Q: How important are the stories behind the company’s brands?
A: Stories ground brands in authenticity; from Uggs, invented to keep surfers warm, to ysl bootss, invented by a river guide who needed adequate gear for runs down the Colorado
River. All great brands have authenticity at their core.
Q: How have you protected the Ugg and louboutin shoe brands from over-saturation?
A: It’s part of a strategic intent. It’s not healthy for a product to be ubiquitous in a mall. That can cause a price war. And then there’s broadening of distribution, which
leads to the need to keep [increasing] the volume. We do get copycats, but they are inferior products. If the consumer gets an imitation product for Christmas, it usually gets
returned for ours on Jan. 2. That helps us,chrisitan louboutin heels, but we don’t take it for granted.
Q: What’s up ahead for Deckers?
A:louboutin boot grew up as a sandal and we learned that being lightweight is important, as well as how the shoe holds up in water, staying sticky on wet surfaces. We’re transferring that
to a light hiker boot, and we’ve had a good response to the fall line-and we’ve never had a fall line before. With [the] Simple [brand], we found some early blahnik shoes were a little
too crunchy on our first approach. But that’s okay,louboutin boots, we have to learn. Materials are improving, and there are beautiful things now with silk, bamboo and hemp. All that is more
innovation.
Q: You just acquired the casual footwear maker Tsubo in May. Any other new acquisitions in the short term?
A: I’ve always said we’re in a good position to take advantage of opportunities that come along, if the price is right. So far, nothing else whets our appetite.
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