Publications
Publications
- January 2015 (Revised July 2015)
- HBS Case Collection
Jimmy Choo
By: Anat Keinan and Sandrine Crener
Abstract
Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly acquired a sophisticated clientele. The brand's reputation as a celebrity favorite helped fuel its rapid international expansion and in the early 2010s Jimmy Choo had a store network encompassing 150+ stores in 30+ countries and was present in the most prestigious department and specialty stores worldwide, except for mainland China. Appointed as Chief Executive Officer in July 2012, Pierre Denis, an experienced executive from LVMH, developed a new vision for the brand and made the entry into the Chinese market one of his top priorities. The case describes how Jimmy Choo's leadership team analyzed the Chinese luxury market and designed an entry strategy into China. The case explores the challenges and opportunities for foreign luxury brands like Jimmy Choo to launch in China and contemplates different marketing mix possibilities.
Keywords
Luxury Brand; Fashion; Designer Brand; Shoe; Fashion Accessories; Retail; Entrepreneurship; Branding; Brand Positioning; New Market Development; Entry Into China; Luxury Chinese Market; Global Brands; Growth Strategy; Jimmy Choo; Christian Louboutin; China; Globalized Firms and Management; Marketing Strategy; Market Entry and Exit; Luxury; Cross-Cultural and Cross-Border Issues; Brands and Branding; Fashion Industry; Apparel and Accessories Industry; China; Great Britain
Citation
Keinan, Anat, and Sandrine Crener. "Jimmy Choo." Harvard Business School Case 515-073, January 2015. (Revised July 2015.)