My Favorite Brand- Jacquemus
Jacquemus is founded by a self-taught designer, Simon Porte Jacquemus, born in the countryside of Southern France. This is a brand full of romance and simplicity. A wide range of product categories is sold including shoes, hats, bags, womenswear and menswear etc. Moreover, the clothes from Jacquemus fabrics pursue more natural and semi-natural materials such as cotton, linen and viscose. This is a good way to reduce the use of chemical products, resulting in more pollution. (Deslandes,2020)
According to primary research from Jacquemus social media account, the brand posts lots of influencers and KOLs photos such as Kendall Jenner and Bella Hadid. The target consumers who have their own fashion style and love fashion are from 20 years old-29 years old The consumer groups are middle class or even upon such as white-collars and models, which is because the price of Jacquemus is high GBP200-GBP1500. Meanwhile, Jacquemus sell plus size clothes, which is a good method to extend the more potential consumers and encourage fashion plus-size girls more confident. What is important is that sets a positive image for the public.
Moreover, Jacquemus has unique design, which attracts lots of consumers. For example, the popular mini bag Le Petit Chiquito is very popular on social media. Most influencers and KOLs took photos with the bags to post on social media such as Kylie Jenner, Kendall Jenner, Hailey Bieber, Kim Kardashian etc., which become a new fashion accessory. (Northman, 2019) Meanwhile, the surprise is that the brand had designed a bag extravagant straw hat called La Bomba that contrasts with the mini bag. most people took photos posting on social media. it improved the brand’s popularity. To ensure that the brand can expand to more style consumers, the collaboration with Nike will be released in June 2022. This design combines the sporty style of Nike with the simplicity of Jacquemus and the romance of southern France. Consumers incorporate more fashion elements into sports-centric styles so that consumers can wear them in their daily lives. (Nike, 2022)
Jacquemus is excellent in marketing, especially on social media, brand uses social media to bring a positive brand image to their followers. The operation of Jacquemus’ Instagram is run by the designer Simon. He likes to share his daily life such as sports, food, and his boyfriend’s sweet daily life on the official account of Jacquemus. This kind of affinity is like sharing daily life with friends, which can enhance the brand’s favorability. Therefore, there are 5.1m fans. Moreover, due to the lockdown of the 2020 epidemic, people were locked at home. Jacquemus held a campaign Jacquemus at home so that Jacquemus girls who are locked at home could also show their unique beauty home. There were also many models participating in this event. Jacquemus is a brand with its own position. The follower of Jacquemus commented on the official Instagram of Jacquemus, saying that she is homophobic, but Simon did not choose to be silent, and refuted the follower, saying my bag don’t want you . Also, he said there are a lot of gays working in jacquemus company. Even though it might hurt some of the potential consumers who are homophobic, it will increase the loyalty of gay consumers.
To sum up, Jacquemus uses a brand with unique design concepts and a keen ability to observe the market based on this high-quality and unique design style to attract consumers in different ways.
References
About.nike.com. 2022. Nike and Jacquemus Fashion a New “Runway to Sport”. [online] Available at: <https://about.nike.com/en/newsroom/releases/nike-jacquemus-partnership> [Accessed 4 October 2022].
Drslandes, M., 2022. Jacquemus decoded: Behind the French label’s success. [online] Fashion network. Available at: <https://ww.fashionnetwork.com/news/Jacquemus-decoded-behind-the-french-label-s-success,1247982.html> [Accessed 4 October 2022].
Northman, T., 2022. How Jacquemus Conquered the Internet. [online] HYPEBAE. Available at: <https://hypebae.com/2019/8/jacquemus-celebrity-brand-instagram-tiny-bag-trend-kylie-jenner-kim-kardashian> [Accessed 4 October 2022].