While the brand has long been a symbol of luxury, its third-quarter fiscal 2025 results have revealed an unexpected decline. Its revenue dropped by 4.2%, totaling $159 million, reflecting broader challenges within Capri Holdings.
Source: https://www.capriholdings.com/news-releases/news-releases-details/2025/Capri-Holdings-Limited-Announces-Third-Quarter-Fiscal-2025-Results/default.aspx#:~:text=Jimmy%20Choo%20Third%20Quarter%20Fiscal,wholesale%20revenue%20decreased%20mid%2Dteens.
The Objective The opportunity lies in recalibrating Jimmy Choo’s position in a dynamic luxury market. While the brand's heritage is a strong asset, it must be integrated with a forward-thinking approach that resonates with the evolving demands of both loyal and new customers.
The Insight Luxury maisons have long relied on high-brow creative direction and fashion film campaigns to drive impact. Iconic campaigns like Chanel’s EGOISTE or Jimmy Choo’s Shimmer in the Dark featuring Cara Delevingne remind us that deliberate, sophisticated content still holds value. In an era where "organic" influencer moments are more omnipresent, leading to what many consumers identify as influencer fatigue, brands face growing needs to diversify marketing channels and strategies. Such caveat translates into more space for content that is intentionally crafted, especially for luxury products that seek to embody adoration and allure.
Source: https://www.nssmag.com/en/lifestyle/36764/the-decline-of-mega-influencers-among-gen-z | https://www.nytimes.com/2024/03/15/learning/are-you-tired-of-influencers.html
An imposing fashoin film example featuring Chloë Sevigny: YSL DESIRE by Nadia Lee Cohen.
DESIRE ties brand communication to lifestyle and amplifies YSL’s media footprint, moving beyond the confines of a sterile photo studio and captures the desirability YSL through dimensional storytelling, associating the brand with the making of various art forms and hence gaining cultural currency. Rather than lending her celebrity to the brand, someone like Chloë Sevigny can deliver brand narration and true creative partnership.
The Strategy While Jimmy Choo’s content strategy remains anchored in editorial formats, emphasizing celebrity partnerships and high-production photo shoots, this approach, although visually captivating, has seen its impact wane compared to the more immersive engagement provided by dynamic video formats. Editorial content still plays an important role, but the absence of narrative depth and product storytelling limits its ability to connect with today’s consumer. A shift toward storytelling, one that taps into both the brand’s luxury appeal and its emotional resonance with audiences, would not only elevate Jimmy Choo’s presence but also forge deeper, more lasting connections.
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