The Challenge
Jimmy Choo is recognised but still not well known or understood in Japan.
Jimmy Choo is recognised but still not "well known" or "understood" in Japan. The brand faced challenges including misconceptions about its heritage, narrow product associations, and limited local consumer relevance. The strategy aimed to refresh the brand during its new monogram collection launch while adapting the global identity for Japanese consumers.
The Strategy
Data-driven social listening meets local brand positioning.
The research included a detailed snapshot of the social landscape in Japan for luxury brands, examining competitor posts, campaigns, and promotional strategies. Using Netbase analytics — trends, hashtags, sentiment analysis, leading fans, and UGC patterns — we identified which brand topics generated engagement and how local consumers communicated with and perceived the brand. Variables like exclusivity and relevancy informed whitespace analysis.
The Solution
A new social ecosystem combining global and local channels.
We developed four content pillars with strategic proportioning of global vs. local assets across a new social ecosystem combining LINE, Facebook, Twitter, and Instagram. Annual and monthly editorial calendars were created for each platform. Hikari Mori, a prominent local influencer and Japanese model, represented the new collection through video, event appearances, and photography. A Fashionsnap collaboration extended reach with local influencers.
