Jimmy Choo Is Moving Foward With A Luxury Boom Brand Strategy In A Down Luxury Drought Market -- Chances Of Success Are Slim
The August 29 New York Times gives an in-depth profile of the Jimmy Choo company and the company's plans to expand their essential luxury brand known for designer shoes and fashion accessories into a lifestyle brand. The company's chief executive Joshua Schulman is quoted, "We're on a journey to transcend a great product into a lifestyle."
The essence of the revamped Jimmy Choo brand strategy is to bring on a new range of branded scarves and perfume and expand the existing line of handbags and eyewear. They are further exploring jewelry, watches and swimwear. In addition, the company plans to double the brand's boutiques to reach 105 worldwide. Click here to see the original NYT article.