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Frye Leather Stakes Its Claim to Luxury
The Frye Company is a case study in how to build a luxury brand in the new economy
I love my Frye boots. I’ve owned a number of pairs over the years and just got a new pair from Zappos. Priced at $295 and made with rugged Frye quality leather and all tricked out with straps and buckles, I will enjoy wearing these boots for years to come. That’s why I was thrilled to learn that Frye had just opened its first branded boutique in SoHo. Coincident with that boutique opening, Frye also relaunched its website with enhanced search capability and a new look.
Frye is stepping out to create a new luxury brand based upon its ‘cowboy/girl’ western chic, one that perfectly matches the ‘zeigeist’ for authentic quality and value in the new economy where even the affluent are watching their pennies. Frye has leading-edge design covered too, as low-heeled riding boots are the look this fall.
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Editor Pick's
While Carrie Bradshaw Seeks A Life Filled With Both Labels And Love, Unity Marketing Sees Lessons For Luxury Marketers About Adding Meaning To Their Message
She is still toting Chanel handbags, and she's still sporting her signature Manolo Blahnik shoes, but there is something else that Sex And The City's Carrie Bradshaw has acquired that should make luxury marketers sit up and take notice: a sense of shopping-related morality. In key moments in the movie Carrie shows a shift away from conspicuous consumption toward a more temperate, pragmatic approach to luxury. This is another sign of a shift occurring throughout the culture. It signals that luxury marketers need to emphasize meaning over image when promoting their products to today’s consumers.
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New Study of the Seasonal Decorations Market Identifies Opportunities in the Current Market
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Luxury of Time, a Generational Perspective
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Changes in Women's Fashion Spending Indicates Changing Women's Lifestyles
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