Word on the fasionista streets is that J. Crew and Manolo Blahnik will be doing a collaboration line, date to be announced, by releasing 41 styles in the classic Manolo BB style classic pump. Sounds exciting, doesn’t it? Well, read the fine print before you call your contractor to expand your shoe closet. This isn’t the Missoni for Target or the Alberta Ferretti for Macy’s type of collaboration, oh no, it’s a collaboration horse of a totally different color.
Manolo Blahnik USA president George Malkemus told Footwear News “It’s a way of bringing high and low together.”
Um, really? The Manolos, the shoes are expected to sell online and in select J.Crew stores under the Blahnik name, will be selling at J.Crew for $595….around the same price as a regular pair of Manolos.
So, why is this a deal?
Well, Glamour Fashion was quoted as saying that the Manolo styles for J. Crew are “fun and playful and completely cute.”
Which begs the question, why bother? Why doesn’t the Manolo Blahnik brand just make them themselves without being under the umbrella of J.Crew? I’m sorry, “fun and playful and completely cute” does not cut the mustard for me and I find 
it even more baffling considering Manolo Blahnik told the Wall Street Journal “I recently turned down a lot of money to create a mass-market type product. I don’t want to make that sort of money if I am polluting my brand.”
Perhaps, Manolo Blahnik feels that offering his shoe line for J. Crew at the same price point he sells his own shoes makes him feel less like he is polluting his brand…but, I’m still left wondering, why bother? What is the point?
What do you think?
I'm with you, why bother? I can see using JCrew as a market expansion piggyback but with a brand like this, there's no need for them. It's a high end product and high end people know how and where to get them. I don't really understand the reason for this play. Perhaps to bring the accessibility to the masses who feel intimidated to shop where Manolos are typically sold? Maybe it's JCrew who's trying to enhance their image and reach a demographic who's not historically bought their products? Bring in Manolo and also bring in shoppers who'll buy more? Could be but agreed, this is a confusing corporate move.
I'm with you, why bother? I can see using JCrew as a market expansion piggyback but with a brand like this, there's no need for them. It's a high end product and high end people know how and where to get them. I don't really understand the reason for this play. Perhaps to bring the accessibility to the masses who feel intimidated to shop where Manolos are typically sold? Maybe it's JCrew who's trying to enhance their image and reach a demographic who's not historically bought their products? Bring in Manolo and also bring in shoppers who'll buy more? Could be but agreed, this is a confusing corporate move.
I’m with you, why bother? I can see using JCrew as a market expansion piggyback but with a brand like this, there’s no need for them. It’s a high end product and high end people know how and where to get them. I don’t really understand the reason for this play. Perhaps to bring the accessibility to the masses who feel intimidated to shop where Manolos are typically sold? Maybe it’s JCrew who’s trying to enhance their image and reach a demographic who’s not historically bought their products? Bring in Manolo and also bring in shoppers who’ll buy more? Could be but agreed, this is a confusing corporate move.