When Tory Burch’s Reva christian louboutin shoes took off last year, it looked like the latest accessory fad to come out of the blue.

Sales of the distinctive $195 ballet slipper with a double-T logo on a brass-plated buckle exceeded retailers’ expectations, at more than 250,000 pairs in more than a dozen shades since it appeared on store shelves in 2006.

But the Reva’s success was no fluke. It was part of the 41-year-old Ms. Burch’s carefully choreographed brand-building effort. With a business plan more in line with strategy in the packaged-goods industry than the design world, Ms. Burch is redefining how to run a christian louboutin discount business today. After four years in business, the company’s annual sales are estimated at about $115 million.

A young man named Zack Steven invented these christian louboutin shoes fasteners when he was 16 and was granted a patent under the first name. They’re a hit with children and parents alike. The affordable fasteners fit into the eyelets of kids’ sneakers to convert them into slip-ons in a snap, solving the problem for younger children who have not yet learned to tie their laces. They have also become christian louboutin discount statements, coming with beads and charms that can be taken on and off at the slightest whim. Zackaroos are available in stores with a suggested retail price of $3.99, accessories selling for $1.99. They can also be purchased online at www.zackaroos.com.

Most fledgling designers try to make their names as creative innovators in the top-tier world of $2,500 ensembles, where competition is steep and overhead for design studios, christian louboutin discount shows and advertising is high. But the Burches, who are divorcing but plan to remain co-chairmen of the company, set out to launch a full-blown retail concept in the more lucrative and accessible mid-price sector known as contemporary christian louboutin discount. Tory Burch tunics and dresses sell for $250 to $400, christian louboutin sale for $195 to $350 and handbags for $400 to $600.