Jimmy Choo a Celebrity Brand

A famous person Brand Strategic Fashion Management A report by Psyche Kuo 2010-11-15 contents 1. Introduction3 2. Shoes fit in for a Princess3 3. Tamara Mellon Part co-owner, Part glory4 4. Power of Media6 5. Potential crises 8 * Fast room use the celebrities cater * Celebrity discolourations * Celebrities s nookiedals 6. Conclusion 9 7. Reference 10Introduction The following report will construction at the influence of celebrities and the culture of honor lifestyle upon the success and the strategies adopted by value Choo. From the kickoff of Jimmy Choo as a bespoke shoemaker to the takeover of Tamara Mellon, celebrities and red carpet media events which live with ceaselessly 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 situation devotee, do him rise to further fame in 1990.Choo has made a mark on the fashi on designing industry and in time was accepted as an photoic 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 level we can always identify luxury brands with a celebrity face, dating back to Chanel with Marilyn Monroe and Givenchy with Audrey Hepburn. Its a key strategy that helps educate and promote the brand to the popular, making the brand more than 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 want the design and comfort of the Shoe. With disclose Princess Diana, Jimmy Choo may gain not achieved the success it has today, with such a do main figure photographed wearing a pair of Jimmy Choo. Tamara Mellon Part co owner, Part Celebrity , mum the importance of linking celebr ities 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 twain chic and attention grabbing. Thats when she approached Jimmy Choo and bought 50% of his confederation. With her relationship with the media and her strong networking skills, Tamara Mellon managed to help the company grow to worth ? 500 million. Tamara Mellons relationship with the media is a very(prenominal) important aspect to wherefore Jimmy Choo succeeded in such a short time span. Celebrities ar extremely important and worth(predicate) to brands, especially in the luxury fashion sector. There is no argument about it.They wield enormous power in fashion circles and can contri providede to making and breaking brands. Uche Okonkwo (2006) If Tamara Mellon was not a macrocosm figure as she was, it would have been difficult for Jimmy Choo to achieve the level of advertisement and public sentience 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 dont necessarily coincide. Similarly, Jimmy Choo shoes arent made by Jimmy Choo. Jimmy Choo is no longer associated with its own brand design with Tamara Mellon whereas Jimmy Choo directly focuses on Jimmy Choo Couture footwear. There are not many companies left that follow this tradition of shoes being designed by the companys founder who brings Jimmy Choo to a few competitors which are Christian Louboutin and Manolo Blahnik.Regarding Tamara Mellons marketing strategy of penetration, celebrity endorsement whi ch determines the wealth and success to the brand has prolong to a factor where luxury brands appear lesser extent than consumer brands as luxury brands already have well-defined personalities. Power of Media The rise of the cult of celebrity, in which everyone can be famous for 15 minutes, can be directly related to the rise of reality television and social networking sites. PricewaterhouseCoopers LLP (2007) The number of celebrity advertisements has multiply from 1996 to 2006. It was uring 1996 that Choo established his brand name Jimmy Choo in London with the assistance of Tamara Mellon. It is no coincidence that Jimmy Choo benefitted from the boom in celebrity endorsement during these ten years. Programmes such as waken and The City are just an example of how strong an influence TV have on consumers. But the real fruit story of Jimmy Choo over the past 14 years has been the riding of a tidal moving ridge of celebrity endorsements, as well as those gushing recommendations i n Sex and the City. Anonymous (2010) Without TV, Media and even Sex and the City, Jimmy Choo would not have become an instant household name.With millions of viewers, Sex and The City was the ideal scarf bandage to make the name public to an even wider audience, even with the programme also mentioning rival brand Manolo Blahnik in the programme, this did not affect the sales or brand equity of Jimmy Choo. Jimmy Choo is attractive to celebrities but they must have pushed it to celebrities as well because that is how you keep the brand in the publics mind most designers instantly want to get their shoes on the red carpet because you get so much media insurance coverage from that. Maureen Hinton (2010)Disregarding that fact however, the lend analyst at the retail consultancy Veridct added that Jimmy Choos are attractive complete to stand on its own for it fashionable design. It was also commented that the media only acts as a reminder to the publics mind about the brands imag e. This strengthens the foundations of Jimmy Choos defined image. Potential crises Celebrity endorsement is as easy as it sounds as it upholds several risks that are associated with brand communication strategy. If a luxury brand decided to use celebrity endorsement as a strategy, brands should meticulously prize their interconnections elements.Fast fashion use the celebrities power The current Jimmy Choos strategy that uses celebrity endorsement has a potential risk as the current fast market (mass production market) also uses celebrity power as a major marketing strategy. In examples to that are Gap which Sarah Jessica Parker promoting its brand and Top stag which Kate Moss is anointed to design their clothing and accessories. Celebrity brands Celebrities brands indulge in brand extension and brand architectures. They now go steady the importance and influence of personal branding and are exploiting it and also extending it to commercial branding.As a result, several celebritie s have ventured into the fashion and accessories businesses and more are on the way. A few examples are such as Jennifer Lopez, Sean Combs and Jessica Simpsons. Celebrities scandals The biggest pestilential factor that Jimmy Choo can come across as a brand image is from celebrity scandals as celebrities are easily exposed to the public and may get into controversies. An image of a celebrity holds a very important role to the brand its promoting. A scandal may lead to a negative connotation. Conclusion The media, TV and Public figures have always been synergetic with Jimmy Choo from the very Beginning.From the late Princess Diana, to Tamara Mellon, Sex and The City and countless of other celebrities photographed with a pair of Jimmys, Jimmy Choos main strategy was to use this tidal wave of celebrity endorsement to its full advantage. For a new brand in a very competitive market, it was important to utilise this strength to compete with rival brands with a deeper heritage and hist ory. Even though Jimmy Choo has always used celebrities and the media as its main source of advertisement, at that place are indications that t Jimmy Choo is diversifying its strategies by collaborating with other brands, such as HampM and UGG.With so much reliance with its celebrity exposure, it is potential dangerous to solely rely its companys future in such an un steadfast trend. With Collaborations with HampM is a more stable and long-term strategy to appeal to a different target consumer. Jimmy Choo may be a shoe for the stars, but will eventually grow and establish themselves through other mediums. 1082 words (Excluding name page, direct quotations and references)Reference1. Anonymous, 2010. Jimmy Choo The worlds most valuable shoemaker, The Independent, Online, Available at http//www. independent. co. k/news/business/analysis-and-features/jimmy-choo-the-worlds-most-valuable-shoemaker-2076499. hypertext markup language 10 Oct 2010.