CHRISTIAN LOUBOUTIN
One of the many hats I’ve worn professionally has included that of a marketer. With that comes an appreciation and understanding of brand. Companies brand their products to reach a specific target audience. They imbue their advertising with messaging that connects with how the buyers see themselves or what they aspire to be.
I think the use of products can do the same for characters in a book.
Products and their impact on people have always stuck with me, especially when it comes to fashion. A few key phrases I’ve seen ring true—for better or worse.
“People will judge you by the clothes you wear.” I evolved as a sixth grader in a new school being bullied for the clothes I wore, to having one of the same kids want to borrow my clothes during our freshman year of college… I do feel that your clothing can drive people’s perception of you.
“If you look good, you feel good.” Dressing well can drive your confidence and have a positive impact on your mood.
“Women dress for other women.” Not only have I seen women elevate fashion to an Olympic sport, but a woman’s eyes will light up if you tell her you’re wearing a pair of Manolo’s, while a man will look at you like you have three and half heads.
Having grown up witnessing the financial strife of my parents, I loved to escape in the glitzy world of Jackie Collins and Sidney Sheldon novels as a young reader. It’s where I first developed a love for designer fashion and glamour. Every summer I’d stalk the magazine racks for the fat September issue of Vogue and Harper’s Bazaar. When I was in my 20s and 30s I’d scour designer outlets looking for affordable fashion to wear to work. In my mind, affording fashion was tangible and signified I’d never be poor again—a marker that I’d achieved my aspirations.
Is there a point to this discussion?
I use fashion and product placement in my writing to give insight into my characters. Whether it’s Cara’s designer shoes or her iPhone, I think it gives the reader a way to culturally connect with her while telling you something about her. Granted, she’s an investment banker, so she can afford to plunk down some heavy coin for a pair of expensive shoes as a birthday present to herself. But to me, like Dorothy in The Wizard of Oz or Cinderella, shoes and fashion can be both aspirational and magical. Though, in the end, it’s the magic we find within ourselves, separate from all of our personal window dressing, that provides us with true happiness.
That said, there’s no reason we can’t look our best on the road to happiness. Plus, there’s something necessary to the tag line: Who knew a pair of Louboutins could deliver her into the arms of destiny? … a pair of Christian Louboutin shoes.
Do you use brand names and product placement in your books?
photo credit: “http://www.flickr.com/photos/sifu_renka/1235218576/Renée S. Suen; via “http://photopin.com;”http://creativecommons.org/licenses/by-nc-nd/2.0/”