Jimmy Choo is the latest brand to offer a bespoke service on its products, joining the likes of Fendi, Burberry and Prada who currently offer a made-to-measure service on some of their most iconic products.
Burberry initiated its 'Burberry Bespoke' offering in 2011, allowing customers to essentially design their own classic Burberry trench coat right down to the cut, lining, length and collars. Whilst the bespoke trenches are at the higher end of the brand's price range, they allow affluent customers to have their own take on a product that has been a part of the brand for decades and add to the aspirational value that most luxury brands hold sacred.
As of this month, British label Jimmy Choo is now offering a bespoke service on some of its most popular shoe styles. Sandra Choi, Jimmy Choo's creative director, has selected her favourite styles for the service - the Nouk, Lance, Xenie and Tite models. Previously only available to the likes of red-carpet customers, this move to offer personalisation on Jimmy Choo shoes is a wise move in an industry landscape that is increasingly shaped by the demand for innovation in marketing and design, requiring designers to build on their previous offerings.
Customers can choose from a variety of colours and materials, with an option to have each pair stamped with a monogram of choice.
The Jimmy Choo personalisation service started on May 9 in the Sloane Street store, will be offered in Paris boutiques from May 19 and will roll out globally throughout the rest of May.
How long until we can design our own Manolos?
- A.T.
