1.0 Executive Summary 1.1 Brand Introduction 1.2 History Timeline 1.3 Brand Equity 1.4 Marketing Mix (7ps) 1.5 Customer Segmentation 1.6 Competitor Analysis 1.7 PESTLE Analysis 1.8 SWOT Analysis
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Brand Marketing Report
The following marketing report explores the brand Jacquemus as a whole, focusing on its relationship with its consumers. It touches on the marketing strategies Jacquemus adopts, delving deeper into the internal and external factors impacting its success.
Jacquemus
EXECUTIVE
01
Brand Marketing Report
1.0 EXECUTIVE SUMMARY
T E
SUMMAR -Y
Brand Marketing Report
Jacquemus is a French brand created by self-taught designer, Simon Porte Jacquemus at the age of 19 in 2009. The launch of Jacquemus was a tribute to his deceased mother, her style and spirit being the inspiration behind each collection. Inspired by his Mediterranean upbringing in the South of France, Mallemort, his collections have a sense of freedom and naive childlike spirit to them.
Jacquemus
Starting out with little formal training and no major backing, Simon entered the world of fashion working as a sales clerk at Comme des Garçons. Under the guidance of Rei Kawakubo and her husband Adrian Joffe, he worked every day at the shop for two years, creating his collections at night.
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Brand Marketing Report
1.1 BRAND INTRODUCTION
Two seasons later, Joffe started ordering Simon’s collection for Dover Street Market in London. By 2012, he became one of the youngest designers to ever show on the official Paris Fashion Week schedule (Khayyer, 2019). His playful approach to pushing boundaries of French Fashion earned him a finalist spot and special jury award at the LVMH Prize in 2014 and 2015 respectively. In 2018, inspired by the style and energy of filmmaker and photographer Gordon von Steiner, Simon debuted his first Menswear collection, Le Gadjo.
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Jacquemus
Brand Marketing Report
AC HISTORY
Simon Porte Jacquemus was born in Salon De Provence, France. His heritage and birth place inspired the brand’s identity.
1999
Aged 8, he made his first skirt out of a curtain and gave it to his mother who has been a source of inspiration and admiration.
2008
Aged 18, he moved to Paris and enrolled at ESMOD.
2009 Simon staged a street protest at the entrance of a Dior show during Paris fashion week to gain publicity for the brand.
2011 After the sudden death of his mother, he left school and worked briefly for Citizen K. He then went on and launched the brand Jacquemus as a tribute to his mother.
2012
Simon became one of the youngest designers to ever show on the official Paris Fashion Week schedule.
2014 Simon published a book in tandem with his spring/summer 2014 collection, La Grande Motte. He was also one of the 12 finalists for the prestigious LVMH Prize.
2015 Simon was the recipient of the LVMH Special Jury prize and was awarded with a grant of 150, 000 euros and a year-long mentorship from the LVMH group.
2017 May - Simon was the guest of honour for the 7th edition of #OpenMyMed festival. He also led Project Marseille by launching the “Marseille Je T’aime” exhibition and book at the Cité Radieuse. Aug - Nominated as a jury member of Vogue’s Forces of Fashion.
2018
Simon launched his first menswear collection, Le Gadjo in Marseille, close to where he grew up.
Jacquemus
1990
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1.2 HISTORY TIMELINE
Brand Marketing Report Jacquemus
BRAND -
Jacquemus is the quintessential French woman with a dash of quirk.
Brand Marketing Report
1.3 BRAND EQUITY
D
“Everything was telling a story of this French girl— not the Parisian girl, but the French girl.” (Yaeger, 2018)
08 Jacquemus
ESSEN -CE
Brand Marketing Report
Simon started Jacquemus with no intended strategy, a $100 skirt, and a passion to thrive. Unlike traditional luxury houses, Jacquemus is a self-made brand with Simon translating his eccentric narratives through the dabbling of clothing design and promotional campaigns. He showcases the raw and unfiltered side of the brand, with content revolving around his childhood, the people he loves and the products. This nostalgic element gives the brand a soul, making it more relatable.
Jacquemus
VALU- VALU- VALU- -
ESES-
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1.3 BRAND EQUITY
Brand Marketing Report Jacquemus
Jacquemus excels in celebrating the youthful boldness within us all with its refreshing approach in promoting juvenility in a country notorious for its steely-faced sartorial codes (Nylander, 2014). The brand embraces the simplicity of life with a keenness to dispel traditional ideas of the Parisian girl, channelling playful attitudes through oversized silhouettes with inventively cropped pieces and futuristic geometric forms.
1.3 BRAND EQUITY
PERSONALITY -
Jacquemus
“Jacquemus is not about nightlife and clubbing and things like that, it’s more about fruit and vegetables and rolling in the grass.” (Stansfield, 2016)
Jacquemus
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7P’s
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014 BAGS 5 HANDBAG
18
APPARELS 5 COATS
ACCESSORIES 4
SHOULDER BAG
DRESSES
BUCKET BAG MICRO-BAG
KNITS
HATS EXCLUSIVE
SHIRTS
MULES BLOCK HEELS
SCARFS
SKIRT
T-SHIRTS
FLATS
COIN PURSE
EARRINGS
SHOES 4 HEELS
PRODUCTS Jacquemus
Womenswear
Brand Marketing Report
1.4 MARKETING MIX
Brand Marketing Report
PRODUCTS
Menswear
Jacquemus
015
12
APPARELS 6
ACCESSORIES 6
COATS
HATS
KNITS
BAGS
SWEATSHIRTS
WALLETS
SHIRTS
NECKLACE
T-SHIRTS
BRACELETS
TROUSERS
SANDALS
Jacquemus
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1.4 MARKETING MIX
Brand Marketing Report
017 $500-1000 Jacquemus offers products at a contemporary price point of â‚Ź500-1000.
Jacquemus
PRICE /-
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1.4 MARKETING MIX
ONLI
/Fig. Examples out of 100 stockists worldwide Jacquemus operates with a dual distribution system selling product directly through their online store and wholesale retailers.
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PHYS-
Brand Marketing Report
PHYSICAL
Jacquemus
Studio based in Paris. Established a strong online platform for retail and promotion, with its main generation of sales being e-commerce Participates actively on Facebook and Instagram Live. Displays a consistent image of being spontaneously cheeky and seductively confident, attracts customers whose interest and persona align with the brand.
Brand Marketing Report
1.4 MARKETING MIX
Simon is the embodiment of Jacquemus, operating with a team of 40.
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EVIDENCE Jacquemus
PEOPLE
Brand Marketing Report
PROMOTION USP
Strong online Presence - Simon elevates the concept behind each collection by building cinematic worlds around the characteristics of a specific Jacquemus girl and now men, going into details like the brand of perfume they wear (Nylander, 2014).
ESP
Jacquemus
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Jacquemus emphasises the spreading of positivity, and everything Simon creates comes from the heart. The brand uses nostalgic references to teleport consumers in time, encapsulating the feeling of a child-like spirit within them. It is no longer about the design of the clothes, but the feeling and character that comes with wearing them.
1.4 MARKETING MIX
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MEDIA
STRATEGY
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Simon is super innovative and resourceful when it comes to promoting the brand without investing a huge sum of money, e.g., his cheeky approach in announcing his Menswear collection. Teasing the industry’s endless soap opera of whose leaving and staying, by using the hashtag #NewJob on Instagram. He unravelled the mystery at the end of his Fall’18 presentation wearing a hoodie that states “New Job: L’Homme Jacquemus” (Tashjian, 2018).
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1.4 MARKETING MIX
Jacquemus
INSTA GRAM-
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THE
Jacquemus
Jacquemus also promotes inclusivity by posting behind-the-scene footage of photo shoots and letting consumers in on their development process; often showcased in a set of three corresponding images.
Jacquemus
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BEHIND 1.4 MARKETING MIX
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Sales are heavily reliant on e-commerce through its online boutique and external luxury retailers. Jacquemus’s website is designed in a direct manner, making it sleek like that of a sophisticated French brand and easily navigable. However, for AW16, Simon switched things up with a minimal theatrical set as the website’s banner to introduce a “shoppable shoot” that reflects the true Jacquemus aesthetic (Stansfield, 2016).
Jacquemus
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1.4 MARKETING MIX
WEBSITES
Jacquemus
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1.4 MARKETING MIX
STILLS – For Jacquemus’s AW16 ‘LA RECONSTRUCTION’ campaign, Simon collaborated with choreographer and artist Willi Dorner to create an imagery of models wearing the collection intertwining their bodies with one another like a Tetris (Michault, 2016). The campaign stirred a huge commotion across the industry, striking interest in people.
Jacquemus
Simon excels in diverting attention towards the brand, delivering it unconventionally and exhilaratingly. For each campaign, it was never simply about the advertising of collection, but the execution of a creative vision.
Brand Marketing Report
MOTION – Jacquemus does not hard-sell, instead it adopts a softer approach by attracting target audience through creativity.
Jacquemus
In collaboration with the Woolmark Company, Simon and Film director, Gordon von Steiner came up with a single sequence fashion film for SS18 La Bomba. It featured a cast of dancers, actors, models, acrobats, and Simon’s young cousin Jean dancing under the sun to sultry salsa music; giving a glimpse of the South of France (BOBB, 2018).
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Jacquemus
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1.4 MARKETING MIX
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Simon uses the runway to teleport consumers into another dimension. He draws audiences into his melodramatic shows, from the unique selection of venues to the larger than life sets and theatrical experience, e.g., being his seven-year-old cousin Jean rolling out a giant ball of red cloth or Simon dressed in white and leading a white horse across the runway (Stansfield, 2017).
Injecting a fresh take on fashion presentation formats, Simon presented his FW 19 Le Meunier collection with a theatrical twist, having him and his models arrive outside the Palais de Tokyo in a white truck, and after a turn around the gallery, gathering to eat breakfast at a rustic table laden with bread, cheese, and coffee (MOWER, 2019); accompanied by a loaf of bread wrapped in fabric embroidered with the Jacquemus logo as an invitation.
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Jacquemus
RUNW
Jacquemus
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1.4 MARKETING MIX
WAY
Brand Marketing Report
- People working in the creative sector/ generally into beauty, fashion, and design. - Financially stable with disposable income - Tech-savvy - Appreciate a childish candour - Fashion forward, not afraid to stand out. - Sexy, elegant and confident. - Enjoy brunches/picnics more than clubbing/nightlife.
Jacquemus
PYSCHOGRAPHIC
Brand Marketing Report
1.5 CUSTOMER SEGMENTATION
Worldwide
France
Beauty & Fashion in France
Jacquemus
DEMOGRAPHY -
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CUSTOMER
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1.5 CUSTOMER SEGMENTATION
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Jacquemus
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CELEBRITIE
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1.5 CUSTOMER SEGMENTATION
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TIONING MAP INNOVATIVE GARMENT
– LOW PRICE
HIGH PRICE
REPOSI-
Jacquemus
NORMAL GARMENT
Jacquemus
VETEMENTS
- Work with asymmetrical shapes, social media fluent, unconventional. - Houses more affordably-priced items, e.g., socks/t-shirts. - Follow streetwear trends, able to use “drop culture” to produce more micro collections.
CELINE
- French House, elegantly tasteful and unconventional. - Does not follow trend - Not active on social media, but part of LVMH, established group. - Uses fabric in an honest, straight forward way just like Simon.
ISABEL MARANT
- Effortless - Parisian chic - Contemporary price point - Although not active on social media, collaborates with other brands to push creativity and expand customer base. E.g., Discover Shanghai with Nowness video
Y/PROJECT
Brand Marketing Report
COMPETITIVE POINTS
- Similar aesthetics: Deconstructive/limit-pushing, Mix of inventive detailing with playful proportions - Challenger brand, don’t take themselves seriously - Unisex looks accessible to a larger market, street elements (able to use drop culture approach)
Jacquemus
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1.6 COMPETITORS
COMPETITORS
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The Yellow Vest Riot (“Gilets Jaunes”) is a grassroots movement to oppose planned increases in tax on diesel and petrol (Chrisafis, 2018). The protest came at an unfortunate timing and drove some of Paris’s top department stores such as Printemps and Galeries Lafayette to shut their doors, resulting in a loss of €1bn/$1.1bn/£900m in the retail sector, and plummeting sales by 20-40% (BBC News, 2018).
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As a retailer who generates sales mainly online, Jacquemus was not severely affected. However, the brand has always been about spreading positivity and as much as the collections are not related to politics, the instability of France puts Simon off by the sight of people being driven out of the country he loves (ISAAC-GOIZÉ, 2017).
Brand Marketing Report
17.11.18 8.12.18
Jacquemus
-OLITICAL
1.7 PESTLE ANALYSIS
Brand Marketing Report
With Brexit proceeding and the UK scheduled to leave the EU on the 29th of March 2019, rules surrounding trade and import are bound to change. Hence, the possibility of tax increment in shipping might affect Jacquemus who has a stocklist both online and physically, based in the UK (Hendriksz, 2016).
Jacquemus
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ECONOMICAL
Brand Marketing Report
1.7 PESTLE ANALYSIS
S0-CIAL According to the McKinsey Millennial Survey (AMED and BERG, 2018), “Social media has dramatically levelled the playing field, allowing these “challenger brands” to disrupt the marketplace. Challenger brands disrupting a sector are characterised by rapid growth, social media fluency and e-commerce focused distribution… It pushes its green credentials and has a roster of celebrity endorsers, including Emily Ratajkowski, Selena Gomez and Rihanna.”
Jacquemus
With major social changes over the years, and brands who defy the status quo triumphing over classic ones, it plays to Jacquemus’s advantage of being social media fluent and highly conceptual.
Brand Marketing Report
TECHNO-LOGY TECHNO-LOGY
Jacquemus
The world is now filtered through mobile phones, consumers are time-poor and are constantly on the lookout for mobile-led, frictionless retail strategies. While the majority of retailers invest in artificial intelligence and their digital experience, the human connection will become a key brand differentiator (WGSN, 2018). Shopping experiences have evolved with customers doing their research online and most likely making a purchasing decision before entering the store (WGSN, 2018). Jacquemus’s lack of physical touchpoint would short-change the brand compared to others who offer both services.
Jacquemus
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1.7 PESTLE ANALYSIS
048
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In 2015, a law in France banning the use of unhealthily thin fashion models came into effect. Models are required to have a medical certificate to confirm their overall physical health. Digitally altered photos e.g. retouching of a model’s appearance also has to be labelled, with the consequence of six months in jail and a fine up to 75,000 euros (Friedman, 2017). These laws tie in with Simons’s goal towards using healthier looking models and aligns with Jacquemus’s raw natural aesthetics.
Jacquemus
LEGAL-
Brand Marketing Report
LOGICAL As of 2019, the French government plans to impose a ban on the disposal or destruction of unsold clothing by fashion companies. All unsold clothing, no matter its price or origin, will be subject to a recycling process in France (Mortier, 2018). This would help Simon to add-on the ethical standpoint Jacquemus lacks, making the brand more current.
Jacquemus
ECO-
1.7 PESTLE ANALYSIS
Strong social media presence: Cost effective way of reaching to its masses. (can be capitalised on) Offers exchange and refund policy despite contemporary price point. Simon is in charge of everything, allows him to bring across a clear vision.
WEAKNESS
STRENGTH
Brand Marketing Report Jacquemus
051
Housed in many premiere luxury fashion websites such as Net-aporter, Mytheresa and farfetched. Ability to attract potential consumers browsing similar brands/products. [suggestion tab]
Does not h and morta experience
Lack of eth not have a that would of today.
Jacquemu production “see now,
Despite be priced, non Jacquemu to lower in demograph
Use lack of physical boutique to introduce exclusive pop-ups. Chance to engage new customers with bold concepts.
Brand Marketing Report
OPPORTUNITIES
1.8 SWOT ANALYSIS
Use brand’s value of promoting unfiltered side of life to install brand transparency and delve into more sustainable ways of manufacturing. Collaborate with other brands to increase customer base. Use mixed media to come up with new ways of promoting rather than stills, motions and presentations separately.
Designed and Written by Gigi Soh.
us does not have a big n house, which affects buy now” approach.
eing considerably ne of the pieces from us are truly affordable ncome crowd of hic.
No physical boutique to attract potential customers who aren’t aware of the brand. E.g tourists/ spontaneous shoppers. Does not follow trend, concept following the idea of “Frenchness” could be repetitive. Competitors offer more accessibly priced items (E.g. T-shirts, hats) Promotion of naivety/simple life might cause difficulty in creating hype, which competitors like Vetements excel well in.
Jacquemus
hical standpoint, does a humanitarian goal d reach out to people
THREATS
have a dedicated brick ar store for customers to e human touch