Jimmy Choo a Celebrity Brand
Shoes fit for a PRINCESS
A Celebrity Brand
Strategic Fashion Management
A report by Psyche Kuo
2010-11-15
Contents
1. Introduction 3
2. Shoes fit for a Princess 3 3. Tamara Mellon Part co-owner, Part celebrity 4
4. Power of Media 6
5. Potential crises 8
* Fast fashion use the celebrities power * Celebrity brands * Celebrities’ scandals
6. Conclusion 9
7. Reference 10
Introduction
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
A Celebrity Brand
Strategic Fashion Management
A report by Psyche Kuo
2010-11-15
Contents
1. Introduction 3
2. Shoes fit for a Princess 3 3. Tamara Mellon Part co-owner, Part celebrity 4
4. Power of Media 6
5. Potential crises 8
* Fast fashion use the celebrities power * Celebrity brands * Celebrities’ scandals
6. Conclusion 9
7. Reference 10
Introduction
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