I was briefed with presenting a visual strategy on how I would promote and market Jimmy Choo Spring/Summer 2021 collection within my neighbourhood which I presented live to a panel of Industry professionals at the end of the week.
"My neighbourhood is Chislehurst, I live in Bromley borough and I felt that Chislehurst was the most appropriate place within my area for my intended marketing strategy."
"Chislehurst is a quite wealthy area within bromley, there are many large properties in the area and it is also home to celebrities such as footballers, so I felt it was the perfect place to market towards a Jimmy Choo customer as I’m sure there would be many in the area.
I would most like to target women in the area, whether that is Jimmy Choo’s current clients and their networks or potential new customers who may be shopping in the area or perhaps meeting friends for a coffee in the high street after dropping the kids off at school."
"In light of current global events, it is imperative that the brick-and-mortar store is successful in promoting the brand in order to encourage customers to shop here
The shop window will feature moving images of the summer collection in order to grab the attention of passers-by and they will also be able to see the real version of the shoes placed on the podiums in the window, the podiums will be gold and glittery to create an eye catching yet luxury aesthetic in line with the Jimmy Choo brand.
I believe a pop-up store will create excitement surrounding the brand as it is unexpected so will create intrigued customers who want to come and see what the store has to offer, including potential customers from surrounding areas as word spreads. As well as being a pop up which creates a sense of exclusivity."
"However, I want the pop up store to stand out even further and I felt one of the best ways to do so was through the use of ai, in fact 44% of fashion retailers who have not adopted AI face bankruptcy so I thought implementing it in some way would be crucial to maintaining an adaptive on trend brand."
"I was inspired by an app called Wanna Kicks which allows you to try on digital versions of shoes and I felt this could be a really useful way to market Jimmy Choo in my neighbourhood."
"So, I intend to place a virtual reality mirror in the street opposite the pop-up store which will feature technology similar to the Wanna Kicks app allowing customers to try on the shoes before they have even entered the store. The idea is that the mirror will grab the attention of passers-by who will become fascinated and want to try it for themselves, once they have seen the shoes on their own selves they are likely to fall in love with them and in turn draw traction to the store as they go inside to purchase the item increasing sales.
The mirror also gives customers the ability of having to spend as little time in the store as possible as they will not have to try on the shoes in store which is very appealing in a covid conscious world."
"On the mirror will be a QR code where customers can download the software on the mirror in the form of an app, this means they can try it for themselves whenever they would like whether that is in store, in a coffee shop or at home and it is likely they will show their peers and increase Jimmy Choo’s customers. This QR code could also be posted on social media to extend the reach outside of the target neighbourhood.
The data from the app will allow the brand to see which are the most viewed shoes and this could allow for location focused store stock control as well as keep customers up to date with new styles."
"For a luxury brand like Jimmy Choo, consumer experience is still vital so it is important that the pop up store still allows for a luxury experience within store where customers have the option to see and try on their intended purchases in person should they wish. However, it takes Jimmy Choo down a road to improving their sustainability as if customers can visualise and try on items virtually before even purchasing them it gives the brand the ability to see audience response to garments to gauge demand perhaps before the shoe has even been made which could be a game changer in reducing product waste."
