I've always liked Chinese Laundry shoes. In a word, I would call the style of shoes..."different". It's no surprise to me that the company's revenue increased by 25% last year. Now the owners, Robert and Carol Goldman, are in the process of rebranding the company - especially the company's packaging, which currently makes the shoes look cheap. Pictured at the right is the old packaging. Looks like a box you'd get at one of the shoe stores in L.A.'s Garment District.
With the help of Chase Design Group, the company now has a redesigned shoebox and the six brands that the Goldman's own are 
all now called "Chinese Laundry". "A company its size doesn't have the resources to build a lot of different brands in the eyes of the consumers," says Chase's president, James Bradley. "They need one strong visible name that people will remember."
The new shoeboxes will make their debut this fall! Heck, forget the 
shoes ;) You must also check out their website..fun! http://chineselaundry.com Which goes to show you once again, dear divas, that perception is everything (well, almost everything) in this industry... If you can make it look like a million bucks, people will perceive it to be a million bucks.
"A company its size doesn't have the resources to build a lot of different brands in the eyes of the consumers,"
That's a good tip.
Posted by: Designer Ella | August 1, 2006 9:10 PM | Permalink to Comment