Fluevog Remodels for Tough Times
The retail market may be going through a tough time, but fashion footwear designer John Fluevog could not think of a better moment to unveil the new look of his self-named footwear boutique, John Fluevog Shoes, located at 7475 Melrose Ave. in Los Angeles.
The Vancouver-based Fluevog designs shoes worn by rockers such as Perry Farrell and Madonna. He made an appearance in his Los Angeles store Oct. 2 to rally his people and usher in a new era for the 5-year-old store.
“There’s a downcast feel at times like this, but it’s a great time to refresh the brand,” Fluevog said. He hoped the revamped look of the 700-square-foot store could interest a new set of customers in the boutique. The 38-year-old company runs 10 Fluevog boutiques located throughout Canada and the United States.
With an estimated $60,000 budget, he gave the boutique a smokier, club-style look, which he hopes will fit seamlessly into Melrose’s hipster milieu. The store’s former white tiles were ripped out of one wall and replaced with a dark blue, patchwork leather covering. Instead of typical shelves and racks, men’s and women’s footwear is displayed on leather-tipped “organic” shapes that look like flowers blossoming from the boutique floor.
During his Los Angeles appearance, Fluevog also introduced his label’s “Melrose” boot, which will be sold exclusively at the Los Angeles store for the next few months. It’s a woman’s boot with a pointed heel and a wedge-shaped toe. The core price point for Fluevog’s footwear is $270. The main customer for the brand is a creative type in his or her 30s. Creating an offbeat look for an alternative customer is a method for surviving and creating a thriving niche, Fluevog said.
“It’s hard to compete on price,” Fluevog said of doing business in a market dominated by sizable, wealthy companies. “You get forced into doing business in a certain way because of size. I’ve never followed trends. I’ve always been off center.” —Andrew Asch
