I’m glad u weighed in b/c you shared exactly what I thought when I read JP’s story about Jimmy Choo shoes. I know the name and the brand from SATC as well.

And you are SO right in re: to women NEEDING expensive shoes because they’re made for not just style but COMFORT.

Note to any woman thinking Jimmy Choo shoes are uncomfortable just because of how they look oh-so-stylish. They are NOT they are Very comfortable and you can wear them all day long. THUS the true “staying power” of the brand.

Final Note to all those who came to Blog World Expo in Vegas to see me speak.

While I was not wearing Jimmy Choo shoes, I was wearing an exclusive shoe brand, “Norman Kaplan” that is both stylish AND the most comfortable pair of shoes I’ve ever owned! (Interesting Lisa – you’re right again – we DO need a man – NorMAN – hmmm… what’s the subliminal msg here in our favorite brands of shoes?!)

anyway – eh-hem… I digress…

In my Norman Kaplan shoes, I cannot tell you how many women AND men commented on my “distracting” and adorable, stylish, cool shoes! The woman at Norman Kaplan Vegas shoe store told me everyone would not be able to help themselves but comment on my shoes – and she was right!

How much do you want to bet that I will be a REPEAT customer of hers every time I go to Vegas to get another pair?

(got 5 so far… another trip next month… I don’t think I want to speak in any other city now!)

So – differentiate your product by making it not only cool “looking” (like the iPhone) but make it PRACTICAL (i.e. like the comfort mixed with style in my shoes) and you’ll have a winning product that your Tribe will be loyal to.

PS: I never need to buy Jimmy Choos b/c I’m already loyal to my Norman Kaplan brand.

A good story without (relative) reinforcement of the actual product will fail as hollow. A product of the highest quality will struggle to achieve success, exclusivity and premium pricing without a good story as a key Tribal Factor.

Tina ~ Wow! Excellent example with your tweens/teens and Abercrombie & Fitch. They’ve created a story for, and associated a lifestyle with, the A&F brand. When you wear A&F you’re telling other members of the Tribe you share that with them and are attracted to the same Tribal Factor as they are.

Thanks for your example!

Your content stayed with me though. As I thought about it I realized the concept is part of my life much more than I had first realized.

You see I have tweens and teens (and a toddler)all girls. We just relocated from NY to Florida. These age groups have very distinct “tribes” of their own regardless of where they physically reside.

Those tribes also center around the fashion industry. Stores such as Aeropostale, Abercrombie & Fitch, Hollister, American Eagle and PacSun all have very specific logos that are an indicators to other members of the “tribe” that you belong.

The best examples is the Moose from Abercrombie. That is an exclusive “tribe” since you can pay up to $50 for a T Shirt. Belonging to this tribe is very important to many HS students and does designate a certain status. It is a tribe that many want to be part of.

There is a story behind David Abercromie also. I’m not sure if many teens know it but it is right on the website. I pointed it out to my daughters.

Tribal Marketing and Tribal Seduction are definitely alive and well in a mom’s world as she shops for tweens/teens trying to fit into their own little tribes.

Thanks for the insight in all your world and through this post. You gave me some content for my blog too!

@bestreflections
@newoldmom

Marketing is rarely about one product being worth $1150 more than I would pay for a shoe, but about a) the story as you point out (although I would wager the average JC fan wouldn’t know his story) and b) the perceived value. For me, Jimmy Choos look extremely uncomfortable and way out of my price point. But I’m not in the Tribe. I don’t care if people identify my shoes. But I do about other things.

Can’t wait to explore your blog! Might I see you at BWE08?

Most importantly — the Princess Diana fairy tale was a critical catalyst for other famous celebrities to become Jimmy Choo Loyals as well. Loyals who spread their own fairy tale stories along with their passion and love of shoes to the other women of the Tribe. (The Tribe who like to turn heads, feel good and be comfortable at the same time.)

Secondly — I agree cheap heels that cripple are a big no-no. It’s a selfish thing for me — my shoe fetish means my woman wears heels, not ballerina shoes. Jimmy Choo et al’ make sure my fetish is fulfilled.

You mentioned “But the true profit-producing power of the brand remains the authentic story of the founder imperceptibly linked with the fairy tale stories of the rich-and-famous Jimmy Choo Loyals.”

Half right. I took a poll (albeit unscientific) of a few of my friends, and not one of them knew of Jimmy’s story (myself included). They knew Jimmy Choo because of SATC. There’s his genius. He got the glitterati to notice him by design or luck – not sure which, don’t care. There’s the seduction. I learned about Jimmy Choo & Manolos from Bette Midler. We women love to identify with strong, beautiful, fabulous women and their fairy tale stories. When Bette sings, “I’m beautiful, I’m beautiful, I’m beautiful – damn it!!” I love that! Who wouldn’t want to channel the energy of the Divine Miss M through a symbol – in this case, shoes. We don’t much care who the dude is working in the shop unless he himself is famous (Versace, Tom Ford) and can make us look fantastic. I love the drama of the looks, and you don’t see that in other brands.

Really, guys don’t understand our need for lots and lots of shoes, either. The comfort of being able to wear 4″ heels all day without my feet killing me can only be accomplished by the higher end brands. The princess shoe may fit, but if it cripples you, what’s the point? I don’t know how they do it! There really IS a reason to buy expensive shoes. You guys think we’re being sold a story. We are not. We need the shoes. We love the shoes, and yes, we women do need a man. ArMANi and MANolo and yes Jimmy Choo is fabulous too.