Saturday, May 3, 2014

Soap Opera causes run on Jimmy Choo's




The power of the media to influence consumers was witnessed recently in Korea and China. A new Korean TV soap called, “My Love From the Star,” featured Korean film star Jun Ji-hyun slipping on glittering Jimmy Choo pumps (Abel in anthracite). Within days it was reported stocks ran so low in Chinese and Korean shoe stores they had to notify the Jimmy Choo’s London executives clients were coming in with smartphone snapshots of the shoe on a mysterious new television show. The dainty $US 625 pump sold out which is a timely warning just in case it was required fads, magnified and fuelled by social media, now move around the globe far faster than manufacturers of handmade luxury goods can respond. This is not the first time a featured shoe has caused a sell out and it happened when Opray Wimfrey endorses Ugg boots in the US.



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