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In this brand report audit I am aiming to evaluate the role of Jimmy Choo within the fashion industry as well as in the luxury accessories market. Using my research, I will look into factors such as brand equity, product profile, competitors, consumer segmentation and macro factors in order to develop an accurate brand report. Whilst analysing Jimmy Choo, I will also address the strengths and weaknesses of the company as well as offering my recommendations for possible brand extension strategies that could be used.




BRAND HERITAGE. Jimmy Choo is a 21st century luxury accessories brand. Shoes are at the core of the company, promoting a touch of sophisticated glamour and a “playfully daring spirit” (JimmyChoo, 2018) The brand’s history begins with an experienced bespoke shoemaker: Jimmy Choo. Jimmy Choo was originally based in London’s East End in the early 1900s. He catered for a global audience, in particular the late Princess Diana. Jimmy Choo founded his luxury brand in 1996 with his niece Sandra Choi who, to this day, is still the Creative Director of the company. Jimmy Choo attracted a very refined clientele, with its impeccable Italian craftsmanship and wonderfully feminine, chic designs the first collection “enjoyed immediate success.” (JimmyChoo, 2018) From the outset, Mr. Choo wanted to be a global phenomenon. Attracting outside investment, he promoted substantial growth within their product range and global reach. The brand quickly gained a reputation as a ‘celebrity favourite’ as Jimmy Choo was one of the first designers to bring handbags and shoes to Hollywood. The red carpet was the perfect runway for the brand’s products and this led to the rapid expansion of the company. Jimmy Choo’s philosophy is painted across all their advertising campaigns. Even from the beginning it was clear to see that the brand’s identity was drowning in glamour and sophistication. The images shown gave the impression of strong, independent, powerful women in the most exquisite heels holding handbags captured by photographers such as: Mario Testino, Inez and Vinoodh, Peter Lindbergh, Steven Meisel and Terry Richardson.

From the beginning Jimmy Choo focused on retail development. The first store opened in 1966 in London and two years later the company opened two stores in the US: New York and Beverley Hills. Since then, Jimmy Choo has continued to expand globally opening more than 150 stores worldwide as well as having a presence in the most prestigious department and specialty stores. Jimmy Choo’s international expansion has given them the opportunity to open stores in the premium shopping destinations of the world: Sloane Street and Bond Street in London, Avenue Montaigne in Paris, Via Condotti in Rome, Madison Avenue in New York, Romeo Drive in Beverly Hills, and Ginza in Tokyo (JimmyChoo, 2018). Today, Jimmy Choo offers a wide array of accessories and is also considered a premium luxury accessories brand. Whilst shoes remain the heart of the company, they also offer handbags, small leather goods, scarves, sunglasses, eyewear, belts, fragrance and men’s shoes. (JimmyChoo, 2018)



1997 Trainers launch

Boots launch

First Vogue advertisement launches

2003 2006 2010



1999 2001

Eyewear launch


Handbags launch

1996 First red carpet appearance

First store on Motcomb Street.

Brand Born



2014 2014

Jimmy Choo IPO

2013 2013

Made to order shoes laucnh

Style maker launches online

2011 Jimmy Choo Man fragfrance launch

Sandra Choi appointed sole creative director

First fragrance launch

2012 #Idoinchoo launches

Mens collection launch

Choo 24:7 launch

10 2011 2014


AAKERS MODEL. Brand Identity: - Simple yet effective logo that is easily recognisable

Brand positio -

- The depiction of a refined, stylish and chic brand

Luxury ac

- Celebriti

- They allow the consumer to feel empowered and feminine


The afflue

- Asia are Jimmy Choo as particularly i low.

- Millennia spend money on more materiali

Value Proposition: -

Luxury, glamorous shoe range


A collection of unique and sophisticated access

- The brands allure, sophistication and indulgent a massive attraction to the more elite and affluent cu

Brand Investment: - Jimmy Choo “invested heavily in opening new and refurbishing existing stores last year, leading to pre-tax profits rising by 174.2% to £18.1m and revenue growth of 16.5% to £201.6m” (Willcock, 2017, BQLive)


Tracking brand equi

- Celebrities and are a loyal customer Choo.

- The Asian marke also a key source of for the brand as it able and fast growin - Young, wealthy sionals.




Advertisements in magazines such as Vogue


Short films and clips that tell a story about the brand as a whole


The use of e-commerce to reach wider consumer groups


Celebrity endorsement such as Cara Delevingne


Brick and mortar shops allow Jimmy Choo to create a physical

impression of what their world looks like.

ccessories market

Consistency over time:


- The classic and luxurious advertisements present the same glamourous allure in every campaign.

ent or ‘elite’ in society

a huge consumer group of they more disposable income, in Thailand where living costs are

al generation are more willing to n designer goods as a result of a istic youth.


d models r of Jimmy

et is f revenue is reling. profes-

- The overall image is a feminine, wealthy and chic consumer.

Brand system:


t ethos is ustomers

- The name/logo is apparent on every product

Brand Responsibility: - Jimmy Choo are owned by the Michael Kors Holdings Limited group and have the responsibility to portray a professional and luxurious outcome in order to uphold the status of the company. Jimmy Choo has become an established member of the fashion industry due to its timeless, luxurious and chic style and are respected by the industry as a whole and in the media.

- Jimmy Choo’s advertising strategy is consistent- they create desire and want for their products by displaying them in the perfect setting. - Jimmy Choo select models and celebrities to endorse their products with the knowledge that they are a perfect depiction of the brands ideal consumer.

Brand leverage: - Jimmy Choo launched their first handbag in 2003, branching away from the shoe market and pushing into the accessories market. - In 2011, Jimmy Choo launched their first female fragrance and in 2014 they launched their first male fragrance.


As a premium luxury brand Jimmy Choo offers a range of products that appeal to their specific target audience. The product range is mainly focused towards women. However, they do also cater for men. Jimmy Choo provides a selection of products in its marketing mix under the titles of: shoes, bags and accessories for both men and women. Jimmy Choo offers different collections regarding the seasons as well as doing collaborations with brands such as H&M and Off White. Jimmy Choo, as a brand, is in the maturity stage of their lifecycle; as a result, they have created different brand extension products such as bags, accessories and fragrances in order to lengthen their life cycle and prevent them from entering into the decline stage. Jimmy Choo is a premium priced brand that caters for the high income, affluent young adult. The high-end products that are sold are not very ‘price conscious’ and present the brand as a highly exclusive, elitist brand that caters for the most affluent consumers. Shoe prices range from £195 - £1,195 in the women’s range and from £195 - £3,500 in the men’s range. This is targeted at consumers who are business professionals and those who are the new society elite. Jimmy Choo has a powerful reach through e-commerce, exclusive stores and sections of department stores. As their target consumer is affluent, young professionals Jimmy Choo’s stores offer a sense of exclusivity as they are able to tailor them based on their brand’s image and specific needs. Jimmy Choo has international stores in: London, Paris, Rome, New York and Tokyo. The brand has a reputable website in which it is able to sell all product lines.


MARKETING MIX. Through the introduction of a website, Jimmy Choo are able to maintain a wider reach and this also enables them to collect information about their consumers’ buying habits. Jimmy Choo, like most luxury brands, tends to steer clear from TV advertising in order to keep the exclusivity of their products. As a brand, they tend to benefit from word of mouth advertising as well as social media selling in order to create attention and interest. Through social media presence, Jimmy Choo are able to reach people who are perhaps not their target market in order to create more interest and to boost their word of mouth advertising. Jimmy Choo also uses a great deal of celebrity endorsement.


The AIDA model is a funnel shaped diagram that tracks the consumer movement from the initial interest in the product to the final action - the purchase. The funnel shape depicts the number of people who have an interest in the product, which will be a lot greater than those who actually buy the product. Jimmy Choo, like most luxury brands have very few advertising campaigns. Due to their elitist, glamorous and luxurious nature, Jimmy Choo already have an initial group of existing customers who are brand loyal. Jimmy Choo appear in magazines such as Vogue and have a strong presence among celebrities, particularly on the red carpet. However, in order to gain awareness of new, potential customers and perhaps reach a wider audience, Jimmy Choo has created an Instagram account. The presence in social media, an increasingly popular platform, gives Jimmy Choo the opportunity to create awareness to new and existing customers. They are able to advertise daily to their 7.6 million followers creating a greater sense of competition, identity, trust and ultimately create greater loyalty for the brand.



status celebrity and a spokeswoman for women’s rights and feminism and so creates positive brand association. Nevertheless, during the interest stage, potential customers may just be researching into new popular products. For example, the recent collaboration with Off White may have sparked interest in the followers of the urban streetwear brand while having no intention of actually purchasing.

Jimmy Choo are able to create interest through their classic, editorial spreads that accurately depict the brand’s roots: glamour and luxury. Their feminine, classic and iconic spreads gain interest as they portray a stable and reliable brand. As an established brand, Jimmy Choo have a group of loyal customers who possibly will always be interested in their latest product it is therefore important to create modern and exciting advertisements in society in order to intrigue potential customers. Interest is also created through celebrity endorsements, for example their recent campaign with Cara Delevingne. Cara Delevingne is a high-

At this stage, a consumer of Jimmy Choo may consider buying the product that they have become interested in. Consumers of Jimmy Choo are able to take their time with this stage, unlike a consumer of a streetwear brand such as Supreme where a garment may go out of stock instantly. Jimmy Choo has a more relaxed and luxurious buying experience - time is a key factor. That said, the desire to own a new release instantly so that it is at the height of fashion may persuade consumers to act instantly. The final stage involves actually buying the product, this may be either online or in store. This interaction with the brand proves that they share the same values and style of Jimmy Choo and as a result have been positively affected by their advertising. Once a product is bought, it creates a relationship with the consumer that can be translated into brand loyalty and trust. This will help to elevate the ‘word of mouth’ advertising that Jimmy Choo benefits from and ultimately boost their competitive edge.




Jimmy Choo’s target consumer is women aged between 25 and over. They are independent, affluent and ambitious women that have successful careers and spend their money on luxury items

PSYCHOGRAPGIC: - - - - - -

Middle to high income Students, professionals with dependable careers Senior or retired professionals Perceives luxury goods as status Well educated Modern appreciation of art and fashion


Purchase for pleasure and happiness Purchase for fashion, practicality and as a

reward for their work or achievements

According to “Maslow’s Hierarchy of Needs” this type of consumer group will be reaching the ‘esteem’ or ‘self-actualisation’ stage. They are content with their lives and purchase high-end luxury goods in order to make themselves feel happier. Consumers who are able to afford luxury products will be seeking status and prestige or will have realised their own personal potential and self-fulfilment. Jimmy Choo’s consumer segmentation according to Maslow have a desire “to become everything one is capable of becoming” (Maslow, 1987, p. 64).

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Jimmy Choo already have a strong presence in China and are planning to expand even more over the next few years. According to the Financial Times, around half of the 15 stores Jimmy Choo opened in 2015 were in China (Murray Brown, 2016, Financial Times.) Having a website also provides a gateway to explore alternative markets where they have limited presence, Jimmy Choo wish to expand during fiscal year 2018 to launch e-commerce sites in South Korea, as well as in additional countries in Europe. In addition to already having “regional distribution centres in China, Hong Kong, Japan, South Korea and Taiwan, which are operated by third-parties.” (JimmyChooPLC, 2017) Thailand is an emerging market in which Jimmy Choo has begun to have a presence. Due to its low-cost living, consumers in Thailand have an increased amount of disposable income leading to a rise in the luxury e-commerce and brick-and-mortar market. A fifth of the country’s population earns over $150,000 annually and in 2015 the country’s luxury spending hit $2.5 billion, making it Southeast Asia’s largest luxury goods market. (Whiteman, 2016,

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Prada, similar to Jimmy Choo, has an esteemed heritage and a strong global presence. Prada has over 618 boutiques worldwide and offers a similar aesthetic to Jimmy Choo. Although both brands have similar product ranges Prada offers a slightly larger range including: shoes, handbags, accessories, fragrances and clothing. However, both brands have similar values favouring high quality craftsmanship, innovative and sophisticated designs. Prada uses similar communication channels to Jimmy Choo and creates short films and cinema as part of their advertising strategy. Prada offers a slightly higher price range than Jimmy Choo with shoes from £375 - £1320 (Prada, 2018) compared to Jimmy Choo with a price difference of £195 - £1995 (JimmyChoo, 2018).

Manolo Blahnik is a Spanish fashion designer and founder of the high-end shoe brand ‘Manolo Blahnik.’ The brand offers a similar product range to that of Jimmy Choo with a glamorous and elegant philosophy. While Manolo Blahnik shoes have a higher price range from £495 - £5995 (ManoloBlahnik, 2018) than Jimmy Choo, both brands share the same desire to create shoes of the highest quality. Both brands promote comfort with their shoes, placing the heel slightly forward they relieve pressure from the balls of the wearers’ feet. This slight adjustment is what puts their shoes above competitors.

Christian Louboutin is a luxury women’s footwear brand. His iconic red sole is what manages to give him an edge over Jimmy Choo as it is able draw attention to the wearer and proudly show that it is a luxury product. Louboutin focuses on creating the most glamorous and eye-catching shoes, no matter how uncomfortable. Whereas, Jimmy Choo put slightly more emphasis into the comfort of the shoe in order to make the wearer feel empowered and confident. Both Jimmy Choo and Louboutin focus on creating the most stunning, innovative and high-quality shoes possible offering their consumers a wide range of choice and styles. Although Jimmy Choo shoes are slightly more expensive, the exclusivity of both brands is what creates the demand for such a luxury shoe product.



PESTLE FACTORS. Macro environmental factors are “the major external and uncontrollable factors that influence an organisations decision making, and affect its performance strategies.” (, 2018) There are six main factors that Jimmy Choo plc should be analysing as part of their business strategy these are the: political, environmental, social, technological and legal implications. One of the uncontrollable factors that has proved to benefit Jimmy Choo is political. Political factors can impact the long-term profitability of Jimmy Choo as a business operating in the Personal & Household Goods market. A political factor that has had an astounding impact on not only the fashion but any trading industry is BREXIT. According to an article in Fashion United, Jimmy Choo hit record sales as a result of the so called ‘BREXIT effect.’ In 2016, Jimmy Choo’s profit rose 16% (GonzalezRodriguez, 2017, Fashion United) as a consequence of this political vote. Jimmy Choo PLC were able to correctly forecast that the devaluation of the pound would ultimately be beneficial for them as a business, being a business that predominantly exports their goods internationally. Following the trading update, shares in Jimmy Choo increased by 1.85 pence to 153.1 pence (GonzalezRodriguez, 2017, Fashion United). Overall, this uncontrollable political factor has had an extremely favourable impact on Jimmy Choo as a business and this outcome has led to the expansion into new markets such as Asia and has enabled them to increase their presence within the USA.

designer Virgil Abloh’s fashion label Off-White™. The collaboration stemmed from both brands involvement with the late Princess Diana. Jimmy Choo was a favourite of the late Princess and OffWhite™ were keen to use her as their muse for this latest project. In doing so, Jimmy Choo allow themselves as a brand to be part of the new fashion phenomenon of the younger generation and enter into a vastly growing market. As stated by Sandra Choi: “To collaborate with a brand like Off-White™ allows Jimmy Choo to explore a new avenue and take part in a different conversation.” (JimmyChoo, 2018) According to a study by consultancy Bain & Company, highend street wear helped boost global sales of luxury personal goods by 5% in 2017 to an estimated 262 billion euros (Bain&Company, 2017). With this statistic in mind, Jimmy Choo have correctly responded to the growing demand for high end street wear by choosing to collaborate with such a prestigious and recognisable brand. As a result of this collaboration Jimmy Choo are able to alter their personality as a brand to fit the wants and needs of the younger generation and in turn, create further brand awareness and interest to help to strengthen their presence in the industry.

A second factor is the social factor. As a society, our wants, needs and desires all have an impact upon he culture of a business. In order to truly understand their market Jimmy Choo PLC must have shared beliefs and attitudes of the population. Jimmy Choo have recently collaborated with



SWOT ANALYSIS. Jimmy Choo is a key player in the premium accessories market. This iconic reputation that the brand holds is a pivotal part of their success. It is notable that Jimmy Choo’s personality is unchanging since the birth of the company in 1996 and the brand’s message of femininity, power and glamour is attractive to a large audience. Jimmy Choo’s pricing power gives them the opportunity to generate a strong cash flow within the business as Jimmy Choo’s prices are in a comfortable position within the market. While they are not the most expensive, with brands such as Manalo Blahnik having significantly higher prices, they also are not the cheapest giving the illusion of a slightly more ‘affordable’ high quality luxury brand. However, Jimmy Choo’s weaknesses are perhaps their inability to be sensitive towards key social beliefs. An example is their latest campaign with model, Cara Delevingne, seen by many as a sexist and crude advertising stunt in which many articles proposed them as being ‘blind’ and ‘deaf’ towards feminist movements. Jimmy Choo as a business is open to a number of opportunities, the main is the ability to continue to expand internationally. This can be accessible through the use of their e-commerce, building brand awareness as well as growing their online presence and creating more revenue through the growth of online sales. This growth can then eventually promote the expansion of physical stores internationally. Jimmy Choo also has the opportunity to build their Asian brand awareness, a consumer group that is growing rapidly within the premium accessories market. Nevertheless, there are a number of threats that Jimmy Choo faces, in particular their competitors. Luxury rivals are re-focusing on high-end shoes meaning that loyal customers to competing brands are more likely to buy shoes from their trusted brands rather than Jimmy Choo. Although this is a key threat, through creating further brand awareness globally and making their products more accessible through ecommerce Jimmy Choo should be able to use this as their competitive edge. 25


- Jimmy Choo has already ‘dipped their toe’ into the cosmetics market with their fragrances and so they have created loyal customers as a result. In the future, Jimmy Choo should create a luxurious nail set. This would perfectly match the glamorous aesthetic of the brand while also reaching out into a new section of the cosmetic industry. Nails, like shoes and accessories help to bring an outfit to life and so this extension would benefit the brand and help to develop further consumer investment. - Jimmy Choo should also consider the development of a luxury travel luggage range. The extension of their bag range would not be taking as much as risk as the creation of the cosmetic range as they have already built the stable foundations. Luxury travel luggage would allow their affluent consumers to travel in style and create further interest in the brand as they would be taken around the world. As Jimmy Choo’s consumer group is wealthy it wouldn’t be a risk to expect them to travel.





- Angela Gonzalez- Rodriguez, 2017, BREXIT, - Bain& Company, 2017, Global Personal Goods Market, press-releases/press-release-2017-globalfall-luxury-market-study.aspx - Business Dictionary, 2018, Macro Environment, - Charles Whiteman, 2016, 4 Hot Emerging Markets for Luxury Retail, https://retailnext. net/en/blog/4-hot-emerging-markets-for-luxury-retail/ - Jimmy Choo, 2018, Company Profile, http:// - Jimmy Choo, 2018, OFF-WHITE™ C/O JIMMY CHOO EXCLUSIVE COLLABORATION, - JimmyChoo, 2018, Shoes,


- Joseph B. Parsons, 2017, Annual Report, - Manolo Blahnik, 2018, Shoes, https://www. - McLeod, 2017, Maslow’s Hierarchy of Needs, - Prada, 2018, Shoes, https://store.prada. com/en/pradagb/woman/woman-shoes


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Jimmy Choo Brand Report  
Jimmy Choo Brand Report