SUMMER LONG PROJECT

SALES AND DISTRIBUTION

MANAGEMENT
FASHION INDUSTRY

SUBMITTED BY-

JUHI DHINGRA A-02

NIKITA GUPTA A-03

AAKSHI JULKA A-10

KRISHNANJALI VINAYAK A-05

YOSHITA KAPOOR A-44

Introduction to Fashion
Fashion is a term, which is referred to as a state of mind. This word comes from Latin word,
which means, "to make." Fashion is most commonly associated with clothing, but it even
applies to anything from interior architecture, to models of toys. It is a spirit, where an
individual is comfortable with his mode of clothing and converts this comfort into a
personal style. It is a way of measuring a mood that can be useful in many aspects,
culturally, socially even psychologically. Perhaps the most distinctive quality about the
fashion since the early times is that it is increasing in simplicity.

However, fashion is commonly used to describe a style of clothing worn by most people of a
country. Thus, as the word goes, fashion is generally associated with, textile, garments and
trends. The word textile refers to woven cloths. It is a way of celebrating the diversity and
variety of the world in which we live. A fashion remains popular for the period of time that
a large segment of society accepts it; that could be for a few months or years. However, it is
normal for the fashion trends to change according to the seasons. For instance, during
summers the common colors worn are the pastel shades and lighter fabric. Come winter
and the preferred color ranges are the darker and brighter ones and the fabric is heavier.

Each season does bring into fashion a particular color and style. The trend of the sixties and
seventies are in, with the gypsy style being a preference. Fashion is not just limited to
female fraternity even men have been taken over by the fashion world. They have become
more conscious of what is in and what is not. They pay more attention to their appearance
than hey did earlier. Children are also aware and prefer to wear what is in fashion. While
seasons are a major contributory factor, the glamour world of modeling and acting are the
actual fashion leaders. Fashion houses endorse the latest trends through the media. So to
know what`s happening and what`s not, you need to keep a keen watch on what models
and actors are wearing, what kind of make up do they have on and even their hair-do
depends on the present fashion trend. So who said that keeping in times is difficult?
Expensive maybe, but yet not beyond one`s reach!

For centuries individuals or societies have used clothes and other body decoration as a
form of nonverbal communication to indicate occupation, rank, gender, sexual availability,
locality, class, wealth and group affiliation. Fashion not only embraces clothing, but also
hairstyles, body art, shoes, bags, jewellery and beauty products all constitute today`s
fashion trends. Fashion in all its forms from a tattooed and pierced navel, to the newest
hairstyle, is the best form of iconography we have to express individual identity. As far as
clothes are concerned, fashion is based on fabric, color and cuts.

Fashion is something we deal with everyday. And one thing certain in the fashion world is
change. The collections in Paris, New York and Milan, and now London, typically set the
stage for the industry one-year in advance. Fashion stylists too get new fashion ideas from
music, videos, books, television and even movies. Even the street is the real barometer of
style. More and more designers are drawing their inspiration from life on the street. Indian
fashion has some prominent names to boast off, like Ritu Kumar, Suneet Varma, JJ Vallaya,
Ashish Soni. If a particular clothing or accessory is depicted by famous personalities, it
definitely becomes a trend for the people to follow the same. Films have become catalogues
and people are copying from the particular style of actors and icons. Actors like Amitabh
Bachchan and Shah Rukh Khan, to name a few are considered as the trendsetters for the
youth.

However, Indian consumers are the ones, which give the Indian fashion a distinctive quality
and a mark of its own, here in India and in the international market as well. Thus, from
various surveys one can say that India has about three categories of buyers.

The hi-class, people who are fashion conscious and who go for labels and name. Instead of
the budget, they are more interested in designer clothing.

The upper middle class people who are fashion conscious and who make it a point to stay up to
date with the ongoing fashion trends.

The last and final category consists of the youth, corporate group, who look out for regular wear
clothesline and are budget conscious.

What we wear and how and when we wear it, depicts our personality for changing
situations. It is from the clothes a person wears that we get our first impression of
personality. They provide mental clues to a person`s status and occupational role, as well
as being a means of conforming to peer group expectations. Fashion is important to us
because it`s a means of self-expression. It helps to identify ourselves with a group of others
like us--whether it`s a lifestyle, a religion, a profession, or an attitude. Thus, there are many
reasons we wear what we wear.

Protection From cold, rain and snow: mountain climbers wear high-tech outerwear to
avoid frostbite and over-exposure.

Personality Identification Those with high status occupations will wear the clothes they
think others expect them to wear They also act as an aid to modesty or immodesty as the
wearer so desires.

Physical Attraction Many styles are worn to inspire "chemistry."

Emotions We dress "up" when we`re happy and "down" when we`re upset.

Religious Expression Orthodox Jewish men wear long black suits and Islamic women cover
every part of their body except their eyes.

Identification and Tradition Judges wear robes, people in the military wear uniforms and
brides wear long white dresses.
Media

Fashion shot from 2006

An important part of fashion is fashion journalism. Editorial critique and commentary can
be found in magazines, newspapers, on television, fashion websites, social networks and in
fashion blogs.

At the beginning of the 20th century, fashion magazines began to include photographs and
became even more influential than in the past. In cities throughout the world these
magazines were greatly sought-after and had a profound effect on public taste. Talented
illustrators drew exquisite fashion plates for the publications which covered the most
recent developments in fashion and beauty. Perhaps the most famous of these magazines
was La Gazette du Bon Ton which was founded in 1912 by Lucien Vogel and regularly
published until 1925 (with the exception of the war years).

Vogue, founded in the US in 1892, has been the longest-lasting and most successful of the
hundreds of fashion magazines that have come and gone. Increasing affluence after World
War II and, most importantly, the advent of cheap colour printing in the 1960s led to a huge
boost in its sales, and heavy coverage of fashion in mainstream women's magazines -
followed by men's magazines from the 1990s. Haute couture designers followed the trend
by starting the ready-to-wear and perfume lines, heavily advertised in the magazines, that
now dwarf their original couture businesses. Television coverage began in the 1950s with
small fashion features. In the 1960s and 1970s, fashion segments on various entertainment
shows became more frequent, and by the 1980s, dedicated fashion shows like
FashionTelevision started to appear. Despite television and increasing internet coverage,
including fashion blogs, press coverage remains the most important form of publicity in the
eyes of the industry.

Fashion Editor, Sharon Mclellan said, "There's a misconception in the industry that TV,
magazines and blogs dictate to the consumer, what to wear. But most trends aren't
released to the public before consulting the target demographic. So what you see in the
media is a result of research of popular ideas among the people. Essentially, fashion is a
group of people bouncing ideas off of one another, like any other form of art.

Sporting a different view, a few days after the 2010 Fall Fashion Week in New York City
came to a close, Fashion Editor Genevieve Tax said, "Because designers release their fall
collections in the spring and their spring collections in the fall, fashion magazines such as
Vogue always and only look forward to the upcoming season, promoting parkas come
September while issuing reviews on shorts in January." "Savvy shoppers, consequently,
have been conditioned to be extremely, perhaps impractically, farsighted with their buying.

Comfort has little to do with the history of shoes. Design, rather than comfort or
practicality, has tended to dominate the choice of shoes. Shoes often cause corns, calluses,
and other foot problems. Much more than a practical way to protect feet, keep peoples' feet
warm and dry, or to help them walk, shoes have also been an important cultural symbol
and fashion statement. Imelda Marcos, who served as the Philippines' first lady, owned
1,220 pairs of shoes, including a pair with flashing neon heels to wear at disco dances.

During the twentieth century, as women's dresses became shorter, shoes became more
visible and assumed a greater significance in fashion. Shoes began to reflect changing ideas
of sexuality and gender. The high heeled pump elevated a woman's height, status, and style.
Stiletto heels with pointed toes accentuated women's sensuality. During World War II,
when many women went to work, shoes became more practical. During the late 1950s,
many shoe stores had X-Ray machines called fluoroscopes allowing the salesperson to see
the customer's bones inside the shoes. In the 1960s shoe colors and materials grew bolder,
as manufacturers used clear plastic, patent leather, and imitation crocodile skins. In the
1970s, platform shoes, worn by both women and men, were popular.
Clothing, footwear and fashion
An overview of the clothing, footwear and fashion sector

The clothing, footwear and fashion sector covers a wide range of products and garments for men,
women, children and babies. Garments include coats, anoraks, workwear and uniforms, knitwear
and underwear. Accessories (eg scarves, gloves, luggage), fur garments and leather clothing are
also included. Footwear includes both leather and plastic shoes and boots.

The sector also includes services. Fashion specialists, such as fabric and clothes designers, are
perhaps the best-known exporters of services in this sector.

Key drivers in the clothing, footwear and fashion sector

Key drivers in the sector include:

 globalisation - this has led to increased sourcing from lower cost overseas countries
 the end, in 2005, of the Multi-Fibre Agreement, which imposed country quotas on
textile exports, meaning that larger volumes of cheap clothing and footwear can be
imported into the European Union (EU)
 acquisitions and dispatches within the EU being given preferential treatment - most of
Britain's exports in this sector are dispatches within the EU, so current regulations are
important to the industry's success
 reduced duty for trade with some developing countries, which has cut the costs of
importing and exporting clothes and footwear

International trade in the clothing, footwear and fashion sector

Clothing, footwear and fashion is one of the UK's largest export sectors, although over the last
five years, imports have risen, while exports have fallen. However, major export opportunities
for traders exist.

Growing trends include supermarket clothing and discount fashion, plus-size clothing and a rise
in men's wear sales.

The main opportunities for footwear exports are currently within the EU - in particular, France,
Italy and Spain. Ireland, Japan and the USA also provide opportunities.
INSPIRATION FOR THE PRODUCT
History of corsets
A corset is a garment that girds the torso and shapes it according to the fashionable silhouette of
the day. Most often it has been used for cinching the waist and supporting the breasts.

Some women tended to wear corsets tighter than necessary and buy corsets with smaller waists,
but most women, although they purchased an 18 or 20 inch waisted corset left a gap at the back
closure to accommodate a more realistic 22-26 inch waist measurements. On average that would
mean a corset reduced the figure by only an inch or two at most.

In fact, like today, in order to achieve the hourglass figure, many women took to adding volume
to their bust lines to increase the ratio of bust to waist.

16th to late 17th centuries

The earliest corsets were called "payre of bodies" and were usually worn with a farthingale that
held out the skirts in a stiff cone. The payre of bodies, later called stays, turned the upper torso
into a matching cone or cylinder. They had shoulder straps and ended in flaps at the waist. They
flattened the bust, and in so doing, pushed the breasts up. The emphasis of the stays was less on
the smallness of the waist than on the contrast between the rigid flatness of the bodice front and
the curving tops of the breasts peeking over the top of the corset.

By the middle of the 16th century, corsets were appearing as a commonly worn garment for
women. These were made of stiffened multiple layers of linen with wooden busks or shafts that
were inserted in a pocket at the front in order to keep the corset and figure straight. In this form,
the corset survived until about 1860.

Henry III of France and the Princess Margaret of

Lorraine Stays circa 1720
18th century

The predominant forms of stays in the 18th-century was an inverted conical shape, often worn to
create a contrast between a rigid quasi-cylindrical torso above the waist and heavy full skirts
below. The primary purpose of 18th century stays was to raise and shape the breasts, tighten the
midriff, support the back, improve posture to help a woman stand straight, with the shoulders
down and back, and only slightly narrow the waist, creating a 'V' shaped upper torso over which
the outer garment would be worn. However, 'jumps' of quilted linen were also worn instead of
stays for informal situations. Jumps were only partially boned, did little for one's posture, but did
add some support. Both garments were considered undergarments, and would be seen only under
very limited circumstances. Well-fitting 18th Century stays are quite comfortable, do not restrict
breathing, and allow women to work, although they do restrict bending at the waist (forcing one
to protect one's back by lifting with the legs).

Late 18th to early 19th centuries

Stays became much less constricting with the advent of the high-waisted empire style (around
1796) which de-emphasized the natural waist. Some form of stays was still worn by most women
but these were often "short stays" (i.e. which did not extend very far below the breasts). By
contrast, corsets intended to exert serious body-shaping force (as in the Victorian era) were
"long" (extending down to and beyond the natural waist), laced in back, and stiffened with
boning.

By 1800 the corset had become primarily a method of supporting the breasts[citation needed], as the
waist was raised to just under the bust line. Corsets still slimmed the torso but this was not their
primary purpose.

Regency short stays circa Short stays circa 1803

1810
Transition to the Victorian

When the waistline returned to its natural position during the 1830s, the corset reappeared and
served dual purpose of supporting the breasts and narrowing the waist. However, it had changed
its shape to the hourglass silhouette that is even now considered typical both for corsets and for
Victorian fashion. At the same time, the term corset was first used for this garment in English. In
the 1830s, the artificially inflated shoulders and skirts made the intervening waist look narrow,
even with the corset laced only moderately.

The Victorian corset

When the exaggerated shoulders disappeared, the waist itself had to be cinched tighter in order to
achieve the same effect. The focus of the fashionable silhouette of the mid and late 19th century
was an hourglass figure, achieved by reducing the thickness of the waist through corsetry. It is in
the 1840s and 1850s that tightlacing first became popular. The corset differed from the earlier
stays in numerous ways. The corset no longer ended at the hips, but flared out and ended several
inches below the waist. The corset was exaggeratedly curvaceous rather than funnel-shaped.
Spiral steel stays curved with the figure. While many corsets were still sewn by hand to the
wearer's measurements, there was also a thriving market in cheaper mass-produced corsets.

1859 corset with built-in partial crinoline1869 corset 1878 corset 1890 corset

"Perfect Health" Corset c 1890.

Late 19th century

In the late 19th century concern about reports of tight lacing caused a movement for rational
dress. Some doctors were found to support the theory that corsetry was injurious to health
(particularly during pregnancy) and women who did tight lacing were condemned for vanity and
excoriated from the pulpit as slaves to fashion. In reality, tight corsetting was most likely the
cause of indigestion and constipation but rarely the cause for a plethora of ailments associated
with tight corsetting at the time ranging from hysteria to liver failure.[citation needed]

The Edwardian corset

1900 illustration contrasting the old Victorian corseted silhouette with the new Edwardian "S-
bend" corseted silhouette

The straight-front corset, also known as the swan-bill corset, the S-bend corset or the health
corset, was worn from circa 1900 to the early 1910s. Its name is derived from the very rigid,
straight busk inserted in the center front of the corset. This corset forced the torso forward and
made the hips protrude.

The straight-front corset was popularised by Inez Gaches-Sarraute, a corsetiere with a degree in
medicine. It was intended to be less injurious to wearers' health than other corsets in that it
exerted less pressure on the stomach area. However, any benefits to the stomach were more than
counterbalanced by the unnatural posture that it forced upon its wearer.

The straight fronted corset was introduced to create the illusion of a slimmer waist by forcing the
hips back and bust forward. This was thought to alleviate some of the pressure on the abdomen.
However, by 1908 corsets began to fall from favour as the silhouette changed to a higher
waistline and more naturalistic form. Early forms of brassieres were introduced and the girdle
soon took the place of the corset which was more concerned with reducing the hips rather than
the waist.

Camille Clifford in an S-curve

corset

Post-Edwardian long line corset

Fashionable silhouette in 1906.

From 1908 to 1914 the width of the skirt slowly sank from waist to ankles. And the corset had
need to grow in the lower edge. A new type of fashionable corset covered the thighs. This corset
changed the position of the hip, making the waist become both higher and wider. The new
fashion was considered uncomfortable, cumbersome, and furthermore required the use of strips
of elastic fabric.
After World War I

Shortly after the start of World War I in 1917, the U.S. War Industries Board asked women to
stop buying corsets to free up metal for war production. This step liberated some 28,000 tons of
metal, enough to build two battleships.The corset, which had been made using steel stays since
the 1860s, further declined in popularity as women took to brassieres and girdles which also used
less steel in their construction. Corsets fell from popularity during the late 1910s but forms of
body shaping undergarments often called corsets continued to be worn well into the 1920s.

The development of rubberized elastic materials in 1911 helped the girdle replace the corset.

The change in the economy after World War I also changed women's role in society. In the early
20th century, a young lady would typically have started wearing a corset around age 15, and live
at home until she married around age 18. After the war, more young women sought an education,
and in the Western world marriage was delayed into the middle to late 20s. Only overweight or
pregnant women might choose to wear a corset, typically an underbust corset.

However, these garments were better known as girdles with the express purpose of reducing the
hips in size. A return to waist nipping corsets in 1939 caused a stir in fashion circles but World
War II ended their return. In the late 1940s they were revived and were popularly known as
'Merry Widows'. In the late 1980s and 1990s, fetish fashion became popular and corsets made
something of a recovery, often worn as top garments rather than undergarments.
CORSET

A corset is a garment worn to mold and shape the torso into a desired shape for aesthetic or
medical purposes (either for the duration of wearing it, or with a more lasting effect). Both men
and women are known to wear corsets, though women are more common wearers.

In recent years, the term "corset" has also been borrowed by the fashion industry to refer to tops
which, to varying degrees mimic the look of traditional corsets without actually acting as one.
While these modern corsets and corset tops often feature lacing and/or boning and generally
mimic a historical style of corsets, they have very little if any effect on the shape of the wearer's
body. Genuine corsets are usually made by a corsetmaker and should be fitted to the individual
wearer.

A luxury hourglass corset from 1878. It features a busk fastening at the front and lacing at the
back.

Etymology

The word corset is derived from the Old French word cors, the diminutive of body, which itself
derives from corpus - Latin for body. The craft of corset construction is known as corsetry, as is
the general wearing of them. Someone who makes corsets is a corsetier or corsetière (French
terms for a man and for a woman, respectively), or sometimes simply a corsetmaker. (The word
corsetry is sometimes also used as a collective plural form of corset.)
The word corset came into general use in the English language in 1785. The word was used in
The Ladies Magazine to describe a "quilted waistcoat" called un corset by the French. The word
was used to differentiate the lighter corset from the heavier stays of the period.

Fashion

The most common and well-known use of corsets is to slim the body and make it conform to a
fashionable silhouette. For women this most frequently emphasizes a curvy figure, by reducing
the waist, and thereby exaggerating the bust and hips. However, in some periods, corsets have
been worn to achieve a tubular straight-up-and-down shape, which involves minimizing the bust
and hips.

For men, corsets are more customarily used to slim the figure. However, there was a period from
around 1820 to 1835 when a wasp-waisted figure (a small, nipped-in look to the waist) was also
desirable for men; this was sometimes achieved by wearing a corset.

Underbust corset with 16" waist.

An overbust corset encloses the torso, extending from just under the arms to the hips. An
underbust corset begins just under the breasts and extends down to the hips. Some corsets
extend over the hips and, in very rare instances, reach the knees. A shorter kind of corset, which
covers the waist area (from low on the ribs to just above the hips), is called a waist cincher. A
corset may also include garters to hold up stockings (alternatively a separate garter belt may be
worn for that).

Normally a corset supports the visible dress, and spreads the pressure from large dresses, such as
the crinoline and bustle. Sometimes a corset cover is used to protect outer clothes from the corset
and to smooth the lines of the corset. The original corset cover was worn under the corset to
provide a layer between it and the body. Corsets were not worn next to the skin, possibly due to
difficulties with laundering these items during the nineteenth century, as they had steel boning
and metal eyelets which would rust. The corset cover would be in the form of a light chemise,
made from cotton lawn or silk.

Construction

Corsets are typically constructed of a flexible material (like cloth, particularly coutil, or leather)
stiffened with boning (also called ribs or stays) inserted into channels in the cloth or leather. In
the 19th century, steel and whalebone were favored for the boning. Featherbone was used as a
less expensive substitute for whalebone and was constructed from flattened strips of goose quill
woven together with yarn to form a long strip. Plastic is now the most commonly used material
for lightweight corsets and the majority of poor quality corsets, whereas spring or spiral steel is
preferred for stronger corsets and generally the better quality corset too. Other materials used for
boning include ivory, wood, and cane. (By contrast, a girdle is usually made of elasticized fabric,
without boning.)

Corsets are held together by lacing, usually (though not always) at the back. Tightening or
loosening the lacing produces corresponding changes in the firmness of the corset. Depending on
the desired effect and time period, corsets can be laced from the top down, from the bottom up,
or both up from the bottom and down from the top, using two laces that meet in the middle. It is
difficult—although not impossible—for a back-laced corset-wearer to do his or her own lacing.
In the Victorian heyday of corsets, a well-to-do woman would be laced by her maid, and a
gentleman by his valet. However, many corsets also had a buttoned or hooked front opening
called a busk. Once the lacing was adjusted comfortably, it was possible to leave the lacing as
adjusted and take the corset on and off using the front opening (this method can potentially
damage the busk if the lacing is not significantly loosened beforehand). Self-lacing is also almost
impossible with tightlacing, which strives for the utmost possible reduction of the waist. Modern
tightlacers, lacking servants, are usually laced by spouses and partners.
CORSET BOOTS
A boot is a type of footwear. It mainly covers the foot and the ankle and extends up the leg,
sometimes as far as the knee or even the hip. Most boots have a heel that is clearly
distinguishable from the rest of the sole, even if the two are made of one piece. Traditionally
made of leather or rubber, modern boots are made from a variety of materials. Boots are worn
both for their functionality – protecting the foot and leg from water, snow, mud or hazards or
providing additional ankle support for strenuous activities – and for reasons of style and fashion.

The best means to anchor the corset at the bottom, firmly and securely, is by means of boot
straps. Six strong leather straps should be sewn and riveted to the bottom of corset two in front,
two on the sides and two in back. These straps should be drawn through buckles sewn and
riveted to thigh-length kid corset-boots. The buckles should be attached
to the boots about six inches above the knees. The boot straps should be drawn up tightly enough
to prevent upwards movement of the corset on the figure
The corset-boots which must be most carefully fitted, should be lightly boned to prevent
wrinkling. Five light flexible bones reaching from the shoe part of the boot to the boot top are
sufficient for this purpose. The boots should be very long, fitted up to the line where the upper
thigh joins the torso. The shoe of the boot should be designed with a short vamp, high arch, and
high heel, a two-inch heel is high enough for
the beginner. The interior of the shoe should be carefully padded to prevent foot irritations and
should fit the foot very closely. Such a fitting will tend to inhibit growth of the feet. When the
shoe portion of the boot is properly fitted and laced, the wearer should not be able to move her
toes or any part of her foot within the shoe. The boot above the shoe must be closely laced to
shape and confine the ankle calf, knee and thigh. The midpoint of the thigh between knee and
torso should measure one inch smaller with a tight tape over the laced boots than without them.
About The Company: Jimmy Choo Ltd

Jimmy Choo was launched in 1996 when Tamara Mellon, Accessories Editor at British Vogue
realised the potential demand for stylish but wearable shoes and approached Mr Jimmy Choo,
the couture shoe maker based in the East End of London, recognized for his excellent
craftsmanship. Tamara partnered with Mr Jimmy Choo to start the ready-to-wear shoe company
and opened the first stand alone boutique on Motcomb Street, London along with a strong
wholesale business. Sandra Choi, Mr Jimmy Choo’s niece, was named Creative Director, a
position she holds to this day, reporting to Tamara Mellon.
In 1998, Jimmy Choo opened its first boutique in New York followed by Los Angeles in 1999.
Sparking an immediate success amongst young Hollywood, Jimmy Choo became synonymous
with the “red carpet” shoe of choice and was hailed the lucky charm for Oscar winners such as
Cate Blanchett, Halle Berry, Hilary Swank and many other Hollywood actresses.

In April 2001, Mr Jimmy Choo’s equity share of the business was purchased by Equinox Luxury
Holdings Ltd. During this period, Jimmy Choo saw its first significant expansion and the
introduction of handbags. In November 2004, Lion Capital acquired a majority shareholding,
valuing the company at £101 million. In February 2007, a majority shareholding of Jimmy Choo
was acquired by TowerBrook Capital Partners, the international private equity firm, a deal which
valued the company at £185 million.

Today, Jimmy Choo encompasses a complete luxury lifestyle accessory brand with women’s
shoes, handbags, small leather goods, sunglasses and eyewear. Its products are available in the
growing network of Jimmy Choo freestanding stores as well as in the most prestigious
department and specialty stores worldwide. From its original base in the United Kingdom and
United States, the Jimmy Choo store network now encompasses over 100 locations in 32
countries.

In October 2009, Jimmy Choo announced a new licence agreement with Inter Parfums SA for
the creation, development and distribution of fragrances under the Jimmy Choo brand.

The brand is the recipient of the 2008 'Designer Brand of the Year' award from the British
Fashion Council, the 2008 ACE award for 'Brand of the Year' from the Accessory Council and
the 2008 'Brand of the Year' from the 22nd Annual Footwear News Awards in New York and the
2009 Nordstrom ‘Partners In Excellence’ award.

Tamara Mellon, Founder and President, and Joshua Schulman, Chief Executive Officer, are in
charge of the company’s development which today enjoys the stature of one of the world’s most
treasured and prominent luxury brands.
Competition
Competitive Landscape for J. Choo Limited
Although the man himself has been shooed, many fashionistas are willing to pay dearly to be
shod in Choo's shoes. J. Choo, which does business as Jimmy Choo, gained its original notoriety
from celebs strutting in the strappy soles down Oscar-night carpets and across Fashion Week
runways. Still, Choo caters to self-proclaimed divas. The firm designs and manufactures shoes,
distributing them through about 30 of its own standalone stores and some 150 high-end retail
outlets. During the company's first buyout in 2001, Mr. Choo lost his toehold as chief designer.
TowerBrook Capital Partners and Jimmy Choo management bought out Lion Capital's lion's
share of Jimmy Choo for more than $364 million in February 2007.

Demand is driven by fashion and demographics. The profitability of individual companies

depends on their ability to design and market attractive shoe models. Big companies have
economies of scale in distribution and marketing. Small companies can compete successfully
through superior design or marketing

Top J. Choo Limited Competitors

 Nine West Group Inc.

 Prada SpA Group
 Salvatore Ferragamo Italia S.p.A.
Nine West Group Inc.
Nine West Group has put its footprints all over the shoe industry. The top designer and marketer
of fashionable women's shoes sells footwear (casual, career, and dress), clothing, and accessories
through about 690 of its own retail and outlet stores and in department, specialty, and
independent shoe stores in the US. Nine West also licenses its name for stores outside the US.
The firm makes and markets its shoes and accessories under several brand names. These include
Nine West, Easy Spirit, Bandolino, and Enzo Angiolini. Manufacturers in Brazil, China, and
Italy make the company's shoes. Nine West, named for its founding address at 9 west 57th Street
in New York, is a subsidiary of Jones Apparel Group. 

Prada SpA Group

The Prada Group wants its customers to either shop for their products til they drop, or go broke
trying. The company's success was born from the marriage of Miuccia Prada and Patrizio Bertelli
and their leather goods and manufacturing businesses. Prada sells upscale apparel, shoes,
fragrances, and accessories for men and women, as well as its less-pricey Miu Miu apparel line.
The company operates more than 200 stores worldwide. With the devil being in the details,
Prada has delayed multiple attempts to go public. Prada sold its Jil Sander business to Change
Capital Partners in 2006 and its Helmut Lang operation to Link Theory Holdings. Prada boasts a
Netherlands-domiciled parent company, Prada Holding N.V.

Salvatore Ferragamo Italia S.p.A.

Salvatore Ferragamo Italia knows the value of style. It offers clothing and accessories, such as
belts, ties, handbags, and scarves. Ferragamo has a reputation for elegance -- outfitting popes and
presidents. The Ferragamo shoe line still generates most of its sales, while handbags, belts,
luggage, and small leather goods account for another large chunk of revenue. The company,
which also got into watches in 2007 and eyewear in 2009, distributes its products through more
than 450 department stores and boutiques in some 60 countries. Founder Salvatore Ferragamo
started as a shoemaker for Hollywood stars in 1914. His wife Wanda took over upon his death,
and the Ferragamo family still owns and runs the company.
Market Segmentation

Passion Soles is targeting two different population segments within the broad category of the
fashion-conscious female with disposable income.

 Professionals: these are full-time working professional women. They typically earn more
than 40lakhs. They will purchase shoes for the workplace, as well as for leisure time.
 Housewives:  The household income of this group is 10lakhs-30lakhs, generally toward
the higher end of this range.

Target Market Segment Strategy

These markets will be targeted through an attractive, eye-catching storefront in a popular mall.
Most women within the target market shop at malls. Malls allow them to visit many different
stores within the same vicinity. By just having a visible storefront in a well traveled mall,
Passion Soles will receive walk-through customers.

While the leased space in a mall is expensive, one of the benefits that you pay for is the mall
association which spends money on marketing the mall and the stores within the mall.
POSITIONING

Women's shoe retail industry is made up of several different types of companies:

 Shoe-only stores: As the name implies, these stores only sell shoes. Generally the shoe-
only stores will either sell athletic shoes for men and women, or dress shoes for only one
sex.
FOUR P’S OF MARKETING

THE PRODUCT : JIMMY CHOO THIGH-HIGH CORSET BOOTS

Just six years old, Jimmy Choo's is run by its founder Tamara Mellon, formerly of Vogue, and
Sandra Choi, creative director. Through nine collections, they have created a superb brand with
limited, exclusive availability.

The Jimmy Choo collection is designed twice per year (Autumn/Winter and Spring/Summer) and
the website is updated accordingly. The women's shoe collection is divided into different themes
with fantastic names like the Tutti Frutti, Pom Poms, Doris Day and Candy Pops range. For each
range there is a clear and simple shot of each shoe or boot which can be enlarged with a click to
show a larger picture of the shoe with a few brief details – namely its color, composite and price.
As what its name suggests, this Jimmy Choo Thigh-High Corset Boots indeed resemble much to
a corset. Corsets have become very popular many centuries ago, though there are still some that
wears such up to this date. It is used to mold and shape the torso, bringing more curves to one’s
body.

Having such on a boot could perhaps do the same, but of course, it would be possible on your
legs. This particular boot would surely shape your legs up in its thigh-high style. It is made from
dramatic suede, and the silver-tone hardware on the corset style simply makes this eye-catching.

The shaft of 23½ inches is designed with that corset detailing on the front. Its leg circumference
is 15 inches, while the hidden platform is about an inch and the self-covered heel is 4¾ inches.
Black suede thigh-high boots are the definitive style for fall. Wear these sensational button-
fastening boots with everything day or night to make every look a style statement. Heel measures
approximately 120mm / 4.5 inches with a 10mm / 0.5 inch concealed platform. The heels are
detachable and there are pumps inside the boots to give your legs the perfect shape.

Wearing this Jimmy Choo Thigh-High Corset Boots would surely captivate a lot of attention
even you only wear your simplest outfit. Coming from Jimmy Choo already gives you an idea
that this is luxurious not only in design but also in pricing. It retails for $1,995 and I guess it
should be reasonable enough considering that it is an exceptional boot from Jimmy Choo.

This is the first ever corset boot designed by Jimmy Choo and its unique in every way.

Product Description:
 Material :  sudue and leather
Characteristic :Jimmy Choo boots have an almond toe, gold-tone buttons and hoop
fastening on front and signature red sole. Concealed platform.   
Height:12cm covered heel.
Place of origin: Made in India
Weight:0.8kg
Package :shoe box and dust bag

These corset boots are handmade in India. With leather soles and uppers the boot shaft is also
lined in soft Italian leather. Black satin ribbons lace up the side making these boots fully
adjustable to any calf size while a zipper rests discreetly on the inside for easy access. Spectator-
style leather detailing cap the toe and heel for true Victorian flair. But our favorite part is the
plastic “bones,” four of them sewn into the boot shaft which add real, authentic corset detailing.

Exceedingly comfortable because of their fine craftsmanship, you’ll find these boots perfect for
go-go dancing, burlesque vamping or quick jaunts to the grocery store.
Available in whole sizes only.

Available colors: Black, brown and white

Size Distribution
FR/IT US
35 5
36 6
38 7
39 8
40 9

PRICE

For a line that generated record sales of £85.6million in the year 2007, in UK alone, its focus on
an emerging market like India was well anticipated. Indian youth is extremely brand-conscious
today. Courtesy fatter pay-packages and increasing shore hopping, luxury brands are finding
their habitats and the launch of Jimmy Choo in India is a testimony to that.

A pair of couture Jimmy Choo shoes does not come cheap though. Prices start at £650 a pair, and
costs are directly in proportion to the elaboration of the shoe design. But his clients have not
dwindled at all. Infact, these hand crafted shoes received a phenomenal response by the Indian
A-listers when the store was inaugurated in Mumbai.

These fine hand crafted corset boots will cost you Rs.80000 a pair.

PLACE
Jimmy Choo boutiques are designed as high-end couture saloons situated only in prime
locations: Mumbai and Delhi. A new boutique has recently opened at Delhi which will sell these
boots. It will become the new trademark style for the brand. The intention is to translate this feel
across all the boutiques as well as the website, which provides a glimpse of the scrupulous
elegance that will be the requirement for each boutique.

A highly visible store with attractive product displays located in the mall will get a high
percentage of foot traffic. This is especially the case for a women's shoe store. Women love to
shop for shoes. Some women even use shoe shopping as a form of therapy, similar to eating
chocolate. These activities can make them feel better.

PROMOTION
ADVERTISEMENT

NOW GET THE PERFECT SHAPE YOU ALWAYS WANTED…

BUT IN STYLE

The Jimmy Choo CRUISE 2010 advertising campaign, shot by photographer Terry Richardson
with model Angela Lindvall, features the limited edition CORSET BOOTS

The Autumn/Winter ad campaign shot by Terry Richardson sees Angela Lindvall taking on a
more rocker chick persona whilst still maintaining the power and glamour of the Jimmy Choo
woman. The campaign takes its cue from the Autumn Winter collection which is injected with
the raw individuality of the rock starlet, with graphic styling and clashing colours gesturing a
modern, bold Jimmy Choo identity.
To tap a wider audience however, the brand needs to find a place in our day to day conversation.
As per a recent survey, while Facebook has close to 8 million, Orkut around 16 million and
Twitter close to 1.4 million users in India (the third largest after Germany and the US), social
media is clearly a huge canvas to paint an image that a brand like Jimmy Choo will need, to keep
up with its ambition to grow in the Indian luxury market.  

1. Orkut presence: There is major scope of improvement here.  A community of 142

members (as on November 8, 2009), the forum (err..ok not a forum exactly), has only two
floated posts with no feedback or discussions. It is an attempt nevertheless, with one of
the two posts, giving information on the new Jimmy Choo store in Mumbai. But given
the amount of following it can generate, the community leaves us with no impression at
all!!!
2. Facebook presence: The community was created on March 5, 2008 and has close to
55,000 fans! Its page shows us a glimpse of the Spring/Summer 2008 collection. An
active fan stand makes it pretty impressive (435 thumbs up “likes” and 76 comments!!).
However, there has not been much effort to connect with the Indian audience. Like no
news about the new store in Mumbai.There  seems to be another busy facebook page by
the name ‘Jimmy Choo fashion’. This page again has some 13000 odd fans. It seems
more engaging than the earlier discussed, Jimmy Choo page. Customization lacking
though.
3. Twitter presence: So now we have finally found a forum where the community is not
only updating its 2411 followers (Group location: San Francisco) on the “70% off Jimmy
Choo Heather patent boots”, but also discussing college football plans with one of its
fans! Pretty amazing don’t you think? Another group based in the UK has a decent score
of close to 2800 followers of the Jimmy Choo tweets.  The concern, however, is the same
as we had while reviewing its facebook page. As before, no conscious attempt has been
made to connect with the Indian customers. The brand sure needs a group based in India!!
4. Photo Sharing: Picture this (almost literally in this case!) An official photo-stream
devoted to the Spring-2009 collection! I know it sounds great. The brand however, seems
content by using its website for the same purpose. We would definitely recommend a
flickr photo-stream, in order to create more touch-points. Of course we do get search hits
on Flickr, but an official photo-stream would have been incredible. And many can vouch
for that I’m sure!
5. Video Sharing: Yes, Jimmy Choo has an official Youtube Channel. You get a glimpse of
the Mastermind’s collection which itself is stuff enough to engage the audience!

Overall, Jimmy Choo’s  social media presence is decent owing mainly to their fans, grabbing
whatever chance they get to get in touch with their favorite brand.
DISTRIBUTION

Jimmy Choo's strict distribution of its range means that the collection is available only through
high-end department stores and specialty boutiques. If the profile of the major stores does not
meet the required standard then requests for stock are refused. A clever but risky strategy,
especially when you consider that the company has only been established for a relatively short
period of time.
COST SHEET

Revenue Rs. Expense Rs.

Sales of 800 boots 6,40,00,000 Cost of production (1000 3,00,00,000

(800 shoes x Rs.80000) shoes x Rs.30000)

Advertising
Magazines 7,00,000
Billboards 8,00,000
TV Ads. 25,00,000 40,00,000

Salaries 24,00,000

Transport 2,00,000

Rent (2,00,000 x 12) 24,00,000

Other expenses 10,00,000

Total Expenses 4,00,00,000

Profit 2,40,00,000
 6,40,00,000 6,40,00,000

Revenue
Our projected sales are 800 boots next year in Delhi and Mumbai. We think of expanding
it by next year and doubling the revenue.

Expenses
Currently we have very limited promotions. For the coming year we are planning to put
more efforts and money into promotions.

 Cost of Production
The costs of production incurred over the boot mainly consist of raw materials like
latex, silk, cotton, etc. Our projected cost is going to decrease as we are going to enjoy
the benefits of mass production.

 Advertising
Our cost over advertising is significant now. But we are going to pour more
money into promotions for the coming year. The projected expenses for next year are
going to be 2 times more than current expenses.

 Salaries
Salaries include salaries of tailors, designers, managers and other staff members.

 Transport
Movement of goods from the manufacturing unit to showrooms.
It also includes delivery of products to the customers who have ordered the
product online or over the phone.

 Rent
It includes rent of the two showrooms situated in Delhi and Mumbai as well as the
manufacturing unit in Noida.