One of the interesting ways to create an interesting product is to zig where everybody zags.
Apple did this with the white iPod and earphones, when most devices were either black or grey.
Christian Louboutin did the same thing when he introduced his red-bottomed heels. Most people never bothered to care about the underside of a pair of heels – they’re the part that gets dirty. But attention to detail is what makes Louboutins so noteworthy and remarkable.
In his first year of business, Louboutin sold 200 pairs of shoes. In 2012, he sold 700,000.
How did he get to such scale and influence?
1. The celebrity factor – winning over all the style icons makes you very fashionable
Jennifer Lopez even released an entire song about them.
2. Collaborations with popular culture – getting to be the maker of THE Cinderella shoe
In 2012, Christian Louboutin was commissioned by Disney to create a modern-day Cinderella-inspired pair of slippers limited to just 20 pieces, to commemorate the release of the Cinderella: Diamond Edition Blu-ray Combo Pack.
3. Crossing mediums with an iPhone app – Louboutinize
Launched in 2012, the Louboutinize app lets its users find stores, make wishlists, check out brand videos and seasonal collections, and learn about the history of the Louboutin products.
4. Selling related products once the brand has been established
Getting into related goods is a bit of a challenging task. You want to make sure that your new products strengthen your brand, and not dilute it.
The famous Louboutin heels with the red bottom were inspired by an assistant’s nail polish – so it makes perfect sense for the brand to move into selling nail polish as well.
5. Posting quality content on Instagram
Louboutin has over 9.4 million followers on its highly-curated brand account, @louboutinworld. Christian Louboutin actually won Footwear News’ Marketer of The Year in 2015 for the success of the #LouboutinWorld social media campaign.
- Win over celebrities and influencers
- Collaborate with relevant players in the market
- Experiment with new mediums and channels
- Create related products in adjacent markets
- Post quality content on Instagram
Read next: Chanel’s marketing strategy