Jimmy Choo Luxury Shoes Marketing

Reese wears 60 pairs of Jimmy Choo in this pink movie.

When Mikome (MGM) agreed to shoot comedy Legally Blonde 2, people were wondering whether Robert Bensoussan was also the target audience of Robert (Blonde). But the more than 40 year old company bought and reorganized experts participated in the premiere of the film in Britain with excitement. The fashion movie, starring Reese Reese (Witherspoon) and full of pink and beautiful women, is quite popular.
     
     

Robert Robert (Bensoussan)

     
The movie is not entirely because the little Witherspoon has a high popularity in the audience. Ben Susan joked that he was going to see the film again. As the CEO of Jimmy Choo Ltd, the first time he saw the movie, he focused his attention on the 60 pairs of Choo shoes displayed on the screen. And this publicity device is likely to turn a literary film into a fashion film.
    
Bensoussan did not use the strategy of product placement too much in the film. He volunteered to produce an advertisement in a newspaper in the US. In all commentators' quotations, the most prominent thing is the author's claim that she laughed so much that she almost laughed off her "Jimmy Choo shoes".
    
"This advertisement is released across the country," Ben Susan said with a smile. He felt that no amount of money could buy such advertising effect.
    
Compared with top brands such as Chanel or Louis Weedon Vuitton, Jimmy Choo is still very young, and can not be compared with the sales volume, product line richness or distribution channels of Louis. But with the gradual improvement of brand awareness, it has appeared on the cover of fashion magazine supplement, and the actress who attended the Oscar awards evening also often walked on the red carpet with Jimmy Choo shoes. To a certain extent, the popularity of Jimmy Choo is just as high as that of its signboards tied with women's shoes and boots.
    
When the fourth channel (Channel 4) starts broadcasting Sex and the City on Friday, it is expected that the Jimmy Choo brand will appear as much time and name as possible on the screen. After all, HBO pillows and decorative comedy first described Jimmy Choo as a gorgeous but vibrant brand, and let young women from all over the world agree with this idea in their hearts, though most of them could not afford to buy shoes with a minimum price of about 300 pounds.
    
Tamara Mellon, the president and co designer and spokesman of the group, has been working tirelessly to foster the celebrity effect of the brand.
    
"She was smart enough to find that clothes or jewellery brands were aimed at the actress who attended the Oscar party, which was unbelievably successful, but the brand shoes didn't do that," said Alice Rawsthorn, director of Design Museum.

Jimmy Choo Legally Blonde style women's shoes

    
At the annual awards ceremony, Mellon will provide customized women's shoes for nominated female stars outside a hotel in Losangeles. In recent years, her customers include Haley Berry (Halle Berry), Nicole Kidman (Nicole Kidman) and Kate Blanche (Cate Blanchett). She says people think this brand can bring luck.
    
Jimmy Choo is not the only brand that aims at celebrities and celebrities, but its success is even more remarkable than that of other brands. Although the company strongly denies the cost of installing product advertisements in film and television dramas, the business benefits of the company are obvious.
    
Paul Bainsfair, chairman of TBWA, a British advertising company, said: "if you want to market for a fashionable and even fashionable brand, it's very important not to use the conventional method of advertising." Paul said.
    
"If we advertised on a large scale, we would tell everyone that anyone could get the brand, which would have a negative effect. But at the same time, you still want people to know that these brands are around them. Careful insertion of product advertisements in movies or articles can avoid such negative effects. Suppose you read an exclusive interview with Kate Moss, who wrote: "sit back and kick off her Jimmy Choos shoes. Then you will feel that you have found the brand yourself."
    
However, any woman wearing a Choo heel with a heel of up to four inches knows that when wearing high-heeled shoes, be careful to take steps and maintain balance. In fact, the word "balance" is constantly appearing in Ben Susan's speech. In November 2001, Ben Susan bought 50% of Jimmy Choo in the name of Equinox Luxury Holdings. Equinox Luxury Holdings is a joint venture established by Ben Susan and Phoenix Equity Partners, in order to make Jimmy Choo a global brand in five years.
    
Bensoussan said that in order to succeed in doing this, careful consideration should be given to the delicate balance between many things, such as increasing product awareness and protecting the status of its high-end brand; increasing production to meet people's needs, and ensuring that its quality is not discounted; it should follow the company's habit of holding public relations activities with celebrities as its focus and publish a small number of magazine advertisements as recently started.
    
It is understood that although many high-end brands have been battered by the economic downturn, the annual sales volume of the group has doubled to about 25 million after the Equinox Jimmy Choo21. After Equinox became a shareholder, Malaysia designer Jimmy Choo withdrew from the company. However, he was allowed to continue to use the Jimmy Choo brand for three years in her women's shoes custom service store.
    
Burns Burns, director of Phoenix company, said that since September 11, 2001, although Jimmy market has been chaotic, Jimmy Choo has turned out to be a blessing in disguise. "If we bought Jimmy Choo 4 years ago, it would be very difficult to find so many sales outlets today, but now we have it."
    
Bensoussan in New York, New Jersey, Dubai, Paris... The schedule of flagship stores in other places is falling behind. He plans to have 19 stores around the world by the end of the year. "Oh, I can't remember how I could do that. We will open a store in Milan. Selling shoes to Italians is like selling a refrigerator to an Eskimo. "
    
In some ways, the opening of franchise stores in Selfridges department store in London next month may be a great challenge to the balanced development of Jimmy Choo. In the context of the luxury brand positioning, a franchised store in Oxford Street (Selfridges store in Oxford Street) will be seen as an important step for Jimmy Choo to enable customers to buy shoes. Ben susang said: "our brand is different in design, image and price. We rarely have shoes under 300 pounds, so the budget of the franchisee and the availability of shoes are a problem. "
Ben Susan has worked in fashion brands such as Christian Lacroix, Burberry, Joseph and Gianfranco Ferre. He said: "price is always important. We must keep the price high to ensure that our desire to have a pair of shoes can only be met occasionally and not always satisfied.
    
I admire people like Hermes, who can easily increase the number of handbags for sale by 10 times. But we can't. You have to wait three years to put in a sum of money, but people are still willing to do so. We know that Chanel (Chanel) has 200 stores in the world, Dior (Dior) has 250, and Louis Weedon (Louis Vuitton) has 350. And we have only 18. We are too backward. We are too high and low.
    
Like other design companies, Jimmy Choo is seeking to expand its brand, hoping to keep more expensive products at the same time, so that more and less wealthy consumers can also afford one or two Jimmy Choo products, thereby creating huge profits for the company. The risk of doing this is that in the process of seeking the popularity of the brand, the product manufacturer may eventually become a low-grade company, or gradually lose its core strengths and characteristics. Bensoussan said footwear and handbags will remain the core business of Jimmy Choo, but the company will consider licensing operations on sunglasses and cosmetics, which are the most expensive products related to leg and foot care. "Authorized business will be bad if overdeveloped." We don't want to do the toilet cover business. You use your Givenchy dressing table cloth and Pierre Cardin (Pierre Cardin) dressing table, they pay a big price for the Japanese.
    
Although the Japanese market is profitable, there are obstacles. Because Japan has high tariffs on imported shoes, Jimmy Choo, the most famous brand in footwear, can only earn more profits in Japan by selling its clothes and bags. However, Jimmy Choo's handbag has not yet gained popularity as high as its footwear products.
    
The company's shoes were made in Italy, designed by Jimmy Choo's niece Sandra Choi and Mei Long (Mellon). Jimmy Choo has the same name as the company, and is still using its own name to design shoes, but the group denies this is a problem. "Jimmy Choo doesn't sell shoes. He's just a designer. We just wear the shoes he designs. Chanel (Chanel) also has an independent design business, and let them try it on after design, which is nothing like two. " Mellon said.
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