Mar 30 2014, 6:15am CDT | by Forbes
The owner of Tod’s, Diego Della Valle, doesn’t see himself as the head of the luxury accessories house he built. Instead, he likes to think of himself as a Tod’s customer. One who is always shod in the company’s driving loafers and toting a double stripe leather bag. From the perspective of a client, Della Valle wanted his shopping experience at Tod’s to be special, refined and exclusive. He doesn’t want it to be a mere consumerist activity where one hands over a credit card in exchange for a pair of shoes. What he wanted was to walk into a Tod’s store and be ushered into a private world, an exclusive setting done up in plush interiors. He wanted the feeling akin to that of being accepted into an exclusive club. And he wanted the experience to be felt by the men — and women — who shop at Tod’s.
To do this, he created the J.P. Club, an in-store section with a men’s club feel that is all about luxury and top quality craftsmanship. He launched it first on the top floor of the Tod’s flagship store in Milan where he showcased the J.P. Tod’s Sartorial Collection of five new men’s shoe styles and three bags. The J.P. Tod’s collection is of the very highest quality, a couture version of sorts for the accessories industry.
This month Della Valle opened the second outpost of his J.P. Club in the Tod’s store in Beverly Hills. Like the one in Milan, it is all polished and sophisticated in shades of browns and camels dotted by chrome accents. It also features a bar. However, true to the Los Angeles lifestyle and aesthetics, this club opens up to an outdoor terrace with handsome wood furniture and blue and white cushions and seats that recall the setting in Della Valle’s private yacht. I can almost see in myself in my Tod’s shoes having an aperitivo in this space on my next visit to LA.
Source: Forbes Business
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