There are levels of being a 'luxury brand', and you find out about them when consumers are spending less money than they used to. True luxury brands like Rolex and Versace are unaffected because the people buying from them are rich, and don't tighten their belts during an economic crisis. For a mid-range luxury store like Cole Haan, a recession is a painful reminder that their client base isn't as wealthy as they'd like them to be. USA Today named Cole Haan as one of the 26 brands most at risk of closure in 2018, and not without good reason.
When Nike controlled the Cole Haan purse strings everything was fine. Going solo in 2013 under the stewardship of Apax Partners was always going to be a risky move, and the new business plan was even riskier. Instead of making the dress shoes its always been known for, Cole Haan announced a move into sneakers, putting it head to head with its former owners. Given the size of Nike, there was only ever going to be one winner.
To insure one’s house, one’s car or to underwrite a life insurance policy, that is common practice. But who would pay an insurance premium for his/her thumb, legs or smile? Stars, of course.
At the top of the ranking are the legs of Mariah Carey, worth 810 million USD: The diva became, in 2006, the Gillette brand muse for the advertising campaign «Legs of a Goddess». She then took out an insurance policy with London Lloyds to protect her legs, a decision that is far from being insignificant. Among its customers, the London insurer then included several icons of music, such as Bob Dylan or Rod Stewart.
David Beckham’s body insured for 195 million USD: European champion with Manchester United in 1999, David Beckham was in 2006 the most renowned footballer of the planet. In relation to his sporting activities, he took out an insurance cover for his legs. The huge amount paid for his insurance would reportedly exceed the 103 million USD disbursed by Real Madrid for the cover of Christiano Ronaldo in 2009. The fashion model would later extend his insurance cover to his entire body.
15 million USD in insurance for Kim Kardashian’s curves: The curves of Kim Kardashian are her number one beauty asset. The reality TV star, who is crazy about plastic surgery, has underwritten an insurance policy worth 15 million USD to protect her famous butt.
The culinary critic Egon Ronay assured his taste buds: The famous Hungarian culinary critic has insured his taste buds since 1957, for the amount of 400 000 USD. An original insurance policy which allows him to cover his sense of taste without which he will no longer be able to practice his job.