The One Product That Made Valentino Double Its Sales
We all want to have that single product that can be considered a cash cow, something that can be milked for a long time and bring in the dough. It takes a while to find just the right one though, the one that is so well received by the consumer that you can raise the price and it would still be your most cash-producing design. At Valentino, there was certainly one particular piece that was a big hit, helping to double the sales of the famous fashion house. There has been a craving for butterflies, camouflage and psychedelic dyed fur coats since the year 2010. You don’t crave them because they are awesome, even if they are, but because everyone seems to be showing off the trends everywhere, and you simply cannot get away from it. Valentino has been one of the biggest reasons for this phenomenon so you can decide whether to love or hate them for it. There is a rather incredible Valentino shoe that has done the job. Think triple straps and slingback on kitten heels with Rockstud designs and pastel rainbow coloring. It raked in the dough pretty heftily really, account for half of the 36% increase in sales last year.
The Valentino Rockstud pair itself costs around $1000 and has been wildly popular because of the forward-thinking vision of the brand’s creative directors who think of creating pieces that can be big for multiple seasons, thus keeping old skews alive. Co-creative director Maria Garzia Chiuri told style.com, “We never think to do something only for one season. We want to speak a language that speaks about style, and that becomes timeless. We think that now the designer has to find a new balance. Women now want something special, but to use every day ‚Äö√Ñ√∂‚àö√ë‚àö√Ü not only for special occasions.’ The Rockstud shoe most definitely follows that, as it can be great on a date, a ladies’ night on the town, or merely to wear out to work and shopping sprees. It’s got just enough of everything to make it as timeless as they come. Couture has been linked with street style and we so very much love the result! After all, it isn’t every day you come across a pair for your feet that will be in style for years to come.
As it resurfaces constantly on the runway shows, it is clear that Valentino plans to milk this cow for as long as it can go. The fact that it sells out every time also points to a simple truth: people love this style and are willing to keep paying for it, whether to replace a worn out old pair or to add a designer piece to their closets that won’t be considered so last season within the next 3-4 months. A shoe is as much a woman’s best friend as diamonds are, moreso these days when more people can afford shoes but have no extra cash to splurge on those diamonds. Then again, that might be a poor trade off considering the timespan of each. There is one thing we know well though, and that is the fact that the Valentino Rockstud ankle strapped slingback shoes are not going anywhere any time soon.
Photos courtesy of Pink Peonies, itsybitsyindulgences, Viva Luxury