Jacquemus
Part Two
The momentum and demand that Simon Porte Jacquemus has created for his brand is largely due to his social media presence. Porte Jacquemus runs the brand’s Instagram account himself, where he playfully features product and collections alongside personal photographs and images of the sunny, French seaside (BOF Biographies). Fans will recreate his images which “he then shares…celebrating the creativity of his customers and engaging them with the brand's core idealism. It was marketing genius, and seemingly completely serendipitous” (Leach, Harper’s Bazaar Arabia). His most recent idea was to release a book called Images. This book is filled with 321 images taken on Simon’s own iPhone. The way he creates and shares his brand has a sense of intimacy, naivety, and rawness that lets him connect with his followers and customers.
Other platforms utilized for brand management and communication are Facebook and TikTok. The Facebook account is the most formal communication you will most likely find from the brand. The content and messaging are consistent in each post, the contact info and online boutique to connect you to the brand are linked, and the Jacquemus ‘community’ is available for you to join or follow (Facebook). The brand’s TikTok is another informal platform for the designer to be silly, express his personality, and post behind-the-scenes content. Porte Jacquemus truly shows off the world of luxury in all its shapes and forms, and manages to make his followers laugh while doing so. It is refreshing being able to see and know the person behind a successful designer brand.
In an article for Harper’s Bazaar Arabia, Francesca Leach discusses Simon Porte Jacquemus’ presence on social media, and how he is connecting with customers around the world during these unprecedented times. Leach begins with: “Since the lockdown began, one designer has been dominating Instagram with their savvy social media marketing strategy: Instagram royalty Jacquemus has been doing everything right when it comes to keeping an audience engaged amidst a global quarantine” (Harper’s Bazaar Arabia). He has become an influencer in his own right, and knows how to create cult classics that will ‘blow up’ on social media. This new strategy “removes the barrier of ‘untouchable’ that so many designers of the past have skulked behind, and invites his customer into his world, daily.” His effortless messaging is meant to show that his pieces are meant to be worn with ease, in a relaxed format. He truly is on the pulse of society and knows how to interpret the zeitgeist for his own pleasure, which results in success for his brand.
This news story discusses how the designer asked artist, Chloe Wise, to paint his Spring 2020 campaign. Just when you think Jacquemus’ marketing strategies cannot get any better, he turns to illustration. The article states that “he collaborated with the New York-based painter after noticing that her artwork resembled the coastal collection he was designing. ‘This summer, we were on holiday in the same area. I was watching her Instagram stories and I realized that her paintings were very Riviera-inspired, just like the collection I was creating at the time’” (Lifshutz, Paper). He explained his thought-process behind this decision, saying that paintings by famous artists have always inspired him in the past. Porte Jacquemus said, “‘I find fascinating the transformation between reality, a photo and a painting’” (Lifshutz). In an age where everyone is constantly scrolling and the industry is saturated with content, there aren’t many techniques, strategies, or means that haven’t already been done before. This campaign shows how natural thinking outside of the box comes to Porte Jacquemus, and how his marketing strategies and brand communications are born out of curiosity.
Jacquemus’ competitive advantage is the hands-on approach that founder and creative director, Simon Porte Jacquemus, leads the brand with. The intimate marketing and communication strategies make Jacquemus unlike any other designer label. With an innovative approach to social media, his innate ability to stay ahead of trends, and his creative liberty when designing unique products, Jacquemus is able to inspire his fan-base and create cult-favorites (Arnett, Vogue Business). This brand is extremely relevant to the world today because it has transformed itself to be what younger generations crave. It is a designer brand that is both aspirational and personable (Sherman, BOF).
I think Jacquemus should implement more traditional marketing and communication strategies (in addition to its nontraditional ones) to grow its reach, sophisticate its image, and solidify its future within the industry. This move could pertain to more editorial content that can be featured on the brand’s platforms as well as digital advertising and print for magazines. Collaborations can also be the key to growth and relevancy (Deeley, BOF). Porte Jacquemus could collaborate with another designer such as Comme des Garçons to emphasize their exclusivity, or he could bridge the gap between price points with a contemporary brand such as By Far or Staud to challenge his creative approach.
Inspiration, Images, & Information from…
Arnett, George. “Data Analysis Shows Jacquemus as Fashion's Top Breakout Brand.” Vogue Business, 15 Apr. 2020, www.voguebusiness.com/fashion/data-analysis-breakout-brands-jacquemus-marine-serre-bode.
BOF Biographies. “Simon Porte Jacquemus.” The Business of Fashion - Biographies, 8 Aug. 2019, www.businessoffashion.com/community/people/simon-porte-jacquemus.
“Chloe Wise.” Instagram, www.instagram.com/p/BtylIaGBu8A/?utm_source=ig_embed.
Deeley, Rachel. “What Makes a Collaboration Successful in 2020?” The Business of Fashion, The Business of Fashion, 27 Jan. 2020, www.businessoffashion.com/articles/professional/collaborations-nike-dior-adidas-prada- collab-2020.
“Jacquemus.” Facebook, https://www.facebook.com/JACQUEMUSPARIS/?ref=page_internal.
“Jacquemus.” Instagram, www.instagram.com/jacquemus.
“Jacquemus.” TikTok, https://www.tiktok.com/@jacquemus.
“Jonathan Simkhai.” YouTube, YouTube, www.youtube.com/channel/UCIKG0yd424pOLXiVq-WQIzQ.
Leach, Frances. “How Jacquemus Became The King Of Lockdown Marketing.” Harper's BAZAAR Arabia, Harper's BAZAAR, 4 June 2020, www.harpersbazaararabia.com/featured-news/how-jacquemus-became-the-king-of- lockdown-marketing.
Lifshutz, Hannah. “Jacquemus Commissioned Chloe Wise for Painted Campaign.” PAPER, PAPER Magazine, 15 June 2020, www.papermag.com/jacquemus-chloe-wise- 2628771976.html?rebelltitem=4.
Mercer, Emily. “Market Moments: Cecilie Bahnsen Launches Sustainable Capsule Series.” WWD, WWD, 17 June 2020, wwd.com/fashion-news/designer-luxury/market- moments-cecilie-bahnsen-launches-sustainable-capsule-series-1203654431/.
Sherman, Lauren. “Traditional PR Doesn't Work Anymore. Here's What Does.” The Business of Fashion, The Business of Fashion, 5 Sept. 2019, www.businessoffashion.com/articles/professional/pr-doesnt-work.
Sunnucks, Jack. “Everything You Need to Know about Comme Des Garçons.” Dazed, 2 May 2017, www.dazeddigital.com/fashion/article/35770/1/comme-des-garcons-met-ball-rei- kawakubo-dover-street-market.
