 & 时尚:的今天2VING”. THE SPIRIT OF JOHN WHITE.2“KEEP BE“值得信赖”.的精神真谛.3THE SHOES.The collections: classic & seasonal.Designed in lond

2、on.Manufacturing pros.3皮鞋系列: 古典 & 当季伦敦设计制造工艺4OF SALE: JOHN WHITE STORES.4PO销售点:专卖店5COMMUNICATION: DEFINING JOHN WHITE.5通：定义1JOHN WHITE: THE BRAND：品牌7“In 1919 my name became assoted whith sound materials, good wokmanship, and good value. People started talking of the satisfaction and hard wear the go

3、t from the shoes”.1919年，名字开始和好的材料，好的做工，好的价值联系在了一起。人们开始谈论如鞋子坚实耐穿而感到无比满意。” 约翰说。Rushden Museum,The Old Stablock,Hall Avenue. Rushden, Nor mptonshire.NN10 9EP1. JOHN WHITE: THE BRAND1.1London 1919.伦敦 1919伦敦，街所在城市，因传统克制男士8London is the city of Savile Row, the cradle of bespoke tailoring. It is famous for

4、 their tailors unique and inimitable ability to make服装行业而闻名，量身制作的摇篮。这里用另无二且毫式理解男士服装的理念，独一。采用最卓越的面料，最menits, characterised by the excellence ofthe material and the craftsmanship employed in cutting and making the garments.Innumerable historic events have taken place he citys streets and private clubs

5、, where前卫的裁剪概念以及最时尚的缝纫工艺，让男士服装同样与众不同。在曾经发生了那么多被载入历史街上，的故impeccably dressed gentlesed to makedeci aways about events thousands of he British Empire.事，还有私人里的点点滴滴，们都是绅士般闪亮登场，其辐射的London is also the city where the career of John White began in 1919. A career which远远超出英国首都伦敦以外的地方。turned every pair of John

6、 White shoes small work of art.o a伦敦从1919年开始正式引领怀怀特的创作，这条路使得特品牌下的每一双鞋都变成了城市的一个小小经典之作。1. JOHN WHITE: THE BRAND /：品牌1.2.JOHN WHITE:THE MAN BEHIND THE BRAND.：品牌背后的John White 1884-1974英国人，同名品牌的奠基人。和蔼，激情，正直，出身卑微。这些应该是最好评13British Founder of the brandt carries hisname.able. Pasate. Committed.From humble o

7、rigins. These are some of价的词语。而就是这样一个极the wordst could define John White, the其普通的人，却开辟了这个品牌的历史第一步。who took thestn this story.Born in 1884 in a small townhe heartof the United Kingdom, John White was the youngest of nine children. The son1884 年，生于英国国家中心地of a cobbler, he spent hours every day with his

8、 father reading stories while his father repaired shoes.区的一个小村庄，一家九个兄弟里，最小。他的父亲是一个鞋匠。小的时候，每天都是长时间在父亲的身边，一边听着父亲讲述着历史故事，一边父亲如何修补着一双又一双鞋子。1. JOHN WHITE: THE BRAND /：品牌Jonh Whites house located on Higham Ferrers,Normptonshire, UK.1. JOHN WHITE: THE BRAND /：品牌或许从小骨子里就怀有着一股企业Driven by his entrepreneurial

9、spirit - theysay att John White started hisbusiness家的创业精神，这位天才企业家从8岁开始就创办了自己的第一家企业。当然，也或许是受到了他父亲自身的熏陶和感16of 8 - and inspired by his fatherswork, in 1919 he acquired an old pashopto coverto his shoe workshop. Two yearslater he was the owner of two factories capable染，1919年开始，接纳了一家作of producin k.o thou

10、sand pairs of shoes a坊，并把它改造成一间小小的鞋子制作车间。谁知道，两年后竟然成为了两家工厂，拥有周生产能力超过2000多双皮鞋的大。1. JOHN WHITE: THE BRAND /1. JOHN WHITE: THE BRAND /：品牌：品牌In 1931, worried about a decline in sales, John White decided to go furtherand puto practice an idea of histWith the coming of World War II the brand became ar to t

11、he British armed for,he had been considering for years: toproviding footwear for many of the solders and war heroes. But John White decided not to staycreate a shoet was of higher quality,on the margins of theand donated 5,000 to finance the purchase a Spitfire plane,better finish, and different fro

12、m everygiven the name “Impregnable”. The plane, living up to its name, fought without ever being beaten.he skies of Europeother shoe manufactured Kingdom. And so it washe Unitedt thepairs of “Impregnable” shoes went on sale. With this new focus the brand increased its sales considerably, and by 1941

13、 three million pairs of shoes were made and sold.随着第二次队战士和了5000英镑，的爆发，该品牌一下子变成了英国的指定用鞋，众多军还不满足于此，他捐献都曾经穿过该品牌的鞋子。但是了一家喷火战斗机，并把它命名为“铜墙铁壁”。这架战斗机在欧洲上空横扫众多敌机，成为名副其实的无敌，并捍卫了自己的名字。.18191931年，鉴于销售量的下降，决定在生意里往前跳一大步，从而实现他多年来一直思考的一个计划，就是创造一个高质量，高作工，区别于英国其他鞋子品牌的另类鞋子。这样，有史以来第一双“铜墙铁壁皮鞋”开始出现在市场上。在这种全新观念的指引之下，该品牌的销

14、售量不断翻番，以至于到1941年生产量超过了300万双。Factory in Higham Ferrers1. JOHN WHITE: THE BRAND /：品牌二战结束之后，继续进入品牌的持After the war, White continued to head up the brand overseeing decades of constant growth. With new factories, two thousand employees and one pair of John White shoes续发展阶段，并迎来了几十年的不断增长。之后，拥有了9家工厂，2000多名员

15、工，全世界差不多每7秒钟就可以卖being sold every seven seconds, thif-mademan decided to retire in 1962. The brand掉一双他的鞋子。1962年决定引退，hade a benarkhe manufacture他的名字成为了世界男鞋的参照物和指示牌，他的品牌成为男鞋的佼佼者，真正履行了他多年对自己产品的承诺：“值得信赖”。of mens shoes and remained faithful to the t ruled John Whites life:21“Keep beving”1. JOHN WHITE: THE

16、 BRAND /：品牌1.3.Brand & Fashion. John White Today.品牌&时尚：的今天相对于1919年来说，虽然很多东西已经改Although a los changed since 1919 somethings remahe same. John White is not变了，但是依然还有众多细节是始终不变23just a brand of footwear. Today, the John的。不仅是一个男鞋的品牌，White brand is the legacy of the continuous effort, perseverance and fait

17、h of its founder, who over the ninety years of his life created his own way of designing, manufacturing and distributing footwear.更是其创始人勤奋、坚贞和自信的精神写照。在他90年的人生历程里，他创造的设计风格、制作工艺和销售方式被后人一直所推崇。Today John White is a brandt is proudof its past andt projects its tradition如今，作为一个品牌，他有o the future through ev

18、ery shoe it makes. presence in countries and marketsWi着自己令人骄傲的过去，同时在每一双鞋子里也注入了他对未来的憧憬。他的品牌已经出现在世界五大洲的不across different continents, John Whiteis a benarkens shoes, providingthrough its designs the perfect balancebetn tradition and modernity.同国家里，已经成为世界男鞋的象征，在他的设计里充分体现了传统与时尚的完美结合。1. JOHN WHITE: THE BR

19、AND /1. JOHN WHITE: THE BRAND /：品牌：品牌24252013 brogue design1960 brogue design2.“KEEP BEVING”.THE SPIRIT OF JOHN WHITE.“值得信赖”的精神真谛27KB，作为“值得信赖”的英语缩写，从约The initials KB, representing KeepBeving, are two lettersve been翰最早把其理念引入其皮鞋品牌的时part of the brand logo since John White候，就已经出现了这两个字母的结合。decided torodu

20、ce them in one of hiscollections of shoes.2. “KEEP BEVING”. THE SPIRIT OF JOHN WHITE. / 值得信赖”的精神真谛这个词语组合不仅概括了的理念，以The phrase sums up the viand values ofthe brand. It was inspired by the true story及品牌所追逐的精神，同时它还来自于一个真实的故事。两个年轻人长期分开多 年，双方只能靠书信沟通，每次书信总是印上“KB”两个字母。这个故事，of two young people separated for

21、years who only communicated by letter, each one of which was closed with the initials KB. A story28which John White waited thirty years tolandt continues to guide decis made等了30年才告诉，而它也成为约about the brand.翰一直以来品牌指导的最终。2. “KEEP BEVING”. THE SPIRIT OF JOHN WHITE. / 值得信赖”2. “KEEP BEVING”. THE SPIRIT OF

22、JOHN WHITE. / 值得信赖”的精神真谛的精神真谛狮子在欧洲国家里一直出现在最古老的徽章里。它象征着一种角斗士的精神，代表着督察、掌控、权力The lion is the oldest existing symbol for a kingdom in Europe. It symbolises afighting spirit, with the qualities of vigilance, dominion, sovereignty and bravery. Theroyal coat of arms was adopted by King和。最早英国皇室的御用武Henry II

23、and consisted of a golden rant器就是被二世所赋予的金色雄lion, with touches of blue. Richard I “the狮，伸出蓝色的舌头，佩戴着蓝色的Lion Heart” modified the previous coat ofarms to two golden, r another.ant lions facing one盔甲。一世又在此基础上对之前的徽章作了进一步改进，最终成为两只金色的狮子，佩戴着金色的盔 甲。作为威严和高贵的象征，把两只雄狮引入其品牌的标识里其寓意就是要代表传统、尊贵和威严。代表的就是那种古典而高贵的绅士，就是要

24、出类拔萃，有所不John White, a symbol of majesty and elegance, uses these lions in his coat of arms as an icon for tradition and sovereignty.We represent a classic, elegant man. John White is distinction. If the lion symbolises authority, dominion, monarchy, sovereignty, majesty and protection, John White pr

25、ovides exclusivity.3031LONDON 1919同。如果狮子能够象征着着、统John White represents history and tradition. The origin of the brand and the date on which it was founded confirm this. The brand originates in London, the benark city and cradle of elegant tailoring and footwear. John White shoes embody the治、君主、主视和执行，

26、那么严或者严密的监所要传递的就是这些独一无二的高贵感觉。elegance and quality reflectedhe clothing伦敦1919and footwear of authentic gentlemen.的标识完美地体现了该品牌的理念。标识字体非常优雅，标识用The John Whiogo perfectly embodies our代表着历史，代表着传统。其品牌的渊源以及创建的时间都证明了这些。它来自于一个裁缝和鞋匠辈出的地方，品牌在这样一个经典的城市里沐浴着贵气、雅气和霸气，让一个绅士从头到脚的装饰都那么的真实，那么的与众不同，那么透着的气息。这个城市就是伦敦，是品牌诞生

27、的摇篮。philosophy. Both the typography and theimage formed by two lions combatant (facing one another), holding up a shield cappedby a crown, suggest majesty; majesty which since the companys foundation has been demonstrated by our attitude to life.两只相对的雄狮托起一个做的盾牌来传递王室的威严，这种威严恰恰是品牌从创建之初就渴望向消费者所传递的，希望以此

28、方式引领一个高贵的生活理念。3.THE SHOES.“Impregnaby name. Impregnaby nature”铜墙铁壁的名字，固若金汤的本质”John White3. THE SHOES / 皮鞋3.1.COLECCIONES: CLASSIC & SEASONAL.系列：古典 & 当季每一个鞋子的系列出现，是一种对时尚的A collection of footwear is a way of understanding fashion and the man for理解方式加上引领世界需求的系统了whom it isended. John White structures解。根

29、据世界推出的各种鞋子系列旨在时尚的趋势增添各种自我设collections with the aim of always providingdesignst fit in with current trendsheworld of mens fashion, while at the same计，但必须要在对传统制作工艺严格遵循和尊重的基础之上。所以，消费者们总是能够在他品牌的鞋内寻找到两种不同time respecting the tradition of an exquisi finished shoe.y3637To this end, the purchaser will always

30、 find two great collections every season to which风格的完美结合，既有的时尚亮点设计，也有经典。独特的自我配饰，配合巧妙John White adds acsories of its own design.383. THE SHOES / 皮鞋CLASSIC:In each collection the classic John White shoe brings to the market an up-to-date concept which also respects tradition and the heritage of a bran

31、d established in 191940古典：在每一个系列所呈现的古典，是一种对传统理念的尊重，对从1919年以来鞋业经典的传乘3. THE SHOES / 皮鞋SEASONAL:A seasonal offering. Fashionable footwearwhere the more classic John Whiinesare softened through a more contemporary design concept.43当季：一种对当时季节性设计的体现。把传统的古典理念用当代或者现代的时尚理念来，体现在鞋子的设计之上3. THE SHOES / 皮鞋3.2.Des

32、igned in London.伦敦设计当前的时尚必须有人物体现，就如“47Fashion for men today cannot be understoodwithout reference to figure gentleman or dandy, iconsch as thet originated绅士品牌”或者“都是诞生在伦敦”，这些品牌所有。而he streets of London, the city where all的系列设计也是把伦敦城市的风貌完整地结合并体现在自己的品牌里。今天，伦敦城市已经俨然成为世界金融商业区，是高the John White collections

33、are still designed. Today the City of London is one of the mostdemanding business districtshe worldwith some of the worlds most demanding business executives.层管理，交流经验的地方。为此，这里演变成世界经济平衡反应的中心地带，而管理的穿着打扮都折射着本人以及生意背后的品质和品位。3. THE SHOES / 皮鞋Demanding not onlyerms of balanheets butalso in standard of dres

34、s, because a gentlem dresses impeccably from head to toe.ways48所以，对男士的要求更加挑剔，就像一个绅士，从头到脚都必须无可挑剔地呈现，否则，你难以与伦敦这样的城市合拍。3. THE SHOES / 皮鞋503. THE SHOES / 皮鞋追溯历史，可以追回到1919年，该品Wiheritage dating back to 1919, thebrands design team develops collectionst respect both tradition and fashion trends, remaining l

35、oyal to the commitment started in 1931 by John White to manufacture elegant, high quality shoes. So when a pair of the John White brand of shoes is worn, the shoes not牌的设计团队以尊重传统，体现时尚为信条，设计和发展了一个又一个不同的系列，同时在设计中始终对市场所许下的承诺，那就是生产高档、高雅、高规格的鞋子。这样以来，当消费者onlye part of the purchasers life, thewearer also a

36、utomaticallyes a member了品牌鞋子的时候，这双of the “proud gentlemen” club, whose鞋的本身不仅融入了消费者的生活，members have walked the world in John White shoes since the beginning of the 20th century.53更重要的是，消费者本人自动地加入了约翰品牌“高贵绅士”，这个从20世纪初开始就已经引导了世界鞋业，成为品牌的象征。3. THE SHOES / 皮鞋3.3.MANUFACTURING PROS.设计团队“I offer yoursonal se

37、rvice”What does this mean to you?It meanst if you wear JhonWhite Shoes, they have been madeunder myal supervi.”55John White, 1934的每一只鞋都有三十多个不同的细节，每一个细节都完全尊重鞋子的生产特点。就像钟表匠必须一点一点调整齿Comed of some thirty different parts,each shoe is an exle of respect for themanufacture of footwear. Like a watchrepairer

38、who is dedicated to regulating a轮的对齐和进行齿轮，也像威士忌的watovement with the greatest of care,or like a whisky distiller who uses all his调酒师，必须要通过他的经验，以蒸馏的方式把香气收集一样，生产重点部位的重点是整个制造过程中最关键的棋子，experience to obtain particular aromas andnuanof flavour, the people involvedheshoe manufacturing pros are key.起着的作用。3.

39、THE SHOES / 皮鞋3. THE SHOES / 皮鞋我给您提供个性化服务。这对您是个什么概念呢？就是说当您穿上的鞋，这双鞋所接受的是我个人完全的监督。”1934年于专业的加入，是因为他们了解制56The involvement of profesals who know57the secrets of their trade like traditional作工艺中的，他们俨然成为有经artisans ensures the level of quality and finish t only John White provides. Workshopsin Italy and th

40、e United Kingdom are the guardians of a shoe manufacturing tradition. While technology is gradually added to the验的工匠，确保鞋子的最高质量，同时也让品牌的鞋子提供的最后完成工艺保持世界一流水平。制鞋车间位于意大利和英国，他们在沿袭传统鞋业的工业基础之上，采用了更pros, the human factor still continues toplay a central role today. Expernds ableto select the best materials, r

41、ecognise good加先进的科学技术，同时人的也stitching or slide a knife through leather with是占着的作用。时值今日，人工preci, inject each of their creations withthe original spirit of John White.制鞋依然在生产过程中有着不可估价的作用。高级工匠可以通过他们的经验选择最好的原材料，高级鞋匠能够为鞋子缝纫等细节工序把关，同时他们还可以在皮子的剪切，缝合，绣花等各种技术上给与最严格的要求，当然，也会为传统创造工艺加上想像的翅膀，从而使其升华，更具有完美的特征。4.POO

42、F SALE:JOHN WHITE STORES.销售点：专卖店5859每只鞋子的外面都会有一个专门的布鞋套Just as each shoe is wrapped in protectivecloth, each shop ensurest the purchaser来进行必要的保护，专卖店会is enveloped in a pleasurable purchasing experience. Considered to be an exten想顾客之所想，让消费者拥有一次愉快的购物体验。专卖店对于品牌俨然成为of the product itself, the John White sh

43、ops and commer l areas transport the visitor to the heart of the brand. Classic in design商品附加值的延伸，商店的装饰，商店的空间利用等等都为消费者传递着品牌的内在精神体现。从古典风格设计增添直线和棱角的现代图案，到对木材的精心选用或者对皮鞋最后做工的精益求精，乃至在轮廓和边角细节上增添镀金元素等等，都为消费者们传递着高品质，独一无二设计的信息，但却让人感到高贵确实能够伸with contemporary toucheshe straightlines and angles which define the

44、 space, the choice of hardwoods, the leather finish of thewalls and the incluof golden elementsouldings and profiles immediaycommunicate the quality and exclusivity ofthe shoe buthe same time also create acomfortable atmosphere.Each John White shop represents one more手。stn the journey through quality, luxurya