For anyone who is a girl therefore you love sneakers… and who isn’t going to? you have possibly read about designer Jimmy Choo’s line of sneakers coming to H&M stores. The line was launched on November 14 in a select group of 200 stores around the globe. Understanding the demand for this unique shopping opportunity H&M informed prospective customers that the Choo shoes would be sold first come first serve and in limited quantities. Wrist bands were to be handed to the first 160 people in line.
The marketing of the H&M jimmy choo sneakers is brilliant following two of the most successful rules in marketing: exclusivity and scarcity. The result? The selected H&M stores had woman camping out in their doorsteps. Some of them standing on rain for over 14 hours! It sounds just like the kids do (or their parents) when the hottest new video game console is introduced. It just goes to show you how much we do love our shoes:)
As the clocks ticked towards the store opening the crowds shouted a countdown and the doors opened and wrist bands distributed to the luck few in line early. Hungry shoe buyers were cordoned off by security guards brought in to control the anticipated chaos, all for a chance to get their hands… and feet in… the item of the year to the fashionista on the spending budget.
If wondering who is Jimmy Choo is, here is a little background. A Malaysian fashion designer based Great Britain. He became well known when he collaborated with British Vogue editor Tamara Mellon in 1996 and introduced the Jimmy Choo hand-made designer shoe line. Five years later, Choo sold his 50% stake in the company and focused his attention on the exclusive Jimmy Choo Couture line, also known as Jimmy Choo Ready-To-Wear or simply… Jimmy Choo.
Seeing the popularity of cheap jimmy choo in fashion circles, H&M clothing stores reached an agreement to have Jimmy Choo create a price range line exclusively for their stores. Products will include men’s and woman’s clothes, accessories, bags and of course… shoes!
Though all of the shoes were sold out of their entire inventory of the coveted line of footwear. H&M representatives have said that inventories will be brought back in as available throughout the holiday season in only the original 200 stores. For anyone who is not in a Jimmy Choo H&M location, you could try eBay. Immediately following the store launching of the product, these items became available for resale by savvy eBay merchants.