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THE EDGE POST

How Jimmy Choo Became Successful


Jimmy Choo is a world-renowned luxury high fashion brand. Many celebrities and even royalty have been seen wearing this brand. It has also won many awards across the years, such as the British Fashion Council Awards Designer Brand category in 2008 and the Footwear News Brand of the Year Award among others. How did the brand achieve such success worldwide? Here’s how Jimmy Choo became successful.


What is Jimmy Choo?

Jimmy Choo is a high fashion house in England specialising in luxury apparel such as shoes, handbags, accessories and fragrances. The brand prides itself on its glamour and daring spirit, the sexy cut and fashionable design of its shoes making it a favourite among many, including celebrities.


Although the brand encompasses a complete premium accessories wardrobe, women’s shoes remain the core of the brand alongside handbags, small leather goods, scarves, eyewear, belts, fragrance and men’s shoes. The brand’s vision is to create and become one of the world’s most treasured luxury brands. Today, Jimmy Choo is a global leading luxury brand when it comes to apparel and accessories.


The History of Jimmy Choo

Jimmy Choo was founded in 1996 by Malaysian Chinese Datuk Jimmy Choo, who was then a couture shoe designer alongside British Vogue accessories editor Tamara Mellon. Sandra Choi, who is Datuk Jimmy Choo’s niece served as the company’s Creative Director. In the early 1990s, prior to the founding of the company, Datuk Jimmy Choo, who was based on the East End of London, catered to the global set, including the likes of Diana, Princess of Wales. It is said that Jimmy Choo was a favourite of the late Princess.


The first Jimmy Choo retail store was opened on Motcomb Street in London, 1996, and its first collection was a huge success among its clientele. However, Datuk Jimmy Choo left the company in 2001 after selling his 50% stake in the company to Equinox Luxury Holdings Ltd for £10 million. He then began Jimmy Choo Couture Limited in late 2006, separate from the Jimmy Choo brand to work on the exclusive Jimmy Choo line which is available only by appointment on Connaught Street, London.


As of 2017, the Jimmy Choo company has been acquired by Michael Kors Holdings (now Capri Holdings) for approximately $1.2 billion.


The Expansion of Jimmy Choo

After the opening of its first store on Motcomb Street, London in 1996, the company expanded to the United States two years later, opening up two more retail outlets in New York and Beverly Hills. Over the course of the next few years, the company expanded by opening more retail outlets and opening stores with local partners. By 2012, Jimmy Choo had expanded into the Asian market, with outlets in China, Hong Kong and Japan.


Many of their boutiques can also be found in secondary outlets and shopping estates. Its largest store is its Global Flagship Store in London.


Jimmy Choo's Marketing Strategy

The brand is focused on growth, so part of its marketing strategy is to expand into selected global markets. Placing retail outlets in major countries where their target market is located has helped them grow their brand’s identity and positioning.


Jimmy Choo has also invested their resources into e-commerce, which is a smart move as their consumers spend a lot of money buying products online. Their website is also user-friendly and easy to use, which is great for customers.


Why Jimmy Choo is so Successful

Jimmy Choo’s success can be attributed to its unique, innovative and beautiful designs. They also ensure that their products are of high quality, as in order to have a strong business, you first need a strong foundation. Not only are their shoes stunning, they are also comfortable, easy to wear and last long.


Aside from that, co-founder Jimmy Choo has also stated that it is very important to be innovative and to enjoy what you do, because that enjoyment reflects itself in your products and branding. According to him, “If you don’t create something new and not love what you do, it is very difficult to succeed.”


That is how a brand founded by a shoemaker from Malaysia soared to international fame and became the choice of women, celebrities and royalty in just 21 years. It is important to be innovative, creative and to have a strong foundation in what you are making. It is also vital that you enjoy your work, and that you stay humble and continue learning.


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