Ch. 2 - Strategic Planning for Competitive Advantage

Does a brand that is so well known the designer signs its shoes, like an author does books need strategic planning? Like the designer, Christian Louboutin says, “a shoes has so much more to offer than just a walk”. 

Louboutin currently sells more than five hundred thousand pairs of shoes a year, at prices ranging from $300 - $75,000 for a shoe covered in thousands of crystals. His patent red sole attracts woman from all around the globe, it is every woman’s fantasy to have a pair of “red bottoms” in her closet. The red soles offer the pleasure of secret knowledge to their wearer, and like Louboutin says, “that of serendipity to their beholder”. They signal a sort of extravagant code, promising a world of glamour and privilege. They’re also a marketing gimmick that renders an indistinguishable product which is instantly globally recognized. It is clear that Louboutin caters to the rich, upper middle class, and fashionistas who can afford them such as celebrities.

Louboutins vision is to make women feel better and more confident in themselves. He’s stated in interviews that he’s always loved how women looked in shoes and the psychological “why” they loved/wear them, but then why doesn’t he cater to a more general target so that every woman can own a beautiful silhouette for their walking? So that every woman can feel beautiful in his shoes? It’s the extravagance he puts in his shoes that doesn't allow him to cater to the average Joe. 

With the brand popularity growing daily, Louboutin is finally headed toward diversification by creating new products such as hand bags, jewelry, and accessories. If you cannot afford the shoes, at least you own a piece of the brand. He is also beginning to grow his men’s collection. 

But what happens to the non-rich who still fantasize about those red bottoms and can’t afford them? I guess we have to settle and hope one day we can be privileged enough. (booo!)