Jimmy Choo Performance Rose To Tell You That After The Explosion Of The Red Chase.

The Jimmy Choo shoes that Chinese customers have brought back from the rest of the world over the past year are probably able to stack a mountain.

It is precisely because of such a loyal customer, this luxury brand known for high-heeled shoes last year recorded a 3.18 billion pounds (about 3 billion 9 million yuan) account, an increase of 7% over the same period last year.

Whether in the luxury industry or subdivision of footwear category, the increase of 7% is pretty good.

Bain released the "2015 year old" global luxury product at the end of October last year.

According to the report, sales of personal luxury goods are expected to fall from 3% in the previous year to 1%-2%.

According to the latest report on Bain luxury market research in China, 2015, the sales in China showed a decline of about 2%, and footwear sales increased by 2%.

To some extent, the uptrend of Jimmy Choo is highly dependent on tourism consumption.

According to official website bulletin data, Japan, Europe and other hot tourist countries are the main place of origin of their sales volume.

If you had been involved in the army, you should have seen the scenes of people in the local department stores, Oteri J, and the airport duty-free shops, who were rushing to make inquiries, as if everyone should have a pair of Jimmy Choo.

This consciousness, which is hidden in the minds of Chinese consumers, is formed overnight. It is not just Gianna Jun's credit.

We have to mention "star you" first, though it has been out of breath.

I have to admit that the Korean idol drama with super high ratings in China has become an important fashion vane.

In 2013, the hit TV series "you from the stars" made Jimmy Choo explode overnight, because the heroine Gianna Jun had n double Jimmy Choo.

The power of idol drama is far beyond your imagination. In the second year luxury report, Bain listed Jimmy Choo as the brand attraction of fifth.

In addition, I especially quoted a luxury consumer's reply: "after watching Korean dramas, I really want a pair of Jimmy Choo, but this shoe is missing in a few days."

Having a pair of Abel Pump (shoes) can definitely make you a fashion fad.

In the next two years, Jimmy Choo has always been active in various idol dramas.

In the autumn of 2015, a Marysu comedy in Japan, "the nine handsome men in the five nights, fell in love with me," put Jimmy Choo as the first gift from the male owner to the woman.

Within a few minutes, the price, height and wear of these lace high heels were completely cut off.

All this is like a repetition of history.

As early as the hit TV drama "sex and the city" in 1998, the heroine held the classic section of Jimmy Choo. The line was "love may no longer exist, but shoes are eternal".

Nowadays, frequent appearance in Japanese and Korean idol dramas is just the usual practice of brand.

Demand has also been kept up with supply. Only Japan has opened 31 stores.

The products of idol dramas and fashion magazines are only seeds after all, and are buried in our minds.

It really is a brand store that really brings up the desire of consumers.

First of all, Jimmy Choo is the Japanese market: Japan is addicted to the "logo".

In the frenzy, brands are opening up.

As a result, Japan has 31 stores, like the 25 American counterparts in Japan.

Of course, these Jimmy Choo stores, which are clustered in the leading business circles, are not only the business of the local people, but also busy with overseas customers who speak Chinese.

The Chinese consumers who have opened their eyes to the series and advertisements have calculated that compared with the red shoes Christian Louboutin and Manolo Blahnik, the price of Jimmy Choo three or four thousand per pair will not make the purse bleed, and the popularity will not lose the first two.

Taking into account China's growing consumption desire, Jimmy Choo has expanded its retail outlets since 2014.

In the 5 month of 2015, brand Asia's first two story men's wear flagship store opened in Chengdu Ocean Pacific, and at the same time launched the Made-To-Order customized footwear service in China.

Luxury brands are coveted by continued strong purchasing power, sprouted shopping malls and young buyers.

Jimmy Choo chief executive, Pierre Denis, said in an interview with the South China Morning Post that China's market ambition is inevitable.

In every fiscal year, the company plans to open 10-15 new stores directly, most of which will be in China.

However, as of now, there are only 17 Jimmy outlets in China, just over half of the number of Japanese stores in.

In addition to shoes, accessories and perfume lines are added to increase profits

Like most fashion houses, after market baptism,

Usually no longer willing to be confined to the first three acres.

Expanding the category becomes the most natural choice at this time.

If you pay attention, you will find that most luxury brands will not easily get involved in shoes. Kai Yun group has sold its only high-ranking shoe brand Sergio Rossi not long ago.

On the one hand, there is room for shoe brand, but on the other hand, it is pulling down the sense of security in the industry.

In case shoes suddenly fall out of favor, they can't sell. To better arm themselves and bring fresh feelings to consumers, Jimmy Choo has perfumed fragrances and accessories through its own research or authorization.

In 2015, sales of Jimmy Choo 76% were purchased from shoes, while the rest were contributed by fragrances and accessories such as glasses, handbags, scarves and so on.

Judging from the latest Jimmy Choo's latest advertising blockbuster, this brand is no longer exclusively "she".

Models Nadja Bender and David Alexander Flinn respectively act as the protagonists of the spring and summer series of women and men.

Of course, there is no less advertising.

Before Jimmy Choo was officially registered, it was already a frequent visitor to VOGUE magazine.

At that time, Tamara Mellon Mellon, assistant director of VOGUE, came to a shoe factory in London, which was hidden in an abandoned hospital.

The purpose of their coming is to find Zhou Yangjie (Jimmy Choo) to customize their shoes.

In 1988, VOGUE produced a special 8 - page theme of the British designer. Every pair of shoes appearing on the magazine page came from Zhou Yangjie. He was so famous that he even received an invitation to make shoes for Princess Diana.

When Tamara Mellon and Zhou Yangjie jointly opened the company, Jimmy Choo began to occupy the media layout in a big way.

At least 50 women were wearing their shoes at the Oscar prize presentation ceremony in 1999.

In the next 15 years, the brand changed hands several times, and the two founders had already left, but the advertising strategy still received the attention of each successor.

Jimmy Choo has never been absent from the 9 monthly magazine of important fashion magazines such as VOGUE, ELLE and BAZAAR in the past two years. The Chinese version of VOGUE also published 1 pages of Jimmy Choo advertisements in two consecutive years.