Product Mock-up

Appendix

Jacquemus Target Comsumer

Jacquemus’s target consumer can be described as the ‘Socialising Young Renter’ by Acorn (2022). Acorn describes this catogory of person as young singles who are in their early stages of their careers. “They are living in an urban social lifetyle in cities or towns.”

“Twice as likely as average to own tablet PCs and smartphones, most will also own a laptop. They are more likely to have downloaded free and paid for apps to their phone, which they might use to access financial information, lifestyle, entertainment, maps and travel content.”

“They are more likely than average to use their phone to locate shops and restaurants, access content with a QR scanner, use GPS, download music, and watch video. Some will regularly vote in celebrity TV competitions using their phone. Their sociability extends to the internet. They will share content, read blogs, and visit online dating sites.”

“It is extremely unlikely any of these young people will not have gone online in the past week. They will manage their finances online, plan their travel online, access current affairs and read newspapers and magazines online, and order pizza online.”

“Social networking sites are used to establish business contacts more than to follow celebrities and while some might become a fan of a brand most tend to use social media less than average. Instead, these people will be out with their friends, having a meal, going to the cinema or a club, generally living a young social lifestyle” (Acorn, 2022). Similar Web (2022) shows Jacquemus’s top countries for traffic. This demonstrates the mass purchase from a desktop being from the United States and Europe, in particular France and the United Kingdom. Even though Jacquemus is a French brand and their traffic is still high it shows that once the brand has commercialised though the trending mini bag the brand and products reach more influenced countries such as the United States and United Kingdom.

With Jacquemus being the primary brand within the collaboration it is important that their target audience is reached significantly with the style of promotion and marketing to be aimed at them.

Similar Web (2022) also shows the engagement that Jacquemus gains. This is important to evaluate when developing a budget for the collaboration or future campaigns as the engagement can provide insight in where marketing needs to improve and what is proving successful. The success can be replicated into the collaboration.

Figure 35: Jacquemus top countries

Figure 36: Jacquemus Engagement