How Amina Muaddi Keeps Selling Out Her $800 Party Shoes During The Pandemic

How Amina Muaddi Keeps Selling Out Her $800 Party Shoes During The Pandemic

How Amina Muaddi Keeps Selling Out Her $800 Party Shoes During The Pandemic
How Amina Muaddi Keeps Selling Out Her $800 Party Shoes During The Pandemic
Romana Hai

Romana Hai

Romana Hai

Romana Hai

Right at the peak of the pandemic in March, Amina Muaddi’s launched her capsule collection for MyTheresa.

This was the time when consumer sentiment was at an all time low and luxury retailers were struggling to adjust to the new normal. Amina Muaddi fans didn’t seem to have the same concerns as they rushed to get their hands on the designer’s $800 pair of sling-back pumps and crystal-embellished sandals. Within hours of the launch, almost every style was sold out.

In an uncertain economy, luxury items like Muaddi’s designer shoes are generally a tough sell, especially since the shoes accommodate a lifestyle that is hard to imagine in times when playing dress-up at home and hosting Zoom cocktail parties is the closest one can get to socializing, at least for the foreseeable future. And even as lockdowns begin to ease up, there will be fewer occasions to wear them.

Yet, Muaddi’s shoes seem to be an anomaly. Her shoes continue to fly off the shelves of luxury retailers like Browns and Matchesfashion.

So, what’s with the never ending demand?

For one, social media has created quite a buzz around the designer and distribution has been kept tight.

Think Supreme, high demand, limited

stock = major hype.

With the continued hype around her shoes that range from $550 to $1,340+ a pair, Muaddi has decided to launch a line of mini-bags and statement earrings next season.

So, is Muaddi an anomaly? Or are the rich just bored?

The Muaddi phenomenon is a bit hard to explain. At the end of the day, it comes down to the demand around the product. Bottega Veneta bags and shoes are another example of products that have essentially become “pandemic-proof.”

Like Bottega Veneta, Muaddi’s visual aesthetic is incredibly strong as is her marketing. Muaddi regularly posts to her 470k+ Instagram followers and has never dabbled in paid advertising.

Her following includes some pretty high-profile celebrities like Gigi Hadid and Kim Kardashian and influencers like Gilda Ambrosio and Giorgia Tordini of The Attico. Rihanna has also been frequently spotted wearing Muaddi’s designer shoes and has even gone as far as collaborating with Muaddi on footwear for her Fenty label, which is set to drop next month.

At this point, Muaddi has no investors and no business partners. But this has allowed Muaddi to be more nimble and adapt to challenges presented by the COVID-19 crisis. In response to COVID-19, Muaddi paused her plans to open up her first physical location in London and decided to keep product volumes low — a strategy that has served the brand well. Muaddi has been able to maintain the hype around her brand in times when luxury retailers are folding tent and going belly up.

Muaddi also decided to forgo participating in the fashion week, instead choosing to focus on developing two collections for the year. The designs were tightly kept under wraps, which created even more hype and interest.

Today, the brand is stocked at 70 retailers globally and has done about $22.2 million in sales over the past 12 months.

So, again, is Muaddi an anomaly? Or are the rich just bored?

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