Inthisissueihaveexploredfashionmarketing, trendforecasting,consumerbehavioursandso muchmore.Thishasallleadmetothefinal outcomeofthecasestudy,whichisthegapinthe market.Afterbrandme,idiscoveredisatinthe luxurymarket,ichoseJacquemusasmyfirst brandasitisabrandidolove,ilovetheirfun marketing techniques and Jacquemus’s storytelling through his campaigns and runways. For supporting primary research towards my case study, i went to different departmentstoresthatstockJacquemus,to lookatthedifferentthemesandlayoutsof theirsectionwithinthestore.Thelayoutofthis reportisintheshapeoftheJacquemus’smost famous‘LeGrandBambino’bag.Ihadthisidea afterlookingatmyownbambinoiown,ilovethe shape and structure of the bag, which suprisnglyfitsalotin!Ihopeyouenjoy.
anal y sis
PRODUCT-accessoriessuchassunglasses,scarvesandhatsand more,footwearincludingheels,loafers,trainers,sandalsand boots.coatsandjackets,t-shirts,topsandshirts,skirtsand dresses,suits,knitwear,trousersandshorts,sweatshirtsand joggersandlastlyhandbags.Jacquemusisknownfortheir minimalisticdesigns,playfulproportions,andSouthernFrenchinspiredaesthetics
PRICE-Jacquemusmaintainspremiumpricing,targetingcustomers with a high income whilst also still remaining relatively accessibletootherscomparedtotraditionalluxurybrands. Accessoriesrangefrom£100-£345andbagsfrom£370-£2,400.However theirclothesrangefrom£145-£5,750.
PLACE-Jacquemushasmultipledistributionchannelssuchas:anEcommerce website for online buyers, active social media platforms(especiallyinstagram),productsinluxurydepartment storessuchasGaleriesLafayetteinParis,HarveyNicholsand Selfridges,andlastlypop-upinstallationstoreachmorebuyer.
PROMOTION-Jacquemus'promotionalstrategiesarethecoreofits success,includingtacticssuchas:astrongsocialmediapresence, particularlyonInstagram.CGIgeneratedcontent,suchasthe BambinobagsrollingthroughthestreetsofParis,show-stopping runwayshowsinuniquelocations,collaborationswithcelebrities such as, Kendall Jenner, Bella Hadid and Rhianna.Strong storytellingincludingapersonalnarrativeinspiredbySimon PorteJacquemus'childhoodintheSouthofFrance.Blendingfood marketingwithhighfashionandlastlysurrealistinstallations andpop-ups.
POLITICAL-TheEuropeanlawispushingfortransparencywirhinbrands morethanever.IfJacquemusdoesn'tstarttohavestricter-eco-friendly policies,itcouldfacethethreatsandpressuretowardsitssupplychain. Anotherfactorislaborlaws.Thebrandsproduction,whichconsistsof manufacturesincountriessuchasBulgaria,Spain,Italyandmoremust complywiththestrictlaborlawswithineurope,ensuringfairwagesand ethicalworkingconditions.
ECONOMIC-Inflationisahugefactorwhenitcomestotheeconomicsofa brand.Theaffectofinflationmayharmspendinghabitsacrosscertain consumers,especiallythosewhoaretheyoungeryouthofMillennials andGenZandhavealowerincome,andprioritiseaffordabilityoverhigh fashion.Anotherfactoristheluxurymarketgrowth,.Thehigh-end fashionworldhasrisenpostpandemic,withconsumerschoosingto investinqualityoverquanitity.HoweverJacquemusmustmaintainits exclusivitywhilstbalancingaccessibility.
SOCIAL-AlthoughJacquemuscentrestheirbrandtowardsminimalismand quietluxury,maximalismisbecomingtherisingimageofthefashionworld. Jacquemusmayneedtobalanceitssignaturestylewithnewfashion preferencesagainstitstargetaudience.GenZisalsoagenerationwhich demandsinclusivity,sustainabilityandauthenticity.AlthoughJacquemus hasadiversebrandimagehavingpeopleofcolourontheirrunwaysand plussizedmodels,itcouldposethreatsforitsbrandimageifitdoesnot starttofutherpromotemoreethicalproduction.Andlastly,Jacquemus’ strongsocialmediaidentity.Thisplaysahugerollontheirbrands narrative,attractingtherightaudienceanddrivingsalesiswahtkeeps theirbrandalive.
TECHNOLOGICAL-Jacquemuscouldbenefitfromsustainableinnovations, suchasbio-fabricatedmaterials.Thiscouldstrengthenthebrandseco friendlyappeal,attractingmoreconsumersanddrivingsales.Thbrand couldalsobenefitfromnewtechanddigitalgrowth.Althoughtheir socialmediadrivesthemmultiplesales,AIshoppingexperiencesis becomingapopularexperienceacrossmorebrandstoday,thiscouldbe beneficialforJacquemuskeepingtheirbranduptodateandinnovative.
ENVIRONMENTAL-Jacquemus’environmentalfactorsarenotasgoodasyou wouldexpectfromsuchabigbrand.Theyhavemadeeffortstoreduce waste butcomparedtomanyotherbrandsandbrandssuchasStella McCartney,whichusescruelty-freealternatives,recycledpolyesterand shoesoleswhicharebiodegradable,Jacquemuscouldreallybenefitfrom takingnotesfromthisamazingsteptowardsethicalfashion.(40) Biodegradablepackagingcouldalsoboostitssustainabilityeffortsto helptheplanet.
LEGAL-Asabrandaspopularasitis,Jacquemuscouldfacetherisksof counterfeitproducts,whichcouldjeopardisethebrandsreputationof buyersthinkingthereplicaproductstheyhavepurchasedarerealand havebadreviewsandthoughtsagainstthebrand’squality.Europeanlaws also require full transparency in sourcing and labor conditions, Jacquemus does not provide reports or details regarding their environmental,social,orgovernanceefforts,potentiallydamagingtheir brandsreputationtothosewhoinsistontransparency.(41)
Inconclusion,Jacquemusrunsinafastchangingindustrywhereexternalfactorsplayahuge role in shaping the brands future. Politically and legally, increasing regulations on sustainabilityandethicallaborpracticesmeansthebrandmustensurefulltransparencyto avoidpotentialscrutiny.Economically,despitethefactthattheluxurymarketremainsstrong, inflationandchangingspendinghabitscouldimpactyoungerconsumerswillingnesstoinvestin high-endfashion.Socially,Jacquemusthrivesondigitalengagement,influencermarketing,anda minimalistaestheticthatalignswellwithGenZandMillennials.However,asfashiontrends shifttowardsmaximalismandsustainabilitybecomesakeydemandwithinthisdemographicof consumers,thebrandmayneedtoadaptwithoutlosingitssignatureidentity.Technologically,ecommerceanddigitalinnovationprovidesopportunitiesforgrowthandexpansion,but JacquemusmuststayaheadofthegamebycombiningAI,AR,andsupplychainadvancements.The biggest challenge within Jacquemus lies in balancing exclusivity with accessibility, sustainabilitywithstyle,andinnovationwithauthenticity.WhilstJacquemushasbuiltastrong brandpresence,it’slongtermsuccesswilldependonitsabilitytoevolvealongsideconsumer valuesandindustrydemands.
STRENGTHS-Jacquemushasmanystrength's,theirstrongsocial mediapresenceiswhatmakesJacquemustoday.Thebrandmasters theirmarketingthroughCGIadverts,personalposts,andexciting images.Thisincreasestheirbrandrecognitionglobally.Jacquemus hasalsodevelopedadistinctiveidentity,knownforitspopofcolour andfrenchheritage.Thebrandexcelsitselfbyitsiconicproduct's. ThesignatureLeChiqutiobagiswhatgotpeopletalkingabout Jacquemus,andplaysahugerollintheiruniqueandplayfulstyle.
WEAKNESSES-Becauseofjacquemusluxurybrandpositioninginthe market,theypricetheirproductsatahighercost,leavingagapin theirmarketformoreconsumerstobuyintoandlimitingtheir clientbase.
Jacquemusalsofailstomentionanywhereabouttheirsustainable practises,leavingpeoplewearyifthebrandisactuallyethical, althoughitisconsideredaslowbrand,itisnotessentiallya sustainablebrand.
OPPORTUNITIES-Jacquemuscouldcreatenewopportunitiesforitself bypartakingincollaborationswithothercompaniesordesigners. Bydoingso,thesepartnershipscouldleadtothebrandhaving limited-editioncollectionsthatwoulddrivefashionenthusiasts andgainmorebrandrecognition.Thebrandcouldalsoconsider goingdowntherouteofhomeaccessoriesorfragrances,thiscould boostbrandloyaltyandopenitselfuptonewmarkets.
THREATS-Theluxurymarketishighlycompetitive,havingthisthreat couldputJacquemusatthepotentialriskofhavingrivalstryto replicate their products and creativity. Another factor is counterfeitproducts,JacquemusisathighriskofhavingtheirFabius productsreplicatedandsoldasoriginals.Thiscouldaffecta brandsreputationmassivelyasitcoulddamagethetrustbetween thebrandandtheconsumer.
CustomerreviewsofJacquemusaregenerallypositive,with aTrustpilotratingof4.1stars,reflectinga"Great"overall experience.Manyshopperspraisethebrandforitsstylish designs, fast shipping, and luxurious packaging, with reviewersoftenhighlightingtheexcitementoftheunboxing experience.Forsome,owningaJacquemusitemfeelslike steppingintoaworldofexclusiveParisianfashion.However, therearereoccurringconcernsaroundproductquality andpricing.Anumberofcustomersfeelthatcertainitems, suchasaccessories,don’tjustifytheirhighpricetagsdueto issueslikediscolorationorcraftsmanshipnotmatching expectations.Delaysinorderperformancealsocontribute towards some negative feedback, with several reviews specify problems with not receiving their purchases. Overall,whilstJacquemusoffersstrongaestheticappeal andbrandstatus,there’sadivideincustomersatisfaction whenitcomestodurabilityandservicereliability.
t a r g e t a u d i e n c e
Jacquemus’targetstobothMillennialsandGenZ,StartingwithGenz,afterdoing someindepthresearchidiscoveredalotaboutthisgenerationsshoppinghabits.On asurveyistudied,itshownthat97%ofgenerationzshoppersclaimthattheyget theirinspirationfromsocialmedia.Suggestingbrandscouldbenefitthemselves massivelybycollaboratingwithinfluencersandcelebritiestomakethemrocket tothetop.(32),ialsodiscoveredthestatisticthat29%ofGenzsurveyedthattheywere morelikelytobuyfromabrandthathadasocialmediapresence(33)-frommy personalopinionasaGenzmyselfiwouldprefertosupportorbuyfromabrand thatshowcasestheirproduct'sonsocialmediasoiknowwhattheylooklikeandto seetheauthenticitybehindthebranditself.
Furtherintomyresearch,ifoundthat68%ofofGenzconsumersshopontheirmobile phonesupto4timesperweek.(34)Althoughsocialmediaande-commerceshoppingis convenientandrightatourfingertips,81%ofGenzstillprefertoshopinstore,the studyiresearchedfoundthatGenZenjoyedthe‘retail-therapy’fromshoppingin store,allowingthemtodisconnectfromtheirphonesforsometime,andalsogives thegenerationanexcuseforameetupwithfriendsandtogetout(35).Diggingdeeper ilookedintoGenZ’sthoughtsonsustainability, ifounda2020survey,statingthat75%ofGenzrespondentsstatedthatsustainability wasimportanttothemwhenmakingpurchasingdecisions(37).ItisclearthatGenz carefortheplanetandarethegenerationthathasunderstoodthemostaboutthe impactsthatoverconsumption,andfastfashionhasontheworld.Andthisisahuge thingtoconsiderwhenhavingabrandthattargetsthisgeneration,understanding yourtargetaudienceproperlywilldependonhowsuccessfulyouwillbeasa businessowner.AfterlookingbackatmyfindingsonGenZ’sshoppingbehaviours,it revealedacontradictorybetweentheirdigitalrelianceandtheirdesireforin personexperiences.Whilstsocialmediaundeniablydrivespurchasingdecisions, withinfluencercollaborationsandonlineengagement,whichhelpsshapebrand perceptions,thereisstillastrongpreferenceforinstoreshopping,highlighting theemotionalandsocialaspectsofretail.Thisoppositionsuggeststhatbrands can’trelysolelyondigitalstrategiesbutmustmixbothonlineandinperson experiencestomaintaintheirbrandsrelevance.GenZ’sconcernforsustainability showsbothanopportunityandachallengeforbrands.Whilstmanyinthis generationexpresstheimportanceofsustainabilityintheirpurchasingdecisions, theiractualshoppingbehavioursoftencontradictthesevalues,asaffordability andtrend-drivenconsumptionstillplaysamajorrole.Brandsmustlearnto directthiscarefully,makingsurethatsustainabilityisnotjustamarketingtool andgreenwashingdoesn'toccurbutanauthentic,setpractice.UnderstandingGenZ goesbeyondsurface-leveltrends.Itrequiresanawarenessoftheirdeeper motivations,contradictions,andexpectations.Brandsthatcansuccessfully combinebothdigitalinnovationwithmeaningfulinpersonexperiences,aswellas balancingethicalresponsibility,willbebestpositionedtothriveinanerashaped bythiscomplicated,valuedgeneration.
MovingontoMillennials,asweknowMillennialsconsist between29-44,theyhavegrownup,arebuyinghouses, haveseriousresponsibilities.Whilstresearching,idecided andlookintothespendinghabitsofthisgeneration. 53%ofthisgenerationfollowsthebrandtheylikeon however61%ofGenzdo,showingthecontrastofhow generationsare.(36).Millennialsgrewupwithoutgoogle andlivedwithoutitmanyyearsbeforeitwasbrought howeverGenzhavealwaysknownabouttheinternet, fromdayone.Makingthisstatisticunderstandable.Millennials theplanetandasurveyifoundstudiedthat80%ofMillennials saidtheyconsidersustainabilitywhenpurchasing lookingonmultiplearticlesifoundMillennialsopinions toshop,isitonlineorinstore?Thissurveydiscovered Millennialsprefershoppinginstore,whereas30%of (38).
Millennialsemotionalconnectionsandbrandloyalty areextremelyloyaltobrandsthatalignwiththeir conclusionsfrommyresearchisthatMillennialsshopping reflectamixoftraditionalanddigitalinfluences,shaped positionbetweenthepre-digitalandsocialmedia-driven theyengagewithbrandsonline,theirlowersocial comparedtoGenZ,highlightsagenerational effectiveness.UnlikeGenZ,whoareheavilyinfluenced world,Millennialspurchasingdecisionsareoften loyaltyandemotionalconnections,makingauthenticity trustimportantfactorsforabrandthatistargetingthisdemographic.
Theirpriorityonsustainabilityalsodifferentiates Millennialstendtoaligntheirspendinghabits whereasGenZ,despiteexpressingtheirconcernforthe Zstruggleswiththepriceofhighqualityandhigherpriced tendtostickwithaffordabilityandtheconvenience highlightstheneedforbrandstonotonlypromote alsomakesurethereisaccessibilityandtransparency Millennial consumers. Lastly, brands must recognise MillennialsandGenZsharesimilarities,theirshopping decisionmakingprocessesarecompletelydifferent. thesegenerationaldifferencesisessentialforabrand meaningfulconnections,buildtrust,andadapttothe ofconsumerexpectations.
Afterresearchingonline,itookituponmyselftodofurtherresearchanddo primaryresearch.Doingthis,iuploadedmultiplepollsontomyinstagram story,iaskedafewquestionstoaGenZaudienceabouttheirbehavioursand whattheyshoplike.Myfirstquestionwas‘doyouthinkaboutsustainability whenshopping?’22%ofpeoplevotedyes,whereasahuge78%ofpeoplevoted no,
ialsoasked‘wheredoyouprefershopping,onlineorinstore?’67%ofpeople votedtheyprefertoshoponlinewhilst33%votedtheyenjoyshoppingin store.IwantedtoseewhatGenZprioritisedthemost,‘affordabilityorquality’ 67%ofpeoplevotedaffordabilitywhereas33%ofpeoplevotedquality.Ialso questionedwhatGenZpreferthemostinaestheticways,toseewhatpattern oftrendsthegenerationfollows.88%ofpeoplevotedtheypreferthe minimalistaestheticwhereas12%ofpeoplestatedtheyloveamaximalistand colourfulvibe.Andlastlyiwantedtolookintomarketingandwhatan audienceenjoysseeingfromabrand.Myquestionwas‘Doyouprefertoshopa brandifithasfunsocialmedia’s’-78%ofpeoplestatedthattheydo,whereas 22%ofpeopleansweredno.Myprimaryresearchconcludesacontrast betweenwhatGenZclaimstovalueandtheiractualshoppingbehaviour's. Sustainabilityisoftendiscussedasapriorityforthisgeneration,myfindings revealedthataffordabilityandconvenienceultimatelydrivestheir decisions,whenonly22%ofpeopleactuallyconsidersustainabilitywhen shopping.
ThisraisesquestionsaboutwhetherGenZ’ssustainabilityconcernsaremore aspirationalthanactionable,andwhetherbrandsarefailingtomake ethicalfashionbothaccessibleanddesirablefortheyoungergeneration. Thelargepreferenceforonlineshoppingof67%supportstheideathatGenZ seeksinstantsatisfactionandaneaseintheirretailexperiences.However, the33%whovotedstillpreferin-storeshopping,whichsuggeststhat physicalretailisn’tbehindthetimes,tjustneedstoevolve.Ifbrandscan createimmersive,experiencedrivenstoreenvironments,theycouldcapture theattentionofagenerationthatstillvaluessocialinteractionsand ‘retailtherapy’asaformofescapism.Aestheticpreferencesalsoprovide valuableinsight,with88%ofpeoplefavouringaminimaliststyle.This challengestheassumptionthatGenZissolelydrivenbyfast-changingmicro trends,suggestingthatasignificantportionofthisgenerationseeks timelesswardrobesratherthanexcessiveconsumption.However,their preferenceforaffordabilityoverquality(67%vs33%)showsacontradiction whiletheycleanaesthetics,theymaystillchoosealowercostalternatives thatcompromisedurability.Finally,the78%ofvoterswhopreferbrands withengagingsocialmediastrengthenhowessentialdigitalmarketingisin today’sretailworld.
However,thisalsosuggeststhatbrandscannotrelysolelyonit’sproducts qualityorsustainabilityclaimsandtheymustcreateaengrossingonline presencetoremainrelevant.Thechallengeliesinwhetherbrandsare promotinggenuinecommunityengagementorsimplyusingsocialmediaasa performativetooltodrivesales.Myfindingsreflectagenerationthatis digitallydriven,highlyinfluencedbyaestheticsandbranding,yetstill caughtbetweenethicalaspirationsandfinancialrealities.Forbrandsto succeed,theymustfindwaystomakesustainabilityaffordable,balance digitalengagementwithreal-worldexperiences,andofferproductsthat alignwithbothGenZ’svisualpreferencesandlongtermvalues.
Jacquemusprimarilyappealstoayoungerdemographic,typicallyMillennials andGenerationZ.Thenumberonecustomerbasetypicallyfallswithintheage rangeof24to35yearsold.WhilstJacquemusoffersbothmenswearand womenswear,thebrandhasgatheredsignificantpopularityamongstfemale consumers.ThisisevidencedbythesuccessofproductsliketheLeChiquitomini bag,whichhasbecomeparticularlyiconicamongstwomen.WithJacquemusbeing positionedwithintheluxuryfashionmarket,thebrandtargetsindividualswith ahigherdisposableincome.Thebrand'sproducts,knownfortheirqualityand design,comewithpremiumpricing,aligningwiththespendingcapabilitiesof wealthyconsumers.Jacquemuscustomersaredrawntothebrand'sminimalist aesthetic,innovativedesigns,andmoderninterpretationsofclassicstyles.They valueuniqueness,quality,andthebrand'sessenceofacarefree,sunmer lifestyleinspiredbytheSouthofFrance.InconclusionJacquemuscatersto fashionlovers,predominantlywomenaged24to35,whohaveahigherdisposable incomeandappreciateminimalist,innovativedesignsthatreflectachic, Mediterraneaninspiredlifestyle.(63,12)
PeopleloveJacquemusbecauseitmastersthebalanceofaffordableluxury positioning, aspirational lifestyle branding, and a strong social media presence. Unlike traditional luxury houses that focus on heritage and exclusivity,Jacquemuscreatesayouthful,funandrelaxedaestheticthat resonateswiththeirconsumers.Itspricepoints,whilststillhigh,aremore accessiblethanbrandslikeChanelorLouisVuitton,makingitfeelattainable yetaspirational.Thebrand’sMediterraneaninspiredvisuals,effortlessFrench style,andplayfulmarketing,createsadream-likeworldthatconsumerswant tobepartof.Itsellsalifestyle.Jacquemus’socialmediastrategyincluding influencers,viralcampaigns,andvisuallystunningcontent,keepsJacquemus highlyrelevantamongGenZandMillennials.
However,onecriticismtowardsthebrandcouldbethatits“affordableluxury” positioningisnottrulyaffordableformanyyoungerconsumers.Although Jacquemusofferslowerentrypricepointscomparedtootherluxurybrands,its coreproductssuchas:bags,ready-to-wear,andfootwear,arestillexpensive, limitingaccessibility.Anothercritiqueisthatthebrandreliesheavilyon aestheticsandsocialmediahyperatherthandeep-rootedcraftsmanshipor innovationinmaterialsandsustainability.Whilethisstrategyhasworkedso far,there’sariskthatthebrandcouldfeeloverlytrenddrivenratherthan timeless,potentiallymakingitsappealshortlivedifconsumertastesshift.
Jacquemusaimstobalancebeing bothluxuriousandaffordable.By having this approach, makes the brandmorepracticalbecausewhile otherhigh-endbrandshaveraised theirprices,Jacquemushasstayed relevantbybeingmoreaccessible.
Mostofitscustomersareyoung adultsbetween25and34yearsold.
(12) From my thorough research aboutJacquemus’targetaudience and consumers, i discovered a website that researches into brands and companies websites Users. Jacquemus’ Instagram audienceistypicallyfemaleand single, aged 25-34 and based in France,withtheUS,Russia,Italyand SouthKoreaassecondarymarkets.
Professionally,itsfollowersare designers,stylists,artists,models, makeupartistsandbloggers,who haveadominantinterestinfashion, photography,literature,musicand art.Jacquemus.comwebsitetraffic demographicsaudiencecomposition canrevealasite'scurrentmarket share across various audiences. Jacquemus’websiteaudienceis30.4% maleand69.6%female.Thelargest agegroupofvisitorsare25-34year olds.Jacquemus’websiteaudienceis interestedinlifestyle,fashionand apparel&fashion.Otherconsumer’s visited websites: FarFetch, Acne Studios,YSL.(14)
gap in market
Jacquemusismorethanjustaclothingbrand…itisaway oflife.Thebrandreflectsthesunnyandrelaxedvibeof theSouthofFrance,whereSimongrewup.Heusessocial mediatosharehispersonallife,behind-the-scenes moments,andstories,whichhelpshimconnectwithhis audienceonadeeperlevel.Bydoingthis,Simonhas created a lifestyle story around his brand that reachesbeyondjusttheclotheshemakes.Hisdesigns andpicturescapturethefeelingofacarefreesummer, whichremindshimofhischildhood.Hisprojectsoften featurebeachysettings,relaxedstyles,andthefunof summer.Bydoingthis,ithashelpedbuildastrong communityaroundhisbrand.Andafterall,whatisa brandifyoudonothaveacommunitybehindyou? Jacquemus’consumersrangefromfemalesbetweenthe agesof25and34,includingbothgenerationzand millennials.BySimonkeepinghispricepointslower thanmostluxurybrands,itmakeshimselfinthe marketrise,ashisdesignsaremoreaccessibleand increasinghisrelevanceamongstayounger,global audience.(14)JasonDorsey,whoistheleadingGenZand Millenialgenerationresearcherstatedthat“GenZis thenumberonegenerationtowritepositivethings online,torecommendbrandsandsoforth.Ifyouwin them,youwinthemandtheirfriends.It’sahuge opportunity.”WhichiswhyJacquemustargetingthese twogenerationsisahugeopportunity.Onceyouhaveone loverofyourworkyoucanendupwithtenmoreonce theyhavesharedwiththeirfriendsonline!(15)
OnegapinJacquemus’marketpositioningisthebrandslackof gender-fluiddesigns.Someofthebrand’spiecesalreadyhavea unisexappeal,howeverJacquemusmaintainsacleardividebetween menswearandwomenswear.Giventherisingdemandforgenderinclusivefashion,creatingadedicatedgender-neutralcollection orrestructuringproductcategoriestoremovegenderlabels couldwidenitsappeal.
Manycontemporarybrands,suchasLudovicdeSaintSerninand Telfar,havesuccessfullyunitedgender-fluidfashionintotheir brandsidentity,provingthatthereisnotonlyasocialshiftbut alsoanopportunityinthisspace.DespiteSimonPorteJacquemus beingpartoftheLGBTQ+community,thebrandhasyettofully embracethismovementwithinitsdesignandmarketingstrategies. IfJacquemusweretoevolveinthisdirection,itcouldstrengthenits growingidentity,appealtoawidercustomerbase,andenhanceits relevance in an industry driven by inclusivity. However, the challengeliesinmaintainingbrandauthenticityWouldJacquemus approachgender-fluidfashionasagenuineextensionofitsethos, orcoulditriskappearingasperformativeinclusivity?Thisisakey factortoconsiderwhenaddressingthisgapinthemarket.
SIZEINCLUSIVITY
Overtheyears,sizeinclusivityhasbecomemorepopular.Milanfashionweekin2023included15plussizedmodels,with KarolineVittoworkingwithDolceandGabnnaincludingmodelsofallsizes.MacroRambaldiandRaveReviewboth includedfourcurvymodelseach.Howevermoremodelscouldhavebeenfeaturedwiththeirbeautiful,naturalcurves. Jacquemusoffersawiderrangeofsizesthanmanycompetitors.Bydoingsotheyopenthemselvestomoreopportunities thanothers.ByJacquemusofferingawidesizerangetotheirconsumers,theycantapintoawidermarket.Ifabrandonly offerssizesupto14,theyaremisingoutonover50%ofpotentialbuyerswhoneedalargersize.Everybodydeservestowear somethingtheyfeelbeautifulin,whichiswhyhavingthisinclusivityasabrandisbeneficialtohave.Jacquemuscatersto bothsmallandplussizedbodytypes.Thisincreasestheirsalessignificantly,theplussizedmarketisworthbillions annually,makingitasuccessfulopportunityforbrands.Givingbuyerstheopportunitytohaveclothingintheirsize rangemakesthemfeelempowered,valuedandcelebrated.Boostingconfidencetowearwhatevertheylikeandwhat theyfindcomfortableandflattering.
GenZandMillennialsarethegenerationswhodefinitelyhaveanopinion!60%ofGenZ’sthinkthatmainstreamfashion overlooksminoritygroups,withnearly87%believingstronglythatthereshouldbebettergenderequalityandinclusion withinfashion.GenZarethemostinfluencedgenerationandarenotafraidtoleaveanopiniononsomething.Withsocial mediaatitspeak,ifyouarenotgivingthegenerationswhattheywant,you’llbesuretoknowaboutitwithreviewsand backlashviasocialmediaposts.Trustisahardthingtobuildwiththelatestgenerations,howeverbyJacquemusgiving theirtargetaudiencewhattheywant,basedontheirbeliefsofinclusivityanddiversitythejobofbuildingtrustiseasy! (15,18,20)
CULTURALINFLUENCE®IONALMARKETS
Jacquemus is deeply rooted in it’s European fashionculture,withitsinfluencebeingfromthe SouthofFranceandMediterraneanaesthetics. whilstthishasbuiltastrongbrandidentity,it alsomeansthatitsappealremainscentered aroundWesternfashionnorms.Onemajorarea whereJacquemuscouldexpandistheMiddle EasternandSoutheastAsianluxurymarkets wheremodestfashionisabigindustry.Luxury brandssuchasDior,Valentino,andGuccihave alreadytappedintothismarketbyreleasing modestfashioncollections,particularlyaround RamadancapsuledropsthatcatertoMuslim consumers.GivenJacquemus'lightweightfabrics, flowingsilhouettes,andelegantdraping,the brandcouldeasilyincludehijabs,abayas,or modestfashionpiecesintoitscollections.This wouldallowJacquemustoexpandintoMiddle Eastern,NorthAfrican,andSoutheastAsian marketswheremodestfashionisinhighdemand Itwouldalsoopentheopportunitytocaterto Muslimconsumerswhoalreadylovethebrand butmaystruggletofindpiecesthatalignwith theirculturalorreligiousdresscodes.Bydoing this, Jacquemus could Increase its global inclusivitywithoutstrayingtoofarfromthe brand’s signature aesthetic. Whilst this expansiononculturalfashionpresentsamajor growthopportunity,Jacquemuswouldneedto ensurethatthebrandmustapproachmodest fashionwithgenuinerespectandunderstanding, ratherthantreatingitasaseasonaltrend. Campaignsfeaturingdiversemodelswearing Jacquemus’ modest wear would help communicate the brand’s commitment to inclusivity, strengthening its presence in marketsliketheUAE,SaudiArabiaandIndonesia where luxury modest fashion has a strong consumer base. Jacquemus has successfully positioned itself as a contemporary luxury brand with youthful appeal, but regional expansion requires cultural adaptability. Introducingmodestfashionelements,whether thatisthroughhijabs,longerlengthdresses,or Ramadancapsulecollections.Thiscouldallow Jacquemustoreachawideraudiencewhile stayingtruetoitsbrandethos.
ItisclearthatJacquemusisnotprioritisngsustainabilityorethicalresponsibility inameaningfulway.Thelackoftransparencyregardingtheirtextilewaste management,carbonemissions,andchemicalreductionsuggeststhatthebrand hasyettotakephysicalstepstowardsenvironmentalresponsibility.Theanimal welfareratingofJacquemushighlightsanethicalgapintheirmarket.Theuseof leather,wool,andexoticanimalhairwithoutpoliciesinplacetominimiseanimal suffering places Jacquemus among other brands that continue to rely on traditional, resourced materials rather than investing in cruelty-free or alternativetextiles.Oneofthemostsignificantconcernsisthebrand’slackofSDG (SustainableDevelopmentGoals)reportingandunclearethicallaborpolicies.In anindustrywherefairwagesandsafeworkingconditionsarebecomingnonnegotiableexpectations,Jacquemus’silenceontheseissuescouldraiseconcerns amongstconsciousconsumers.Despitesourcingfrommultiplecountries,including China,India,andRomania,wherelaborexploitationrisksarehigher,thelackof clearethicallaborstandardsleavesthebrandopentostrongcriticism.Yet Jacquemusdoesincorporatesomerecyclingefforts,thisaloneisnotenoughto makeupforit’soveralllackofsustainabilitycommitments.Movingforward,ifthe brandwantstoalignwiththevaluesofyounger,moreethicallyawareconsumers, which is their target audience, they must increase transparency, commit to reducingitsenvironmentalfootprint,andadoptstrongerethicallaborand animal welfare policies. Without these adaptation's, Jacquemus risks being perceivedasabrandfocusedsolelyonaestheticsandexclusivity,ratherthanone thatcaresforthefutureofresponsiblefashion.(24,41)
CONSUMERACCESSIBILITY
rommypricingpricingbreakdownafterlookingthroughallproductsonthe Jacquemuswebsite,it’sclearthatJacquemussteersfirmlywithintheluxury fashionmarket,makingitinaccessibletomanyyoungerconsumers,particularly GenZ.Whilstthebrandishighlypopularamongstyoungeraudiences,especially throughitssocialmediapresence,itshighpricepointscreateafirmbarrierto actualtheactualpurchasingformanyoftheseconsumers. Jacquemus'pricing strategyalignswithaspirationalluxury,wherethebrandfavoursdesirability butremainsoutofreachforthemajority.However,somelowerpriceditems,such asscarves(startingat£95),jewellery(£145),andsmallaccessories,serveasmore accessibleentrypoints.Thisisacommonstrategyinluxurybranding,offering smaller,lower-costitemstomaintainengagementwithyoungeraudienceswho aspire to own the brand but may not afford their ready-to-wear or larger accessories.GiventhestrongGenZfollowingJacquemushasbuilt,anentrylevel bridgelineormoreaccessiblepricecategorycouldallowthebrandtokeeplong ermconsumerloyalty.Someluxurybrandshavesuccessfullylaunchedsecond lines,suchasArmaniExchangewhichsuppliesamoreaffordableentrylevelinto Armani.Jacquemuscouldfollowasimilarstrategy,byintroducingamorelower priced essentials collection, with more affordable everyday basics such as elevated loungewear, casual wear, wardrobe staples, or even a trainer collection.However,thechallengewiththisismaintainingexclusivityandbrand prestige,whilstincreasingaccessibility.IfJacquemusweretoloweritspricestoo much,itcouldriskweakeningitsluxurystatus,somethingthatbrandslikeChanel andHermèshavestrategicallyavoidedbykeepingpricinghighandlimitingentry levelitems.Inconclusion.Jacquemusisatacrossroad.Itishighlydesirable amongst younger consumers and their target audience being Gen Z and millennials.Butmanyoftheircustomerscannotaffordit.Whilstthebrand currentlythrivesonexclusivityandaspiration,itcouldbenefitfromastrategic approach to accessibility, whether this may be through occasional collaborationswithentrylevelbrands,anessentialsline,ormoreinclusive pricingincertainproductcategories.Ifthebrandfailstoaddressthis,their younger audience may engage with Jacquemus aesthetically but invest their moneyelsewhereinmoreaccessiblebrands.
MARKETING&DIGITALPRESEMCE
JacquemusstronglythrivesonTikTokandInstagram,skilfullyusingtheartof visualstorytellingandcreatingahighlycuratedyetintimatebrandexperience.
Thebrand’ssocialmediapresencefeelseffortlesslycool,combiningartistic campaignswithplayful,behind-the-scenesglimpsesthathumanisesthebrand.The useofviralmoments,suchasinnovativerunwaysettingsandcelebritysupport keeps engagement high, strengthening Jacquemus as a culturally relevant, aspirationallabel.However,whilethebrand’sdigitalstrategyexcelsatsparking desire, its e-commerce experience remains somewhat simple compared to competitors embracing more immersive, tech driven retail. There is a clear opportunityforJacquemustoincludevirtualtryonsorimmersiveshopping experiences, aligning with the brand’s love for storytelling. Personalised shopping,AI-drivenrecommendations,orevenexclusivedigitalexperiencescould promoteitsdirecttoconsumerstrategy,supportingdeeperbrandloyalty.Whilst thebrand’sminimaliste-commerceworksinmaintainingexclusivity,thelackof newnessinthisareacouldbecomeaweaknessifcompetitorsoffermoreengaging, personaliseddigitalexperiences.Thechallengeliesinbalancingitscarefully curatedsimplicitywiththegrowingdemandforinteractiveandexperiential onlineshopping.
Minimalisminfashionhaslongbeenrepeated,oftenresurfacingindifferent formsdependingonculturalshiftsandconsumersattitudes.WhilstJacquemus hasbuiltitsidentityonarefined,summerlovingminimalismthatresonatedwith thepost2010seraofquietluxury,theindustryisundeniablyshiftingtowards bold,maximalistexpressionsofindividuality.Thisraisesanimportantquestion of,willJacquemus’coreaestheticbecomeoutdated,leavingthebrandstruggling tostayrelevant?Theanswerisn’tsoclear.Whilsttrendsevolve,Jacquemus’ strengthliesinitsabilitytoromanticisesimplicity,notjustaestheticallybut emotionally,bysellingalifestyleratherthanjustclothing.However,thebrand risksbeingputasideifitdoesn’tevolvebeyondthebreezy,linenheavyaesthetic itpopularised.Asseeninitsrecentexperimentswithoversizedtailoringand statementpieces,there’sanawarenessthatthebrandmustadaptwithoutlosing itsessence.ThetruechallengeiswhetherJacquemuscanembracemaximalist elementswithoutwateringdownitsidentityorjumpontotrends.Ifitfailsto steerthisbalance,itcouldriskalackofgrowthinthebrand,especiallyas youngerconsumerscravemoreexpressive,statementfashion.Longevitywill dependonwhetherJacquemuscaninnovatewhilestayingtruetotheemotional storytellingthatmadeitsuccessfulinthefirstplace.
CONSUMERENGAGEMENT-Jacquemusstandsoutnot
justforitsuniquedesignsbutalsoforitscreative approachtoconsumerengagement.Thisinvolves buildingrelationshipswithcustomersthrough different channels to promote loyalty, encouragewordofmouthpromotion,andimprove the overall brand experience. Simon Porte Jacquemus actively manages the brand’s Instagram,sharingpersonalmoments,behindthe scenescontentandinspirations,whichhelps humanisethebrandandmakesitmorerelatable Thebrand’ssocialmediaiscarefullycuratedwith minimalist yet emotionally engaging imagery, reflecting its aesthetic and drawing in consumers. Jacquemus also turns product launchesintointeractiveexperiences,suchasthe brandsanallpinkpop-upvendingmachineto promotetheirLeBambinoLongbag,makingthe releasemoreengagingandshareable.Itsrunway shows,oftensetinvisuallyappealinglocations like lavender fields and beaches, creates excitement and unforgettable moments for attendees.Thebrandalsocollaborateswith artists like KAWS to merge fashion with contemporaryart,appealingtoawideraudience Byworkingwithinfluencerswhoalignwithits aesthetic, Jacquemus ensures authentic promotionandexpandsitsreach.Whilstthese strategieshavebeenhighlyeffectiveinbuildinga strong community and boosting the brands visibility,thereareweaknesses.Relyingheavily onInstagramandothervisualplatformsmay excludedemographicswhoarelessactiveonline, andthefocusonexclusivityandhighprofile collaborations might make the brand seem inaccessible to some. Expanding engagement strategiestoincludemorediverseplatformsand approachescouldhelpJacquemusstrengthenits consumerrelationshipsevenfurther.(64,65)
DESIGNERINSIGHTS-Simonhasalways expressed a clear vision for his brand, including personal narrativeswithauniqueaesthetic. Jacquemus’ designs are strongly influenced by his upbringing in Provenceandthememoryofhislate mother.Thispersonalconnectionis implantedintohiscollectionswith true emotion and authenticity. He priorities the importance of being both a creative and a business leader, making sure his brand remains authentic. “Being both entrepreneuranddesigneriswhatI likebest.”SaysSimon.Hechallenges traditional fashion norms by presenting shows in unfamiliar locations and making collections immediately available, enhancing accessibility and engagement. Jacquemus aims to create designs thatarebothsimpleandreflective ofrealpeople,movingawayfromthe often unattainable standards of highfashion.Lastly,recognisingthe power of social media, Jacquemus uses platforms like Instagram to sharehispersonallifeandbrand story, strengthening a deeper connectionwithhisaudience.126,
Primaryresearch-lookingcloselyintodifferent luxury brands I love in flagship stores such as Galeries Lafayette Paris, London Selfridges and ManchesterSelfridges,takingnoteofkeyconsumers profilesandbehavioursaswellaslookingintothe visualmerchandisingandthestorytellingbetween differentbrands.
BRANDDNA-Jacquemushashadasignificanttransformationsinceitsfoundingin2009,evolvingfromasmall,avantgardelabelintoagloballyrecognisedluxurybrand.Despitethisgrowth,thebrandhasmanagedtostillmaintaina consistentDNA,rootedinSimonPorteJacquemus’personalnarrative,regionalidentity,andromanticminimalism. Followingthedeathofhismother,herinfluenceisdeeplyrootedwithinthebrand,withitbeingnamedafterhermaiden name.Simon’scollectionswerefilledwithsimplicity,andanaturalDIYaesthetic,oftenportrayingoversized silhouettesandasymmetricaldesignsmadefromfabricssuchascottonandlinen.ThesummerlifestyleofProvence andtheMediterraneanisthecentretothebrand.Linenshirts,strawhats,earthytones,andeffortlesssensualityare allkeyelementswhichreflectanostalgicyetmoderntakeonruralFrance.Jacquemusisoftenassociatedwith minimalism.
Hisminimalismisemotionalandplayfulwithreducedsilhouettesoftenpairedwithafuntwist,likeunusualtailoring orquirkycutouts.Thebrandtransformedtheaccessorymarketwithitsreleaseoftheiconic‘LeChiquitobag’andthe brandsexaggeratedstrawhats.Thesebecameviralculturalsensations.Jacquemusconsistentlycentersemotion, personallifeandhistory,andstorytelling.WhetheritisthroughhispersonalimagessharedorheartfeltInstagram captions,Simonblendsthelinebetweenadesignerandnarrator.Insummary,Jacquemus’BrandDNAconsistsoffive corethemes,thembeing:Thebrandsorigin,whichisinspiredbySimon’schildhoodinProvenceandhislatemother. Aesthetic,Romanticminimalism,asymmetry,simplisticsensualityandboldaccessories.Narrative,thebrandis emotionallyfilledandstorytellingled.Thebrand’sDNAissignificantlyportrayedthroughitsculturalInfluenceand frenchcountryside.Lastly,innovation,reinventingaccessorynormsandredefiningwhatitmeanstobea“French” brand.
BRANDPHILOSOPHY-ThebrandJacquemus’corevaluesarecentred around,fun,playfulness,authenticityandstorytelling.Thesevalues stemfromSimon’spersonallifeexperiences,fromhischildhoodand expandingthisintoacreativevision.Jacquemusisknownforitsfunand playful approach to fashion. Their products embrace asymmetry, exaggeratedproportionsandunusualsilhouettes.Thisplayfulness mirrorsSimons’spersonalityandhiswanttomakefashionfeeljoyful andfreefromstrictrules.Thepersonalnarrativebehindthebrandis whathisaudienceenjoybest,theinspirationofthebrandcomesfromhis childhoodandupbringingintheSouthofFrance.Hisdesignsfeel personal,theyreflectonnostalgiaandhaveanemotionalstorybehind. ThistrueauthenticitysetsJacquemusapartinaway,asmanyluxury brandstendtofocuspurelyonaestheticsandtrends.Thebrand incorporatesaneffortlessaesthetic,withflowydresses,openbacks, microtopsanddrapedtailoring.Hisdesignscelebratefemininbeautyin anaturalandconfidentway,insteadofanoverlysophisticatedimage. ThisstronglyalignswithSimon’svisionofmodernfemininitythatfeels bothpowerfulandrelaxedatthesametime.Lastly,thecorevalueofthe brandisitsstorytelling.EveryJacquemuscollectionhasastory present.Inspiredbyhischildhood,aplaceorapersonalmemory,the storytellingaspectisalwsysthere.Thebrandcreatesimmersive experincesthroughitsfashionshows,campaignsandimagery,making Jacquemusmorethanjustclothesbutalsoaboutemotion,amood,a lifestyleandfeelings.ThesevaluesaredowntoSimonrepresentinghis brandforhislatemothersfreespiritednature,herloveandher simplicity.
2009–TheBirthofJacquemus -SimonPorteJacquemus,atjust19yearsold, launcheshisbrandJacquemusinhonorofhis latemother.
-MovestoParisandworksatCommedesGarçons whiledevelopinghisbrandindependently.
2012–FirstParisFashionWeekShow -PresentshisdebutcollectionatParisFashion Week,gainingindustryrecognition.
-ReKawakubo(founderofCommedesGarçons) supportsJacquemusbystockinghisdesignsat DoverStreetMarket.
2015–LVMHPrizeFinalist
-BecomesafinalistfortheLVMHPrizeforYoung FashionDesigners,solidifyingJacquemusasa risingtalentintheindustry.
2017–ExpansionintoFootwearandAccessories -Introducesfootwearandaccessories,marking ashifttowardsamorecompletefashionlabel. 2018–“LaBomba”Collection&TheMiniBag Phenomenon -TheLeChiquitobagdebuts,becominganinstant viralsensationandpropellingJacquemusinto mainstreamfashionconsciousness.
-ThismomentredefinesJacquemusasamustwatchbrand,knownforplayfulyetluxurious accessories. First menswear collection in Marseille featuringfishermanshorts,trouserswithmultipocketdetailsandloose-knitsweatersfinished withgeometricpatterns 2019–FirstMenswearCollection&ViralRunwayin Provence -LaunchesJacquemusMenswear,expanding beyondwomenswear.
-Hostsaniconicrunwayshowinalavenderfield inProvence,France,reinforcingthebrand’s romantic,sun-soakedaesthetic.
-Theshowgoesviral,markingJacquemusasa masterofexperientialfashionmarketing.
2020–DigitalGrowth&COVID-19Adaptation -LeveragesInstagramandsocialmediato maintainbrandpresenceduringthepandemic. -Reinforcesitsidentitythroughstorytelling, behind-the-scenescontent,andcreativevisuals. 2021–Pop-UpStores&RetailExpansion
-OpensfirstJacquemuspop-upstoreinParis embracinganimmersiveretailexperience.
-Expandse-commercepresenceandrefines direct-to-consumerstrategies.
2022 – “Le Papier” Show & Continued Experimentation
-Hostsarunwayinawhitesaltquarryinthe SouthofFrance,maintainingitssignature outdoor,nature-inspiredaesthetic.
-IntroducesLeBambinobagwhichquickly becomesanothercultfavorite. 2023 – Luxury Collaborations & Global Recognition
-CollaborateswithNikeonahighlysought-after capsulecollection,merginghighfashionwith sportswear.
-OpensflagshipstoreinParis,markingamajor steptowardsestablishingJacquemusasa lastingluxurybrand.
-Continuestoexperimentwithexperiential retailandpop-upinstallations.
2024–BrandEvolution&MaximalistShift
-Beginsshiftingtowardsamorebold,maximalist aesthetic,breakingawayfrompureminimalism. -Expandsluxurypresencewhilemaintaininga strongsocialmedia-drivenmarketingstrategy. -Furtherestablishesitselfasa“newluxury” brand,blendingaccessibilitywithaspirational appeal.
DesignAesthetic&SignatureElements
Jacquemushasestablishedadistinctiveidentity in the fashion world through several iconic pieces that sum up the brand's playful minimalismandMediterraneanaesthetic.These keyproductshavenotonlydefinedJacquemus's aestheticbuthavealsoimpressivelyinfluenced itsglobalrecognitionandsuccess.In2018,the‘Le Chiquito’bagwasintroducedandquicklybecame asymbolofJacquemus'srevolutionaryapproach to accessories. Its miniature size challenged regular handbag norms, stimulating global attentionandbecomingaviralsensation.Thebag isavailableinvarioussizesandothervibrant colours, it remains a staple in the brand's collections.The‘LaBomba’,theoversizedstraw hatsfirstappearancewasintheSpring/Summer 2018collectionandbecameahitinstantly.The dramatic proportions represents Jacquemus's abilitytoblendpracticalitywithhighfashion, makingitafavouriteamongstfashionloversand celebrities.Thebrand'sexplorationofvolumeis clear,withitshigh-volumegownsandpuffminiskirts,whichfeatureexaggeratedshapesand funstructures.ThesedesignsreflectJacquemus andhowheisintriguedbyformanduseshis creativeabilitytodesignpiecesthatareboth quirky and elegant. Overall, these signature pieces have been influential in shaping Jacquemus'sbrandidentity,combiningartistic innovation with a deep appreciation for his heritage. Through these designs, Jacquemus continues to redefine contemporary fashion, makingalastingimpactontheindustry.130,
Jacquemus,isknownforhisdistinctivemotifs thatcombinetogetherelementsofsurrealism, nature, and architectural geometry. These recurringthemesnotonlymarkthebrand's aesthetic but also narrate stories deeply rootedinthedesigner'spersonalexperiences andinspirations.Hisdesignsoftenshowa mixtureofsurrealismandcubism,presenting garmentsthatchallengeordinaryforms.This isclearinpiecesthatresemblewearable collages,whereelementslikesleevesorpant legsmightbeclearlymissing,replicatingthe geometryofmoderndayarchitecture.Nature playsacrucialroleinJacquemus'scollections, asbothinspirationandasabackdrop.The brand has presented runway shows in breathtakinglocationslikelavenderfields andwheatfieldsinProvence,includingthe naturalenvironmentintothepresentationof itsdesigns.Theappealtowardsarchitectural forms is a distinctive feature within of Jacquemus'swork.Thedesignercaptureshis inspirationfromthepure,simplegeometric shapesandcurvedlinesfoundinmodern architecture, which is reflected in the structuralelementsofhisclothing.Themesof love and romance are repeated within Jacquemus's collections. His "L’Amour" collectionforexample,featuredheart-shaped cutoutsanddesignssimilartoweddingdresses, symbolisingthemesoflove.Experimentingwith proportionsissomethingJacquemusisknown for, creating accessories that are either oversizedorminiature.The"LeChiquito"minibag andthe"LeGrandChapeauBomba"oversized strawhatareiconicexamplesthatshowthe brand's playful approach to design. These motifsasawhole,playapartinJacquemus's uniqueidentitywithinthefashionindustry, combiningartisticexpressionwithpersonal storytelling.
JACQUEMUS’SOCIALMEDIAPRESENCE-WiththerapidriseofAI,many brandshavebeenusingCGItocreate3D,creativecampaignsand adverts.CGIwithinJacquemushassparkedmanyconversationsover theworldwithfansandviewersonsocialmedia.Bydoingso,thislead tothebrandgainingviewsandengagement,expandingtheirreach andthebrand’snamegloballythroughonepostonsocialmedia!
AfterJaquemusexperimentingwithCGI,coach,Valentinoandothers decidedtojoininonthemarketinginspowiththesurrealand immersivesettingsandconcepts.
Jacquemus’sfirstbiginstagramreelpostfeaturingCGI,“bags-onwheels”involvesoversizedLeGrandBambinoTotebags‘driving’onthe roadsofParisgainedagreatamountofattentionwith48.8million viewsand14.8thousandcomments,withrepliessuchas“Thetraffic thatiwouldbehappywith”and“brilliantmarketing!”anditreallyhad peopletalking.ArtistChrisPadghamexplainedheshottheoriginal footageonaniPhone,andeditedwith3DmodellinginCinema4D.
AftertheinsaneamountofengagementfromthisfirstF.O.O.H.(FakeOut OfHome)marketing,Jacqueumuscontinuedtomakemanymorefun andplayfulreels.Someofmyfavouritesare,TheLesGlacesJacqueus truck,featuringaBambinobaginred,asanicecreamstruckpulling uponthesideoftheroadonawarmsunnyday.Agiantpuffedflap BambimoubaginflatableinabeautifulseasettingneartheFrench Riviera.Andlastly,thefamous“Lebambino”coveringahomeinasnowy landscape
TheTikToksensationBemiOroje,knownforhervideo'sofherself standingscarilyclosetoreddoubledeckerbusesinLondoncity centre collaborated with Jacqeumus to promote their London boutiquestoreopeningon33NewBondStreetonthe15thofNovember 2024.Jacquemuscouldofhiredanaveragecelebrityinfluencerbut theychosetogoagainsttheregularnormsofadvertisingandbring togetherfunandcommunity.Bemihassomethingthatevenmillion poundcompaniessupporthave,andthatiscommunity.Ifyoudonot haveacommunityandsupportbehindyouyourbrandTikTokreally meanathing.Thiswasinfluence.Thereddoubledeckerbussesand busystreetsscreamLondonsotheideaandexecutionofthe marketingfortheboutiqueopeningworkedperfectly.Bemihas253.2 thousandfollowersonTikTokandover21millionlikesacrossher entirepage.Hervideoviewsrangefrom300thousandto23.6million! Bemi’svideocollaboratingwithJaquemusgained8.7millionviews,561.6 thousandlikesandover6thousandcomments.Herfanscallher ‘auntie’and‘mamaOdie’showingthetruecommunityandloveshehas behindher.OnecommenterontheADcommented“AuntieJacquemus”. Onjacquemus’sTikTok,theyalsopostedthevideoandgained10.8 millionviewswith609.7klikesandover6thousandcomments.with commentssuchas“Becauseofthisiam100%goingThankyouauntie.”as wellas“I’llbethereifauntieisthere.”andlastly“givethemarketing teamaraise”.InthevideoBemiwasgiftedwithanallJacquemusoutfit, styledinthelightyellowLePullMarinamohairblendknitsweater, thebeigeCaprisunglasses,andlastlytheNodolargeearrings.
Whatisthisbranddoingwellyoumightask?Well,Jacquemus'fashionshowshave amoreartisticapproachthantraditionalfashionevents.Theyoftentakeplace insurprisinglocationsandaresharedonhisInstagramaccount,whichhasahuge followingof6.6millionpeople.Thisstrongfocusonsocialmediahasmadethe brandverypopularonline.ForhisSpring2020collection,SimonPorteJacquemus piecedtogethermenswearandwomenswearinastunninglavenderfield, capturingtheplayfulnatureandjoythatdefineshisbrand.Thismomentmarked adecadesincethebrand'sbeginning,andSimonchosetocelebratehis achievementbyreturningtohisrootsinProvence,wherehisjourneybegan.The settinghadaperfectblendofthebeautyofnatureandartisticexpression, reflectingthebrand'suniqueidentityandSimon'sloveofhishomeland.“Iwanted ittolooklikeaDavidHockneypaintingoraChristoinstallationthroughthe fields,”Simonsaid,“Withlotsofprints.Apaintingwithinapainting,inafield. ProvencalPop!”quoted(5)Thecollectionfeaturedbeautifulsummercolourssuch asprettypinks,lemonyellows,babybluesandlimegreensaswellasplayful patternswithaccessorieslikeoversizedsummerhatsandbagsragingfromtiny tohuge!Theelectricpinkrunwayseparatedthecoloursbetweenthelavender andthepastelclothesonthemodels.Thepastelyellowsandorangessparkeda beautifulclashwiththepinkcarpet.Wasthisahiddenstylingtiptoviewers?
TheSpring/Summer2020collectionwasthefirstshowwhereJacquemusshown bothmenswearandwomenswear,whichwasasupersuccessfuldecisionasnot onlydiditinvolvebothmenandwomenbutitalsogaveviewersthechancetosee thatbothgenderscouldwearthesameitemsofclothingandsharetheirfloral t-shirtswithoneanother.Thesceneofthelavenderwasstunning,picturesque andsummarisedspring/summerperfectly.Thechoiceoftherunwaybeinglocated inafieldfulloflavenderalmostgavetheopportunityforviewerswhodidn't attendtostillfeelthereinthemomentastheyarewatchingvirtually,because whenyouthinkoflavenderyouknowexactlywhatitsmellslike,don'tyou?
Lavenderisalsoknowntorelatetocalmnessandrelaxation,givingthe experienceoftheshowajuxtapositionofsuchintenseyetcalmingfeelings.This runwayshowstoodouttomeasittrulyreflectedtheessenceofsummer,aseason Ipersonallyresonatewith.WhileItypicallypickoutmoreneutraltonesinmy wardrobe,Ifoundtheuseofvibrantcoloursandplayfuldesignsexcitinginhow theycontributetothestorytellingandexpressionofonesthroughfashion.The waybothgenderscouldbeadaptabletoallgarmentswassomethingiadmired, asitchallengesthetraditionalboundariesofwhocanwearwhatandopened theopportunitytoendlesspossibilitiesforstylingandonesowninterpretation. Thisapproachnotonlyencouragescreativitybutalsogivesviewersthechance toexploretheirownimaginativeconnectionstothepieces,makingthecollection bothinclusiveandintriguing.
LaPapier,translated‘thepaper’inenglish was a minimalist moment by Simon, featuredinthesaltmarshesofAiguesMortes in the south of France. The mountainsfromabirds-eyeviewlooklike foldedpiecesofpaper,withcrisp,clean andsharpedgesinabrightwhite.“Istarted working on the collection with the obsessiontorestartfromnothing,likea white page,” Simon explained. (6) Simon created an engaging story using soft, earthycolours.Hewentbacktohisroots intheSouthofFrance,addingapersonal touchtothecollection.Theshowwasalso alovingtributetohisgrandmotherLiline, whosparkedSimon'sloveforfashionby takinghimtolocalfleamarkets.In"Le Papier," Simon brought the spirit of southernFrancetolife.Heusedfamiliar items like Provencal tablecloths, centrepiece's,decorativeribbons,sheets, andwhitetullecurtainsasinspiration. Thiscollectionwasapassionatetributeto hischildhoodandwherehegrewup.
The runway show took place in a breathtakingsettingwhichwasthesalt mountainsofCamargue.Modelswalked downbendingpathscarvedintothewhite hills, with their fabrics flowing and dancing in the light winds. This remarkablebackdropperfectlymatched thecollection'sthemeandcolourpalette. Bycombininghispersonalhistorywith fashion,Simoncreatedashowthatwas both visually aesthetic and deeply meaningful.(7)Thisrunwayshowresonated with me as someone who values and appreciatesminimalisminfashion.What stoodouttomethemostwasSimon'sability tocraftanengrossingnarrativethrough aminimalistcollectionwhichisnoeasy act.Withouttheuseofboldcoloursor complexfeatures,thedesignsstillrelied on subtle and thoughtful details to deliver their story. This approach challengestheviewer’simagination,as minimalismcanoftenappearplaintoan unimaginativesoul.However,Simon’sskill lies in transforming simplicity into something powerful and meaningful, provingthatminimalism,whenexecuted skill-fully,canbejustasimpactfulas moreintricatestyles.
SWAROVSKICOLLABORATION-InJune2019,tocelebratethe 10thanniversaryofhisbrand,SimonPorteJacquemus collaboratedwithSwarovskiforhisSpring/Summer 2020collection,named"LeCoupdeSoleil."Thecollection took place in the picturesque lavender fields of Valensole,Provence,featuringa500-meter,electricpink runway.ThissettingnotonlypaidhonourtoJacquemus' SouthernFrenchrootsbutalsoprovidedavibrant backdrop that complemented the collection's aesthetic.Thecollaborationpresentedarangeof women'sandmen'sdesignsdecoratedwithSwarovski crystals, seamlessly incorporating luxury embellishmentsintoJacquemus'signatureminimalist and Mediterranean inspired style. Striking pieces includedapatchworkdress,women'sheels,earrings withcrystalembellishments,anoversizedmeshpolo shirtwornasadress,andabuckethatfeaturinga crystaldrawstring.Theseelementsaddedashimmering extensiontothecollection,enhancingitsvisualappeal. Promotionforthiscollaborationwascenteredaround therunwayshowitself,whichgatheredsignificant attentionduetoitsuniquelocationandtheblendingof Jacquemus'designswithSwarovski'sfamouscrystals. Theeventattractedalistofcelebrities,influencers, editors,andbuyers,heighteningitsreachwithinthe fashion community. However, there is not much information on additional promotion beyond the runway.
TheJacquemusxSwarovskicollaborationwaspraised foritsinnovativemixofcrystalsintoready-to-wear fashion, presenting a fresh take on luxury embellishments within the same context as contemporary design. The collection successfully balancedluxurywithwearability,appealingtofashion enthusiasts.However,whilstthecollaborationwas visuallystunning,itmayhavebenefitedfromamore extensivepromotionalstrategytoreachabroader audiencebeyondtheimmediatefashionworld.Thehighend nature of the pieces, featured by the use of Swarovskicrystals,positionedthematapremiumprice point,potentiallylimitingaccessibilityforawider consumerbase.Inconclusion,theJacquemusxSwarovski collaboration marked a significant milestone in Jacquemus'decadelongjourney,showcasinghisability to blend traditional craftsmanship with modern design elements. Whilst the collaboration was approvedwithinthefashionindustry,futureattempts with collaborations could consider broader promotionaleffortsandexplorewaystomakesuch exclusivedesignsmoreaccessibletoadiverseaudience. (53,54)
NIKE COLLABORATION - The collaboration between JacquemusandNike,launchedin2022,hasproduced severalcollectionsthatmixJacquemus'minimalist, fashionaestheticswithNike'sathleticlegacy.The beginningcollection,launchedinJune2022,featured women'ssportswearincludingseamlessbikeshorts, backlessdressessuitableforbothgymandsocial settings,andareinterpretedNikeHumarasneaker priced at €170. In Summer 2024, the partnership introduced its third instalment, consisting of 10 lifestyle pieces for both women and men. This collectiondisplayedreimaginedtracksuits,T-shirts, statementbras,longskirts,andtheNikexJacquemus AirMax1sneakers.Additionally,theNikeSwooshshapedLeSwooshhandbagwasreleasedinthreenew colors.Promotionforthesecollectionswerehighprofileathletesandstrikingvisuals.TheSummer 2024campaignfeaturedSerenaWilliams,American Paralympian sprinter, jumper Beatriz Hatz and French football player Marie-Antoinette Katoto, emphasising the fusion of sport and style. PhotographerVivianeSassencapturedthecampaign intheCamarguesaltflats,aligningwithJacquemus' signature aesthetic. The collaboration has been praisedforitssmoothmergingofJacquemus'designs with Nike's functional sportswear, offering versatilepiecesthattransitionfromathleticto casualsettings.However,whilstthecollectionsare moreaccessiblethantraditionalluxuryitems,they remainatahigherpricepointthanstandardNike products,potentiallylimitingtheirreachamongst younger, price sensitive consumers. Additionally, whilstthecollectionshavebeenmetwithapositive response,iwouldsaythatthereisanopportunityfor future collaborations to incorporate more inclusive sizing and gender-neutral designs to broadentheirappeal.Overall,theJacquemusxNike collaboration successfully fuses fashion and functiontogether,appealingtoconsumersseeking stylish yet practical athletic wear. Future collections could benefit from addressing accessibility and inclusivity to further enhance theirimpactinthefashionandsportswearmarkets. (51,52)
jacquemushasbuiltastrongpresenceinthefashionindustrythroughitsstrategicuseof influencerandcelebrityendorsements.CelebritieslikeDuaLipa,KendallJenner,and BellaHadidfrequentlywearJacquemus,whetheritisinstreetstyle,redcarpets,or editorialcampaigns.Theirassociationwiththebrandsignificantlystrengthensits visibility,desirability,andmarketreach.Butaretheytherightambassadors?Jacquemus incorporateseffortlessplayfulness,andaMediterraneanaestheticwhicharequalities thatalignwellwiththesefigures.DuaLipahasaboldyetrefinedstyle,whichfits Jacquemus'abilitytobalancephysicalitywithsophistication.Secondly,KendallJenneris knownforhermodeloffdutyaesthetic,oftenwearingasleekandminimalisticlook, makingheranaturalchoiceforJacquemus’tailoredyetexperimentalsilhouettes. However,ifindthatthathermorereservedpersonalacksthepersonalitydriven storytellingthatJacquemusthriveson.LastlyBellaHadidarguablyalignsbestwith Jacquemus'DNA.Sheisacharacterinfashionwhoiscapableofrepresentinghighfashion whistgivingasunkissed,effortlessappeal.Celebrityendorsementsandinfluencer marketingdrivesculturalappeal,theideathatwhowearsthebrandshapeshowitis perceived.Jacquemusbenefitsfromdoingsobygainingawideraudiencereach.These celebritieshavemassivefollowings,makingthebrandgainexposurebeyondthehighfashioncrowdintomainstreampopculture.Fansalsotrustthesecelebrtieiesstyle, makingJacquemusmoreaspirationalanddesirable.Jacquemushasastrongdigital presencemeaningthebrandthrivesonsocialmedia.DuaLipa’spostinJacquemusresulted inmillionsofimpressions,leadingtoincreasedengagementandsales.Thecampaignsthat leftanimpactweretheLaBomba(2018)ThiscampaignsecuredJacquemus'summer,French Rivieraaesthetic.Althoughitwasn’tcelebrity-focused,itshapedthebrandsidentitythat laterattractedfigureslikeBellaHadid.Hadid’sfeaturein'JacquemusatHome'Spring(2020) wasoneofthemostengagingJacquemuscampaignsbecauseitwasshotentirelyvia FaceTimeduringtheCOVID-19pandemic.Therewerenostylists,nohairandmakeupartists presentontheshoot,justHadidandanemptyroomAlthoughtheglobewasatastandstill, theplayfulnessandoutsideoftheboxthinkingupliftedthesaddeningcircumstances.
Whilstcelebrityendorsementsfuelbrandrecognition,overrelianceonthemrisks weakeningJacquemus’artisticcredibility.BrandslikeBottegaVenetahavetakenanantiinfluencerstance,promotingexclusivity,whilstJacquemusswaysmoreintoapop-culture drivenstrategy.ThechallengeforJacquemusismaintainingitsindependent,artistic identitywithoutbeingovershadowedbyinfluencerhype.However,SimonPorteJacquemus isdeeplyinvolvedincuratingthebrand’simage,ensuringcampaignsremainintentional ratherthanjustcelebritydriven.Theblendofstorytelling,strongvisualidentity,and wellchosenambassadorskeepsJacquemusfromfeelingoverpublicised,unlikesome brandsthatsolelyrelyoncelebrityplacementswithouthavingadeeperartisticvision. Jacquemuseffectivelyusesinfluencermarketing,butitsstrengthliesincraftinga distinctworldwherethesecelebrities feellikenaturalextensionsratherthan marketingtools.Thekeyistobalancetheuseofbignameswhilealsomaintainingan authentic,artisticallydrivennarrativethatdoesn'tharmthebrand’splayful,chic,and quirkyessence.(55,56)
MARKETINGSTRATEGY-Jacquemus’marketingstrategyisaclearexampleof succsessinminimalism,exclusivity,andexperientialbranding,usingsocial mediatogainastrongemotionalconnectionwithitsaudience.By prioritisingvisuallyeye-catchingcampaigns,limitedproductdrops,and immersiverunwayshowsincuriouslocations,thebrandcreatesasenseof desirabilityandwant.SimonPorteJacquemushimselfplaysakeyrolein humanisingthebrand,sharinghispersonalmomentsandbehind-thescenescontentthatmakesthebrandfeelauthentic.However,whilstthis strategyfuelsabuzzandmaintainsJacquemus’aspirationalimage,italso raisessomequestionsaboutlong-termscalability.Therelianceon exclusivityandsocialmediahypecouldbackfireifconsumerinterest decreasesorifthebrandfailstoevolvebeyonditsaestheticappeal. Whilsteffectiveintheshortterm,thetruetestofJacquemus’strategywill bewhetheritcanmaintainrelevancewithoutoverexposingitselfor losingtheessencethatmadeitdesirableinthefirstplace.
sis
Jacquemus’ positioning is unique because it mixes aspirational luxury with an accessible, youthful image, making it a commercial success without feelingoverexposed.Comparedto Loewewhichcaterstoanolder, wealthier audience, jacquemus remains playful and Gen Z/Millennial friendly. However, Ganni has emerging threats. Ganni’s affordability and sustainability narrative may appeal to younger consumers lookingforconsciousfashionata lower price point.As Jacquemus aimsfor€500Minrevenueby2025, thiswillbechallengingwithout losing its brand appeal. If it becomestoomainstream,itrisks losing its cult like desirability, whilst competitors like Loewe maintain their exclusivity and craftsmanship appeal. Meanwhile,Ganni’srapidgrowth proves that affordability and inclusivity can drive success withoutrelyingonluxurycodes, somethingJacquemusmayneedto navigate carefully if it expands further.
pricing&positioning-JacquemusSitsinaccessibleluxury, withpricingfrom£200to£2,000,makingitaspirationalbut notunrealisticforyoungerconsumers. LoeweISHigh luxury,pricedfrom£300to£6,000+,withafocusonleather craftsmanshipandheritage.AcneStudiosHASPremium contemporarypricing,from£150to£2,500,slightlyless luxury coded than Jacquemus but with strong brand recognition.GanniISThemostaffordableofthegroup, withpricesfrom£50to£700,Itsitsfirmlyincontemporary fashion,ratherthanluxury,makingitmoreaccessiblefor GenZandMillennials.Similarities-accessibleluxury (Jacquemus, Acne, Ganni), High-end pricing (Jacquemus, Loewe)Differences-Ganniisaffordableandeverydayfriendly,whileLoewecaterstoultra-high-endclients.
CIRCULARFASHION-Jacquemusdoesnotcurrently
haveastrongpresenceincircularfashion,as there is very little evidence of initiatives promotingresale,upcycling,orrentalmodels UnlikebrandssuchasStellaMcCartneyoreven larger luxury houses like Gucci, which have embraced circularity through partnerships with resale platforms and sustainability programs, Jacquemus stays focused on new product creation. This could be a missed opportunity for Jacquemus, especially considering Gen Z and Millennials' growing interestinsustainablefashion.Althoughyoucan purchase pre-loved Jacquemus products on websitesandstoressuchasSelfridges,thebrand doesnothaveanyoftheseopportunitiesfrom their own website. To align with shifting consumervalues,Jacquemuscouldintroducea resale platform for pre-loved pieces, collaboratewithrentalservicestomakeluxury moreaccessibletothosewhocantjustifythe pricepoints,orexploreupcyclingschemesusing leftoverfabrics.Byusingthesestrategies,the brand could enhance its sustainability narrative, extend its product’s life cycle, and attract eco-conscious consumers without compromisingitsexclusive,high-fashionappeal.
pricingstrategy-Jacquemussitsinaspacebetween affordable luxury and entry-level high fashion, makingitdifficulttocategorisedefinitively.Whileits pricing is lower than ultra-luxury brands like ChanelorDior,itstillsitswellabovecontemporary labelslikeGanni.Thisstrategicpositioningallows Jacquemustoattractbothaspirationalconsumers looking for a gateway into high fashion and establishedluxuryshopperswhoappreciateitsfresh, funaesthetic.Thebrand’spricingstructurereflects this difference. Accessories like the Chiquito bag (startingfromaround£500)andtheLeBambino(£600£1,000)aresomewhataccessiblecomparedtoaHermès KellyoraLouisVuittonCapucines,makingthemamore accessible entry point for younger consumers. However, its ready-to-wear pieces, such as their tailoredcoats(£1,500+)oreveningdresses(£1,000+),align more with traditional high fashion pricing. This suggests that whilst Jacquemus plays with affordability through its accessories, its core offeringsremainfirmlyinthehigh-fashionrealm. Jacquemusbenefitsfromthesenseofaffordability ratherthanactualaffordability.Thebrand’sclever use of social media, playful storytelling, and influencercollaborationsmakeitfeelaccessible, evenifitspricingsuggestotherwise.Thisperceptionis crucialintoday’sfashionmarket,wherebrandsmust balanceexclusivitywithmassappeal.However,this positioningcomeswithrisks.IfJacquemusmovestoo heavilyintothe"entry-level"luxuryspace,itcould weakenitshigh-fashionreputation,makingitfeel morelikeatrendy,Instagramdrivenlabelrather thanatimelessluxuryhouse.IfJacquemusraisestheir pricesandmovesclosertobrandslikeLoeweor BottegaVeneta,itrisksdistancingitselffromits youngeraudience,whichhasplayedalargefactor withinthebrandssuccess.Overall,Jacquemusisbest described as entry-level high fashion with an accessibleluxurymindset.Itthrivesontheillusionof affordability,makingthemostoutoftheirstrong branding and social media engagement. Yet, its pricingstrategysuggestsitismoreaspirationalthan trulyaccessible,positioningitasasteppingstonefor consumersmovingfromcontemporaryfashioninto thehigh-fashionworld.
RETAILEXPANSION-Jacquemushasbeenactivelyexpandingits
retailpresencethroughtheopeningofflagshipstoresinkey globalcities.InNovember2024,thebrandlaunchedaboutique onNewBondStreetinLondon,markingitsfirststandalone storeintheUK.Jacquemuspromotedthisopeninginaclever waybycollaboratingwithTikTokcreatorBemiOrojuogun,the famousTikTokinfluencerfamouslyknownforherpresencein London.Followingthis,aLosAngelesboutiqueopenedin February2025,aspartofJacquemus'sstrategytostrengthen itsmarkintheUnitedStates.Thebrandhasplanstoenterthe Asian and European markets, indicating a powerful internationalexpansionplanfor2025and2026.Beyond physicalretail,Jacquemushasexpandedintothebeauty sectorthroughanexclusivelong-termpartnershipwith L’Oréal,aimingtobroadenitsproductofferingsandreach newcustomers.Themainbenefitsofhavingflagshipstoresis thatitservesasphysicalexampleofabrand'sidentity, allowingforimmersiveexperiencesthatshowcorevalues andaesthetics.Forexample,LouisVuitton'sBondStreetstore inLondonshowcasesthebrand’sheritagethroughbespoke artwork and digital installations. Direct Customer Engagementisalsoabenefitasthesestoresprovidea platformforbrandstointeractdirectlywithcustomers, strengthening relationships and gathering valuable feedback.Thisdirectengagementcanleadtoincreased customerloyaltyandinsightsintoconsumerpreferences. Lastly,themarketpresenceandvisibility.Byestablishing flagshipstoresinwell-knownlocationsenhancesbrand visibilityandindicatescommitmenttoamarket,potentially attractingmediaattentionandsupportingbrandprestige. Potentionalsetbacksfromhavingtheseflagshipstorescan beduetothehighoperationalcosts.Flagshipstoresoften require important investment in prime real estate and bespokestoredesigns,leadingtolargerunningexpenses. Anotherfactorofenteringnewmarketsthroughflagship storesinvolvesrisksrelatedtoculturaldifferencesand consumerbehavior,whichmaynotalignwiththebrand's expectations.Lastly,thesuccessofflagshipstoresisoftentied to consistent foot traffic, which can be influenced by externalfactorssuchaseconomicdownturnsorshiftsin shoppinghabits.InthecontextofJacquemus,thestrategic openingofflagshipstoresalignswithitsgoaltotransition fromwholesaletodirect-to-consumermodels.Thisapproach allowsJacquemustopresentuniquein-storeexperiencesthat reflectitsbrandethos,potentiallystrengtheningcustomer relationshipsandenhancingbrandvalue.However,thebrand mustnavigatechallengessuchasmaintainingexclusivity whileexpandingandensuringthateachnewstoreresonates with local markets to avoid overextension and brand weakening.Whilstflagshipstoresofferasubstantialamount ofbenefitsinbrandpositioningandcustomerengagement, theyrequirecarefulplanningandexecutiontolimitrisksand ensuretheycontributepositivelytothebrand'soverall strategy.(58,11,59,60,61,62)
