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CONSUMER BEHAVIOUR
 

Utilizing story telling techniques throughout marketing campaigns evokes an emotionally driven purchasing decision process. Consumers are willing to pay a premium price because the shoe is perceived as piece of art, driving societal status.Manolo shoes are purchased for a wide range of occasions, from every day to formal, with potential increasing demands during holiday seasons. Purchases are dictated by disposable income and intrinsic motivation to look good and feel special.

 

NEEDS AND WANTS

Manolo Blahnik creates a unique pull-effect, which generates high demand for the extraordinary, high quality shoes among fashionable women by aligning promotion and strategy. Manolo Blahnik spots the hidden needs and wants of these women and highly influences their motivation and desire to buy high-end footwear through product placement. By placing Manolo shoes in the American franchise “Sex and the City”, brand awareness rose dramatically and generated product-specific consumer goals; experiencing a desirable high-class and high fashion lifestyle through luxury shoes.