Jacquemus Marketing Strategy 2024: A Case Study

Jacquemus, a luxury brand known for its avant-garde fashion and modern aesthetic, has gained immense recognition in the fashion industry. One of the key factors contributing to its success is its innovative marketing strategy. By adopting a combination of traditional and digital advertising techniques, Jacquemus has effectively positioned itself as a leading brand in the luxury fashion market.

With over 5.4 million followers on Instagram, Jacquemus has established a strong social media presence. The brand’s carefully curated content and visually appealing posts captivate its audience and generate a significant amount of engagement. On average, each Instagram post receives 10,000 likes, 500 comments, and 200 shares, indicating a high level of audience interaction and brand loyalty.

Key Takeaways:

  • Jacquemus’ marketing strategy combines traditional and digital advertising techniques.
  • The brand has a strong social media presence with over 5.4 million Instagram followers.
  • Celebrity endorsements and collaborations have helped increase brand visibility and desirability.
  • Jacquemus’ fashion shows generate significant buzz and attention in the industry.
  • The brand focuses on maintaining a strong brand identity and creating visually striking content.

The Rise of Jacquemus in the Fashion Industry

Jacquemus, a renowned fashion brand founded in 2009 by Simon Porte Jacquemus, has quickly made a name for itself in the industry, captivating fashion enthusiasts with its creative designs and unique approach. With a product strategy that strikes a balance between iconic statement pieces and ready-to-wear items, the brand has successfully appealed to its target audience of millennials and Gen-Z.

One of the significant milestones in Jacquemus’ journey was the release of its “La Bamba” collection, which garnered widespread attention and elevated the brand’s status to new heights. This collection showcased the brand’s knack for breaking norms and pushing boundaries, while still capturing the essence of contemporary fashion. The La Bamba collection featured innovative silhouettes, vibrant colors, and playful designs that resonated with both consumers and industry insiders alike.

What further contributed to Jacquemus’ rise in the fashion industry was the strong support it received from influential celebrities. The likes of Kim Kardashian and Rihanna have been seen proudly donning Jacquemus pieces, cementing the brand’s reputation as a fashion-forward choice. These celebrity endorsements not only created a buzz around the brand but also helped broaden its reach to a global audience.

Beyond its creative designs and celebrity support, Jacquemus has strategically leveraged various marketing tactics to establish itself as a prominent player in the industry. The brand’s minimalist aesthetic, which is consistently seen across campaigns and social media, has played a pivotal role in crafting a recognizable visual identity. Additionally, Jacquemus has embraced social media platforms like Instagram and TikTok, effectively engaging with followers and building a loyal community.

Collaborations and sustainability focus

Jacquemus’ collaborations with renowned brands like Nike and Evian have not only expanded its reach but also maintained its distinct identity. These strategic partnerships have allowed the brand to tap into new markets and nurture its reputation for innovative design. Furthermore, the brand’s commitment to sustainability and ethics has resonated with conscious consumers. By promoting timeless, high-quality pieces and incorporating eco-friendly materials like organic cotton and recycled fabrics in its collections, Jacquemus has successfully aligned itself with the growing demand for sustainable fashion.

Overall, the rise of Jacquemus in the fashion industry can be attributed to its unwavering creativity, authentic storytelling, and strong brand identity. By consistently delivering unique designs, engaging with audiences on social media, and forming collaborations that resonate with its target market, Jacquemus has firmly established itself as a force to be reckoned with. With a current worth of over €200 million and ambitious plans to double its worth by 2025, the future looks bright for this innovative fashion brand.

SWOT Analysis of Jacquemus

When conducting a SWOT analysis of Jacquemus, it becomes evident that the brand possesses several key strengths that have contributed to its success. With a unique brand identity and a creative design approach, Jacquemus has carved a niche for itself in the fashion industry. The brand’s minimalist aesthetic and innovative clothing designs have garnered recognition and attracted both fashion enthusiasts and industry insiders. Additionally, Jacquemus boasts a strong following and has effectively utilized social media to market its collections, engage with customers, and increase brand recognition globally.

However, it is important to acknowledge the weaknesses that Jacquemus faces. The brand has a limited product range, which may limit its market reach and potential customer base. Furthermore, Jacquemus’ high price points may pose a challenge in attracting a broader audience. Another potential weakness is the brand’s dependency on its founder, Simon-Portes Jacquemus, which may raise concerns about sustainability and future growth.

Despite these weaknesses, Jacquemus has identified several opportunities for strategic growth. International expansion is a significant opportunity for the brand, as it aims to tap into new markets and reach a wider customer base. Collaborations with emerging designers present another avenue for growth and innovation. By partnering with like-minded creatives, Jacquemus can leverage their unique perspectives to create exciting and dynamic collections. Additionally, the brand can further capitalize on its strong social media presence to engage with influencers and strengthen its position within the fashion scene.

Like any business, Jacquemus also faces potential threats. Intense competition within the fashion industry is a constant challenge, requiring the brand to continue pushing boundaries and staying ahead of trends. Economic factors, such as fluctuations in consumer spending, can also impact the brand’s performance. Additionally, the presence of counterfeit products can undermine Jacquemus’ reputation and erode its market share.

Strengths Weaknesses Opportunities Threats
Unique Brand Identity Limited Product Range International Expansion Intense Competition
Creative Design High Price Point Collaborations Economic Factors
Strong Following Dependency on the Founder Presence of Counterfeit Products
Social Media Presence

By conducting a thorough SWOT analysis, Jacquemus can build upon its strengths, address its weaknesses, capitalize on opportunities, and mitigate potential threats. This analysis provides valuable insights that will inform the brand’s strategic decisions and help position Jacquemus for continued growth and success in the fashion industry.

Brand Storytelling and Emotional Connection

Jacquemus understands the power of brand storytelling in establishing a deep emotional connection with its customers. The brand’s founder, Simon Porte Jacquemus, started his journey at the young age of 18, and since its debut at Paris Fashion Week in 2012, Jacquemus has captivated audiences with its captivating narratives.

The brand’s success lies in its ability to transcend the boundaries of mere fashion and immerse customers in a world of inspiration and imagination. By embracing minimalistic aesthetics and incorporating storytelling into its designs, Jacquemus has created a brand identity that resonates with individuals on a personal level.

Every collection tells a unique story, whether it’s drawing inspiration from Simon’s childhood memories in the South of France or paying homage to the brand’s commitment to sustainability. Each piece becomes a vessel for storytelling, inviting customers to embark on a journey and form a profound emotional connection.

One of the notable examples showcasing the brand’s commitment to storytelling is the implementation of pink vending machines for the iconic Le Bambino Long bag in 2021. This unexpected and whimsical approach not only created buzz but also invited customers to engage with the brand on a deeper level.

In 2022, Jacquemus introduced the “Le Bleu” pop-up experience, immersing customers in a dreamy world of azure blue. This experiential marketing campaign not only showcased the brand’s innovative design but also invited customers to become a part of the narrative, further strengthening their emotional connection.

In 2023, Jacquemus launched the Bag Buses viral campaign, transforming Le Bambino bags into adorable miniature buses. This interactive and playful initiative not only generated excitement among customers but also sparked conversations and encouraged people to share their experiences, fostering a sense of community and emotional bond.

Jacquemus demonstrates a masterful approach to brand storytelling, intertwining emotions and narratives to create a truly immersive experience. By forging this emotional connection, the brand has cultivated a loyal following and established itself as a prominent player in the fashion industry.

Building a Brand Identity

At the heart of Jacquemus’ success lies its strong and distinct brand identity. From its visuals to its values, the brand has carefully crafted an immersive experience that captivates its audience and sets itself apart from competitors.

With its founder, Simon Porte Jacquemus, at the helm, the brand has established a reputation for emotive storytelling rooted in the south of France. This unique approach allows Jacquemus to connect with customers on a deep and personal level, making them feel like they are a part of the brand’s journey.

Jacquemus has gained recognition for its innovative designs and marketing strategies. The brand’s commitment to luxurious minimalism is reflected not only in its fashion collections but also in the materiality concepts used in its stores. Inspired by Simon Porte Jacquemus’ background in Provence, the stores feature clay interiors and blue-tiled concepts, creating a warm and authentic ambiance that transports customers to a perpetual summer atmosphere.

The brand’s visual storytelling extends beyond its stores. On its official Instagram account, Jacquemus shares lifestyle shots featuring the founder, his partner, and his dog. These intimate glimpses into the Jacquemus world further enhance the brand’s authentic and relatable image.

Through its unique pop-up stores, such as the 24/24 boutique inspired by a vending machine, Jacquemus aims to provide an unforgettable and immersive shopping experience for its customers. These unconventional concepts demonstrate the brand’s creativity, originality, and commitment to pushing boundaries in the fashion industry.

Key Statistics
Jacquemus revenue $100 million
Jacquemus projected revenue $200 million
Founder’s age 32 years old
Year founded 2009
French breakout success Over a decade

Through its unwavering commitment to brand identity, Jacquemus has solidified its position as a trendsetter and influential brand in the fashion industry. The brand’s unique approach to marketing, its engaging social media presence, and its collaborations with high-profile celebrities have further propelled its success and expanded its reach.

Engaging the Audience

Engaging the audience is a vital aspect of Jacquemus’ marketing strategy. The brand understands the importance of connecting with its customers on a deeper level and actively involves them in the brand experience. By fostering a sense of co-creation and embracing inclusivity, Jacquemus has successfully built a community around its brand.

Jacquemus encourages its audience to share their own stories and perspectives, creating a space for dialogue and interaction. This not only strengthens the emotional bond between the brand and its customers but also turns them into brand advocates who actively promote and support Jacquemus.

In addition to audience engagement, collaborations play a significant role in expanding the brand’s reach and desirability. Jacquemus has successfully partnered with influencers, celebrities, and artists such as KAWS, Rihanna, and Kim Kardashian. These collaborations not only attract new audiences but also add a fresh and diverse perspective to the brand.

Furthermore, Jacquemus leverages its social media platforms, especially Instagram, to showcase its designs and enhance audience engagement. The brand’s social media engagement strategies have resulted in viral campaigns, with posts receiving thousands of likes, shares, and comments. This high level of audience engagement not only increases brand visibility but also enables Jacquemus to connect with its audience in real-time.

By incorporating storytelling into its collections, Jacquemus adds a personal touch and creates a deeper emotional connection with its audience. The brand draws inspiration from the life of its founder, Simon Porte Jacquemus, and effectively communicates his journey and vision through its designs.

Strengths Weaknesses Opportunities Threats
Unique brand identity Limited market reach Expanding international presence Intense competition
Compelling storytelling Relatively high price points Collaborating with emerging designers Economic factors
Social media savviness Focusing on sustainability and ethics Counterfeit products
Influencer collaborations

The Power of Emotional Connection

One of the key elements that sets Jacquemus apart in the fashion industry is its ability to create a strong emotional connection with its audience. By leveraging the power of storytelling, the brand has cultivated a loyal following and established brand loyalty among its consumers.

Jacquemus understands that fashion is not just about clothing; it’s about creating an experience and forging a deep connection with customers. Through their marketing campaigns, they aim to evoke emotions and captivate their audience’s attention.

A significant aspect of Jacquemus’ storytelling approach is the usage of surrealism in their advertising. By incorporating elements of surrealism, the brand creates an emotional connection that goes beyond the superficial. This approach allows Jacquemus to stand out among competitors and resonate with its target audience.

An excellent example of this emotional connection can be seen in Jacquemus’ spring-summer 2024 collection “Les Sculptures.” The campaign featured ‘Bad Bunny’ as the face of the collection, showcasing the brand’s ability to merge the worlds of fashion and music to create a captivating and emotional experience for viewers.

Jacquemus’ surrealist marketing techniques, such as juxtaposition, add an extra layer of intrigue and captivate audiences’ attention. Through this approach, the brand is not only selling clothing but also inviting consumers into a world of art and creativity.

Furthermore, Jacquemus leverages social media platforms like Instagram to engage with its audience and share visually appealing content. This creates a two-way interaction that furthers the emotional connection between the brand and its followers.

By promoting the concept of ‘fashion as art and art as fashion,’ Jacquemus sets itself apart as a visionary brand that is not afraid to push boundaries and challenge traditional notions of the fashion industry.

This emphasis on emotional connection and storytelling has not only garnered publicity for Jacquemus but has also resulted in increased sales. Through their innovative marketing campaigns and unique brand identity, Jacquemus has cultivated a community of loyal followers who eagerly anticipate each new collection.

To summarize, Jacquemus understands the power of emotional connection and leverages storytelling and surrealism to create a strong bond with its audience. By prioritizing this connection over immediate sales, Jacquemus has established itself as a brand that values long-term relationships and fosters brand loyalty.

Social Media Engagement

Jacquemus understands the power of social media and how it can be used to engage with its audience. The brand has built a strong presence on platforms like Instagram, using visually stunning images and videos to captivate followers. Through regular posts, story updates, and IGTV videos, Jacquemus offers a behind-the-scenes look into the brand’s world, generating excitement and curiosity among its audience.

One of the key aspects of Jacquemus’s social media strategy is active audience interaction. The brand creates a sense of community by actively responding to comments, questions, and direct messages from its followers. This two-way communication fosters a feeling of inclusivity and connection, making followers feel like they are part of the Jacquemus family.

With over 1.5 million consolidated views on TikTok, Jacquemus has also tapped into the potential of this rapidly growing platform to expand its reach and engage with a younger and more diverse audience. The brand leverages TikTok’s viral challenges and trends to encourage user-generated content and foster digital communities centered around Jacquemus. This approach not only increases brand visibility but also creates a space for fans to showcase their creativity and love for the brand.

Through its marketing approach of “stay and play,” Jacquemus has effectively utilized social media platforms to create a unique and immersive experience for its audience. The brand’s collaborations with influencers, celebrities, and artists such as KAWS, Rihanna, and Kim Kardashian have not only helped tap into new audiences but also added credibility to the brand. By partnering with renowned figures, Jacquemus has brought a new level of excitement and engagement to its social media presence.

Social Media Engagement Statistics

Metrics Statistics
Instagram Followers 1.5 million+
TikTok Views Over 1.5 million consolidated views
Engagement Level 6 comments

The combination of visually appealing content, active audience interaction, and strategic collaborations has allowed Jacquemus to enhance audience engagement and strengthen its online presence. By leveraging social media platforms like Instagram and TikTok, the brand has succeeded in cultivating a dedicated following and establishing itself as a trendsetter in the fashion industry.

Influencer Collaborations and Celebrity Endorsements

Jacquemus understands the impact of influencer collaborations and celebrity endorsements in promoting its brand. By partnering with influencers and celebrities who align with the brand’s values, Jacquemus expands its reach and increases brand visibility. Collaborations with famous names like Dua Lipa, Kylie Jenner, Jennie Kim, Beyoncé, and Kendall Jenner have further boosted the brand’s desirability and attracted a diverse audience.

The effective collaboration with Nike, a renowned sportswear giant, led to swift sell-outs and positive media acclaim, showcasing Jacquemus’ ability to generate hype and drive sales through strategic partnerships. Additionally, collaborating with renowned artist KAWS resulted in a limited-edition collection that garnered substantial attention from fashion enthusiasts and art lovers.

Partnering with influencers and celebrities not only amplifies brand visibility but also helps build authenticity. By associating the brand with popular figures who have a strong following, Jacquemus successfully reaches a wider audience and establishes credibility within the fashion industry.

Furthermore, Jacquemus leverages the presence of supermodels like Liu Wen, Adut Akech, Kendall Jenner, Vittoria Ceretti, Gigi Hadid, Imaan Hammam, and others in its campaigns. The inclusion of these influential figures not only adds to the brand’s luxurious image but also creates an element of surrealism, capturing consumer attention and facilitating shareable moments.

Experiential Events: Creating Buzz and Media Attention

In addition to influencer collaborations and celebrity endorsements, Jacquemus creates experiential marketing campaigns that generate significant media attention. The brand’s commitment to creating immersive and extravagant fashion events has become a signature element of its marketing strategy.

Events like the “La Riviera” show, featuring a 500-meter-long pink runway, and shows at exclusive locations create a sense of exclusivity and captivate the audience. These experiences not only showcase the brand’s creativity but also generate widespread media coverage, further enhancing brand visibility and positioning Jacquemus as a trendsetter in the fashion industry.

With a strong presence on social media platforms like Instagram, Jacquemus uses these channels to showcase its innovative marketing approach and engage with its audience. The brand’s Instagram account, with nearly 6.2 million followers, serves as a visual platform that displays its unique campaigns, supermodel collaborations, and surrealist marketing tactics.

Jacquemus’ approach to influencer collaborations, celebrity endorsements, and experiential events has not only solidified its position in the fashion industry but has also inspired other brands to follow suit. The industry has recognized the power of immersive events, sustainability, and storytelling in marketing strategies, with Jacquemus leading the way.

Experiential Marketing and Unique Campaigns

Jacquemus, with its visionary approach to marketing, consistently delivers experiential campaigns that leave a lasting impression on its audience. The brand goes beyond traditional advertising methods, creating unique and immersive experiences that captivate and engage its target demographic of millennials, particularly females aged 16-25.

One of Jacquemus’ key strategies is the use of unconventional locations for its fashion shows. Rather than conforming to the traditional fashion calendar, the brand organizes runway shows at unexpected places, infusing each event with a distinct theme that aligns with the collection and the season. By breaking away from the norm, Jacquemus is able to create buzz and generate excitement among industry insiders and its fanbase.

In addition to its unconventional shows, Jacquemus employs surrealistic elements in its marketing campaigns, reflecting the rise of surrealism in the fashion and lifestyle industry. By harnessing the power of surreal imagery and blending reality with fantasy, Jacquemus taps into the Gen Z consumer segment’s penchant for visually engaging content. This approach not only sparks conversations and drives engagement on social media platforms but also resonates with the brand’s target audience.

One of Jacquemus’ most successful campaigns was the launch of its micro Le Chiquito bag in 2018. This miniature bag quickly gained popularity and virality among fashion influencers and It-girls, demonstrating the brand’s ability to create desirable products and generate organic buzz. The Le Chiquito bag’s appeal is further enhanced by its craftsmanship, as it is crafted from vegetable-tanned, high-quality leather, catering to consumers seeking premium and sustainable products.

Furthermore, Jacquemus excels in creating unique brand experiences through pop-up shops and viral campaigns. These experiential marketing tactics not only allow consumers to interact with the brand in a physical setting but also create a sense of exclusivity and desirability. By orchestrating these immersive experiences, Jacquemus establishes a strong connection with its audience, fostering brand loyalty and advocacy.

Recently, Jacquemus took its marketing efforts to the streets of Paris by showcasing 3-D renderings of its bags on trolley cars. This creative tactic not only generated buzz but also showcased the brand’s innovative and forward-thinking approach. Jacquemus’ ability to consistently surprise and delight its audience demonstrates its commitment to staying ahead of the curve and solidifying its position as a leader in experiential marketing.

Jacquemus Marketing Statistics

Instagram Followers 6 million+
Instagram Engagement Likes 2 million+
Le Chouchou Collection Positive Public Interest
Target Demographic Millennials, particularly female, aged 16-25
Digital Marketing Efforts Increased Brand Awareness and Engagement
Paris Fashion Week Recognition as Young Designer
‘Jacquemus Bag’ Searches High Consumer Interest
Surrealism in Marketing Incorporation into Campaigns
Social Media Engagement Drives Conversations
Gen Z Consumer Segment Affinity for Surreal Marketing
Le Chiquito Bag Popularity Among Influencers
Quality Craftsmanship Vegetable-Tanned Leather
Unique Marketing Tactics Engaging Experiences
Unconventional Runway Shows Memorable Themes
3-D Renderings on Trolley Cars Successful Buzz-Generating Tactic
Loyal Fanbase Anticipation for New Products


Jacquemus has strategically positioned itself as a successful player in the luxury fashion industry through its innovative marketing strategies and brand identity. With a target market consisting primarily of millennials and Gen Z, the brand offers attainable luxury with pieces ranging from 100 to 1,000 euros. Bold visuals, playful aesthetics, and innovative designs have helped Jacquemus establish a distinct brand identity that resonates with its audience.

The brand’s use of social media, particularly Instagram, has been instrumental in connecting with its target market. Influencer collaborations, user-generated content, and interactive campaigns have effectively engaged consumers and enhanced brand perception. Additionally, Jacquemus embraces inclusivity, celebrating diversity and individuality, which has further expanded its appeal.

Jacquemus’ marketing strategies encompass a range of tactics, including social media marketing, influencer collaborations, experiential marketing, and branding initiatives. The brand challenges traditional luxury industry norms with its pricing strategy, resulting in a price multiplier of 6 to 7 compared to production costs. While some may question the craftsmanship of the products compared to high-end brands, Jacquemus’ focus on cost-cutting measures has undoubtedly contributed to its profitability and expansion.

Overall, Jacquemus’ rise in the fashion industry can be attributed to its creative marketing strategies, strong online presence, and willingness to adapt to changing consumer preferences. By prioritizing sustainability and ethical practices, the brand has garnered positive responses from consumers. As Jacquemus continues to evolve, it will be exciting to see how its marketing strategies and brand success unfold in the coming years.


What is Jacquemus known for in the fashion industry?

Jacquemus is known for its innovative marketing strategies, creative designs, and fresh approach to fashion.

Which celebrities have shown their support for Jacquemus?

Influential celebrities such as Kim Kardashian and Rihanna have shown their support for Jacquemus, particularly during the release of the “La Bamba” collection.

What are the strengths of Jacquemus as a brand?

Jacquemus’ strengths include its unique brand identity, compelling storytelling, strong social media presence, and successful influencer collaborations.

What are the opportunities for Jacquemus?

The opportunities for Jacquemus include expanding its international presence, collaborating with emerging designers, and focusing on sustainable and ethical practices.

How does Jacquemus create an emotional connection with its audience?

Jacquemus creates an emotional connection with its audience through storytelling, cohesive brand identity, and a focus on capturing intimate moments inspired by the South of France.

What is at the core of Jacquemus’ marketing strategy?

Brand identity is at the core of Jacquemus’ marketing strategy, including carefully crafted visuals, values, and messaging that tell a cohesive and immersive story.

How does Jacquemus engage its audience?

Jacquemus engages its audience by encouraging them to share their own stories, collaborating with influencers, and fostering a sense of co-creation and inclusivity.

How does Jacquemus build brand loyalty?

Jacquemus builds brand loyalty through emotional connection and storytelling, which leads to word-of-mouth marketing and a community of loyal followers.

How does Jacquemus leverage social media?

Jacquemus leverages social media platforms like Instagram to connect with fans through visually stunning posts, behind-the-scenes glimpses, and active engagement with followers.

How does Jacquemus benefit from influencer collaborations and celebrity endorsements?

Jacquemus benefits from influencer collaborations and celebrity endorsements by expanding its reach, increasing brand visibility, and attracting a diverse audience.

How does Jacquemus create unforgettable experiences for its audience?

Jacquemus creates unforgettable experiences for its audience through fashion shows in unconventional locations and unique campaign concepts that generate buzz and make a lasting impact.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.