Stupid Things in Style: Fast Fashion Footwear
Now lookee here, I’m all about beauteous designer shoes – they’re pretty, I like to look at them. I appreciate the craftsmanship that undoubtedly substantiates their $1000 price tags. I’m just not about to pay for it, and neither are you, and that’s precisely why Jimmy Choo for H&M and Pierre Hardy for GAP exist.
Let’s play a little game called What Are You Willing to Pay for Shoes from GAP and/or H&M? I’m willing to pay $50-$75ish, maybe a bit more if the shoes in question are very special (unlikely).
Let’s play another little game called What Would You Do if You Saw a $178 pair of platforms or a $345 pair of boots at either store?
I’d laugh my ass off.
I realize that in comparison with the Choo’s and Hardy’s Original Price Points, the numbers aren’t all that offensive. Here’s what pisses me off: The designer heavyweights behind collabs of this ilk have such hard-ons for their own names, they fail to consider the expectations of the shoppers who frequent the stores with which they’re collaborating.
When I’m shopping for shoes at GAP or H&M, I’m obvs expecting to score something reasonably cute ON THE CHEAP. If I was expecting to pay hundreds of dollars, I’d be shopping the clearance rack at Saks or Barney’s. It’s not effing rocket science – just a smart move for the average label whore.
If names are what you’re wooed by, would you rather pay $178 for Pierre Hardy’s GAP platform, or $394.63 (reduced from $1045) for his infinitely more badass Scuba Pump?
Why pay $345 for Choo’s “cost-friendly” H&M boot, if a hundred bucks more buys you the May Leather Boot ($478 reduced from $1195) from Choo’s namesake line?