Stuart Weitzman is going higher with its customization program.
The brand launched its fifth installment of the series this week, this time featuring the stretch suede thigh-high Highland boot alongside a new flat version, the Lowland.
“With the new season, the thigh-high boot is the [hot] item again,” said brand CEO Wayne Kulkin. “This is a strategy we implemented close to one year ago; we want to offer our customers the ability to participate like a designer.”
Retail prices range from $785 to $795, and customers can choose from 10 colors, between three different widths and sizes ranging from 4 to 12. The limited-edition program will run for two weeks (after launching Monday).
Of the short-time limit, Kulkin said, “Every boot is handmade, and to be able to make and deliver in all colors, you have to put some sort of stop on it to get the order to the customers in a timely manner.”
The Highland boot is a popular style among celebrities like Rosie Huntington-Whiteley, Diane Kruger and Olivia Palermo. And while customizing items is not new to the industry, Stuart Weitzman is working to stand out.
“It’s been done in trainers and sneakers and mass items like jerseys, but in the true fashion arena, very few companies have ventured into that,” said Kulkin. “Boots are really the ultimate thing for customization. The unique thing is the fact that people love this bespoke attitude.”
Up next, the brand will launch its sixth customization program in December, although Kulkin remained mum on details.
“It will be customization, squared — not only do you have a choice of color, texture and size, but one little feature that’s just for her,” he hinted.