Marketing Strategy And SWOT Analysis of Jacquemus
As we have already spoken about multiple fashion houses in our blogs, let us look at one other iconic representative. We are going to talk about Jacquemus in this blog. The design brand is renowned for its creative use of proportions, alluring cuts, and statement-making accessories like its coveted “Le Chiquito” bag. Jacquemus creates clothing for both men and women, alongside shoes, purses, accessories, and jewelry, drawing inspiration from the arts and his surroundings in the South of France. Jacquemus enthuses each book’s beautiful tale of folklore and creativity from the French coat. So, let us dig deeper into its marketing tactics to learn more.
Jacquemus’s mission and vision.
The company does not have an official mission and vision, but we can get an approximation in the following.
The general brand strategy of the company is to involve storytelling in every aspect, including social media, specific items, etc.
The brand Jacquemus became the most extensive French breakthrough hit in over ten years last year after surpassing the $100 million revenue mark. By the end of the year, revenue is expected to treble to $200 million. What exactly is it about Jacquemus and its brand strategy that appeals to modern consumers?
It is interesting to note how the founder and charismatic 32-year-old Simon-Portes Jacquemus integrates himself into the brand’s iconography and strategy. The official Instagram account has lifestyle photos of him, his partner, and even his cute dappled dachshund. Simon is the brand’s creative director, unlike contentious creative directors like Demna of BALENCIAGA, who prefers to hide behind the brand’s creative vision. Simon has carved out an identity as a celebrity-influencer-designer hybrid.
While scrolling through his perfectly manicured casualness on social media, Simon-Porte’s branding and preferences are strikingly comparable to those of the fashion firms. This gives the brand a natural appearance when combined with a lively, amusing, straightforward tone, self-aware, and frequently lightly sardonic technique. Everything about the company bridges the gap between “luxury and democratic,” with costs to match, from the brand’s ideology to the interior layouts of the stores.
The dynamic narrative, a pillar of Jacquemus’ brand strategy and based on Simon-Portes’ background in the south of France, is another factor at work. Every facet of the brand is infused with sun-drenched, nostalgic memories of 1980s retro-bliss, from the runway presentation held in the Camargue salt flats and rolling Provence lavender fields to the unpretentious simplicity of the product photos captured amidst the magnificence of the natural world.
Various nuances of materiality influence the retail concepts employed by JACQUEMUS shops. Like the rest of the Jacquemus brand strategy, each idea is uncomplicated and amusing and aims to evoke the feeling of “a perpetual summer,” in Simon-Porte’s words. The clay interior (AMO) echoes the local materials and “atmosphere” of the South of France, the pillow-clad interior of the Paris boutique refers to the linens from the area, and the blue tiled concept executed (Random Studio) evokes the brand’s birthplace of Provence.
In keeping with the rest of Jacquemus’s brand strategy and message, the boutiques expertly blend personality (Simon-Portes himself), identification (Provence, where they were born), and the brand’s signature minimal flair at every turn. Thanks to the aesthetically straightforward, efficient, materials-led strategy, each variation is startlingly distinctive and readily consistent with a wonderfully coordinated brand narrative.
Positioning strategy of Jacquemus
To do so, let’s look at this Instagram post.
This is a simple, cute, and quirky short video of a couple; everything there is self-explanatory.
Another thing to note is the post’s caption; Jacquemus involves its Instagram followers in this cute post by suggesting they tag someone.
The sense of intimacy is the biggest hint in this post.
Secondly, we are sensing a closeness between these two individuals but also the followers of the brand that went ahead and tagged each other in the comment section.
It is pretty simple to guess that the archetype Jacquemus has chosen to target is the Lover.
What do we know about this archetype?
Desire: perform closeness and partake in intimate pleasure
Aim: being in contact with the people, the work, the surroundings, and the adventures they adore
Strategy: grow into being more and more appealing – physically, emotionally, and in any other way
These are the messaging levels of the archetype.
Level One: attachment, attraction, falling in love (with a sentiment, an individual, a reason, a product, or a job)
Level Two: Courting Great Fantasy
Level Three: following your delight and engaging with what and whom you love
Level Four: spiritual affection, self-acceptance, and the experience of euphoria
The Lover archetype is a great identity for a brand:
- Whose utilization helps people find friendship or love
- Whose function facilitates beauty, communication, and closeness between people or is in a sense associated with romance
- With a price range from moderate to high
- It is created or marketed by a brand with an intimate and elegant organizational culture.
- That wishes to contrast itself entirely with lower-priced companies.
- That wants to determine itself positively from lower-priced companies.
Brand archetypes: Why are they significant in practice?
Why do brand archetypes matter in the real world?
Different businesses’ communication strategies may focus on other channels with different goals. Despite this, a core logic unites all of these messages. At this point, branding and communication based on archetypes are used.
You can be sure your messages are distinctive, understandable, and original if you use archetypal branding. An inspirational quote that asserts your company can reach every person on the earth will have a different effect depending on how it is interpreted.
One archetype places a strong emphasis on learning, whilst the other places a strong focus on being a hero. Marketing experts can pool their ideas to create more potent messaging by using communication-based on archetypes.
To better understand how to turn your brand messaging into something more practical, look at the “8 Steps To a Complete Archetypal Branding.”
SWOT analysis of Jacquemus.
Strengths
Unique Brand Identity: Jacquemus has successfully developed a distinctive brand identity that differentiates it from its competitors. The business is well known for its cutting-edge, minimalist design aesthetic and fun, innovative approach to clothes. Because of its particular personality, Jacquemus has gained a devoted following of fashion-conscious individuals who appreciate its cutting-edge techniques and attention to detail.
Creative Design: Jacquemus consistently creates original, innovative designs that push the boundaries of traditional fashion. The brand has received recognition for its collections, incorporating imaginative elements, distinctive fabric choices, and distinctive silhouettes. Because of its creativity, Jacquemus has been able to stand out and draw the attention of fashion enthusiasts and industry insiders.
Strong Following: Jacquemus has established a devoted and fervent fan base over the years, particularly among younger clients. Its distinctive style and clever social media use have helped the business gain recognition and build a loyal consumer base. This committed following offers a solid platform for future growth and brand loyalty.
Social Media Presence: Jacquemus has effectively marketed its collections, engaged with customers, and built a solid online presence through social media channels. Through visually spectacular advertisements and behind-the-scenes videos that appeal to its target audience, the brand cultivates a sense of exclusivity and hype around its products. By utilizing the power of social media, Jacquemus has successfully increased brand recognition and reconnected with its customers globally.
Weaknesses
Limited Product Range: Even though Jacquemus has an extensive collection of apparel and accessories, some of its rivals may have a much more comprehensive selection. Due to this constrained variety, it may be difficult for the brand to serve a more extensive consumer base and diversify its revenue streams. Jacquemus might improve by expanding the range of goods it offers.
Price Point: Because of its luxury brand positioning, Jacquemus typically charges high prices for its products. Although the brand’s perceived worth and exclusivity are increased by this positioning, it could also become less approachable to a broader client base. The expensive pricing may limit Jacquemus’s potential market reach, particularly during recessions or when consumers’ price sensitivity grows.
Dependency on the Founder: Simon Porte Jacquemus, the brand’s creator, has a direct stake in its accomplishments. Even though his vision and creativity have helped the company, there may be concerns about its ability to thrive and keep its unique identity without his continuous involvement. Building a solid leadership transition strategy and assisting a talented design team could lessen this potential weakness.
Opportunities
International Expansion: Jacquemus has achieved considerable success in its home France and gained notoriety overseas. By increasing its presence in significant foreign markets, the company has an excellent opportunity to capitalize on its increasing popularity and market share. Strategic retail alliances, collaborations, and market-specific marketing initiatives can help companies expand their global footprint.
Collaborations: Jacquemus can attract new customers through partnerships with other companies, groups, or designers. Collaborations enable the cross-fertilization of ideas and can lead to limited-edition collections that enthrall collectors and fashion enthusiasts.
Diversification: In addition to its primary line of apparel and accessories, Jacquemus may consider expanding into additional product categories like cosmetics, fragrances, or home goods. Using its particular brand style and creative approach, the brand may create supplementary products aligned with its brand idea. Diversifying can boost brand loyalty, open new markets, and create new revenue streams.
Threats
Competitive industry: The fashion industry is tremendously competitive, with numerous well-known premium brands and upcoming designers vying for market share and consumers’ attention. This intense competition jeopardizes Jacquemus because rivals may try to imitate or eclipse their appearance and style. Innovation and dedication to its creative vision will be crucial for the organization to maintain its competitiveness.
Economic Factors: Consumer purchasing patterns, economic ups and downs, and fashion trends all affect the fashion industry. Economic downturns or unfavorable market conditions that impact consumer purchasing power may lead to decreased demand for luxury products. To reduce this threat, Jacquemus should maintain the adaptability of its business model, monitor market changes, and make the appropriate adjustments to its operations.
Counterfeit Products: Jacquemus is at risk of having its products plagiarized and sold as originals. Counterfeit goods can harm a company’s reputation and its consumers’ trust and infringe on the brand’s intellectual property rights. The brand needs to protect its intellectual property, implement effective anti-counterfeiting measures, and educate customers on how to spot authentic goods.
The segment that Jacquemus has chosen to target.
But first, we will watch this video.
In this video, we are following a vacation of numerous individuals staying at the same resort. Everyone is dressed magnificently, and of course, everyone is wearing Jacquemus.
Jacquemus makes everyone feel more energetic and extravagant, ensuring a blast.
Along with models Samile Bermannelli, Iana Godnia, and Tami Williams, the film has acrobats, dancers, a bathing beauty, a muscle man, and a woman.
So, what can we gather here?
The first and most significant hint that we receive is that having fun falls among the core values of these people.
The location, outfits, and setup tell us that a luxury lifestyle is another must for the individuals in the video.
And from those two points, the segment Jacquemus has chosen to target is Carpe Diems.
Lifestyle and values:
“Carpe Diem” adherents strive to live happy, meaningful lives. Making life appreciation a reality for you can be done in a few different ways. It can entail arranging plans to meet with friends, eat at a luxury restaurant, or do anything else. Being unplanned and open to new experiences are some ways to enjoy life.
The latter represents a significant commitment for this group but does not reduce the desire for a successful career.
Carpe Diems value their freedom, provided by a steady high income. Thanks to release, one can do whatever comes to mind whenever that notion appears.
People who live for the moment are independent. Thus, one of the goals they aim to achieve in their lives is to one day launch their firm.
This segment spends less time with their friends and loved ones due to their obsessive focus on success. Even though it might appear difficult, Carpe Diems are prepared to make the sacrifice.
Carpe Diems frequently go to stay up with the rapidly developing and changing industry. Automobiles, music, technology, and fashion are a few of these.
Another interest in this industry is living a healthy lifestyle that includes eating well and exercising frequently.
Attitude to shopping:
To maintain a high level of living, detect Carpe Diems. Since this market values luxury goods and is brand-focused, it is safe to assume it does.
Carpe Diems do not seek out bargains while they go shopping. Regardless of cost, they care about getting the ideal fit in a superb product. The motto of Carpe Diems is “Quality over quantity.”
When they discover a product or service that speaks to them, Carpe Diems stick with it. To stay up to date on new product offerings, they routinely follow. They will look for products from their preferred brands if they require something.
Rarely do Carpe Diems buy from emerging brands, but when they do, they frequently go all out.
Not every purchase is required. Additionally, the ceremony is a Carpe Diem one. They love to relax while shopping when they have free time.
Other interesting facts:
Carpe Diems
- Frequently go to parties
- Spend a lot of time at cafes or pubs with their friends
- Choose upscale and well-known locations to visit
- Regularly take a cinema visit
- Adore cultural events. Hence they stop by exhibitions, museums, wine cellars, etc.
- Appreciate reading books when they feel like relaxing
- Spend quite some time playing cards
- Typically read pres on problems and areas that matter to them, such as technology, sports, cars, and computers.
- They are not frequent TV consumers, but whenever watching TV, mainstream channels are their preference.
- Scroll on the internet for communication and entertainment.
- Are above-average radio consumers.
That said, now you have general marketing strategy information for Jacquemus. Stop by our main website for more lighthearted and informative blogs like this.
