Jimmy Choo
Say "I Do" in Custom Jimmy Choo.
The professors within the Retail Merchandising program at FSU encourage students to take advantage of the partnerships our department as with several national organizations, one of which being the National Retail Federation. When I signed up to be part of the NRF Student Association, I opted to receive daily industry updates from NRF SmartBrief. One update I remember reading in Summer 2014 was the announcement of Jimmy Choo’s Made-to-Order Bespoke service. Bespoke gave consumers the opportunity to create their own shoes while providing an opportunity for Jimmy Choo to build relationships.
“Jimmy Choo’s strategy behind creating this made-to-measure addition is focusing on the ‘fairytale’ behind glamorous shoes, where women should be able to have custom, personal experiences with one of their most desired accessories,” said Dalia Strum, professor at the Fashion Institute of Technology and founder of Dalia, INC., New York.
Consumers can select between four styles of iconic shoes from the brand, a pointy toe pump called Anouk, a strappy sandal named Lance, a slingback kitten heel christened Tite and high heel sandal called Xenia. Once a silhouette is selected, consumers can pick out their own heel height and select from a bevy of material and color options (Jones). They can also get their initials stamped on the bottom of their shoes in gold to further the personalization.
A recent development Jimmy Choo announced in September is the introduction of customizable bridal shoes. This services provides brides with a vast selection of wedding styles, from flat sandals for beach weddings and taller brides, as well as the sexier high-heeled stilettos and classic pumps, and in an array of wedding-appropriate shades—white, off-white, ivory, champagne, silver, gold, glitter—and fabrications—suede, lace, satin, calf and kid leather, as well as exotic skins like crocodile and snake (Moral).
Both bridal and original bespoke services allow customers to design their own Jimmy Choo shoe. This personalization is an extension of what Jimmy Choo considers to be the heritage of its company.
Both bridal and original bespoke services allow customers to design their own Jimmy Choo shoe. This personalization is an extension of what Jimmy Choo considers to be the heritage of its company.