More on Subject
Most Recent Articles In Markets
Latest Markets Articles
- Chinese Athletic Brand Coming to America
- The Inspiration for Naya Spring '15
- What's the Biggest Challenge for Juniors' Brands?
More Articles By
Tamara Mellon, Joshua Schulman
Founder, President; CEO; Jimmy Choo
2008 Rank: 18
A year ago, fast-fashion would’ve been at odds with luxury labels such as Jimmy Choo. But tough times and slowing sales for the brand called for new ways to build buzz — and, hopefully, some business. Under Mellon, 42, and Schulman, 38, Jimmy Choo has tried to rekindle its hotness, thanks to a smart partnership with H&M that will give younger customers high-quality pieces at palatable prices. The limited-edition collab includes women’s and men’s shoes and accessories, as well as a capsule ready-to-wear line, hitting 200 stores later this month. Additionally, the execs continue to play down any signs of excess, moving ahead with a collection called Choo 24/7 — with updates of Mellon’s favorite styles in different heel heights, colors and materials — and more shoes that can appeal to a wider range of budgets, such as entry-level jellies. But it’s not all about the shoes. Mellon, who has longed to expand into fragrances, inked a 12-year licensing deal with Inter Parfums SA.