Designer footwear house Jimmy Choo encourages consumers to share their fantasy shoe sketches for the chance to have their design featured in an exclusive capsule collection
The program, Choo Sketch, tapped the brand’s community to enter sketches of their designs, which they submitted by email. From there, the brand's creative director Sandra Choi selected her top five designs, which were then posted on JC's Instagram account. Followers had the opportunity to vote on their favorite five, and the creators of the five winning designs got to work with Choi to bring their sketches to life.
The competition creates a relationship between the brand and its fans, welcoming consumers to become both creators and curators. Contest entrants can feel more closely connected to JC's designs in the future, having engaged in the process themselves, while voters get to see the value of their input.
Profits from the Choo Sketch Capsule Collection, which will launch in 2021, will go to a to-be-announced charity under The Jimmy Choo Foundation’s umbrella. The winning designs, chosen from over 10,000 entries, are viewable here.
PSFK researchers featured Choo Sketch as just one of the ways in which luxury brands and retailers are providing shoppers with a greater sense of ownership through their involvement. Find out more in the full research paper.