Jacquemus is a French fashion label founded by designer Simon Porte Jacquemus in 2009. The brand has gained a reputation for its minimalist yet playful aesthetic and has been described as “a mix of French elegance and Mediterranean flair.” Over the past few years, Jacquemus has become one of the most talked-about brands in the fashion industry, thanks to its innovative and effective marketing strategies.
One of the key elements of Jacquemus’ marketing is its use of social media. The brand has a strong presence on platforms like Instagram, where they have over 5.4 million followers. Their feed is carefully curated, featuring a mix of product shots, behind-the-scenes glimpses, and lifestyle imagery. Jacquemus’ social media content is always visually striking, with a distinctive color palette and playful, whimsical tone.
In addition to its social media presence, Jacquemus has also become known for its elaborate fashion shows. The brand’s runway shows have become events in their own right, with each one featuring a unique, immersive set design that reflects the collection’s theme. For example, their Spring/Summer 2020 show was held in a lavender field in the South of France, while their Fall/Winter 2021 show took place in a snowy forest. These shows generate a huge amount of buzz and attention, with fashion insiders and enthusiasts eagerly anticipating each new collection.
Jacquemus himself has a strong sense of brand identity and a clear story to tell, and one of his strengths is his ability to portray all of that through marketing. Truly understanding the power of social media as a marketing channel, the brand has not only utilized it but mastered it to its fullest capacity. Jacquemus has been able to create a powerful online presence.
Another key element of Jacquemus’ marketing strategy is its collaborations with other brands and designers. In recent years, they have partnered with companies like La Redoute, Mouty, and Swarovski to create limited-edition capsule collections. These collaborations allow
Jacquemus to reach new audiences and introduce its aesthetic to a wider range of customers.
Jacquemus has also been successful at leveraging celebrity endorsements to promote its brand. In 2019, they collaborated with model Bella Hadid on a collection of sunglasses, and Hadid has since become a regular wearer of the brand’s clothing. Other high-profile fans of Jacquemus include Rihanna, Beyonce, Bad Bunny, Central Cee, and Kendall Jenner, all of whom have been spotted wearing the brand’s designs.
Jacquemus loves creating branded opportunities for consumers to capture and share on their social media channels. In December 2021, the brand presented all-pink vending machines, open 24 hours a day. Transactions were credit card-only, and customers received a locker number and code post-payment to unlock their prize. The installation was a captivating way to promote the new coloring of the Le Bambino Long bag, and also a great way to garner millions of social impressions.
Overall, Jacquemus’ marketing strategy is a masterclass in creating a strong brand identity and leveraging social media and collaborations to generate buzz and excitement. By staying true to its distinctive aesthetic and focusing on high-quality, visually striking content, the brand has become one of the most talked-about names in the fashion industry.