Un-Boxed

What's in a box, I ask?

More than the contents if you are a devotee of Apple. Apple fans are well acquainted with the company's design philosophy which extends to not just the products themselves--the iPhone, the MacBook, or even the connecting wires such as the MagSafe power adapters--but to the product containers themselves.

 

Apple designers put a lot of thought into the design of product box that accompanies each and every Apple product--from computers to iPods to headphones. Each box is different and in so cases, even open differently than your average cardboard box.

In turn, Apple customers have recognized this effort. So much so that there are even people who collect Apple product boxes. On YouTube, you can find tons of videos showing the unboxing of products, typically technology gadgets. But, I believe these types of videos started with Apple products since Steve Jobs is so obsessive about marketing. The lowly product box demonstrates the marketing genius and savvy of Steve Jobs and company.

Well, what does this have to do with fashion?

As you all know, I recently purchased my first pair of Christian Louboutin heels. I've been pining for the 'Rolando' pumps since the style was introduced last fall. I was estatic when I found the style available on the Neiman Marcus web site. I waited with bated breath for my precious shoes to arrive in the mail and could not wait to see the pumps I so admired from afar.

So could you imagine my dismay when I open the cardboard shipping box and pulled out this?

This is the box that held what is now, by 2008 pricing, the most expensive pairs of shoes that I have purchased. It's an ugly brown box made of what appears to be the least expensve materials. It's Just your average brown box. Not even the shoe dust bag is all that great either. My Cesare Paciotti shoe bags are made from finer material.

Now, compare the Christian Louboutin shoe box shown above to the Louis Vuitton box shown below:

 

This is the box that holds my very cute Vuitton pony hair Mary Janes with the cream and brown check pattern design of Louis Vuitton. The design and materials of the box are evoke luxury and a well-crafted product (even if it was made by a machine). The inner box holding the shoes takes just a tiny bit of effort to pull out as it's a snug fit, not unlike closing the door to a luxury automobile.

It may not be immdiately apparent from my photograph, but I assure you that the people at Louis Vuitton have put nearly the same amount of effort designing their product boxes as Apple has.

However, my opinion of the Christian Louboutin box only intensifies my perception that while he is a great designer, his shoes speak to a mass-market, almost commodity product--a commodity product available to any and all who can afford them.

I don't dispute that the French designer creates some of the best, if not, the best designed shoes that women have had the opportunity to wear or covet lust. But, I don't fully buy into the illusion as his presentation is incomplete unlike Apple or Louis Vuitton.

The shoes point to outsourced manufacturing as all the Louboutin heels I have held in my hand all say: "Made in Italy" stamped into his trademark red soles.

I fear that Christian  Louboutin may be some marketing fabrication of Anna Wintour or some other fashion mogul. Could he be like Hagan Dazs ice cream: A German sounding name, but really just ice cream made in New Jersey.

Why are his shoes made in France? Are there no shoe manufacturing facilities in France? As someone of Italian heritage, I should be so honored that a presigitious French designer would chose Italy to manufactur his shoes--it's where my shoes from Cesare Paciotti, Gucci, and Dolce & Gabbana are made.

Or, is it simply that Monsieur Louboutin is no different that any other profit-driven mongul who wants to spend as little money and effort on the mere packaging that will be discard anyway.

Remember this: Steve Jobs of Apple is a BILLIIONAIRE. According to a business publication, Apple has about 18 BILLION dollars in the bank and is expected to surpass the cash holding of Microsoft.

Equally, Louis Vuitton is known for it's luxury status and is among the most expensive luxury products on the market. It's leather monogram handbag has to be the number-one selling purse of all time, world-wide. So much so that there is a thriving counterfeit market for knock-offs. As I have shown above, LVMH takes great care in how its products are presented to its customers and the world.

In short, I'm greatly disappointed that Christian Louboutin product presentation is so ordinary. Even my new trainers that I bought at the Skechers outlet in San Francisco came in a better and more thoughtfully designed shoe box.

I love the design of my new Rolando's and I am sure that I will buy more pairs of Christian Louboutins. However, I refuse to have blind faith and buy fully into the fantasy.

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[heney]

What's in a box, I ask?

This title is very attraction.