BRAND ANALYSIS
- DEVISHRI RAVEENDRA BENTUR
Jimmy Choo is a luxury fashion brand renowned for
its high-end footwear, handbags, and accessories.
BRIEF OVERVIEW Founded in 1996 by Malaysian fashion designer
Jimmy Choo and British Vogue accessories editor
Tamara Mellon, the brand quickly gained
prominence for its exquisite craftsmanship,
luxurious materials, and glamorous designs.
Originally focusing on handmade women's shoes,
Jimmy Choo expanded its product offerings over
the years to include handbags, fragrances, and
other accessories.
The brand's iconic designs often feature bold
silhouettes, intricate detailing, and eye-catching
embellishments, catering to a clientele of fashion-
forward individuals seeking sophistication and
elegance.
KEY MILESTONE
Founding and Early Growth (1996-2000)
Adaptation and Innovation (2020-2022)
Diversification and Expansion (2001-2004)
Acquisition by Michael Kors (2017)
Acquisition and Investment (2004-2010)
Fragrance Launch and Brand Extension (2007-2011)
Transition and Strategic Shift (2011-2014)
Product Expansion and Market Penetration (2015-2017)
Brand Identity
Logo:
The Jimmy Choo logo is a distinctive and iconic element of the brand's identity. It
typically features the brand name "JIMMY CHOO" in a sleek and elegant font, often
rendered in capital letters for emphasis. The lettering is usually presented in a clean
and minimalistic style, reflecting the brand's modern and sophisticated aesthetic. The
logo may appear in various colors, including black, gold, or silver, depending on the
application and design context.
Color Palette:
Jimmy Choo's color palette is typically characterized by a combination of rich,
luxurious hues and metallic accents. Colors such as champagne gold, deep plum, blush
pink, metallic silver, jet black, and ivory white are commonly used to evoke a sense of
glamour, sophistication, and opulence.
TARGET AUDIENCE
Celebrity and Influencer
Affluent Consumers: Fashion Enthusiasts: Followers:
-Jimmy Choo's glamorous and red-
-Jimmy Choo appeals to -The brand caters to individuals carpet-worthy designs often attract
consumers with high who have a keen interest in celebrities, influencers, and style icons.
disposable incomes. fashion and follow the latest - The brand's products are frequently
- This demographic includes trends. featured in celebrity endorsements,
successful professionals, -Jimmy Choo's target audience fashion magazines, and social media
executives, entrepreneurs. is fashion-forward and posts, further enhancing its desirability
appreciates innovative designs, among trendsetters and fashion
statement pieces, and attention influencers.
to detail.
TARGET AUDIENCE
Aspirational Consumers: Global Audience:
- While Jimmy Choo's products are -Jimmy Choo has a global reach and
positioned at the high end of the luxury resonates with consumers across
market, the brand also appeals to different demographics and regions. Its
aspirational consumers who aspire to own includes cosmopolitan urbanites in major
prestigious and iconic fashion items. fashion capitals such as New York,
-These individuals may save up to London, Paris, Milan, and Hong Kong, as
purchase Jimmy Choo shoes, handbags, well as affluent shoppers in emerging
or accessories as a symbol of luxury markets in Asia, the Middle East,
achievement or as an investment piece in and other parts of the world.
their wardrobe.
RANGE OF PRODUCTS
FOOTWEAR:
Jimmy Choo is perhaps best known for its exquisite
and luxurious footwear, which includes a wide range of
styles for both women and men. Some of the popular
footwear styles offered by Jimmy Choo include:
High heels: Stilettos, pumps, platforms, and
sandals.
Flats: Ballet flats, loafers, and sneakers.
Boots: An assortment of ankle boots, knee-high
boots, and over-the-knee boots.
Bridal shoes: Specialized wedding shoes.
RANGE OF PRODUCTS
HANDBAGS:
In addition to footwear, Jimmy Choo offers a collection of
luxurious handbags that complement its footwear designs.
Some of the popular handbag styles offered by Jimmy Choo
include:
Clutches
Tote bags
Crossbody bags
Shoulder bags
RANGE OF PRODUCTS
ACCESSORIES:
Jimmy Choo also offers a range of accessories to
complement its footwear and handbag collections. These
accessories include:
Small leather goods: Wallets, cardholders, and
keychains crafted from premium leather and adorned
with the brand's signature details.
Scarves: Soft and lightweight scarves featuring bold
prints and vibrant colors.
Belts
Sunglasses
RANGE OF PRODUCTS
MEN'S COLLECTION:
Jimmy Choo offers a selection of footwear, bags, and
accessories specifically designed for men. This collection
includes:
Men's shoes: Dress shoes, loafers, sneakers, and boots
crafted from premium materials and featuring
sophisticated designs.
Men's bags: Briefcases, messenger bags, backpacks,
and crossbody bags designed for the modern man.
Men's accessories: Belts, wallets, and cardholders
crafted with the same attention to detail as the brand's
women's accessories.
BRAND COMMUNICATION
Jimmy Choo's brand communication strategy is crafted to resonate with its luxury clientele
while maintaining a contemporary and fashion-forward image. Here's an overview of key
aspects of Jimmy Choo's brand communication:
Aspirational Brand Messaging: Jimmy Celebrity Endorsements and Influencer
Choo's communication often Collaborations: Partnering with well-
emphasizes the aspirational lifestyle known personalities helps the brand
associated with its products. Messaging reach a wider audience and reinforces
focuses on the idea of luxury, elegance, its association with luxury and style.
and exclusivity, appealing to consumer. Digital Marketing and Social Media:
Visual Identity: The brand's visual Jimmy Choo leverages digital platforms
communication is characterized by sleek and social media channels to engage
and sophisticated imagery that with its audience and showcase its latest
showcases its products in glamorous collections.
settings.
Branded Content and Collaborations : Customer Engagement:
-Collaborating with other luxury brands for -Offering personalized shopping experiences
limited-edition collections or exclusive through online platforms and boutique
partnerships. services.
-Creating branded content such as editorial -Providing customer support via social
spreads, videos, and interviews to showcase media, email, and phone to address inquiries
the brand's craftsmanship and heritage. and feedback.
-Participating in industry events, trade -Encouraging customer loyalty through
shows, and fashion weeks to connect with rewards programs, special offers, and VIP
consumers and industry professionals. experiences.
MARKET POSITIONING
Jimmy Choo's market positioning revolves around its image as a luxury fashion brand
known for its high-quality footwear, handbags, and accessories. Here are key elements
of Jimmy Choo's market positioning:
Luxury and Prestige:
—Jimmy Choo positions itself at the high-end of the fashion market, catering to
affluent consumers who seek luxury and prestige in their purchases.
— The brand's products are associated with exclusivity, craftsmanship, and superior
quality materials.
Fashion-forward Design:
—Known for its sophisticated and trendsetting designs, Jimmy Choo appeals to
fashion-conscious consumers who value style and elegance.
—The brand continuously innovates its collections to stay ahead of trends and
maintain its relevance in the fashion industry.
Price Positioning:
—Jimmy Choo's pricing strategy reflects its luxury positioning, with products typically
commanding premium prices.
— The brand's high price points contribute to its perceived exclusivity and appeal to
affluent consumers willing to invest in luxury fashion items.
.
BRAND COLLABORATIONS
JIMMY CHOO X H&M in 2009 JIMMY CHOO X OFF-WHITE in 2017
JIMMY CHOO X BEYONCE Iin 2018
JIMMY CHOO X UGG in 2010
JIMMY CHOO X HUNTER in 2011
JIMMY CHOO X ROB PRUITT in 2013
STORES
Jimmy Choo operates a network of flagship stores, boutiques, and concessions worldwide,
offering its luxury footwear, handbags, and accessories to discerning customers. Here's an
overview of Jimmy Choo's retail presence:
1. Flagship Stores:
Jimmy Choo's flagship stores are located in prominent fashion capitals and luxury
shopping districts around the world.
These flagship locations serve as key brand showcases, offering the full range of Jimmy
Choo products in a premium retail environment.
Flagship stores often feature unique architectural designs and interior concepts, reflecting
the brand's commitment to luxury and sophistication.
2. Boutiques and Concept Stores:
In addition to flagship stores, Jimmy Choo operates boutique stores in upscale shopping
destinations globally.
These boutiques provide a curated selection of Jimmy Choo products, tailored to the
preferences of local customers and the specific market demands.
Some boutiques may also offer exclusive services such as personal shopping, bespoke
customization, and VIP events.
3.Department Store Concessions:
Jimmy Choo has a presence in leading department stores worldwide through dedicated
concessions.
These concessions typically feature a selection of Jimmy Choo footwear, handbags, and
accessories within the department store's luxury fashion section.
Department store partnerships enable Jimmy Choo to reach a broader customer base and
enhance brand visibility in key retail destinations.
4.E-commerce Platform:
Jimmy Choo operates an official e-commerce website, providing customers with the
convenience of shopping online from anywhere in the world.
The online store offers the full range of Jimmy Choo products, including exclusive online-only
collections and limited edition releases.
Customers can enjoy personalized shopping experiences, secure online transactions, and
worldwide shipping services through the brand's e-commerce platform.
5.Pop-up Stores and Special Events:
Jimmy Choo occasionally organizes pop-up stores and special events in collaboration with
retailers, fashion weeks, and cultural festivals.
These temporary retail activations offer unique shopping experiences, exclusive product
launches, and opportunities for customer engagement in select locations.
THANK YOU
