Gaziano & Girling have decided to shake things up in their brand by continuing to expand on the amount of collections they offer. First it was the Deco line, a very sharp and elegant semi handmade dress shoe that took the industry by storm with the tightest waist one has ever seen in RTW. Then it was the Fresco line, a Spring/Summer range filled with elegant loafers and whatnot. But now they make the boldest (and maybe smartest?) move of all with their new Classic Range with pricing starting at Ł580 ex Vat.
There has been a lot of talk in the air about this move, some critiquing G&G’s choice to go more classic and not staying true to the G&G nature, others that love it and have already copped 2-3 pairs and then the rest who just dont really care. Question is which category of critic do you fall under?
The thing that most consumers dont think about is that the world of retail is ever-changing. You consumers are extremely fickle and demanding and brands have to keep up with that to stay alive. Right now we are in the height of cheapness where everyone expects free everything and to receive it by tomorrow due to the thanks of companies like Amazon that own shipping distribution (or monopolize it) and can afford to ship anywhere for free and immediately. But not all brands are like that. Most of the brands you love are small. Margins mean something because they are not upping the retail 10x the cost price. And every penny counts to run a successful business.
Who knows G&G’s motives behind the Classic Range but as a business owner myself I think its a smart move. They are expanding the offering and reaching more and new potential clients. Particularly ones that might not be able to afford the premium G&G range but love the idea of having G&G. Every large company thats not a French designer brands does it. Its how you become a worldwide brand without LVMH buying you out. And truth be told, I plan to do the same with my brand.
So well done G&G for giving more people the option to get into a pair of wonderfully made Gaziano & Girlings. While not as handsome as the DG70 Rothschild shoe (one of my all time favorites), they are still a great looking and well made pair of dress shoes! And I would most certainly take a pair of the highlighted cap toes in what looks like a gorgeous shade of Museum Calf.
For those of you wondering how they can drop the price well all materials being the same as their other ranges, the difderence is in pretty much all in labor costs. I could, and will write a post entirely about that as I am sure some of you dont believe this but its true. All of those lovely details you find in the Deco range cost a lot of money to make purely from time. Thats why Bespoke shoes are so expensive. They arent magical. They just take a lot of time!