Jimmy Choo may have made its name on the feet of actresses gliding across the red carpet, but the company has sought to move beyond its association with the walk of fame — and into everyday life.

“The bigger part of our business — because we are not all working the red carpet all day long — is the day-night style,” said Dana Gers, senior vice-president, brand marketing and global communications at Jimmy Choo.

This story first appeared in the July 17, 2013 issue of WWD. Subscribe Today.

“That basically became our challenge — how do we expand perceptions of Jimmy Choo from evening glamour and red carpet style, but also promote fashion from day-to-night style?”

The result was Choo 24:7 Stylemakers, a microsite that allows Jimmy Choo customers worldwide to post images of themselves wearing the shoes at various times of day. Visitors to the microsite can browse by city, shoe style and time of day.

“We wanted it to be inspiration for sure, and give fans a way to think of new ways to wear the product and definitely interactive,” said Gers.

As the project progressed — and in a bid to keep the content on the site fresh — Choo invited bloggers and women who frequently uploaded photos of themselves, to become headline style makers, and submit fresh content regularly.

“Each season, we highlighted a new and interesting stylish woman. It also gave us an opportunity to connect more with local communities,” said Gers, adding that the project even moved offline, and into in-store customer events, such as the shoe bar in Dubai where customers had the chance to be photographed wearing different models.

Gers said the project has generated more than 200 articles in print and more than 3 million pounds, or $4.53 million at current exchange, of equivalent press value. “The press machine did not just start and stop with the launch. It created a system to constantly reignite interest outside in the press and blogger world.”

Gers admitted that the response to the site was mixed, depending on the country.

“We had super avid responders, people who just couldn’t stop taking pictures of themselves wearing Jimmy Choo, and then we had some markets where there was a very quiet response.”

She said Japanese viewers generated a lot of traffic on the site, but were reluctant to submit pictures of themselves. “It’s just not in their culture to take photos of themselves. But they really like looking at other people who do. So that was good.”

Going forward, Gers said the team plans to integrate e-commerce in a more robust way.

“I think we were probably a bit tepid in the beginning — we weren’t sure how it was going to do. But we are launching a new Web site in November, and you’ll start seeing more editorial content in a more meaningful way on the product pages then.”

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