Abstract This report outlines how Jimmy Choo, which is an emerging firm in the UK fashion industry, can strengthen its competitive advantage. The report focuses on the strategies that the firm’s management team should take into account. Some of the strategies evaluated relate to investment in information communication technology (ICT). The main technologies cited include those that support marketing communication and e-commerce. The report affirms that it is essential for Jimmy Choo to integrate social networking platforms in its marketing communication. Moreover, the firm should also consider investing in e-commerce and mobile commerce in order to understand the consumers’ needs and create a unique customer experience. The firm should also consider collaborating with other retailers and venturing into emerging markets. Effective formulation and integration of these strategies will improve the firm’s brand and hence its competitiveness in the global fashion industry. Introduction Background The UK fashion industry ranks amongst the most popular fashion industries across the world. A significant number of celebrities and ordinary people consume products designed and manufactured by renowned fashion houses in the UK. The industry’s development over the past decade has emanated from increased spending on fashion products. For example, consumer spending during the period ranging between 1999 and 2009 grew with a margin of 3.3% (British Fashion Council, 2009). The industry is very attractive, and thus it draws a large number of local and international fashion brands. Currently, Mark & Spencer is the market leader. However, this firm faces intense competition from large discount fashion houses such as Arcadia, Next, TK Maxx, and Primark. Another major trend shaping the industry relates to the fact that the UK textile manufacturers are shifting to production of luxury and specialist fashion clothes. Moreover, the consumers’ tastes and preferences with regard to fashion products are changing drastically. This aspect highlights the importance of firms to ensure that their brands align with market changes. Company profile Jimmy Choo Limited is a private limited company that operates in the UK consumer goods industry. The firm was established in 1996 in London as a subsidiary of the Labelux Group. The firm deals with designer bags, clothes, and footwear. The firm also deals with various accessories such as belts, wallets, sunglasses, scarves, and other small accessories. In an effort to maximise its profits, the fashion house has diversified its product offering into both the male and female gender products. Rationale and objective of the study Despite its attractiveness, the UK fashion industry faces a number of threats. One of the challenges relates to increment in the intensity of competition within the industry. Moreover, the industry has been affected greatly by economic stagnation that occurred in the past few years because of the 2008 global financial crisis and the recent Eurozone debt crisis. Consequently, most consumers in the UK are experiencing uncertainty with regard to the region’s economic future. For example, consumer spending on fashion products has declined