Jimmy Choo by Becky Green

SITUATIONAL ANALYSIS REPORT.

N0739091 REBECCA GREEN WORD COUNT: 2,176

ETHICS CLAUSE I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

Signed....................................... Date.....................

CONTENTS

Pg 6 - Introduction Pg 7 - Methodology Pg 8/9 - Macro Trend Analysis Pg 11 - Macro Trend Analysis Conclusions Pg 12/13/14 - PESTLE Analysis Pg 15 - PESTLE Analysis Conclusions Pg 16/17 - Market Health Pg 18/19 - Competition Pg 21 - Brand Audit Pg 22/23 - Pen Portrait Pg 24 - Brand Health Check Pg 26 - Ansoff Matrix Pg27 - Ansoff Matrix Conclusions Pg 28 - SWOT Analysis Pg 29 - SWOT Analysis Conclusions Pg 31 - Conclusions/Recommendations Pg 32 - Illustrations Pg 33 - References Pg 34 - Bibliography Pg 35/36/37/38 - Appendix

INTRODUCTION The brief assigned was to complete a detailed review of Jimmy Choo and their current marketing environment. Using different models and types of analysis, the aim of this assignment is to grasp a comprehensive understanding of what the growth engines for Jimmy Choo have been, what have been the success factors and barriers to the company thus far, and what the achievements have been and their lessons learnt to date. After this research it would then be clear how Jimmy Choo can improve their brand.

METHODOLOGY The primary research that was carried out was a questionnaire. The aim of this was to find out which brands people prefer to buy, which luxury items people would rather spend their money on and how they prefer to purchase the product. This questionnaire was posted onto many social media sites in order to collate as many different respondents from a broad audience as possible. A broad audience is beneficial to this research because it encompasses responses from various different people, of both genders, that earn different amounts of money and have different preferences when it comes to shopping for luxury brands. There were 70 people that filled out the questionnaire, all over the age of 16. The results of the questionnaire were informative on areas such as brand awareness, desirability and ways in which people prefer to shop for brands such as Jimmy Choo.

MACRO TREND

URBANIZATION

AGING POPULATION

• More and more people are now choosing to live in large cities, rather than rural areas. This has spiked the urban population and the number of cities around the world.

• Due to factors such as the ‘Baby Boom’ there has been an increase in the amount of middle aged and older consumers. • Middle- aged consumers are said to be in their peak at this age in regards to the amount of money that they earn due to having savings, pensions and are still earning. Moreover, they have also potentially finished paying off mortgages on homes at this point and therefore have a bigger sum of money to spend.

• ‘The number of mega-cities has nearly tripled since 1990’- [Morphocode 2014], creating a whole new customer base. • Living in a city is attractive for all generations, for the older everything is more accessible and easy to reach, and for the younger there is more opportunity for career when living in a city.

• Despite having bills to pay at this age, just under 50% of this age category said they spent most of their money on clothing and garments.

• ‘Eighteen percent of urban millennials expect to shop more in stores in the coming year than they did the last. ‘[Synchrony Financial, 2016]

• It is also apparent that society now sees ‘faster aging’ children and young adults, who are reaching maturity at earlier ages. 8

ANALYSIS

ETHICAL LIVING

HEALTHY LIVING

• An increasing amount of consumers are becoming more concerned for the environmental and ethical impacts of the products and services they are buying.

• There has been a large increase in the amount of consumers buying into living a healthier lifestyle, participating in fitness activities such as attending a gym, or going for a run.

• ‘33% of consumers said they were willing to pay more for environmentally/ethically conscious products including apparel, footwear and home care products.’- [Euromonitor, 2016]

• ‘Running was the most popular activity amongst those aged 1929 years old in 2016.’ [Euromonitor, 2016] • ‘While there is a trend of fast fashion retailers releasing their own leisure lines, 59% of consumers prefer the quality of branded sportswear.’ – [C. Baram, 2017]

• With ethically sourced products, often comes a higher quality and trust. • Customer demand for fairtrade and locally sourced products has also increased.

• Consumers that shop at clothing retailers for sportswear are more inclined to purchase the clothing and footwear without the intention of using it for sport, just for the fashionable appearance.

MACRO TREND ANALYSIS CONCLUSIONS • URBANIZATION - Jimmy Choo need to focus on their city approach. With more people living in cities, and more tourists being attracted to the shopping experience tthat cities offer, their store appearance is vital. The stores should aim to offer a more holistic shopping experience. • AGING POPULATION - The shopping experience at Jimmy Choo should appeal to those of all ages and in particular the middle age category, with the most money to be spent. With middle agers being in the peak of their earnings, they are prepared to spend more on higher quality, luxury brands like Jimmy Choo. • ETHICAL LIVING - They could develop cruelty free lines that do not use the skins of reptiles. Furthermore, using the toxic chemicals for tanning the materials puts their workers heath at risk, and consumers that believe in living a more environmentally friendly life will not support this and could ultimately decide to shop elsewhere. To avoid this Jimmy Choo should research into using high quality alternatives. • HEALTHY LIVING - Jimmy Choo should develop their existing trainer collection to meet their consumers’ needs of a more sporty appearance. This will attract those that want to buy luxury trainers, and those that are just buying for the sporty aesthetic.

PESTLE

POLITICAL Global political affairs have big influences on big multi-national corporations like Jimmy Choo, making it essential to have a good understanding and awareness of changes in government and the decisions that they make. Given that Jimmy Choo is a UK based company operating internationally, â&#x20AC;&#x2DC;BREXITâ&#x20AC;&#x2122; brings a lot of uncertainty to the company concerning the future of UK business as a whole. With trade deals for other countries still yet to be agreed and announced, and the pound ever weakening, Jimmy Choo as a business may be wary and could choose to relocate their headquarters elsewhere. For example the USA, where newly elected president Donald Trump is making big changes to things like corporate tax. It is known that he plans to slash corporate tax down from 35% to around 20%, making it attractive for businesses to relocate. Further to the point of the pound weakening, this also consequently makes imports more expensive but exports cheaper. This could potentially be beneficial to the British company but also could be detrimental and may force Jimmy Choo to increase prices. This may drive sales down, however with Jimmy Choo being a premium brand it can be perceived to be price inelastic so the consequences are unknown.

ECONOMIC Economic factors and changes can have a big influence on the amount of disposable income and therefore demand for products. With Jimmy Choo being a premium brand, prices are high so the company is quite dependent on there being a high disposable income for the population. At present, it is apparent that younger age groups are spending more money on fashion items than older people. Students are particularly influenced to spend their money on fashion garments and accessories due to the easy accessibility to credit and overdrafts, and their ignorance and acceptance towards debt. Furthermore, interest rates also have a big influence on the economy, as when the interest rate is high, people are paying back more on their loans so disposable income is low, however the government in the UK have been trying to increase consumer spending by keeping the interest rate low to influence people to take out loans in which they pay less back on, increasing the level of disposable income which consequently may lead to helping Jimmy Choo achieve higher sales figures.

ANALYSIS

SOCIAL It is increasingly important for a business to understand the demographic of the market and environments they operate within. From this they can adapt and improve products accordingly in order to increase sales and their presence within the market and against their competitors. The population of the UK is ageing as life expectancy is increasing. The number of 20-35 year olds is increasing, which is beneficial to Jimmy Choo as young adults and mid-lifers are all within their target consumers’ age category. Young Adults have acquired the status of being spenders rather than savers, and while the student age range are suffering from debt, they still care about the style they project and the fashion brands in which they are purchasing. There are many lifestyle changes taking places and especially in the lives of those in the Millennial Generation and Generation Z. The LGBTQ community is growing, meaning that many brands are now investing in genderless clothing and accessories, making their products wearable for both genders. This would be an opportunity for Jimmy Choo to invest more in their unisex shoe range. People are also investing themselves in living a healthier lifestyle and getting involved in fitness and becoming active, this is a market that Jimmy Choo currently offers few products for.

TECHNOLOGICAL With ever developing technology it is important for businesses to keep up with these advances in order to retain customers and attract new ones. With many people wanting speed when it comes to shopping, consumers are now looking to complete most of their shopping digitally, whether it be on a computer, a smartphone, or tablet etc., making the shopping experience easy for shoppers and their decision making process. Factors such as the security of the website, the quality and definition of the pictures, and speed of the website, are all key when it comes to the shopping experience, and if one or many of these areas is lacking then customers will potentially find another brand to shop with. The quality between the offline shopping experience and the online shopping experience for a fashion brand should be consistent throughout. If this is achieved this will improve consumer loyalty. Consumers are also using mobile phones more to purchase products online, and this requires a mobile phone friendly website appearance, which Jimmy Choo have already attained. However, many brands are now looking towards having their own App for android and smartphones. This makes the experience more suited to the shopper and also more personal, having features within the apps such as, ‘My Wishlist’. This is something Jimmy Choo are yet to create, as currently they only offer a website for their online shoppers. Furthermore, shoppers also want what they are looking for immediately, and when a store can’t fulfil the consumers’ desires, some stores now offer an Order In Store option where they’ll order the item for you and have it delivered to their home for no extra cost as a kind gesture. This is something that lots of high street and luxury brands offer, including Jimmy Choo. 13

LEGAL All businesses need to follow the legislation put in place by governments of the countries in which they operate. Given that Jimmy Choo operates globally, they have to abide to many different rules and regulations. For example; the minimum wage, employee discrimination and health and safety laws. Legislation is quite costly to follow but is essential as, if companies receive bad publicity for broken rules or poor relationships with the government, sales could drop dramatically and newer laws could be put in place against these companies. Jimmy Choo, being a fashion business, use lots of expensive, luxury materials such as fur, snakeskin and tortoise shell, that may be quite scarce, and the government could easily enforce new laws against the importation and exportation of these materials. This could ultimately result in a halt in business activity.

ENVIRONMENTAL Companies, particularly fashion companies, need to consider the environmental impact the manufacturing and selling process has on the environment. Given that Jimmy Choo use leather and animal skin as the main material in their products, this will involve the use of chemicals. Jimmy Choo should therefore think carefully about their waste management and where they are disposing of these harsh chemicals. This is important as harsh chemicals can damage the wildlife around the area in which they are disposed at. Another factor to consider is the packaging in which Jimmy Choo put their products in and how the consumer can dispose of this safely, without having a damaging impact on the environment. The materials used for packaging should be sustainable, and recyclable. If companies like Jimmy Choo do not follow this they will rapidly contribute to the amount of landfill waste. This will have a detrimental impact on the state of the world for future generations.

CONCLUSIONS Political – Future consequences of BREXIT are currently unknown for Jimmy Choo and so it would be advisable not to alter prices of their products, due to being a price inelastic company. Jimmy Choo should also improve their flagship store appearance in major cities, as due to it now being a cheaper place for foreign visitors to shop, these stores are becoming busy tourist attractions. Economic - due to the trend of students accepting their debt, younger people are more willing to buy into designer brands like Jimmy Choo. Therefore Jimmy Choo should adjust their marketing towards younger people as well as their middle- aged consumers. Social – Jimmy Choo could research the genderless clothing trend, and develop gender-neutral shoes. Moreover they could also use LGBTQ modelsin their future campaigns. Technological – Investing in an App is advisable for Jimmy Choo because of the rise in people shopping online, (confirmed in the primary research results.) With it being an easier and more enjoyable shopping process, this will also increase customer satisfaction as well as sales. Legal – Jimmy Choo should continue to conform to legal requirements. This will prevent any bad publicity for the brand that could consequently cause a decrease in sales. Environmental – Jimmy Choo should focus on sourcing sustainable materials for their products. This will increase the attractiveness of their brand and theirproducts, leading to customer loyalty and increased sales.

MARKET HEALTH Market Size The size of the Footwear Market has grown by 4.5% to reach a size of £10.4 Billion, outperforming the clothing market, which only rose by 1.5% in 2016. The size of the luxury industry market has also been challenged in recent years. The continued instability of the exchange rates has and will continue to affect the whole market and global politics have impacted both the consumer confidence and tourist flows.

Growth / Decline of Market ‘Luxury shoes continue to be a fast growing segment of the luxury market with an estimated sales compound growth rate from 2013 to 2015 of 11%, compared to the luxury market excluding shoes which had a compound growth rate of 7% over the same period.’ [Jimmy Choo, 2016] This growth could continue to increase in the future due to Brexit having a negative impact on the Sterling pound, making the UK a cheaper place to shop for foreign consumers. ‘Mintel also forecasts that the footwear sector will grow by 23% by 2021’ [T. Sender, 2017]. This is beneficial for Jimmy Choo as due to their core product being shoes, this could enhance their chances of growth.

MINTEL: UK FOOTWEAR SALES, BEST- AND WORST-CASE FORECAST, 2011- 21

Key Drivers Men’s footwear – With the trend of British men caring more about their appearance now, the men’s footwear sector is benefitting from this and consequently growing at a faster rate. This now accounts for 37% of the total footwear market, up from 35% in 2015. Jimmy Choo have realised this growth as men’s footwear accounted for 9% of revenue in 2016, and was only introduced in 2011.

Future Market Outlook The outlook for the luxury designer fashion market is less positive than it has been in recent years. Consumer confidence is weakening and, as a consequence, means that luxury fashion retailers will need to work significantly harder to convince and persuade consumers to purchase higher value items. Research shows that over half of those that have bought designer fashion in the last three years stated they don’t always trust that designer fashion is better quality than non designer fashion.

COMPETITIVE ENVIRONMENT Jimmy Choo has many competitors in the luxury footwear market. Brands such as Christian Louboutin, Valentino, and Gucci, were recognised as more desirable than Jimmy Choo shoes, in the results that were collected in primary research. Jimmy Choo also has competitors that arenâ&#x20AC;&#x2122;t luxury brands, like Primark, and Topshop. High-street brands imitate upmarket brands like Jimmy Choo, for those who cannot afford luxury prices. These brands are fast fashion brands, therefore people could prefer to buy into a more fashionable appearance rather than the more classic aesthetic that Jimmy Choo offer.

COMPETITIVE BRAND POSITIONING MAP High price

Low Fashion

High Fashion

Low Price

BRAND AUDIT JIMMY CHOO MISSION STATEMENT Jimmy Choo aim to offer a glamorous and fashionable range of products that are unique, chic and reflect a premium quality. Their core products; shoes, are complemented by a range of accessories including bags, eyewear and fragrances. Jimmy Choo concentrate on delivering timeless and classic style for a broad audience, and innovative, contemporary products which are envisioned to lead fashion trends.

BRAND ESSENCE The brand essence of Jimmy Choo is glamorous and stylish. The aim of the brand is to make shoes and accessories that will empower women, giving them a sexy yet chic aura. The brand is incredibly luxurious and very high quality, which is desirable to both men and women.

BRAND POSITIONING STATEMENT Jimmy Choo is a luxury accessory and shoe brand that targets people with an eye for fashion, who prefer a more classic style, and have a higher disposable income. The benefits of wearing Jimmy Choo is that their consumer can not only look good whilst wearing Jimmy Choo products which are of a timeless style unlike other brands, but can also feel good too. The Jimmy Choo Foundation, established in 2011, is a charity that betters lives of women, around the world, as Jimmy Choo initially started with women at the core of their brand.

PEN PORTRAIT The Target Consumer.

BRAND HEALTH CHECK The total revenue for 2016 was £364M, which is a growth of £46.1 Million from 2015. This is more than double the amount that they grew between 2014 and 2015. Moreover, their operating profit has almost doubled since 2014 to 2016, growing from £24.1 Million, to £42.5 Million. During 2016, Jimmy Choo opened 10 new directly operating stores worldwide, and only closed 1, starting 2017 with a total of 150 stores. Jimmy Choo also plan to renovate 10 to 15 existing stores each year to in order to improve the shopping experience for their customers. They have planned to open 10 new flagship stores in top locations like The New Bond Street, Beverly Hills, Milan and Harbour City Hong Kong. Menswear continues to be the fastest growing sector of the business. Brand awareness for Jimmy Choo is high, however it’s competitors are seen to be more desirable, confirmed by the primary research which shows people would prefer to buy products from brands such as Louboutin, Gucci and Valentino. However with plans of more flagship stores, the brand awareness will increase further and create a more desirable shopping experience for their current and future consumers, whilst attracting more foreign shoppers.

OPPORTUNITIES 25

ANSOFF MATRIX

NEW MARKETS

EXISTING MARKETS

EXISTING PRODUCTS NEW PRODUCTS Market Penetration (Existing Products / Existing Markets): Jimmy Choo will use market penetration to increase sales of their core products in their core existing markets. This will increase their sales turnover. This is achievable by, for example; increasing the level of marketing they do for their products, and how they market them. They could use social media in a more effiecient way in order to target their consumer more directly. As primary research shows, 72% of people are more influenced to buy an item if it is displayed on their social media page, therefore Jimmy Choo could use this to increase sales of certain items.

Product Development (New Products / Existing Markets): Jimmy Choo will use product development to create newer more innovative products for current and existing markets. This is done by carrying out extensive and in depth research about what their consumers want, what they buy most of and the consumer trends that are current. Researching new trends and developing old collections into newer and more stylish designs would benefit Jimmy Choo. It would take them from not only being a classic and elegant brand, but would also make them fashion forward with their products. For example, creating a new line of shoes i.e, slippers, for those that want comfortable but stylish footwear for indoors not just outdoors, or by bringing out a new line of handbags but in a new style to their existing collections, to try and grow their accessories collection and attract more customers.

Market Development (Existing Products / New Markets): Jimmy Choo will use market development to push their existing core products into new markets for example different countries. Whilst Jimmy Choo is successful in Europe, America and Japan, the rest of Asia including China isn’t as successful. From 2015 to 2016, Jimmy Choo’s total revenue was £364M, and only £52M of that came from Asia (excluding Japan). This is really low considering the size of Asia, and the luxury market over there. This is compared to £150M that was made in Europe, which is a lot smaller than Asia. Also they could develop their existing trainer collection. Jimmy Choo could take it into the luxury sports footwear market, and make them appeal to those who want luxury footwear that can be worn, not just when they’re going out at night, but also when they’re training in the gym etc. Or they could opt to enter the children’s wear market and create a collection of shoes for babies and children, that parents with a higher disposable income could buy for their children to wear.

Diversification (New Products / New Markets): Jimmy Choo will use diversification to create new products for a completely new market, in which they have not yet entered into. This option carries with it the most risks, and the outcome would be very unknown to Jimmy Choo. To use diversification as a growth strategy, Jimmy Choo would need to carry out extensive research in order to eliminate most of the risks. Jimmy Choo could create a clothing line, and enter the luxury designer clothing market, not just the luxury footwear market. However this would have a lot of risks with it, and would take a lot of time for research and development, as it is a big market to enter and is highly competitive. Another option would be to enter the jewellery market and create a line of necklaces, bracelets and rings for women and men, but again this would need a lot of research and development in order for this growth strategy to be successful and beneficial for the company.

CONCLUSIONS • Jimmy Choo should choose the market penetration strategy. Due to the primary research showing how big the influence of social media is on consumers, it would be beneficial for them to use this as a marketing strategy. Jimmy Choo do not have a big presence on social media, in comparison to other competitors like Louboutin. On Instagram, Louboutin have 3 million more followers than Jimmy Choo and on Twitter, Louboutin have double the amount of followers. Developing their marketing with social media would increase brand awareness. • Market development would increase sales for Jimmy Choo massively, as there is a large area of Asia, which is left unpenetrated by Jimmy Choo. Internationalisation would definitely increase sales for Jimmy Choo, as the luxury market is very popular in places like China. • Diversification and product development carry the most risks for Jimmy Choo because the traditional Jimmy Choo, timeless and classic style could easily be lost by developing their products to look newer and meet more current fashion trends. Furthermore, by creating completely new products like clothing, Jimmy Choo would lose brand recognition as they are well associated with accessories and shoes.

SWOT ANALYSIS Strengths • Jimmy Choo has a well-established brand. They have created strong brand loyalty with their customers due to the high quality of their products, and the service that they deliver. • They have also created various different ranges of products branching into different markets, for example they have a women’s range of shoes, a men’s range of shoes, fragrances, accessories and bags. • They have also got a strong presence all over the world, especially in places like Europe, USA and Japan. • They have also got many shops in Multibrand stores like Selfridges, which is beneficial to them, as proved through the primary research that took place for this report, which showed that a large segment of their customers preferred to shop for Jimmy Choos in this way. • They have a well structured website that is easy to use and attractive. This makes the shopping experience enjoyable for the customers.

Weaknesses • They lack brand recognition on their products. When someone is wearing Jimmy Choo shoes for example, people can’t tell which brand they are. This impacts their desirability as customers today would much rather wear a brand, and show off clothing that others can easily recognise. • Jimmy Choo also does not have that many directly operating stores. When shopping for shoes people like to go into the store to try on and buy the product, and prefer this to buying online. Although they have a big presence in department stores, they do not have that many flagship stores, and customers may not shop at Jimmy Choo for their poor accessibility for people that do not live near the few existing stores. • Their customer service quality seems to have fallen in recent times. On the commonly used website, ‘Trustpilot’ that exposes genuine public reviews and feedback on customers’ shopping experiences, Jimmy Choo has acquired many low rankings. This is due to the lack of help they offer to customers in store and online with issues being raised like delivery time, sales advisors in store not being helpful, and their returns policies.

Opportunities Jimmy Choo lacks a presence in Asia (excluding Japan). This leaves a big gap for potential sales in this area of the world. • Furthermore, it could be beneficial to Jimmy Choo to open an online App for customers to use when shopping for the product. This would make the shopping experience more tailored to them and could help increase sales for the company, after they recently invested money into their website which improved their online sales. • Also there are noticeable gaps in their product range on offer. They have an obviously smaller range for men, which is something that they could develop, as currently they are perceived to be a much more female orientated brand. They offer eight different shoe options for women, branching out into markets such as made-to-order shoes, and a bridal range. Whereas, with their men’s range, they only have ‘Casual’ and ‘Dress’ shoes leaving them with just two options.

Threats • Competition – Jimmy Choo have strong competitors, some of them are Christian Louboutin, Balenciaga and Valentino. All of these companies hold a high share in the luxury market, like Jimmy Choo. Unlike Jimmy Choo, these brands are also more recognisable. For example Louboutin have the red sole on all of their shoes, and Valentinos have the same studs on all of their shoes. This will attract more customers in a generation of people that like to show off their clothing. • Imitation of the luxury brand could pose as a threat to Jimmy Choo. If the level of disposable income was to fall in the future, a high percentage of people could turn to these imitation products instead of spending their money on luxury brands.

•

CONCLUSIONS • The highest threat for Jimmy Choo is competition. Jimmy Choo should create a feature for their products that is recognisable and noticed when their shoes are being worn. For exmaple, like Louboutin, who have kept the same red sole for every shoe. This might influence people to shop more with Jimmy Choo rather than their competitors. • Moreover, the biggest opportunity for Jimmy choo is to grow a bigger presence in Asia; a big market in which Jimmy Choo appear yet to build a strong consumer connection with. With Jimmy Choo only having a few stores over there, it would be advisable for them to start planning more stores for the big cities in Asia. • Jimmy Choo should also maintain their strong presence in department stores like Selfridges, as this is the most prefered way for people to shop. It would be beneficial if Jimmy Choo improved their customer interaction in these stores and began to invest in things like pop up shops to improve their brand identity within the store.

CONCLUSIONS AND RECOMMENDATIONS Jimmy Choo has, to-date, created a well established brand. They have clear brand values and a recognisable style. Jimmy Choo also successfully operate through many department stores, and flagship stores, in big cities around the world. However there are still many things that Jimmy Choo can do to achieve higher sales and a better recognised brand. • DEPARTMENT STORES – although Jimmy Choo have made plans to renovate and renew their flagship stores, it would seem, from primary and secondary research, that customers are now preferring to shop at department stores because the overall shopping experience is more enjoyable and interactive here. If Jimmy Choo invested in things like pop up stores and other customer interactions, they might see a growth in sales and footfall to their department store areas. • BRAND RECOGNITION – to do this they should follow in competing brands footsteps like Louboutin and Valentino. Jimmy Choo should consider making a physical mark on all of their products which when people are wearing the shoes or bag etc, other people can easily identify that it is the luxury brand, Jimmy Choo, for example an ornate identifiable monogram. • THE CONSUMER - younger people are now spending more money as well as middle aged consumers. If they target their marketing tt both of these age categories through platforms like social media, then Jimmy Choo could see an increase in sales. • TECHNOLOGY - whilst maintaining their strong website, they should also invest in mobile app for their users. This is a easy way to shop, for all ages, and creates a more personal and interactive shopping experiance for everyone.

REFERENCES 1. Morphocode. 2014. Global Trends of Urbanization. [ONLINE] Available at: https://morphocode.com.global-trends-urbanisation/. [Accessed 31 December 2017] 2. Synchrony Financial. 2016. Brick and Mortar Reborn â&#x20AC;&#x201C; The future of retail in the era of urbanization. [ONLINE] Available at: http://newsroom.synchronyfinancial.com/document-library/quartz/ brick-and-mortar-reborn. {Accessed 31 December 2017] 3. Euromonitor. 2016. Consumer Lifestyles in the UK. [ONLINE] Available at: http://www.euromonitor.com/consumer-lifestyles-in-the-united-kingdom/report [Accessed on 01 January 2018] 4. Euromonitor. 2016. Consumer Lifestyles in the UK. [ONLINE] Available at: http://www.euromonitor.com/consumer-lifestyles-in-the-united-kingdom/report [Accessed on 01 January 2018] 5. C. Baram. 2017. MINTEL Sports Fashion UK. [ONLINE] Available at: http://academic.mintel.com/display/793889/# -[Accessed 3 January 2018] 6.

Jimmy Choo PLC. 2016. JIMMY CHOO PLC ANNUAL REPORT

& FINANCIAL STATEMENTS. [ONLINE] Accessed 31 December 2017

7. T. Sender. 2017. MINTEL Footwear Retailing UK Executive Summary. [ONLINE] Available at: http://academic.mintel.com/display/792699/

BIBLIOGRAPHY WEBSITES: • http://www.jimmychoo.com/en/customer-services/about-us.html • https://tradingeconomics.com/united-kingdom/interest-rate • https://www.cnbc.com/2017/12/20/trump-says-corporate-tax-cut-is-big gest-factor-in-gop-tax-plan.html • http://www.elitetraveler.com/leaders-in-luxury/pierre-denis-ceo-of-jim my-choo-2 • https://morphocode.com/global-trends-urbanisation/ -macrotrends ur banization • https://www.forbes.com/sites/katrinafox/2017/12/12/watch-out-jimmychoo-luxury-shoes-are-going-vegan/#1b0fd9467eaa • https://www.nytimes.com/2017/05/29/fashion/luxury-goods-out look.html • http://eu.christianlouboutin.com/uk_en/?gclid=CjwKCAiAhfzSBRBTEi wAN-ysWDHFq4hk2d7NiobAZTkv5eREun_Q-J8qK1NfFaOh_5KSk eSvT5KGxoC0fUQAvD_BwE • http://www.selfridges.com/GB/en/cat/shoes/womens/?cmsp=MegaMenu- _-Shoes-_-Womens REPORTS: • Jimmy Choo Annual Report 2016 • Sports Fashion - UK - December 2017 - Executive Summary. • Footwear Retailing - UK - April 2017 - Executive Summary. • Designer Fashion - UK - November 2017 - Executive Summary. • Consumer Lifestyles in the UK - 2016 - Euromonitor. • BRICK AND MORTAR REBORN | THE FUTURE OF RE TAIL IN THE ERA OF URBANIZATION Synchrony Financial - Au gust 2016 • The New Mega Trends - Frost and Sullivan - Sarwant Singh • Top 10 Global Consumer Trends for 2017 - Daphne Kasriel-Al exander, 2017, Euromonitor International BOOKS: • Marketing Fashion 2nd Edition - Strategy, Branding and Promotion - Harriet Posner - 2015 • Retail Marketing Management - Principles and Practice - Helen Gow orek, Peter McGoldrick - 2015 • Mastering Fashion Marketing - Tim Jackson, David Shaw - 2009

APPENDIX I

APPENDIX II

APPENDIX III

APPENDIX IIII