o Type of company is “Subsidiary”

o Industry is based on “Consumer goods”

o Founded in 1996; 22 years ago
o Founder of the company is “Tamara Mellon”
o Headquarter in “London, England”
o Products
 Shoes
 Handbags
 Accessories
 Fragrance
o First store opened in 1996 on Motcomb street in London
o In 1998, Jimmy Choo expended to the U.S., opening two stores in New York and
Beverly Hills, CA
o Expansion continued in well known places like, London, Paris, Rome, and Tokyo
o Has goal of creating global luxury business
o Attracted outside investment
o Embarked on expansion across product categories, channels, and geographic
o Have more than 150 store in 32 countries
o Women shoes remain the core product, along with……
 Handbags
 Small leather goods
 Sunglasses
 Eyewear
 Belts
 Fragrances
 Men’s shoes
o As of July 2012, CEO, Pierre Denis and Creative Director, Sandra Choi work together
to obtain their vision to create one of the world’s most luxury brands

Logo of Jimmy Choo

o Providing top quality products for their consumers
o Being ethically responsible with how they make the
products
o Create organizations to help those in need
o Our mission is….
“ To capture the Hearts of Women and inspire
Men around the World.”
o To achieve our mission….
We thrive on talent and passion. We are a great
place for smart people with an urgent passion to build the
brand and serve the client.
o Our vision is….
“Jimmy Choo aspire to become the top luxury
show designer recognized worldwide for beautiful, high
quality shoes that reflect personality, and style in such a way
that customers feel that they are wearing a unique extension
of themselves.”
o Interview with Pierre Denis (CEO) April 11, 2013

o “Shoes are the core of our business and brand and always
will be but there is a demand from our customers for more
ways to wear and experience Jimmy Choo.”
o “The diversification of our product categories has been an
organic one, each element feels right and allows us to
deliver more to existing customers whilst introducing
Jimmy Choo to a new, younger audience via fragrance and
eyewear.”
o 2000: Bestowed a state award carrying the title of Dato, by
the sultan of Pahang state in Malaysia
o 2002: Conferred an OBE (Order of the British Empire) in
recognition of his services to the shoe and fashion industry
in the UK
o 2004: Awarded an honorary doctorate in art by De
Montfort University, UK, for his contribution to their
unique single honors Footwear Design degree
o 2009: Awarded an Honorary Fellowship by University of
the Arts London
o 2011: Winner of “The World’s Outstanding Malaysian
Designer 2011” Design for the “Daniel part”
o 2012: Received you Bring Charm to the World – the Most
Influential Malaysian Award
o 2013: Became a member of the Red Dot product design jury
o Jimmy Choo is not only known for his shoes but these other
accessories:
o Sunglasses
o Handbags
o Perfume
o Jimmy Choo’s decision to partner with fashion
retailer H&M and Australian boot maker Uggs was
his way to reach into a different demographic.
o These partnership translate to
the consumer as attainable.
o This was a great move to broaden his reach.
o Swot analysis is a strategic planning tool that can be used
by jimmy Choo managers to do a situational analysis of
the company.
o It is an important technique to evaluates the present
Strengths(S), Weakness(W), Opportunities(O), &
Threats(T) Jimmy Choo is facing in its current business
environment.
o The Swot analysis enables the managers of the Jimmy
Choo to develop four types of strategies.
o SO (Strengths - Opportunities) strategies
o WO (Weaknesses - Opportunities) strategies
o ST (Strengths - Threats) strategies
o WT (Weakness - Threats) strategies
o The primary purpose of Swot analysis is to identify the
strategies that a company can utilize to exploit external
opportunities, counter threats, and build on & protect
Jimmy Choo strengths, and eradicate its weaknesses.
o As one of the leading firms in its industry, Jimmy Choo has numerous
strengths that enable it to thrive in the market place.
o These strengths not only help it to protect the market share in
existing markets but also help in penetrating new markets.
o Based on Fern Fort University extensive research some of the
strengths of Jimmy Choo are…..
o Goods return on Capital Expenditure by building new revenue
streams
o Reliable Suppliers
o Superb performance in new market
o High level of customer satisfaction
o Strong distribution network
o Strong brand portfolio
o Highly skilled workforce through successful training and
learning programs
o Weakness are the areas where Jimmy Choo can improve upon.
Strategy is about making choices and weakness are the areas
where an organization can improve using SWOT analysis and
build on its competitive advantage and strategic positioning.
o Following are the Weakness of Jimmy Choo….
o Not highly successful at integrating firms with different work
culture.
o The company has not being able to tackle the challenges.
o Financial planning is not done properly and efficiently.
o The profitability ratio and net contribution % of Jimmy Choo
are below the industry average.
o Following are the Opportunities of Jimmy Choo….
o Stable free cash flow provide opportunities to invest
in new product segments.
o Update new technology.
o New customers from online channels.
o Low inflation rate.
o New trends in the customers behavior can open up
new market for the jimmy Choo.
o Growing strengths of local distributers
o Intense Competition
o Rising raw material can pose a threat to the Jimmy Choo
profitability
o Imitation of the counterfeit and low quality products is
also threat to Jimmy Choo’s product especially in the low
income markets
o No regular supply of innovative products
o Shortage of skilled workforce
1. shoes
1. HEELS
2. FLAT SHOES
3. BOOTS
4. PUMPS
5. SANDALS
6. SNEAKERS
7. Mules
8. Flatforms
9. Evening shoes
10. Espadrilles
1. Bag packs
2. Belts Bags
3. Bucket Bags
4. Clutch
5. Cross body bags
6. Evening bags
7. Luggage and travel
8. Mini Bags
9. Sholder Bags
10. Top handle bags
11.
Perfumes.
•Lllicit
•Lllicit flower
•Jimmy choo L’Eau
•Jimmy choo original
•Blossom
•Flash

2.Sunglasses
3.Scrave
1. Men shoes

•Boots
•Sneakers
•sandals
•Espadrilles
2.Belts
3.Wallets
4.Key chains
5.Perfumes
6.Sun glasses
1.Earring
2.Necklaces
3.Pendants
4.Bracelets
5.Rings
Women men

shoes shoes
Bags wallets
eyewear eyewear
Watches belts
perfumes perfumes