Jay Randhawa, a brand director at House of Brands Inc. in San Diego, says he was surprised to learn that Gov. Palin was introduced as Mr. McCain’s vice-presidential choice wearing a red pair of peep-toe pumps with 3½-inch heels. The shoes, marketed by his company’s Naughty Monkey line, generally are geared to women in their early to mid-20s who go clubbing, he says.
“The age bracket we target is a little younger. It’s a very edgy, very hip, very street brand,” adds Mr. Randhawa.
Celebrities like Paris Hilton had been photographed in the brand’s shoes, but seldom, if ever, a 40-something politician.
Mr. Randhawa says he realized that Gov. Palin’s footwear choice offered the chance to pitch the Naughty Monkey line to a new demographic. The company quickly sent out emails to its retailers with a photo of the Alaska governor wearing the shoes and the slogan “I vote for Naughty Monkey!”
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On second thought,
Today is my birthday, and I’m celebrating by ordering these.
Especially when many female celebrities cultivate an untouchable, pricier-than-thou image, Palin’s dressed-down, realistic look resonates with voters who themselves don’t have thousands in their clothes budget or a stylist on call.