Strategic Fashion Management
A report by Psyche Kuo
2. Shoes fit for a Princess3
3. Tamara Mellon Part co-owner, Part celebrity4
4. Power of Media6
5. Potential crises 8
* Fast fashion use the celebrities power
* Celebrity brands
* Celebrities’ scandals
6. Conclusion 9
7. Reference 10
The following report will look at the influence of celebrities and the culture of celebrity lifestyle upon the success and the strategies adopted by Jimmy Choo. From the beginning of Jimmy Choo as a bespoke shoemaker to the takeover of Tamara Mellon, celebrities and red carpet media events which have always been associated with its name. The report will look at the past, present and possible future strategies influenced by celebrities and its culture.
Shoes fit for a princess
“The late Princess Diana who was a Choo shoes devotee, made him rise to further fame in 1990. Choo has made a mark on the fashion designing industry and in time was accepted as an iconic image of a classic and refined fashion designer in shoes and later in accessories.”
Naomi Silveira (2010)
The late Princess Diana would be the first significant figure that helped propel Jimmy Choo shoes from great, to extraordinary. Through history we can always identify luxury brands with a celebrity face, dating back to Chanel with Marilyn Monroe and Givenchy with Audrey Hepburn. It’s a key strategy that helps educate and promote the brand to the public, making the brand more desirable and more exclusive. However, Jimmy Choo did not endorse any celebrities at that time, Princess Diana was a customer of Jimmy Choo simply because she liked the design and comfort of the Shoe. Without Princess Diana, Jimmy Choo may have not achieved the success it has today, with such a public figure photographed wearing a pair of Jimmy Choo.
Tamara Mellon - Part co owner, Part Celebrity
“…, understood the importance of linking celebrities to brands and was recognized as an important marketing communications tool.”
Uche Okonkwo (2006)
Tamara Mellon, former UK Vogue accessories editor, was looking out for out-of-the-ordinary designs that were both chic and attention grabbing. That’s when she approached Jimmy Choo and bought 50% of his company. With her relationship with the media and her strong networking skills, Tamara Mellon managed to help the company grow to worth £500 million. Tamara Mellon’s relationship with the media is a very important aspect to why Jimmy Choo succeeded in such a short time span.
“Celebrities are extremely important and valuable to brands, especially in the luxury fashion sector. There is no argument about it. They wield enormous power in fashion circles and can contribute to making and breaking brands.”
Uche Okonkwo (2006)
If Tamara Mellon was not a public figure as she was, it would have been difficult for Jimmy Choo to achieve the level of “ advertisement “ and public awareness without having to invest a large number of capital and resources into this key area. It was hugely beneficial that the new co-owner Tamara Mellon was already a public figure and was able to use this to her advantage. Tamara Mellon realised that celebrity are the brand icon of this generation, an icon which conjures as a mental image or an opinion. This acts as an indirect metaphor to both corporate worlds. Just as brands and brands owners don’t necessarily coincide....