WHY IS JIL SANDER FAMILIARISED WITH A MILLENNIAL MARKET AND HOW CAN THIS BE CONSIDERED CONTROVERSIAL IN THE INDUSTRY TODAY?

Jil Sander thrives itself on a pure style which identifies with a woman of femininity devoid of frivolity but not of seductiveness (Sabahu, 2020), thus pushing the brand towards a more mature class. The upcoming cohort of Generation Alpha appreciate the innovative and unique, which Jil Sander accustoms to somewhat, but with no intentions to be light-hearted and more expressive, it could be portrayed as a boring and an unrelatable brand for the young. I still familiarise Jil Sander with a middle-aged pen portrait who has disposable income, a wealthy background, lavish lifestyle, and no concern for logomania .

From my research within this sector and my 360 campaign, I have recognised that Jil Sander’s marketing strategies accommodate to a millennial market as they remain strict in format and rich in emphasising the clothes quality and attention to detail. Although this is great, their promotion stops here and there is little to no interactivity where they can bring in a younger Generation Z and Alpha consumer who want more experiential notions from brands today, particularly in social media.

Youth appreciate androgynous and gender fluid designs as they inhabit inclusivity in their mottos- elements which Jil Sander embraces in their structured tailoring and harsh cuts. If they pushed these further in their strategies, they may shine a contemporary and forward-thinking lens on the brand to propel it in the prospective.

W O

• Secure and highly acknowledged brand identity and values (strong legacy)

• Highly denoted and prevalent amongst minimalistic labels

• Accomodates well with THEIR target market

S• Current founders, Luke and Lucie Meier are slowly bringing a youthful appeal back into the brand

• Part of the OTB group (which homes other dominant luxury brands and encourages wider revenue)

• Diffusion line accomodates to a slightly younger consumer and at better value for another audience to purchase into

• Millennial marketed, thus doesn’t cater to a youthful consumer of Generation Alpha at all.

• Stuck on brand values and identity, meaning they are not experimental or provocative in their approaches - no wow factor

• Campaigns appear repetitive- remained a similar layout for decades- lacks newness

• Content is not relatable. Feeds consist of new products and campaigns, demonstratig there is a lack of interaction between brand and consumer.

• Their marketing is very traditional and stripped back. There is no personality through stories, for example.

• To connect with a younger consumer. Jil Sander will begin to deteriate if it continuously utilises the same marketing strategies to fulfill the needs of their millennial audience.

• To inhabit a refreshed USP.

• Increase their sustainability habits and transparency to accomodate to the desires of youth wanting a cleaner environment

• To create brand-to-consumer interaction and brand presence through social media (show personality through BTS, reels of the atelier, staff, TikTok)

• Brand expansion through unqiue collaborative processes, better promotional strategies, engaging wth influencers for example.

• Strong competitors in the same area of the market who are creating more personalised and interactive experiences for their audiences,

• There lack of social media presence will affect the brand in years to come.

T• Standard campaigns and methods of marketing may see their revenue dropnothing different about them.

• Fast fashion brands are emulating such brands like Jil Sander’s styles and selling them for far cheaper prices whilst promoting them to a younger consumer.

• Competitors like Acne Studios have sky rocketed due to influencers, including Molly Mae, wearing their products. Jil Sander don’t affiliate with their buyers or influencers, therefore missing out on a massive revenue boost.