Jimmy Choo fans have the chance to see the shoe of their dreams come to life thanks to Choo Sketch, a program where fantasy shoe sketches are realized through an exclusive capsule collection. As part of the program, shoe lovers submitted their shoe sketches by email and Jimmy Choo's creative director, Sandra Choi, selected her top five designs. From there, the choices were whittled down further by the brand's Instagram community.
The Choo Sketch Capsule Collection, which is set to launch in 2021, shares the best shoe designs from over 10,000 entries submitted. The winning entries include styles with elegant floral details, oversized bows and delicate sparkling details. With the program and capsule collection, the brand is engaging luxury customers by turning them into creators.
Fan-Created Footwear Capsules
Choo Sketch Invites Jimmy Choo Lovers to Create Their Dream Shoes
Trend Themes
1. User-designed Capsule Collections - Brands can engage their customers by inviting them to submit their own designs for a chance to have them produced in an exclusive capsule collection.
2. Crowdsourced Product Development - Brands can tap into the creativity of their fanbase by crowdsourcing product designs and selecting the most compelling submissions for production.
3. Luxury Customer Engagement - Luxury brands can deepen customer engagement and loyalty by offering exclusive opportunities for fans to participate in the product development process.
Industry Implications
1. Fashion - Fashion brands can leverage user-generated content and crowdsourcing to develop unique capsule collections and boost customer engagement.
2. Luxury Goods - Luxury brands can offer exclusive experiences, such as Choo Sketch, to deepen customer engagement and loyalty through personalized product development.
3. Consumer Goods - Consumer goods brands can invite their customers to share their creative ideas and preferences, then use these insights to develop new products and marketing campaigns.