HIGH TIMES: Topshop tycoon Sir Philip Green doesn’t take research lightly, employing an army of personnel to do everything from studying new store locations to inspecting factories. His daughter, Chloe, took a similar approach in prepping for the U.S. debut of CJG, her collection of shoes, jewelry and scarves that will launch at the high-street chain’s New York and Los Angeles outposts on May 30.
“I’ve been in America for a while sussing out the customer,” Green said Tuesday afternoon at the Topshop in L.A.’s The Grove, as she unveiled pumps punctured by spikes, chain-link gladiator sandals and high-top sneakers, among 13 footwear styles for spring.
This story first appeared in the May 3, 2013 issue of WWD. Subscribe Today.
Flitting between Los Angeles, Miami and New York, “good market research for me is going to the clubs and seeing what the girls wear out,” she said.
Based on her observations, the platform wedges and high heels could fly off the shelves in L.A., where the car culture dispels any urge to walk anywhere. “Girls like to wear height during the day,” she said, noting that her tallest shoe will lift the wearer more than five inches off the ground.
Women aren’t the only ones who want to tower over others. Plopping himself in a chair toward the end of her presentation, Sir Philip Green approved the idea of branching into men’s shoes. “All the men want to be taller,” he said.
Later that evening, there were plenty of tall women when Topshop and BAFTA Los Angeles threw a cocktail party at the store to celebrate young British talent. Ashley Madekwe, James Frain, Lady Victoria Hervey, Jane Seymour and Louise Roe were among the Brits in attendance. “I think it’s nice if we can be supportive. It’s like what we do in our business with young fashion designers,” said Green, who was busy getting to know the up-and-comers in his midst, including Tehmina Sunny and Patrick Dickinson, director of “Usagi-San,” a short film that’s garnered awards and is being made into a longer version.