Costs vs value; what’s a good shoe worth? And who is paying the price for it?
Shoes; a lot of people love them, buy them –not necessarily need them– and collect them in spite of the price they have to pay for them. Most people however, consider footwear to be very expensive and don’t like to spend too much on it. But what’s a good shoe worth? And who’s paying the price for it?
In this series of blogs, we will try to explain how many stages footwear has to go through before it has found its way to the (web) shop. We’ll start with the commercial collections; later on we will focus on limited editions and bespoke shoes.
Part one: the design
Shoes don’t grow on trees; the development of a footwear collection goes through multiple stages. It all starts with a design. Either simple or exclusive; there’s always someone who has to draw the first line! That first design may take at least several hours. A designer who is designing a commercial collection based of 72 styles, may spend an average 4,5 hours on each model. This also includes the instructions the designer has to give to the manufacturer about materials, colours, heel height, accessories etc. Incomplete instructions can end up in a completely different product and may cause the failure of the entire production.
Before the designer starts his nerve-wrecking race against the clock to deliver a consistent commercial collection –72 styles in 40 days– she/he has already done a lot of preparation: store checks, window shopping, visiting trend presentations and in the end processing all this information into the right tools for the job. No doubt the role of the designer is a crucial one, that should be rewarded equally.