Bensimon tennis shoes are back
It is the story of a small tennis shoe, launched in 1982 and originating from a stock of French army sneakers, which has come back full force and is carving out a real success.
No big waves at the onset
In those days, it was a big hit among the editorial staff of women’s magazines (Elle, Marie-Claire...), gently going through life, without causing a stir, on the feet of bridesmaids in wedding parties, worn by some Bohemian-chic lifestyle stars (Jane Birkin) taken up by daughters as well as their mothers in its shoelace version, attracting a loyal and serene clientele.
Today, the Bensimon is a highly-sought-after object of desire
Today, it is again a cult object, hunted down by its fans that can not imagine spending a summer without putting on « Bensimon » shoes.
Taupe or light grey colour, they also attract teens looking for brands and a special look. A Bensimon with slim trousers offers the finishing touches for less than 30 euros at that. Who could be without them?
Even the subjects of Her gracious Majesty, for example, Camilla Parker Bowles, not to single her out, wears them for her personal use.
Definitely a fashion trend, but one with a carefully planned marketing strategy. That is because Bensimon plays hard-to-get. The Bensimon brand is not accessible to all and its rarity adds a significant aura to its purchase.
A definite rarity, a bit orchestrated but that creates desire and increases the desire to buy.
Mothers and daughters now have something in common, their Bensimons, which have become a « must have »!
In those days, it was a big hit among the editorial staff of women’s magazines (Elle, Marie-Claire...), gently going through life, without causing a stir, on the feet of bridesmaids in wedding parties, worn by some Bohemian-chic lifestyle stars (Jane Birkin) taken up by daughters as well as their mothers in its shoelace version, attracting a loyal and serene clientele.
Today, the Bensimon is a highly-sought-after object of desire
Today, it is again a cult object, hunted down by its fans that can not imagine spending a summer without putting on « Bensimon » shoes.
Taupe or light grey colour, they also attract teens looking for brands and a special look. A Bensimon with slim trousers offers the finishing touches for less than 30 euros at that. Who could be without them?
Even the subjects of Her gracious Majesty, for example, Camilla Parker Bowles, not to single her out, wears them for her personal use.
Definitely a fashion trend, but one with a carefully planned marketing strategy. That is because Bensimon plays hard-to-get. The Bensimon brand is not accessible to all and its rarity adds a significant aura to its purchase.
A definite rarity, a bit orchestrated but that creates desire and increases the desire to buy.
Mothers and daughters now have something in common, their Bensimons, which have become a « must have »!
Novembre 2008
