Brand Positioning

STRENGTHS

Opportunities SWOT Analysis

Has strong brand values which sets them apart from their competitors. Housed in many department retailers such as Selfridges and Farfetch, can be seen while browsing. Strong social media presence (Jacquemus, 2022).

Does not have a permanent brick and mortar store for customers to see physical products. Not as established as their competitors, if you don’t follow fashion, you may not know the brand. Only known by a lot of people because of the mini bag trend (Dawes, 2022).

No permanent brick and mortar stores allow exciting and exclusive pop up stores. Yet to collaborate with another fashion brand. Room to expand into home or beauty (Chitrakorn, 2022).

Emerged into the crowded luxury market. Their mini bag made the brand mainstream which was just a trend. They are seen to not follow mainstream trends which may impact them negatively as the demand for the mini bag wears off (Dawes, 2022).

WEAKNESSES

Threats Target CONSUMER

The target audience for Jacquemus can be split into two. Simon Jacquemus discussed in a Dazed article (2014) that “the Jacquemus girl is a bit of a cliché. “She’s your typical French girl: her name is Dorothée or Isabelle, she goes horse riding on Wednesdays and she’s actually a bit boring.” This target consumer correlates with the brand image and the past campaign photography.

The Chiquito mini bag pushed the brand into the mainstream through the fashion trend of the bag. This has led to influencers and celebrities such as the Kardashians wearing the bag, which switches the target consumer to more everyday urban fashion followers (Ward, 2018). See Appendix A.

Demographic Geographic

Income: Mid to high amounts of disposable income Age: Gen Z and Millenials Social economic grading system: C1, B Early stage of their Career (Acorn, 2022)

High brand loyalty Shop’s each collection and owns the bags in different colours and sizes Shops a mixture of luxury and high street retailers (Acorn, 2022) Country: Europe Smaller Urban areas, towns outside the city either renting or living with their parents (Acorn, 2022). Warm climate Population Density- Middle ground

Active presence on social media Social media posts based on their organic lifestyle and family life Follows fashion trends and designers “Living active urban social lifestyles in cities and towns” (Acorn, 2022) Diffusion of innovation: early adopters (Rogers, 2003)