This morning I was reading a newspaper, when a Bergdorf Goodman advertisement caught my eye. It was for shoes…stiletto sandals, to be more precise.
These were obviously meant for women who take their car and driver, or a taxi, and don’t walk. But still, they were beautiful: sky-high, peep-toe sandals featuring a braided T-strap, black canvas and patent-leather uppers, and cheerful, striped innersole and lining. I was instantly smitten.
I kept reading. My eyes followed to the print below the black and white photo of this pretty sandal. Moschino Cheap and Chic” said the ad, in bold, black type. For a moment, I thought perhaps Moschino really was offering a bargain. For a moment, I thought about playing hookey from my work, and running up to Bergdorfs. I wanted those sandals. I hoped they still had my size. For that moment, I had to have those shoes, even though my lifstyle is more geared towards sneakers, than stilettos.
My enthusiasm was short lived. In small print, I faced reality. I saw the price: $395.00
I know there are plenty of women for whom $400.00 shoes are simply another box in the closet. They buy them without thought. They buy them in every color. They buy lots of styles. I instantly realized that these shoes weren’t meant for the average woman for whom $400 is half the rent, or a month’s groceries, or the cost of some their child’s medical care.
I’m not on the bread line, but cheap and chic? Chic, yes, but cheap??? On what planet?!
I don’t know how Moscino ended up with “cheap and chic” as their tag line, but it doesn’t fit anymore. Worse, it’s really nervy. You have to have serious chutzpah to advertise a pair of $400 sandals as “cheap” and assume that anyone would believe it –or at least not take offense at the implication that if you think it’s not cheap, you’re simply not chic (or rich) enough. Had Moschino simply said “chic” I would have embraced the concept.
I’m not buying it (the tag line)….or them (the sandals).
Just my thought for the day. If you think $395 is cheap, please leave a comment and let me know about it!