1 minute read
Target Consumer
Collaboration
heart eyes for you
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Jacquemus and COMME des GARÇONS PLAY will collaborate with a limited-edition collection of bags. The style of bags will be from Jacquemus’s best seller, The Chiquito Mini Bag.
For COMME des GARÇONS this collaboration would be a natural move as they are known for their collaborations with other brands. The collaboration will expand both brands’ audiences through hype and brand loyalty. Jacquemus has never collaborated with another fashion brand in the past therefore this is a new avenue for the brand to explore and a good opportunity to explore a wider fashion market. With other brands in the luxury market releasing collections within collaborations, it has almost become a trend and therefore it would be the ideal time for Jacquemus and COMME des GARÇONS to release a new collaboration.
Jacquemus will be the host of the campaign with COMME des GARÇONS being the guest. The Jacquemus bag is the product being sold and the heart logo is an addition to the design of the bag, justifying the host and guest titles. See Appendix F.
Competition
Due to Jacquemus and COMME des GARÇONS sitting in the luxury market the ‘Heart Eyes for You’ will also be within the luxury market allowing the collaboration to reach both brands primary and secondary audiences. The collaboration will have competition in some iconic and much-loved collaborations in the luxury market. This could create opportunity for the collaboration to join the success. The collaboration concept has almost become a trend for fashion brands and therefore may have resulted in recent success for such brands (Howell, 2021).
USP
The brands have a close connection. Simon Jacquemus began working at the COMME des GARÇONS store in 2011 to finance his business, after gaining the support of Rei Kawakubo and Adrian Joffe. As well as Jacquemus and COMME des GARÇONS having a strong link through their aesthetic and iconicity though the heart logo and Jacquemus mini bag trend, the link through their owners allows both creatives to work collaboratively and closely to create a popular and innovative design.
The collaboration will be limited stock for a limited time only, therefore the promotion and pop-up store will create for customers to purchase quickly.
Brand Positioning
Figure 13: Collaboration Brand Positioning
