Everybody’s trying to break into accessories these days.
First, the news was that See by Chloe, Proenza, Hussein Chayalan and Ohne Titel would all be breaking into shoes (and since then, Proenza’s quietly started giving out bags to their friends, which everyone hopes will actually make it to stores.)
Then, Marc announced he’d be expanding into a full line of swimwear for Marc by Marc, while Brian Reyes announced he’d be launching a line of lingerie (ok – swimwear and lingerie are not exactly accessories, but they do fall into that small things/cheaper things category).
Not too long after, Prada announced plans to design costume jewelry, and Yigal said he’d make the shoes from his Spring 09 runway for the stores.
And now? 7 For All Mankind is launching their own shoe range for Spring, retailing between $150 to $350, which may seem too close to their denim price range, but is probably a bit less than most 7 customers usually spend on their shoes.
Clearly, companies are hoping their shoppers will still be out there looking for cute things to acquire, but they know it’ll be with a much smaller budget, so they’re trying to make more things at lower price points so everybody can still get their buzz. Because as Elle MacPherson put it today, her lingerie line is doing better than ever because “when a woman can’t afford a dress in the luxury echelons, she may opt instead to part with ¬£20 on underwear that makes her feel good.”
But the question for all these other high-end brands persists -
Is buying a pair of Yigal pumps as thrilling as the dress? Will a lucite necklace from the Prada store still give you the same good vibrations as their lace? Does Brian Reyes lingerie feel as good as the clothes, especially since it’ll be covered by clothes? We don’t know. But we guess the brand strategists are hoping it’s a “yes”, and that they won’t lose any customers once the economy gets back on track.
And we have to ask, do you even care if your favorite brands are expanding into new categories? For example, it’s not like 7, which is obviously known for jeans, will have anything to do with the shoes, which will be produced through a licensing deal, other than the general style. Like, if Hermes (god of leather and good stitching) came out with a range of cotton tees, would you care?
We think not. But more importantly, what do you think?
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Where’s the bag from? It’s super cute!
Where’s the bag from? It’s super cute!
I would buy Hermes cotton tees as long as they weren’t like, ¬£1,000. Because Hermes quality is Hermes quality whether it’s a bag or a watch or a top.
PS: I just love it when Fashionista writes a long interesting article and the first comment is, ‘ooh, nice bag!’
I would buy Hermes cotton tees as long as they weren’t like, ¬£1,000. Because Hermes quality is Hermes quality whether it’s a bag or a watch or a top.
PS: I just love it when Fashionista writes a long interesting article and the first comment is, ‘ooh, nice bag!’
Its Proenza Schouler Spring 2009 bag collection
Its Proenza Schouler Spring 2009 bag collection
“7 For All Mankind is launching their own shoe range for Spring, retailing between $150 to $350 … but is probably a bit less than most 7 customers usually spend on their shoes.”
How do the Fashionista writers estimate the amount that 7-buyers spend on their shoes? Seems a little condescending to me — as a loyal reader, I’d thought you all were trying to curb that attitude.
“7 For All Mankind is launching their own shoe range for Spring, retailing between $150 to $350 … but is probably a bit less than most 7 customers usually spend on their shoes.”
How do the Fashionista writers estimate the amount that 7-buyers spend on their shoes? Seems a little condescending to me — as a loyal reader, I’d thought you all were trying to curb that attitude.
Another reason accessories are a good idea for brand expansion is that you don’t need to be skinny to participate in luxury brands when you’re just buying jewellery, shoes, and bags. Many of the trends from the past couple of seasons have not been exactly figure flattering (e.g., bubble hems, puff sleeves), so for people who are shopping for >size 2 bodies (especially as gifts), it’s much safer to go with an accessory.
Another reason accessories are a good idea for brand expansion is that you don’t need to be skinny to participate in luxury brands when you’re just buying jewellery, shoes, and bags. Many of the trends from the past couple of seasons have not been exactly figure flattering (e.g., bubble hems, puff sleeves), so for people who are shopping for >size 2 bodies (especially as gifts), it’s much safer to go with an accessory.
I don”t know about anyone, but speaking for myself, I don’t think the quality of 7 denim is all that great. They stretch out immensely after a couple of wears, their denim bleeds more than any other denim company and now they want to move on to shoes? I think the only reason that people like 7′s are cause they are “expensive”. They look at the price tag and see it on everyone’s but and they expect it to be their money’s worth.
Maybe they should perfect their denim before they move onto something else.
I don”t know about anyone, but speaking for myself, I don’t think the quality of 7 denim is all that great. They stretch out immensely after a couple of wears, their denim bleeds more than any other denim company and now they want to move on to shoes? I think the only reason that people like 7′s are cause they are “expensive”. They look at the price tag and see it on everyone’s but and they expect it to be their money’s worth.
Maybe they should perfect their denim before they move onto something else.
“7 For All Mankind is launching their own shoe range for Spring, retailing between $150 to $350, which may seem too close to their denim price range, but is probably a bit less than most 7 customers usually spend on their shoes.”
Umm in my experience the 7 customer is a suburban teenager who is obsessed with Abercrombie, Coach, and labels. Their fit is horribly unflattering, I actually own a pair that I got back in my 8th grade label whoring days. They might spend $150 on shoes, but only if they were Coach logo print boots.
“7 For All Mankind is launching their own shoe range for Spring, retailing between $150 to $350, which may seem too close to their denim price range, but is probably a bit less than most 7 customers usually spend on their shoes.”
Umm in my experience the 7 customer is a suburban teenager who is obsessed with Abercrombie, Coach, and labels. Their fit is horribly unflattering, I actually own a pair that I got back in my 8th grade label whoring days. They might spend $150 on shoes, but only if they were Coach logo print boots.
By the last “they” I meant 7 customers.
I just want to know when and where can I get a Brian Reyes kimono???!
I just want to know when and where can I get a Brian Reyes kimono???!
you guys need to learn fact-checking. 7 shoes have been out for ages.
you guys need to learn fact-checking. 7 shoes have been out for ages.
no #10, 7 may have had some shoes here and there, but that wwd article was about their first shoe RANGE. it’s definitely a change for them.
no #10, 7 may have had some shoes here and there, but that wwd article was about their first shoe RANGE. it’s definitely a change for them.
By the last “they” I meant 7 customers.