BRAND POSITIONING
Manolo Blahnik shoes are positioned as a high end, visionary and unique brand, indicating each user’s luxurious taste in designer footwear and timeless elegance. Manolo girls are not trend followers; they prefer originality combined with long lasting beauty that will not fade. Manolo is all about crafting experiential perfection, demonstrating the brands need for quality and control. The company concentrates solely on producing ageless fashion that will still look modern in ten years’ time, which is Manolo’s method of preserving customer value in the long run. Manolo Blahnik tend to steer far and away from fads and gimmicky designs, producing a shoe with timeless sex appeal.
Our shoes target a very specific type of consumer: wealthy, upper-class woman who are extremely fashion conscious and also fashion forward. A typical Manolo girl usually demonstrates a European fashion style and ranges in age from 24 to 55 years old. However, following company initiatives and the rise in brand popularity due to successful product placements, this bracket is lowering. This move has allowed Manolo to tackle a new generation of customer and ensure long-term sustainability for the brand.
Manolo Blahnik as a brand is high on the pricing spectrum, and scarce in availability. By limiting access to the product exclusively through high-end department stores in very limited locations, Manolo can maintain the luxurious and exclusive mystique of the brand. This mystique and desirability, combined with impeccable craftsmanship, helps to justify Manolo’s high price. While Manolo Blahnik is by no means adverse to market entry, the mantra of the company remains exclusivity before growth, which is why this project must be well calculated.
