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.