HOW TO REACH (OR CEASE) THE HEIGHTS

DESIGNING FASHION THAT WORKS WITH ONE’S LIFE
IS A WINNING CREATIVE STRATEGY

The product development phase of fashion design has shifted from the sole emphasis of patterning fabrication processes and production methods to (in our term) “self-fashionization” for the customer.

Fashion design, more than ever, should be involved with a person’s own lifestyle management.

A good example is a company, called Day2Night, which offers women a convertible shoe with a fashion-right heel for any of her lifestyle and fashion choices. This company offers an elegant pump that gives a woman five fashion-right heel heights to manage any of a variety of experiences. For instance, meeting a five-foot seven inch guy who fails to reach the height of attraction – she can now say “Excuse me, I’ll be right back”… she quick-changes her Day2Night high heels to the lower heels tucked away in her handbag… we’ll try to imagine what could happen from then on …

Drawing by Art Winters

Candice Cabe and Nadine Lubkowitz are the founders of Day2Night and www.Convertible-Heels.com. Cabe found it a hassle to fill her suitcase with a number of shoes to fit every occasion in her travels. Finding a need and filling it is the mother of invention and the essence of marketing. With the investment of $15,000, mainly for prototypes, and an entry in the 2010 Startup Weekend – they were finalists in entrepreneurship contest MassChallenge. They have used the crowdfunding platform Kickstarter, and are now in early talks to license the heel technology to major shoe brands, Nine West and Zappos. [Entrepreneur Magazine, December 2011]

Three cheers to following through on a creative, much dreamed about, idea!

Day2Night “Marissa” slingback $150, with interchangeable heels

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

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