Plan:

1. Jimmy Choo brand history

2. Family craft
3. First store and celebrity
4. Vogue editor connections
5. Only handmade – Couture
6. Nowadays
7. Brand marketing strategy
 Jimmy Choo

is a British brand specializing in the

production of shoes for women and men,
accessories and perfumes. Founded in
1996 by Jimmy Choo and Tamara
Mellon. For 2013, the creative director of
the brand is Sandra Choo, niece of Jimmy
Choo.
 1. Jimmy Choo brand history

Jimmy Choo Yong Keith was born

in 1948 in Penang, Malaysia. The
son of a shoemaker, Choo was
immersed in the world of
shoemaking from an early age. His
father wanted him to follow in his
footsteps, and by the age of 11,
Choo had made his first pair of
shoes. The history of the Jimmy
Choo brand, like its founder, hails
from Malaysia. Jimmy Choo Yong Keith
2. Family craft

“When I first started out, my father

would not let me make shoes,”
recalls the designer. Instead, he said,
"Sit and see, sit and see." "For years
and months I watched my father's
work and did not work."

After learning from his

father about the craft
of shoe making, Choo
traveled to England in
the early 1980s to
attend the Cordwineer
Technical College in
Hackney, graduating
with honors in 1983.
 3. First store and celebrity

Choosing to stay in England, Choo opened his first store in

Hackney in 1986 in the old hospital building. It didn't take long for
Choo's reputation. Over the course of two years of their store,
Choo's shoes were featured in an eight-page story in Vogue
magazine.

Soon Choo became a favorite of the celebrity world, in particular Princess

Diana, who often wore Choo shoes.
 4. Vogue editor connections

It was his relationship with Vogue magazine that helped the brand
grow. Despite its rise in popularity, Choo was still a small
workshop, producing only 20 pairs of handmade shoes per week.
But Tamara Godday Mellon, the accessory editor at Vogue, who
has often cited him in the development of the fashion industry, saw
a larger market for Choo's creations. She offered the master a
partnership to create a ready-made shoe line.
Together, Choo and Mellon grew in business,
focusing on creating high quality footwear, but
no longer relying on the idea that each pair had
to be made by Choo himself. They signed a
contract with Italian factories and opened their
first boutique store in London.
By the late 1990s, Choo had stores in Los
Angeles and New York, as well as an extensive
roster of Hollywood celebrity fans that
included Julia Roberts and Renee Zellweger.
The brand was officially opened in 1996 in
London.
By the turn of the century, the Choo brand had
become a global brand with high-end retail
customers. The Choo brand has also expanded
to include bags and other accessories.
 5. Only handmade - Couture

But the board of the company was not

doing so well. Choo and Mellon
disagreed with the company's
management. Jimmy was not happy with
the fact that even more couples wanted
to do, not caring about its quality. He
cited his first practice in Hackney as an
example - fewer couples, but handmade.
In 2001, Choo sold his half of the
company to Robert Bensoussan of
Equinox Luxury Holdings for $ 30
million.
 6. Nowadays
Today Jimmy Choo has returned to his roots
with a small store in London that serves as the
headquarters for the exclusive Jimmy Choo
Couture line. It is here that Choo creates a
small number of pairs of shoes every week and
shows a select group of students how to make
high quality shoes.

For Choo, a devout Buddhist, education became an essential part of his life. In
recent years, he has become an Ambassador for Shoe Education at the London
College of Fashion and a spokesman for the British Council to attract
international students. Choo is also the recipient of the O.B.E. (The most
prominent order of the British Empire).
Since 2011, the company has been acquired by Labelux Holding,
which deals with coffee and related products.
And in 2016 the annual turnover of the Jimmy Choo brand is up to $
467 million.
A year later, in April 2017, the brand was bought by Michael Kors.
The deal amounted to $ 1.1 billion.
 Brand marketing strategy:
1.Brand logo change
Not so long ago the brand logo changed. The main idea is for the emblem
to visually show the authority of the brand by having a corporate design.

According to Sandra: The JC logo is literally

our monogram, the brand initials that best
characterize Jimmy Choo and his customers. It
is gorgeous, feminine and glamorous. The JC
logo is our calling card that not only beautifies,
but also conveys some credibility when it
comes to some of our signature designs, and is
also a visual guarantee of quality.
 2.Сreate a new collection
The autumn / winter season is a new chapter for Jimmy Choo. This
collection represents the evolution of fashion and contemporary luxury.
Jimmy Choo has become a complete luxury lifestyle brand that not only
dictates trends, but also adapts to its customers.
 Varenne bags.

The Varenne collection bags are graceful, feminine and

sophisticated. This line was designed with the modern
woman on the move in mind. The model is presented
in three different variations: crossbody, shoulder bag
and bowler in three sizes. These bags are future
classics that amplify Jimmy Choo's expertise in
creating quality designed accessories.
Diamond is a sneaker for men and women that expands the possibilities of the
traditional shoe making process with modern innovations in materials and design.
The result is a next-generation oversized shoe that combines the sporty silhouette of
vintage racing shoes with a diamond outsole. We tried to imagine what it would be
like to step on a diamond, trying to reflect this feeling in shoes. It was after these
reflections that the Diamond sneakers appeared.
 3.Corporation with the model Kaia Gerber

Kaia is leading the current

generation of supermodels.
The timeless beauty and
pedigree of this girl make
her a true chameleon of
style that faithfully reflects
the dynamism of the
Jimmy Choo brand.
 4.Film placement
The brand's fame grew exponentially - Jimmy Choo
models flashed on the Oscar red carpet, then in the film
"The Devil Wears Prada". Needless to say, the most
beautiful representatives of the highest circles were ready
to do anything for a pair of shoes from a famous designer.
Thank you for attention!