Jimmy Choo diversifies product range
British luxury shoes brand JIMMY CHOO, famous for its stiletto shoes, has embarked on a strategy to diversify its product range. Already selling bags, JIMMY CHOO launched its own perfume this year and will also sell scarves. According to the company CEO this strategy has helped the brand overcome the effects of the current crisis. He also added the internet will play an important part of the company’s future strategy, online sales having already increased by 80% in the first half of 2009. The company has been criticized earlier this year for its line at H&M, yet the CEO defends the decision by saying it was a one time collaboration.