10X10

Welcome to the 24th edition of B. I had an interesting conversation with a psychologist who said that the way people describe a situation often reflects the way they want to be seen by others rather than how they really feel at that moment. For example, consumers often justify purchases with practical reasons when those reasons were not really why they chose the product. Few people would say they chose an expensive, luxury brand for its high-end image. Instead, they usually focus on practicality or functionality, even though the product is neither practical nor likely to be used often. This is why I don’t generally trust numbers from consumer surveys. Many respondents would likely portray themselves as smart consumers with particular tastes, thus biasing the data and limiting its usefulness in branding. One needs to be especially careful with this type of data when it comes to talking about uncertainties like the brand’s future. This edition features Repetto, a French maker of ballet flats. The shape of the shoes changes as you walk, and they get dirty quickly, but they are an important style indicator, which is why they are loved all around the world. Repetto consumers, however, always point out the shoes’ functionality and comfort, and buy the shoes despite the high price. At bottom, I think people buy Repettos because of the brand’s identity. Repetto started out making shoes for ballet dancers, and even after the company’s management changed, they continued to make products inspired by dancers. Claims that people buy the shoes just because they are comfortable, are convincing because of this philosophy. Uniqlo tells users that Heattech products are the result of applying material engineering to ordinary innerwear. A successful brand gives consumers a reason to love the product, no matter how simple that reason might be—many people buy Heattech “just because it’s warm.” Users will love a brand that has a clear reason for being. This is the essence of “storytelling” marketing. Think about the real reasons why you and the people around you love certain brands. You might find the actual reasons are different from what you had believed. PublisherSuyong Joh 02 INTRO TA cheerful ballerina tiptoeing in her tutu and ballet shoes. This is the captivating image that many have of ballet. 26 INNER SPACE Repetto’s signature item, ballet flats, incorporates the shape and function of ballet pointe shoes. B looked into the multiple lines of shoes and clothing that Repetto has developed from this basic model. 40 FRENCH CHIC The style of Repetto, with its natural, unadorned beauty, might be called “French chic.” B went to France to look at the styles unique to the French and ask them what brands they think are the most “French.” 60 CHARACTERS Repetto flat shoes blend in seamlessly with many different styles and occasions. B met with a number of Repetto consumers engaged in several different occupations. 72 BRAND TO BRAND Repetto users introduce the other flats they enjoy. 76 ICONIC DETAILS The little ribbon on the Repetto Cendrillon represents the brand itself. But Repetto is not the only shoe brand with this sort of iconic detail. 81 B’S CUT Flats are usually worn for how comfortable they make our feet. B took a close up look at the marks feet leave on their Repettos. 96 BRAND STORY Begun in 1947 as a manufacturer of professional ballet shoes, Repetto created the Cendrillon, a “fashion flat,” designed with the sensibility of a dancer and made with Repetto’s exclusive manufacturing techniques. This is the story of a brand that has maintained an authentic identity amid crisis, and whose reputation as a fashion shoe brand has continued to grow. 114 OUTRO Different flats for different people. Wearing flats lightens their steps, and they walk almost as though dancing.