Jacquemus x Laduree: Co-Branding Partnership

JACQUEMUS CO - BRANDING PARTNERSHIP PROJECT

FASHION BRANDING | BFM2A | LINA SILAEVA

JACQUEMUS

CONTENTS

BRAND HISTORY BRAND CONCEPT BRAND IDENTITY BRAND ASSOCIATIONS KAPFERER PRISM BRAND LIFECYCLE SWOT & TOWS ANSOFF MATRIX CBBE MODEL POSITIONING CONSUMER TARGET PERSONA

5 6 7 8 12 16 18 20 22 24 28 30

LADUREE LADUREE OVERVIEW POSITIONING BRAND LIFECYCLE CONSUMER TAGRET PERSONA POPULARITY

37 39 40 42 44 46

PARTNERSHIP CO-BRANDING PARTNERSHIP THE CONCEPT STRATEGIC OBJECTIVES BRANDING MARKETING MIX CONSUMER TARGET PERSONA THE EXPERIENCE

49 50 56 58 62 70 73 74

4

BRAND HISTORY

Simon Jacquemus is a French fashion designer who started his brand at 20 years old naming it after his mother’s maiden name. Simon promoted his designs by having friends wear his creations in shops during Vogue’s Fashion Night Out in 2010 in Paris. Finally in 2012, he was invited to present his collection during Paris Fashion Week.

Having achieved a certain notoriety, his pieces are now on sale in stores such as Opening Ceremony in New York, Broken Arm in Paris, Gago in Aix-en-Provence and Dover Street Market in London. In 2015, he received the Special Jury Prize at the LVMH Prize.

Simon has described his designs as “naïve” fashion. Most of the fabrics used in his collections come from a workwear supplier. The cut is simple, with few details, but original, with elements of simplicity and asymmetry.

In 2017, Jacquemus started designing footwear.

In 2018 Simon started working on menswear, creating the line in 2019. In addition to shoes,

Jacquemus also designs handbags and hats, which have become the best selling and most famous products associated with Jacquemus.

Jacquemus also tapped into the gastronomy market by opening the restaurant “Le Citron”, located in Galleries Lafayette des ChampsElysees, launched on March 28, 2019. Prior to that he opened a Mediterranean restaurant Ouirsin.

Jacquemus’ rise to fame has to do mainly with his connections with celebrities and influencers.

Models such as Gigi and Bella Hidid and Kendall Jenner started wearing Jacquemus pieces early on, and posting pictures on their multi-millionfollowing platforms. This form of influencer endorsement made Jacquemus popular very fast.

Another premise of Jacquemus is his approach to creating experiences for consumers. Over the years he has created pop-up stores called 24/24 to interact with consumers and create another touchpoint between them and the brand.

5

BRAND CONCEPT Jacquemus is all about making the world look like a childhood wonder.

The brand name is an homage to Simon’s mother.

This homage is also paid through the French roots and Province references in the visual communication of the brand. Because the brand is targeting city-people, the Mediterranean essence of Jacquemus acts like a breath of fresh air, a way to escape the city life.

The brand has strong storytelling as it has to do with childhood and innocence. There is always something fun and exciting about the products, whether its unusual cuts, colours, shapes, or the communication of campaigns. Jacquemus is targeting a younger consumer with this strategy and the style of clothing itself.

Communication is always simple, with a certain sense of innocence. “ JE M’APPELLE SIMON PORTE JACQUEMUS, J’AIME LE BLEU ET LE BLANC, LES RAYURES, LE SOLEIL, LES FRUITS, LA VIE, LA POÉSIE, MARSEILLE ET LES ANNÉES 80.”

This is the leading line for the brand that can be seen on their website and the Instagram bio.

It is written the way a child would talk, mimicking childish communication. It is simple and straightforward. It encompasses what the brand is about, the brand maintains a personal touch due to CEO presence on social media.

There is a sense of familiarity and innocence.

The tagline also summarizes the roots of the brand: Province, Marseille, 80s. It creates a strong visual association with the atmosphere making it clear for consumers right away what type of brand Jacquemus is.

The logo is simple and therefore easily recognisable. It sometimes is reduced to a monogram J.

6

BRAND IDENTITY Brand DNA is all about being youthful, fun and exciting. There is an element of innocence and naivity in their communication.

The DNA is deeply rooted in the French heritage of Simon. He frequently pays homage to Marseille, his hometown. He shows a typical French woman, simple, outgoing, lively. The South of France, like the Aix en Province region plays a big role in the DNA and aesthetics of the brand.

Brand Values of Jacquemus are self-expression, equality, inclusivity and accessibility.

Jacquemus breaks the boundaries when it comes to the world of luxury fashion by allowing aspiring luxury consumers to experience the industry without paying too much. Jacquemus acts as a gateway into the world of luxury.

Jacquemus brand promise is accessible luxury without losing its quality. This is a promise that is being reinforced through actions as the products and their service is of high quality.

Another brand promise of Jacquemus could be fashionability. By purchasing from Jacquemus the consumers will feel instant gratification. The consumer would be a part of the “cool crowd”, that of celebrities who endorse the brand, like Kendall Jenner or Bella Hadid.

7

BRAND ASSOCIATIONS Jacquemus is a relatively young brand, and after deep analysis of their brand identity and association, it is evident that there should be more development. The most outstanding parts of the brand are the logo, the colour pink and their iconic product: the Chiquito bag.

To further understand the society’s associations with Jacquemus I conducted an online survey. The survey was distributed through Instagram in order to reach the target demographic of the brand, or at least the people who are familiar with Jacquemus.

The questions were the following: -

Are you familiar with Jacquemus?

What comes to mind when you think of Jacquemus?

What colour do you associate with Jacquemus How do you think Jacquemus is different from other brands?

What do you hope to see from the brand in the future?

The results: 85% of respondents are familiar with Jacquemus (high brand awareness) Main associations: bags and purses (especially Chiquito and Mini Chiquito), France (Paris, Marseille, the Mediterranean), fun, childishness, innocence, flowers, large straw hats.

Main Colours: Pink, bright green, Blue, white; pastels; bold colours.

USP: Playful, doesn’t take itself seriously, naive and childish, innocent. It’s a trend setter.

Acts as an accessible point to the world of luxury.

People hope to see more range for menswear, more accessories, new iconic products, an ethical cause supported, sustainable practices.

8

9

BRAND ASSOCIATIONS MOODBOARD

10

11

LOGO: simple Jacquemus writing which is sometimes reduced to J. Written in all caps, the font is Real Madrid 2009. Simple, bold, stands out, easy to identify.

PACKAGING: delivered in a simple cardboard box, the product is inside a cotton bag, beige colour, with a logo on the bottom. Very minimalistic and simple.

The bag is a sustainable aspect as it can be reused. For clothing, its in a cardboard box, a single sheet of white paper and a note saying Merci.

COLOURS: predominantly black and white for branding.

VISUAL IDENTIFIERS: iconic designs for purses that go viral and can be easily recognised by the shapes. Bright colours of products and monochrome collections.

CUSTOMER SERVICE: refunds, exchanges, returns, quality guarantee free delivery on orders over 450 eu.

Customers can have their own account at Jacuquemus to track orders.

COMMUNICATION on Instagram (4.5 M), tiktok (205K, a few videos, inconsistent), and Facebook (91K). Warm relationship and communication.

EXTERNALIZATION

PHYSIQUE

RELATIONSHIP

REFLECTION The consumer is portrayed as youthful, outgoing, unafraid to show off her body and skin, stylish, soft and feminine.

Likes colour and isn’t afraid to experiment with patterns, trendy, likes to travel and spend time outside.

12

KAPFERER BRAND IDENTITY PRISM PERSONALITY: Childish, innocent, naive, bright and expressive.

Positive attitude, very chic and stylish, yet simple. Nonchalant, tongue in cheek

PERSONALITY INTERNALISATION

CULTURE

France, Aix a Province, South of France atmosphere that comes across in campaigns, products, communication and fashion show settings.

Jacquemus brings the south of France to every consumer no matter where they are.

It’s a CULTURE of Summer and warmth.

SELF-IMAGE The consumer would see themselves as cool and accomplished, almost like a celebrity.

They would feel proud and slightly superior than others, and will post their outfit or purse on social media a lot.

They would see themselves as very fashionable and stylish, young and reckless, more outgoing and extraverted.

13

14

15

BRAND LIFECYCLE Jacquemus is seemingly in its GROWTH stage, as the brand has very strong associations amongst consumers and general public, they have a consistent market presence and share, expanding sales…

From here it can be noted that Jacquemus is working on brand development as a result.

Introducing new product lines like Jacquemus Enfant, makeup development, and 24/24 Bleu: retail collaboration with Selfridges in the UK. There is still some need for them to develop the brand equity.

16

17

STRENGTHS

18

WEAKNESSES - Absence of retail stores - No ethical standpoint, no political voice, no big purpose other than fashion - Limited product range and bags are their only iconic best selling products. There is a high risk of replacement, with time if the brand doesn’t get a more solid footing in the market it can get lost and forgotten. The success of their Chiquito bags is trend-reliant.

- Weak brand identity

19

ANSOFF MATRIX

MARKET PENETRATION To penetrate the food market Jacquemus has been incorporating smaller projects for years.

After establishing a Mediterranean cuisine restaurant Ouirsin in Paris, Simon proceeded to open Le Citron. In one of his shows Jacquemus also involved baked goods like toast, baguettes and croissants.

Having a co-branding relationship with Laduree is a natural extension for the brand as they have quite a solid footing in the food industry and there is a lot of potential for further expansion.

MARKET DEVELOPMENT

20

PRODUCT DEVELOPMENT To reach the same customer but with a new product, Jacquemus could develop a line of tablewear (mugs/cups, plates, bowls). There currently is a growing demand for unique tablewear, especially ceramics and artisnal-looking pieces, something unique and fun. This would work well for the brand as they have the room for self-expression but it would also be appealing to their consumers.

There is also potential to sell the line through his restaurant Le Citron, or through a co-branding partnership with Laduree for example.

DIVERESIFICATION

21

CBBE MODEL

RESON High quality products that can actually be affordable to the target demographic and age group. Deemed as aspirational but very easy to reach and get in touch with. The brand is trend heavy and not innovative in terms of design, very bright and very seasonal. Trustworthy and likeable because of Simon’s constant presence and communication online.

Evokes a sense of fun, excitement and warmth because of the design and actual self-validation, however there can be some social disapproval or judgement as many people see the bags as tacky and overly trendy.

high quality, good price VS quality ratio. Positioned in the market gap between luxury and premium fashion.

Sexy designs and unique cuts to appeal to the young consumer.

JUDGEMENTS

PERFORMANCE

SALIE

High awareness of the brand, High awar

Known for the Chiquito purses and its v Seen as attainable aspiration.

22

High online engagement on Instagram with over 4Million followers, active communication and customer-produced content. People share the brand, go to the pop up events, repost their social media posts. The products are seen as something aspirational but within the reach so they cling to Jacquemus for personal validation of having “made it” to the world of luxury. It is often gifted or offered for a special occasion. People even buy the cheapest items on the website just to experience the world of luxury. Jacueqmus should include more loyalty encouraging schemes like loyalty programs to further the connection with consumers.

NANCE

FEELINGS

IMAGERY

happy, childish, trendy, fun, extraverted, outgoing. A certain sense of pride and superiority if a consumer buys the products as they get closer to the world of luxury products, sets them apart..

Bright and colourful, childish communication. A sense of innocence and not taking itself seriously.

Uses celebrities for promotion to convey the sense of luxury. Jacquemus has a lot of pop up events like the flower boutique or 24/24, or Le Citron to establish multiple touch points with consumers. Even if they can’t afford the actual product, they can interact with the brand.

ENCE

reness of iconic bag designs.

variety of sizes.

23

POSITIONING

The premise of Jacquemus is aspirational yet attainable luxury.

It’s about bridging the gap between premium and luxury fashion which is evident from their pricing. The average price there is 600 Euros for a piece.

The unique traits of Jacquemus is it’s communication approach: innocent and fun. Most brands on the market have more of a serious, sophisticated tone, which makes Jacquemus stand out.

On the right it is demostrated where in the market Jacquemus is positioned as well as what the competitors are.

24

LUXURY

SOPHISTICATED

FUN & EXCITING

PREMIUM

25

26

27

CUSTOMER TARGET

Young women, ages 25-35 Urban locations such as Paris, Milan, Madrid, Los Angeles, etc.

Disposable income per month: 3000 Euros Annual Income: 40.000 Euros

Fun, easy-going personality. Dedicates time to herself and self-care, cares about her image.

Wants to fit in without standing out too much.

28

Trendy and fashionable, likes to purchase clothing often to stay up to date with the latest trends and styles.

Follows fashion closely on Instagram and magazines. Aspires to purchase from luxury brands like Saint Lauren, Celine, Jil Sander.

Career-oriented, hardworking. Prioritises her work and education in order to afford her expensive tastes. Yet she likes to go out and dedicates time to social life.

Spends a lot of time on social media, especially Instagram. Shares her life actively through Insta-stories. Leads a blogger lifestyle, chasing aesthetics and wanting to put out a certain image of herself.

29

30

PERSONA Name: Stella Arche Age: 27 Location: Paris, 3eme Occupation: Executive Assistant at Estee Lauder Annual Income: $ 42.000 VAL Consumer type: Experiencer and Striver

She is interested in Fashion, beauty and trends. The deep interest in the beauty lead her to pursue a career in the industry. She lives in Paris because of the opportunities for her career as well as the cultural aspects like galleries, exhibitions and fashion.

She likes to romanticise her life, chasing picture-perfect moments and creating an aesthetic for her life.

This trait translates through her social media. She uses Instagram everyday to share her life with friends and followers. Her profile consists of photos of her (to show her style and makeup), her social life glimpses and Paris.

She is very sociable and outgoing, prioritising time with her friends and family. She likes to go to new cafes and bars, have brunches and picnics, all of which are well put-together and “aesthetically pleasing”. She cares about others’ perception of her, so she always tries to look good and lead an organised life.

She likes to experience. A large portion of her spending goes towards clothing, accessories, beauty and going out. She likes to chase trends to fit in the group of fashionable people.

31

32

LADUREE PAGE

34

BRAND ANALYSIS

35

ABOUT LADUREE

Laduree is a French retailer of high-end, luxury pastries and macarons. The brand was established in 1862

by Louis Ernest Laduree. The first store was a failure, followed by decades of struggle. Things turned arpund in the 1930s with Pierre Desfontaines creating the double decker macaron.

With the help of Pierre Herme, now the biggest competitor, Laduree developed its savoir-faire and became the company it is today. In 1993 Laduree was acquired by the PAUL group. This resulted in the expansion of Laduree stores and tearooms both nationally and internationally.

The brand has had innovative actions since 2012. This started with the release of their makeup line which is only limited to Japan. Jewellery collaboration with Marie-Hélène de Taillac in 2014.

The company also worked with large media companies to produce macarons and pastries for films such as Marie Antoinette and Gossip Girl.

37

POSITIONING

The premise of Laduree is high-end pastries and macarons. The brand is authentically French and values its heritage a lot. This can be noticed through their branding and communication.

The unique traits of Laduree are creativity, with new pastries and interesting designs being at the forefront. Laduree is also a brand that is riding the wave of popularity because of hype and high awareness. However when looking at price VS value, Pierre Herme, the biggest competitor is in the lead. Laduree is lacking innovation when it comes to communication.

38

LUXURY

ORDINARY

CREATIVE & CONCEPTUAL

PREMIUM

39

BRAND LIFECYCLE The brand was established in 1862, and has experienced the introduction and growth stages both nationally and internationally.

The brand has reached its peak sales and is slowing down in the market growth. Currently Laduree is in the MATURITY stage.

It’s a strong, well-established brand with a big market share. It’s slowing down and losing its momentum due to lack of innovation and diversification. Without any innovation, upgrades in branding, the brand will slip into the decline era, making it hard for them to come back.

41

CUSTOMER TARGET

Women, ages 25-35. Secondary is 36-50 years old.

Urban locations such as Paris, Milan, Madrid, Los Angeles, etc.

Disposable income per month: 3500 Euros

Fun, easy-going personality. Dedicates time to herself and self-care, cares about her image.

Wants to fit in without standing out too much.

42

Trendy and fashionable, likes to purchase clothing often to stay up to date with the latest trends and styles.

Follows fashion closely on Instagram and magazines. Saves to purchase from luxury brands like Saint Lauren, Celine, Jil Sander.

Career-oriented, hardworking. Prioritises her work and education in order to afford her expensive tastes. Yet she likes to go out and dedicates time to social life.

Spends some time on social media, especially Instagram. Shares her life to connect with friends and have a personal brand. Leads a blogger lifestyle.

43

44

PERSONA Name: Gabriella Voght Age: 29 Location: Paris, 17eme Occupation: Media Planner Annual Income: 54.000 Euros VAL customer type: Achiever, Experiencer Relationship: married

Gabriella works as a media planner which entails her being up to date with social media, trends and latest events. She lives in Paris because of the opportunities for her career as well as the cultural aspects like galleries, exhibitions and fashion.

She is in a high social class which is reflected through her inner circle and geo-location. She likes to spend her money to experience life and live comfortably. A large portion of her spending goes towards home decor, fashion, jewellery, going-out. She is active on Instagram where she posts pictures of her life, recent updates, her family life.

She is very sociable and outgoing, prioritising time with her friends and family. She likes to go to restaurants, have brunches, because to her its all about creating memories and enjoying life. She does not want a boring life.

Gabriella is very career-oriented and has great people-skills. She is organised, attentive, and works hard, which is why she believes that spending her money should not be seen as a necessity but rather a desire.

45

POPULAR

POPULARITY International locations: Europe, USA, Arab Emirates, Egypt, Asia. 96 stores in total.

Social media presence: Instagram 726k followers Instagram accounts for each country they have a store in Queues to go into the store which indicate the high demand and interest levels.

Numerous articles about the rise of Laduree and it’s popularity, however they seem to be outdated. Most of the published articles are from 2015 - 2019, there is nothing new showing. This suggests that the brand needs some revival and improvement of equity.

46

RITY

47

48

CO-BRANDING PARTNERSHIP

THE CONCEPT & OBJECTIVES

Jacquemus is a brand that is riding the wave of trends, self-expression and popularity. It has strong salience in the market and is still in its growth journey.

Laduree is a company with a strong presence over the centuries, with a loyal customer base, strong identity and continuously desired by youth.

Bringing these brands together would enhance all of the above-listed qualities. Jacquemus would benefit greatly from this partnership as this would create a more accessible way to experience the brand for people. The brand would reach a wider audience and create more hype about the collaboration.

This is consistent with Jacquemus experiential marketing strategy. Over the years they have been doing the 24/24 pop-up stores for people to experience the brand and share the experience on social media. It creates buzz around the brand and reaches a wider audience, makes the brand more desirable, therefore increasing the number of actual consumers as well as aspiring ones.

Collaborating with Laduree would entail another 50

experiential approach. This time it would be to establish a pop-up cafe in Paris, similar to the 24/24 technique. More people would be able to experience the brand as the price point of the products would be lower as the product range predominantly is pastires (see p.). There will still be the element of luxury and exclusivity due to increased retail pricing. This would also be fitting with Jacquemus’ strategy of “accessible luxury”.

The entire premise is to close the gap between premium and luxury fashion, so the pricing of the products in this partnership would do exactly that.

Another reason why this collaboration seems like a natural progression for Jacquemus is because of their existing presence in the gastronomy market. Jacquemus already created 2 restaurants: Le Citron and XXX, both of which had success. It would be sensible to continue building Jacquemus’ brand equity in this market.

Because of this presence, it would also make sense to expand the product range and develop products such as glassware, tableware, cutlery.

This partnership would act as a gateway into this industry as the product line includes a set of cups and tea plates.

As for Laduree, this co-branding partnership would also result in benefits for the brand.

which would make it hard for them to come back.

Even though Laduree remains a strong company with a loyal customer base and high popularity, recently the brand has been losing its grip on the market. It is becoming more controversial because of their high pricing and quite ordinary products. The brand lacks innovation and can be taken over by its competitors, especially Pierre Herme. So the risk of substitutes is quite high.

A way to fix this would be to introduce innovation and excite people about the brand again. Working with a popular fashion brand like Jacquemus would bring in footfall into the Laduree stores and revive brand awareness.

Laduree is in its maturity stage. If there is no actions taken, the brand might go into decline,

Collaborating with Jacquemus would imply media publications, social media conversations, curiosity in the public and increased traffic in stores. All this would lead to increased sales and stronger brand equity.

51

REASONS BEHIND THE PARTNERSHIP

The reason why this would work for both brands in strengthening their brand equity is because of all the similarities between them.

Both brands share the authentic French heritage.

Laduree’s roots are in old, 19th centrury Paris. It’s all about traditional French visuals and flavours.

Jacquemus’ brand premise is nostalgia and paying homage to his late mother and his childhood in the South of France. Marseille and Province are the recurring symbols in his communication.

Basing this partnership off Laduree’s and Jacquemus’ nostalgic French essence would seem like a natural fit.

The second reason for this pairing is the visual aesthetics. Jacquemus is a colourful brand with pink, green, blue, white being the most dominant colours over the years. The brand is bright yet mellow at the same time, making it adaptable to the collaboration with Laduree.

Laduree has a more refined colour palette with colours like Pistacchio green, baby blue and pink being the main colours. There are also elements of Reneissance with the gold and lace-like patterns. Yet this fits with the aforestated lack of innovation. Laduree has had the same branding since their establishment in the 19th century. If they were to come up with a collaboration that brings out something more modern and exciting from Laduree, people would become even more interested in the brand. With Jacquemus there is potential for them to modernise authentically and organically.

52

Third reason is similar positioning in the markets.

Jacquemus is bridging the gap between premium and luxury. It’s making luxury attainable for consumers. It’s also fun and exciting.

Laduree is also bridging the gap between premium and high-luxury. The brand is creative and interesting. They occasionally come up with new pastries, unlike the majority of their competitors who have the same product range universally.

Both brands have a similar place in the market, so working together would make it easier to bring in their visions and enhance their equity.

The fourth reason for the partnership: desire amongst consumers. For Laduree the primary consumer is older, more wealthy and more mature. However, from social media it can be noticed that the brand has become a trend and a tourist destination in France. It’s a brand for wealthier young people who can afford and splurge on a new experience like Laduree.

Jacquemus targets the same demographic of wealthy younger people. However it is still too expensive for many people, yet the desire remains. If we were to bring these two demographics together and engage them with great branding, strong visuals, Instagrammable experiences and accessible price-point, both brands would experience success in strengthening their equity and potentially increased sales.

Jacquemus is aspirational. With Laduree it becomes closer to being attainable.

STORYTELLING

As for the storytelling of this partnership, as aforementioned, both brands have an essence of the past.

The story line is that of memories. It is meant to create a sense of nostalgia and sentimentality in people, transport them into the childhood of Jacquemus through communication as well as the product flavours. The Laduree product range for this partnership is selected to recreate the atmosphere of the Mediterannean: citrus, lavander, thyme, berries. It’s fresh and bright in colour.

For communication both brands would use the line “I remember” (Je me souviens...). It is a simple phrase that immediately evokes memories and glimpses of the past. For example for Jacquemus the communication would be “I remember Marseille” or “Je me souviens de Marseille”. This sort of communication can be seen on the packaging, social media and any campaigns that would be done.

Furthermore, the element of memories and sharing your past creates a more personal relationship between both brands and the public. Consumers will see the brands as multidimensional, with a past, and stories, and memories, and emotions. The purchases would become emotional rather than rational, which is the basis of persuasion marketing.

To further the brand equity and to further the connection with consumers, the story is about starting a conversation. The communication plot would end with a question direcred at the public: “ I remember, and you?”, (“Je me souviens, et vous?”). This would make people remeniss of their own memories and connect to both brands emotionally and personally. It would eventually become a part of their memories too.

For branding, the communication is handwritten, looking like a letter establishing an even more intimate connection with the public.

54

55

STRATEGIC OBJECTIVES

1. INCREASE BRAND AWARENESS FOR JACQUEMUS AND LADUREE. 2. IMPROVE JACQUEMUS CONNECTION WITH CONSUMERS. 3. ESTABLISH A PERSONAL CONNECTION WITH LADUREE CONSUMERS. 4. ALLOW PEOPLE TO EXPERIENCE JACQUEMUS AND THE WORLD OF LUXURY BY PROVIDING A MORE ACCESSIBLE WAY FOR CONSUMERS. 5. CREATE BUZZ AND HYPE AROUND BOTH BRANDS. 6. REVIVE LADUREE’S MARKET PRESENCE. 56

57

BRANDING

Bringing both brands’ visual identity into this partnership would mean that Laduree recieves the modernised look it needs.

Jacquemus has a bright and modern identity, while Laduree has a more classic and traditional identity. To make this cohesive, Jacquemus should be toned down while Laduree brightened up.

This resulted in the colour choice of light warm blue, both of which are hues of key colours of Laduree and Jacquemus.

The logo remained simple, with both brand logos combined.

This is done with a purpose of making the partnership easilyidentifiable and recognisable.

The element of handwriting is there to create a personal touch with the consumers to further the concept of writing down memories and sharing your lifestory.

The communication tone is simple, following Jacquemus’ leading statetement below. Yet the language remains poetic to fit Laduree’s communication.

58

59

60

61

MARKETING MIX: PRODUCT The product range of the co-branding partnership would include some iconic Laduree products with changed flavours or designs to fit Jacquemus. The product range also includes a newly developed line of tea cups and tea plates forming a set.

For the edible products the line includes: a pack of chocolates (milk chocolate and strawberry chocolate), a chocolate bar with raspberry flavour, and a set of 8 macarons with the following flavours: Lavander, Citron, Fleure d’oranger, Rose, Almond, Marie Antoinette Tea, Pistacchio, Grapefruit. These flavours encapsulate the DNA of Jacquemus and bring in an element of Province flavours and colours, as well as freshness and excitement. Bringing in the sense of nostalgia and roots fits with the theme of the collaboration based on memories “JE ME SOUVIENS...”

The Tea Set (2 cups and 2 tea plates) is there to create an experience for consumers. Jacquemus is all about connecting with people by allowing them to physically interact with the brand (24/24 stores). As the partnership mainly focuses on food products, there is less long-term interaction, and it is only limited to the people who can access the Laduree stores or the pop-up cafe. To include as many people as possible, they would have the option of purchasing the tea set either in-store (to continue the experience at home) or online (to participate in the experience). This product also fits the current societal trend in ceramic tableware

62

such as plates, mugs, cutlery. There will be a high level of demand which will result in boosted sales for the partnership.

To further the concept of experiential marketing, consumers would be able to purchase sets of products.

There are 2 sets available: “Un Aperçu” and “Un Souvenir”.

Un Aperçu is a smaller set with 3 products: a pack of chocolates, a set of 8 macarons and a chocolate bar.

These are edible products which will not last forever, hence the name “Un Aperçu”, a glimpse, something that is not meant to last forever and is fleeting.

Un Souvenir is a big set that includes: a pack of chocolates, box of 8 macarons, 2 tea cups and 2 tea plates. This box is meant to recreate the cafe experience from the Paris pop-up. It is meant for the aspiring consumers who cannot physically access the store but would like to experience the partnership anyway. It enables them to have a mini-Jacquemus x Laduree experience at home, while creating memories with their loved-one (thus 2 cups).

As for the pop-up cafe there would also be a custom pastry developed for the partnership, as well as some drinks like Lavander Lemonade. The cafe would also have a few products from Laduree specifically to enable more product range and variety for people.

63

MARKETING MIX: PRODUCT BOX SET DETAILS

Products available in the box: - A bar of chocolate - A pack of Chocolate mix - A box of 8 macarons - 2 Jacquemus Cups - 2 Jacquemus Tea Plates Aimed to create a long term experience for consumers to connect with the brands and participate in the marketing movement of sharing memories, as well as making their own. Customers will keep the tea set for a long time, therefore establishing themselves as a Jacquemus consumer, giving them the confidence and emotional connection to repurchase from both Jacquemus and Laduree.

The box is there to promote social experiences, as by purchasing this set consumers can organise a date or a dinner with their loved ones, therefore creating their own memories.

This box is meant to bring people together.

UN SOUVENIR SET

64

THE SET SHIPPING BOX MOCKUP

UN APERÇU SET

Products available in the box: - A bar of chocolate - A pack of Chocolate mix - A box of 8 macarons Aimed to create a short term experience for consumers to connect with the brands and participate in the marketing movement of sharing memories.

65

66

67

MARKETING MIX: PRICE As for the prices, the Jacquemus co-branded product have a 20-33% margin on top of the Laduree retail prices, meaning the true margin is around at around 90% (on macarons only). The cost price of their macarons is €0.30, retail price being €1.60, the retail margin is 88%. The Jacquemus macarons are €4.30 each, meaning the margin is 90%.

The box sets: The big box (a tea plate and cup set, box of 8 macarons, pack of chocolate) would cost €255. The smaller box (pack

of chocolate, box of 8 macarons, a bar of chocolate) is €63.

The prices are: Box of 8 macarons €35 A chocolate bar €10 A packet of chocolate €24 Pastrie €15 A set of 2 cups €150 A set of 2 Tea Plates €53

MARKETING MIX: PLACE The partnership is all about creating an experience. The line will be sold physically solely in the Jacquemus x Laduree cafe in Paris.

That is because selling the products in all the Laduree stores will be challenging logistically due to Laduree stores being very small already, plus there should still be an element of exclusivity.

The pop-up cafe would be located in XX arrondisement in Paris, where people can come

68

to take pictures and share it on social media.

The line will also be available online, on e-commerce. Both Jacquemus and Laduree will have a special tab on their websites dedicated to the partnership. Consumers will be able to purchase products such as the macarons, chocolates, the chocolate bar and the tea sets.

The sets will also be availanble for purchase online and in-store.

MARKETING MIX: PROMOTION The main marketing attraction will be the pop up Jacquemus and Laduree cafe. It will create enough buzz and hype to attract people from both brands, and even wider demographics, for example people passing by, tourists, people interested in fashion... the pop up itself would be shared on social media via consumers taking pictures and videos resulting in word of mouth marketing.

The partnership would also be promoted digitally through social media on both Jacquemus (4.6M followers) and Laduree (727K followers) accounts.

The collaboration could also be promoted through publication articles such as Vogue, BoF, InStyle, Daze, etc. Jacquemus is an extremely popular well-known brand so it would be beneficial to promote it on such high-visibility platforms.

69

CUSTOMER TARGET

Young women, ages 19-25 Primary location is Paris, yet for the online box it’s an urban location such as London, Milan, LA.

Disposable income per month: 1500 Euros Occupations: Students, part-time employees

Trendy and out-going. Likes to experience life and create memories.

70

Trendy and fashionable, gets inspiration from models and influencers such as Bella Hadid or Emma Chamberlain. She aspires to purchase luxury however it is currently out of her budget.

She tries to recreate expensive brands by finding “dupes” in Zara, Urban Outfitters, Maje. Has a few luxury items that she saved up for or got gifted.

Has a career-oriented mindset while being outgoing and sociable.

She seeks stability and likes to spend her money fast. Driven by impulse purchses.

Spends a lot of time on social media, especially Instagram. Shares her life actively through Insta-stories. Leads a blogger lifestyle, chasing aesthetics and wanting to put out a certain image of herself. Cares about others’ perception of her.

71

72

PERSONA Name: Emma Marie Age: 22 Location: Paris, 4eme Occupation: MA Student, part-time salesperson at Sandro Annual Income: $19.000 VALS Customer type: Striver

Emma is an MBA student seeking to get a degree in Business Administration. In the meantime she works as a part-time sales associate at Sandro. She loves fashion and pays close attention to her personal image and style. She lives in Paris because of the opportunities for her career as well as the cultural aspects like galleries, exhibitions and fashion.

She likes to spend her money to experience life. A large portion of her spending goes towards fashion, jewellery, going-out. She mainly shops at Zara, & Other Stories and Maje, while getting employee discounts at Sandro. She is active on Instagram where she posts pictures of her life, recent updates. Having an online presence is very important for Emma.

She is very sociable and outgoing, prioritising time with her friends. She likes to go to restaurants, have brunches, because to her its all about creating memories and endulging in what the city has to offer.

Emma is organised, attentive, enthisiastic and trend loving. She is an impulse-buyer, because currently she is her main priority.

73

The concept is about memories. It’s about remembering. It’s about nostalgia and sentimentality. It’s about appreciating your life and loved ones.

Jacquemus is a brand paying homage to Simon’s late mother. Paying homage to his childhood. Laduree has a very strong presence of their history. Both brands have strong links to the past.

To bring this together, the consumers of the pop-up cafe will be able to tap into their own memories.

The store will have a section with white papers with writing on them. Memories of people, employees and visiors. It would be a way to create a certain sense of community, promote brand loyalty, bring out emotions in people and therefore establishing a strong personal connection with them. Not only would this be beneficial in the long-term for both brands because consumers would physically leave a piece of their lives with the brand in shape of a memory letter.

The installation would become bigger and fuller with time. The more memories the bigger the installation the stringer the community essence.

The tagline of the partnership is “JE ME SOUVIENS, ET VOUS?”. It uses direct address in order to contact the consumers personally, establish communication. It is a basis for dialogue which is exactly what is needed for brands to have a loyal and engaged consumer base.

For those unable to experience the store in-person, there would be a social media campaign similar to this.

It could be in a form of a hashtag, for example #jemesouviensdeJacquemus or #IrememberJacquemus, and in the post or caption people could share their memories or favourite pictures that bring out warm emotions. For better engagement, the official Jacquemus and Laduree accounts would repost these on their stories, keep them in a highlight creating a digital memory wall.

THE EXPERIENCE 74

THE CAFE INTERIOR Interior

The colours and shapes would be adjusted to fit the proposed branding colour and identity of the partnership. The following images are to convey a better vision and atmosphere.

76

77

Interior

78

79