Monique Lloyd

As I strolled through Phipps Plaza mall in Atlanta, GA, the sound of my high heel shoes clicking on the shiny, waxed floors resonated throughout halls of the eloquently displayed mall. In one hand I carried my Starbucks Caramel Frappuccino and in the other a Nordstrom shopping bag holding a pair of BCBG pumps. I felt sophisticated and exclusive as I began to exit the mall that harbored well-lit store fronts bearing the names of the most high-end designers in fashion; that was until I saw red and was stopped in my tracks…In the highlighted window display at Jeffrey sat a creative merchandising layout of fabulous high heel shoes all with bright red soles; I had never seen these shoes in person but I knew exactly what they were: Christian Louboutin exclusives. I hurried inside the store with excitement to get a closer look. I picked up the peeped-toe, sling-back high heels and instantly felt like the shoes I just purchased had absolutely nothing on these. These Christian Louboutin heels were the shoes of my dreams…

Why did I have such a strong connection with this designer’s shoes if I had never seen them up close, let alone ever put my feet in them? Strategic branding is the reason. As a fashionista, I pay close attention to everything the celebrities are wearing. Whenever you see a hot celeb in the movies, videos or red carpet, they always seem to have on the most gorgeous shoes with these red bottoms. So when I passed by the window display I knew what designer those red bottoms belonged to. Since you only see these high priced shoes on celebrities and women of a higher class, I identified owning a pair of Christian Louboutin shoes with being elite or exclusive. Even singers and rappers have been plugging the name in their lyrics when describing their “ideal woman” and what she’s wearing. Christian Louboutin shoes are like the Ferrari of footwear. When you see that kicking horse against a yellow background you immediately know it’s the logo of Ferrari even if you’ve never seen a Ferrari in your life. Same with Christian Louboutin shoes. Their heels are constructed so high that you can see the red soles from the side and the back like the person wearing them is walking on a Hollywood red carpet with every step. Celebrities are the best advertisers and can brand the item within an individual's mind without them ever seeing it or trying it on. That analogy spoke volumes in my entire experience at the mall.

What happened to those sling-back, peeped-toe, high heel Christian Louboutin pumps with the red bottoms that stopped me in my tracks you ask? I bought them. I told you they were the shoes of my dreams.

How do you feel about paying several hundred dollars for shoes?

Graphic Credit:
Animationfactory.com