Yohji Yamamoto and Ferragamo Team Up for Fall 2009
Christina Butty — June 2, 2009 — Marketing
References: salvatoreferragamo.it & wmagazine
For Fall 2009, Yohji Yamamoto teamed up with cobbler powerhouse Salvatore Ferragamo to create a capsule shoe collection.
Yamamoto's goal in partnering with Ferragamo was to create a unisex and neutral shoe.
Their are eight different styles available that range in price from $470-$1050 at select Ferragamo boutiques.
Implications - Products like this combine elegance and sophistication into a stylish whole, and thus appeal to consumers who aspire for luxury without overt gaudiness. Not every wealthy consumer is in the market for a needless display of opulence, and by taking a neutral aesthetic into consideration, products like this succeed at being appropriately tasteful while also representing a dedication to quality and luxury. Sometimes, even with the most luxurious of items, less is more.
Yamamoto's goal in partnering with Ferragamo was to create a unisex and neutral shoe.
Their are eight different styles available that range in price from $470-$1050 at select Ferragamo boutiques.
Implications - Products like this combine elegance and sophistication into a stylish whole, and thus appeal to consumers who aspire for luxury without overt gaudiness. Not every wealthy consumer is in the market for a needless display of opulence, and by taking a neutral aesthetic into consideration, products like this succeed at being appropriately tasteful while also representing a dedication to quality and luxury. Sometimes, even with the most luxurious of items, less is more.
Trend Themes
1. Gender-neutral Fashion - Creating unisex and neutral clothing and accessories appeals to consumers who desire luxury without overt gaudiness.
2. Capsule Collections - Collaborating with other brands to create limited-edition collections provides a unique and exclusive offering to consumers.
3. Affordable Luxury - Offering high-end products at a range of price points makes luxury more accessible to a wider consumer base.
Industry Implications
1. Fashion - The fashion industry can explore the concept of gender-neutral designs to attract consumers who desire sophistication and elegance without conforming to traditional gender roles.
2. Footwear - Collaborations between footwear brands present an opportunity to create limited-edition shoe collections with unique designs and targeted marketing.
3. Luxury Goods - Luxury brands can innovate by offering high-quality, tastefully designed products that cater to the desire for luxury without excessive opulence.
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