Business Notes: What the Christian Louboutin vs Yves Saint Laurent lawsuit can teach us about selling

The egg-hard sound that high heels make when you walk in them is like audio crack. Women cannot get enough. However, it seems like two of the biggest brands for shoes are engaged in deep fighting that requires deep pockets.  Christian Louboutin & YSL are fighting over this famous shoe court case. For anyone who loves designer fashion, you know that Christian Louboutin is suing for the right for Louboutin to be the only company basically to have the red-soles on their shoes. Louboutin sued YSL in court because they have a red-soled shoe which matches one of their red shoes. Just for background, YSL’s sole colours always match the exterior of the shoe (so red exterior, red sole) while Louboutin only uses red soles regardless of the colour of the shoe.

Why this copyright case highlights selling

I am fascinated by how Louboutin is trying to basically claim ownership over red. It’s pretty crazy to me, but again it calls an important lesson about business: making yourself stand out so you can sell your products to your customers.

All businesses should have a unique selling point, and Louboutin’s was the fact his shoes had red soles (though it must be said, he was not the first designer to put coloured soles on shoes). YSL have been colouring the soles of their shoes for a long time, and I think if you are a shoe addict and are familiar with YSL + Louboutin, you know that the shoes in themselves are so different from each other. YSL shoes seem more business-like, while Louboutins look vampy and incisive. Both brands clearly make shoes that women love, but for me they have such different selling points: YSL prides itself on classicism in its and shoes, while Louboutin is a trendy brand.

Why this well-heeled struggle should make business owners know what they are selling!

This lawsuit has made me think about what the hell my selling point is as I try and start my business. Now I am no longer doing the recruitment service, I am focusing 100% on building my marketing business portfolio. But what the hell is my selling point? As this lawsuit continues to grow, it made me realise that Louboutin is suing for the right to be unique because he feels his business will be comprised (but I don’t agree).

What is your business selling point? I am going to go and revise mine. I want to be a marketing specialist that helps people & companies sell their products and services to increase sales.

It took a lawsuit to help me understand the importance of having crystal clear selling points.


2 thoughts on “Business Notes: What the Christian Louboutin vs Yves Saint Laurent lawsuit can teach us about selling

  1. Um, Aulelia, I hate to say this, but the selling point that you are proposing is the same one any ad or PR agency would propose. I think your biggest selling point is that you’re a woman. Not only that, you’re a woman of the world. You’ve lived all over Europe (maybe Asia too?) and, therefore, know how to deal with businesses in those markets. How many other marketing firms can say that? Also, you should narrow your focus. Marketing takes in a lot of sub-categories, including advertising, as I’ve mentioned above. Or, are you interested in logistics, which also falls under the marketing umbrella? You’d better know how to leverage social media for your clients these days as well. Personally, I’m playing catch-up on my real passion and skill, political analysis, because I’m so busy either writing or finding people to read my blog. Speaking of which, it’s time for me to make yet another tweet about the new post.

    You see, this really is a 10-hr/day job if you want to do it right. I really want you to succeed. I’m just not quite sure that I know what you’re going to succeed in doing. And if I’m confused, it’s safe to say that others are as well. Work it, girl! I believe in you!

    • Many thanks for your detailed reply, thewickedwoman. I have actually been wrestling with what you said for the longest time and I do want to specialise, my only worry is I have so many financial committments that I am worried if I do specialise, I could pick the wrong marketing niche and end up broke LOL. I currently have financial services clients and business to business ones which I am trying to build on but building a pipeline and executing on the work can be very difficult.

      For the most part, I am in the copywriting end of marketing but I also do social media – I am not involved in the advertising, PR or media buying side at all. What do you mean by logistics – I’d be interested to hear more about that.

      In an ideal world, I could get a little office, a junior assistant and working internet connection so I could work 20 hours a day!

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