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."I lost my Choo," uttered by Sarah Jessica Parker on "Sex and the City," became its founding moment for Western women."Amazingly, the same thing happened in Asia," Denis said. The South Korean hit soap opera "My Love From the Star" featured a scene where a main character asks, "Now you're copying my shoes?" while wearing a gray, pointed Jimmy Choo pump. The model sold out not only in South Korea but in China, too."We made our name on the red carpet," Denis said. "We recognize that the same recipe could be played with the Chinese movie scene, trying to target all the actresses and celebrities."For example, Jimmy Choo shoes have graced famous feet including actress Liu Shi Shi in Bali at her much publicized wedding to Taiwanese heartthrob Nicky Wu.Denis adds that the gray, pointed pump is "still our bestseller.""It's hard for American and European movies to penetrate China," Denis said, referring to the limited number of foreign films allowed to be released in the country. "As a consequence, you have a really strong cinema scene in China, which his going to transfer into Chinese TV shows. I am a true believer that you can replicate the [South] Korean wave and it is going to come in the Chinese television and soap operas."Once Jimmy Choo found its footing with pop culture and branding, the firm started working on distribution. It also helped that the macro winds in the market had turned in its favor. More discreet, logo-less brands became in vogue and consumers were tiring of the big powerhouse luxury brands that had entered China in the first wave. Gifting had fallen away as part of the anticorruption drive, hurting watches and jewelry the most. Shoes had the advantage of being something women usually bought for themselves.Denis acknowledged that the issue of parallel goods in the gray market, spurred by the high taxes imposed, was a problem for everyone in the industry but Jimmy Choo had a few things going for it."A pair of our shoes is about 500 pounds [about $560 at current exchange]," the ceo said. "Even if it's 20 to 30 percent more expensive, you are still discussing about 50 pounds. It's not so extreme that you would wait six months when you are traveling to buy."Jimmy Choo Asia sales now make up 16 percent of its total revenues, double what they were in 2012.Operating under the assumption that around a third of the brand's business should be derived from the region, Denis said, "It means that we are half of the way in terms of our expansion."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)