What I've Learned from Jacquemus' Marketing

From bags on wheels, hyper-physical stores to fashion shows on the beach: How funding makes the marketing process easier, and the importance of storytelling in marketing.

Apr 15, 2023

This past week, Jacquemus giant bags-on-wheels flooded the streets of Paris, causing quite a stir on social media. Although I didn't know much about the brand before seeing the video, it piqued my interest in them and their marketing team. I did some research and discovered that they are not new to this game. If anything, they are well known for their experiential and out-of-the-box marketing, which is why I will share a few things I have discovered from my research. But first, I will give a little back story into what Jacquemus is.

Jacquemus was founded by Simon Porte Jacquemus in 2009 when he was just 19 years old, and he named it after his mother's maiden name. His early memories of life in the South of France inspired the brand's debut collection, which has since grown to become one of the most well-known in the industry. The brand stands out in the crowded fashion industry thanks to its unique story and the unique experience it offers its customers.

According to Seth Godin, marketing is a competition to see who can capture consumers' attention. There's no doubt that Jacquemus has succeeded in capturing consumers' attention thanks to its fully immersive sensory experience. Take, for example, their "Le Bleu" hyperphysical store, which provides clients with an immersive purchasing experience and creates a space where customers can physically engage with the brand and its products. The stores are designed to be destinations for customers to experience the brand's vision and values rather than simply being somewhere to shop for clothing.
The company also is known for holding runway shows in unconventional locations, from the beach, wheat, and lavender fields and even a salt mountain. This demonstrates the brand's dedication to originality and innovation. They offer a truly unique and memorable experience that will leave a lasting impression on customers.

As mentioned earlier, I will share what I learned about Jacquemus and its marketing strategy. They include:

Talk is Cheap, Execution is Expensive
People often talk about how ideas are cheap in the context of how they tend to fall short during execution. Although I agree it's valid, that is not what I am referring to right now. Ideas are simple to come up with, but money helps them reach their full potential. Everything about Jacquemus's marketing screams BUDGET! I won't be too surprised to learn that Jacquemus' enormous bag on wheels was a not-so-subtle hint to a plan to offer larger versions of their Le Bambino bags. If this is the case, the 3D representation of their Le Bambino bags supports my claim that money is a very important factor. A well-planned and appropriately funded marketing budget is essential for the target audience to be effectively reached and for the desired outcomes to be obtained. And Jacquemus is a great example of a company that has achieved notable success through funding successful marketing campaigns (not that I expected anything less). To be clear, I am not trying to set unreasonable standards, but money is the fuel that propels the machine. If you work in marketing, you may understand the frustration of having a great concept rejected because there isn't money to implement it. I believe that when money isn't a concern, it gives room for creativity and the free flow of unique ideas. A well-planned and appropriately funded marketing budget is necessary to support the marketing strategies and aid in efficiently reaching the target audience and producing the desired outcomes.
Jacquemus budget plan as seen in the “La Mere Nature” campaign strategy
Do not Underestimate the Power of Storytelling
Jacquemus' success is a testament to the power of a strong brand story. In addition to its out-of-the-box marketing campaigns, Jacquemus is also known for its storytelling approach to marketing. The brand's unique story, which centers around founder Simon Porte Jacquemus and his childhood memories of life in the south of France, has been woven into many marketing campaigns. Through storytelling in its marketing campaigns, Jacquemus has created a deeper connection with its audience. The brand's campaigns are more than just advertisements; they are immersive experiences that transport viewers to another time and place. The brand clearly understands the importance of keeping users engaged and making them advocates of the brand through storytelling and campaigns that create buzz. By using storytelling and buzz-generating campaigns, the company is able to keep users interested and turn them into brand ambassadors.
For example, their 2021 all-pink pop-up, used all-pink vending machines to promote their product and boost online engagement while providing an interactive and unique shopping experience. Additionally, the unconventional location of their shows is an ingenious way to generate buzz and anticipation around their collection, which has been a constant success. Jacquemus has been able to hack marketing so that its online and offline marketing efforts tell a compelling story and provide a unique experience that connects them with its audience beyond the products they sell.

3. Being Relatable Does Not Have to Be the New Annoying
In one of my previous issues, I wrote about how brands tend to err on the side of inappropriateness while trying to be relatable. And with most luxurious fashion
brands, it is common to see their founder or even the brand as mysterious or enigmatic. However, Jacquemus is different. Their brand identity makes
people find them relatable, yet it does not diminish the luxurious feel of the
brand. One way in which Jacquemus has achieved relatability is through its social
media presence. The brand frequently posts behind-the-scenes footage of its
runway shows and photoshoots, giving followers a glimpse into the creative
process. This transparency and authenticity help to humanize the brand and
connect with its audience. As stated in Jacquemus’ 2020 SWOT analysis report,
one of their strengths is their fresh and young advertising that appeals to the
younger generation. This makes so much sense because it demonstrates the value
of understanding your audience and the most effective ways to reach them. That
way, they will not find your marketing efforts cringe. This is something to think
about if you work in marketing. You need to know your audience well and what
attracts them to communicate with them in a way they can relate to.
The marketing strategies of Jacquemus also reveal a fusion between the founder,
Simon, and the brand itself as he frequently utilizes his personal account to
interact with followers and give them a sense of involvement in the creative
process. The founder is clearly central to the brand's identity, and it is almost
impossible to distinguish the two.

In conclusion, the most profound thing I have observed is how intentional Jacquemus is about every step they take and its effect on their brand image. Before creating their first physical store, they clearly aimed to use art and design to connect customers with the products and the experience. This is also reflected in the vibrant feel of their products.

It is safe to say, that Jacquemus has successfully convinced their customers that they are buying into a lifestyle and not just purchasing outfits. As marketers, we can learn a lot from the Jacquemus brand. We should strive to create a unique brand story that sets us apart from our competitors, remain consistent, have a strong social media presence, and create deep connections with our users.

That’s all for this week! Thank you for reading The Final Draft.

Please let me know in the comments, if you would like to see more issues like this. I’ll also like to hear your thoughts on Jacquemus’ marketing effort.

The Final Draft

What I've Learned from Jacquemus' Marketing

From bags on wheels, hyper-physical stores to fashion shows on the beach: How funding makes the marketing process easier, and the importance of storytelling in marketing.

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