Jimmy Choo

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Category: Business and Industry

Date Submitted: 11/18/2012 04:22 AM

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Jimmy Choo was launched in 1996 when Tamara Mellon, Accessories Editor at British Vogue realized the potential demand for stylish but wearable shoes and approached Mr. Jimmy Choo, the couture shoemaker based in the East End of London, recognized for his excellent craftsmanship. In 1998, Jimmy Choo opened its first boutique in New York followed by Los Angeles in 1999. Sparking an immediate success amongst young Hollywood, Jimmy Choo became synonymous with the "red carpet" shoe of choice and was hailed the lucky charm for Oscar winners such as Cate Blanchett, Halle Berry, Hilary Swank and many other Hollywood actresses.


J. Choo Limited manufactures and markets shoes and accessories for women. Its products include shoes, sandals, handbags, small leather goods, sunglasses, and bridal footwear. The company offers its products through retailers, as well as through catalogs and an online boutique. Jimmy Choo, Ltd. was founded in 1996 and is headquartered in London, the United Kingdom. The company operates boutiques in the United Kingdom, the United States, Europe, the Middle East, Asia, Japan, South America, Africa, and Australia. As of July 6, 2011, J. Choo Limited operates as a subsidiary of LABELUX Group GmbH.

Although the man himself has been shooed, many fashionistas are willing to pay dearly to be shod in Choo's shoes. J. Choo, which does business as Jimmy Choo, gained its original notoriety from celebs strutting in the strappy shoes down Oscar-night carpets and across Fashion Week runways. Still, the upmarket shoemaker caters to self-proclaimed divas. It designs and manufactures shoes; distributing them through about 30 of its own standalone stores and some 150 high-end retail outlets. Jimmy Choo also sells products online. J. Choo's namesake, who'd served as chief designer, exited the company during its first buyout in 2001.

Brand as an organization:

The flagship store in London

Brand as a symbol:

Brand as a product:...

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