Ch. 10 - Product Concepts

Louboutin Canvas
and Woman

Shoes are normally considered consumer goods. But when a shoe is worth up to $25,000, can only be bought in specific boutiques or specific retailers (only older seasons), can it still be categorized as a consumer good or does it become a specialty product? 

Specialty products are products with specific benefits that are highly desirable to certain customers. And what is a Louboutin shoe if not the high class standard its portrays when worn? In the end its just another shoe, its no more comfortable than Aerosole brands.

Louboutin Quote on Comfort

Consumers do not buy a Louboutin shoes for the comfort it brings, on the contrary, reviews on the brand state that you cannot walk more than 6 blocks on any Louboutin 120mm heel, it's just the social status and burlesque-ness it stands for. Woman shop Louboutin shoes to feel sexy, to feel empowered, to be trendy, survey says. Louboutin himself has stated "I would hate for someone to look at my shoes and say "Oh my God! That looks so comfortable!" Which ironically is now sold as canvas art.  

Louboutin Canvas on Success

As stated in an article by Infinitee, a marketing blog "When you see a woman wearing one of these classic red-sole shoes walking down the streets of Manhattan or any office, a statement of power is conveyed. This woman is instantly associated as being classy and fashion savvy. It’s undeniable that the product itself sells the shoes" and by product she means the red sole. Its the branding/power behind the "red bottom sole". In the end the "red bottom" sole is the brand, no wonder Louboutin trademarked his brand back in 2008, at this point in time positioning the trademark as a global brand.  

Louboutin Canvas on Standards

So Louboutin shoe consumer good or specialty product? I go with Specialty product.