Ch. 5 - Developing a Global Vision

Global Vision – Marketing experts all agree that having a global vision means that your product is not only trying to impact the city, state, or country, but the whole world. Products like Apple, Coca Cola, Mc Donalds, Disney, and Google, among others, are all up there in terms of Global Vision. They are all easily and generally recognized around the world. The same goes for that shiny sleek red bottom sole. Even if you can’t pronounce the name, the bottom red of the shoe will always ring a bell in anyone’s memory. Over the last 20 years Chistian Louboutins creations have ruled red carpets and adorned the feet of the world's most famous and fashionable women.

Louboutin has stated “he does not believe in advertising and marketing his brand, nor does he need to, because his collection itself speaks out loudly.” Why is Louboutin so popular, it’s because of his crazy designs, be it studded, jewel encrusted, feather topped, or just patently sexy that boosts the wearer’s sense of self. For Twenty years, French Designer Christian Louboutin’s red soles have stamped an inimitable mark on the world of fashion and shoe making. Currently targeting 14+ global markets, Louboutin took what was generally an overlooked part of the shoe—the sole—and colored it red, sending women into a frenzy suddenly making shoes one of the most coveted parts of a woman’s wardrobe. He sells more than 700,000 pairs of his signature red soled shoes annually.

Middle East

According to Women’s Wear Daily Louboutins annual sales volume estimated over $300 million, Louboutin’s company is still privately owned, something which helps him retain creative control over the brand. I believe the numbers speak for his success, he has over 96 stores worldwide and is growing rapidly. The bulk of sales are still concentrated in the west, but demand from luxury markets in the east is catching up quickly. He has opened 13 stores in the Middle East in the last two years, with shoes flying off the shelves and they cannot keep up with the demand. Two years ago Louboutin launched his men’s collection, which already makes up almost a quarter of all sales.

Campaign in the NEW store in India

But this has not stopped Mr. Louboutin from continuing to globalize his brand. The shoemaker has already opened his first exclusive showroom in New Delhi and another in India. He states that it’s because he has a connection with the city, I want to say his marketing team are made up of geniuses! This is because the per capita consumption of shoes in India has gone up from 1.1 shoes a year in 2011 to about 2.5 shoes per year and the Indian footwear industry is growing at a compound annual growth rate of about 15% given that Indian woman dress more conservative there is a big market for shoe swag.  

Whether inspired by French glamour, or influenced by haute couture and have a dash of fanciful energy stolen from the 80s, his footwear line is loved by all women who love to be fashionable. In India, New Delhi, China, Egypt and the US, women rule the fashion market and they love those shiny bottoms.