Wednesday, November 18, 2009
When I first heard about Jimmy Choo and H&M, I thought I might stand fairly alone in the thought that it was tacky. I came to find that people definitely agreed with me. But, one person came up with a very good point. Designers have to appeal to the masses. Though I do agree with this statement, I feel like Jimmy Choo did it all wrong.
Designers tend to come out with a line for the "normal shopper" which ends up in Walmart or Target. A designer definitely has to appeal to all but without ruining the reputation they have created thus far. Buyers can become pretty upset when they find that the shoe they paid $500 for is now being sold for a mere hundred. Example: after owning several pairs of Chip and Pepper jeans ($150 retail) an announcement came out that they were now selling exclusively at Walmart. Well great! That money that was spent quickly turned me into someone who wear Walmart's clothing.
But, there is totally a right way to offer your line to all. And this is the good news for those of us that don't want to pay hundreds for every single item in our closet!
Marc Jacobs vs Marc by Marc Jacobs. Totally different price points and actually totally different designs but still from the same creative mind. The lines are distinct, individual, and both appeal to their own demographic, yet they still hold true to the essence of "Marc Jacobs".
Armani vs Armani Exchange. Here is an incredible example. The price-point difference is insane, yet creating these two distinct lines gives Armani a chance to reach out to everyone in his own way.
Simply Vera vs Vera Wang. Simply Vera will appear at Koels and Vera Wang will appear at boutiques in New York. This is an example I felt almost went wrong. You can tell the difference in quality of the two, but I guess that is to be expected.
Mary-Kate and Ashley. Nope, I am not comparing the two against eachother, instead their ideas together have made them fashion icons. First they came out with their Walmart line. Then they came out with Elizabeth and James. Finally, along came The Row. Now if you want to talk about appealing to the masses and not leaving a single person out, these lines prove to have it all. Low medium to full designer price points give everyone a chance to own part of the Mary-Kate and Ashley design collection. But depending on the price you pay, that's the quality you will get.
So when a brand like Jimmy Choo creates a shoe "just like the others" and sells it for a small fraction of the price, well doesn't that devalue what "the others" are worth?
Not saying that designers can't "appeal to the masses" but in doing so, give it some individuality.
What do think about Jimmy Choo and H&M???
at 8:10 AM