How Pop Culture Fuels Jimmy Choo in China

When Pierre Denis stepped into his role four years ago as the chief executive officer of Jimmy Choo, he faced an uncomfortable question. He knew that China was a priority for growth, but the brand was a latecomer to the market, small and had no obvious logo.

At the time, Jimmy Choo had a turnover of around $500 million and its China operations were run by a franchisee — one of the first things he did was to take the China business back in-house. He also felt that the company needed to build up the brand first and foremost. For that, luckily, Denis could look to lessons in the brand's history.