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Designer Jacquemus is the envy of the major luxury brands. The reason? A strong identity and undeniable talent, combined with retail initiatives that don’t go unnoticed. With ephemeral points of sale created for the summer, the independent label is gradually establishing itself as the new master of retailtainement…
Behind the seemingly laid-back demeanor of Simon Porte Jacquemus, the Marseilles-based designer with an avowed love of “blue and white, stripes, sun, fruit, life, poetry, Marseilles and the ’90s” according to his Instagram account (followed by 5.6 million followers), lies a formidable operational force that leaves the luxury world stunned.
Established in Paris in 2009, French brand Jacquemus has made spectacular progress in recent years. As an independent fashion house, Jacquemus celebrated the opening of its very first flagship store in 2022 at number 58 Avenue Montaigne in Paris. Currently, the French brand has 250 employees on its payroll. According to digital media Glitz, the success of the first Jacquemus store in Paris has attracted the interest of luxury giant LVMH. For the time being, however, the luxury goods group is reportedly stymied by the designer’s desire to remain independent.
This interest is well justified, since Jacquemus has multiplied its physical points of sale in recent months. Between its boutique on Avenue Montaigne, a collaboration with Galeries Lafayette, the opening of pop-up stores abroad and an ephemeral summer boutique on Lake Como and in Portofino, the designer shines in the world’s most glamorous destinations. And there’s more to come, as evidenced by his latest announcement: the installation of a beach and pop-up in Ramatuelle. Under these conditions, there’s no doubt that the designer is asserting himself as the new master of retail.
Initiatives reminiscent of Dior
These initiatives are unmistakably reminiscent of some of the world’s leading luxury brands, including one in particular, Dior (Christian Dior Couture). An analysis of the initiatives reveals an almost trait-for-trait reappropriation of those initiated by the Maison du 30 Montaigne.
Dior reopens a flagship on Avenue Montaigne, Jacquemus does the same 100 meters further down. Dior dresses the windows of Harrods, Jacquemus those of Galeries Lafayette. Dior opens pop-up stores in department stores, Jacquemus too. Dior launches Dioriviera, Jacquemus plays in the sun on the beach at Ramatuelle. Dior chooses Versailles for its campaign, Jacquemus chooses to parade there a few years later. Dior showcases French savoir-faire with its signature toile de jouy, Jacquemus showcases Calais lace in a final show with a baroque spirit, heralding a foray into lingerie.
While the brand’s grand ambitions are well known, to date it has yet to achieve the status of an “iconic and undisputed” brand, as the House of Dior can be. Nevertheless, appropriating industry-approved initiatives helps the brand to emerge as a credible challenger in the luxury market, at least in the eyes of its particularly engaged community on social networks, which have largely been responsible for the sunny brand’s success. This strategy is undoubtedly highly attractive in terms of both retail sales and brand awareness.
Let’s review Jacquemus’ latest initiatives!
A “summer” collection and pop-up store in Italy
For its second foray into a capsule collection dedicated to summer pleasures, the French designer has opted for an exceptional location nestled in the Lombardy region of northern Italy. It’s at the crossroads of a small boutique at 83 Via Regina in Cernobbio that the Jacquemus capsule collection has chosen to set up camp for the summer season.
Bathed in sunlight and animated by warm hues, Jacquemus’ summer range unfolds like a vibrant tribute to the French Riviera. At the heart of the line are the brand’s signature sun-kissed shades and form-fitting silhouettes. The collection includes a selection of ready-to-wear garments for women and men, accompanied by handbags and hats. It offers a reinterpretation of iconic Jacquemus pieces, metamorphosed by exclusive hues for this capsule collection.
Here, the brand has teamed up with luxury retailer Tessabit, based in Como. It was in this Italian city that Jacquemus chose to hatch an ephemeral address especially for the event. The store, covering an area of 50 square meters, opened its doors on April 29 and will remain open until October 16.
Jacquemus beach in Ramatuelle
Following the opening of two ephemeral boutiques in Italy, the brand has now moved to the heights of Saint-Tropez, in the village of Ramatuelle. This installation, open until October, is based on an innovative idea: the very first beach designed by Simon Porte Jacquemus.
The frame features a range of elements such as parasols, deckchairs and even paddle boards. The aesthetic picks up on the famous yellow and blue stripes that appeared earlier in the season in Jacquemus’ first design collection. The collection also includes a never-before-seen re-edition of three pieces of furniture from the Locus Solus line, imagined by Italian architect Gae Aulenti in the mid-sixties.
Beyond the beach, the Jacquemus pop-up includes a physical boutique featuring a selection of summery ready-to-wear, as well as leather goods and small accessories.
A desire for stability
Since last year, with the arrival of a new CEO, Jacquemus has openly revealed its intention to strengthen its physical distribution network, both in France and internationally.
In recent months, the brand has also distinguished itself through various initiatives, notably in wholesale distribution. These include the creation of an immersive installation at Selfridge’s in London, and a noteworthy collaboration with Galeries Lafayette Haussmann. Digital native, the brand also likes to use augmented reality, staging giant Bambino bags sailing on Lake Como like Riva Aquarama or automobiles in the streets of Paris. In a new chapter in its collaboration with Nike, Jacquemus recently announced that it now has a permanent sales space in the Galeries Lafayette department store in Shanghai.
Read also>This summer, luxury plays it easy with beach pop-ups
Featured photo : ©Jacquemus [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Designer Jacquemus is the envy of the major luxury brands. The reason? A strong identity and undeniable talent, combined with retail initiatives that don’t go unnoticed. With ephemeral points of sale created for the summer, the independent label is gradually establishing itself as the new master of retailtainement…
Behind the seemingly laid-back demeanor of Simon Porte Jacquemus, the Marseilles-based designer with an avowed love of “blue and white, stripes, sun, fruit, life, poetry, Marseilles and the ’90s” according to his Instagram account (followed by 5.6 million followers), lies a formidable operational force that leaves the luxury world stunned.
Established in Paris in 2009, French brand Jacquemus has made spectacular progress in recent years. As an independent fashion house, Jacquemus celebrated the opening of its very first flagship store in 2022 at number 58 Avenue Montaigne in Paris. Currently, the French brand has 250 employees on its payroll. According to digital media Glitz, the success of the first Jacquemus store in Paris has attracted the interest of luxury giant LVMH. For the time being, however, the luxury goods group is reportedly stymied by the designer’s desire to remain independent.
This interest is well justified, since Jacquemus has multiplied its physical points of sale in recent months. Between its boutique on Avenue Montaigne, a collaboration with Galeries Lafayette, the opening of pop-up stores abroad and an ephemeral summer boutique on Lake Como and in Portofino, the designer shines in the world’s most glamorous destinations. And there’s more to come, as evidenced by his latest announcement: the installation of a beach and pop-up in Ramatuelle. Under these conditions, there’s no doubt that the designer is asserting himself as the new master of retail.
Initiatives reminiscent of Dior
These initiatives are unmistakably reminiscent of some of the world’s leading luxury brands, including one in particular, Dior (Christian Dior Couture). An analysis of the initiatives reveals an almost trait-for-trait reappropriation of those initiated by the Maison du 30 Montaigne.
Dior reopens a flagship on Avenue Montaigne, Jacquemus does the same 100 meters further down. Dior dresses the windows of Harrods, Jacquemus those of Galeries Lafayette. Dior opens pop-up stores in department stores, Jacquemus too. Dior launches Dioriviera, Jacquemus plays in the sun on the beach at Ramatuelle. Dior chooses Versailles for its campaign, Jacquemus chooses to parade there a few years later. Dior showcases French savoir-faire with its signature toile de jouy, Jacquemus showcases Calais lace in a final show with a baroque spirit, heralding a foray into lingerie.
While the brand’s grand ambitions are well known, to date it has yet to achieve the status of an “iconic and undisputed” brand, as the House of Dior can be. Nevertheless, appropriating industry-approved initiatives helps the brand to emerge as a credible challenger in the luxury market, at least in the eyes of its particularly engaged community on social networks, which have largely been responsible for the sunny brand’s success. This strategy is undoubtedly highly attractive in terms of both retail sales and brand awareness.
Let’s review Jacquemus’ latest initiatives!
A “summer” collection and pop-up store in Italy
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Designer Jacquemus is the envy of the major luxury brands. The reason? A strong identity and undeniable talent, combined with retail initiatives that don’t go unnoticed. With ephemeral points of sale created for the summer, the independent label is gradually establishing itself as the new master of retailtainement…
Behind the seemingly laid-back demeanor of Simon Porte Jacquemus, the Marseilles-based designer with an avowed love of “blue and white, stripes, sun, fruit, life, poetry, Marseilles and the ’90s” according to his Instagram account (followed by 5.6 million followers), lies a formidable operational force that leaves the luxury world stunned.
Established in Paris in 2009, French brand Jacquemus has made spectacular progress in recent years. As an independent fashion house, Jacquemus celebrated the opening of its very first flagship store in 2022 at number 58 Avenue Montaigne in Paris. Currently, the French brand has 250 employees on its payroll. According to digital media Glitz, the success of the first Jacquemus store in Paris has attracted the interest of luxury giant LVMH. For the time being, however, the luxury goods group is reportedly stymied by the designer’s desire to remain independent.
This interest is well justified, since Jacquemus has multiplied its physical points of sale in recent months. Between its boutique on Avenue Montaigne, a collaboration with Galeries Lafayette, the opening of pop-up stores abroad and an ephemeral summer boutique on Lake Como and in Portofino, the designer shines in the world’s most glamorous destinations. And there’s more to come, as evidenced by his latest announcement: the installation of a beach and pop-up in Ramatuelle. Under these conditions, there’s no doubt that the designer is asserting himself as the new master of retail.
Initiatives reminiscent of Dior
These initiatives are unmistakably reminiscent of some of the world’s leading luxury brands, including one in particular, Dior (Christian Dior Couture). An analysis of the initiatives reveals an almost trait-for-trait reappropriation of those initiated by the Maison du 30 Montaigne.
Dior reopens a flagship on Avenue Montaigne, Jacquemus does the same 100 meters further down. Dior dresses the windows of Harrods, Jacquemus those of Galeries Lafayette. Dior opens pop-up stores in department stores, Jacquemus too. Dior launches Dioriviera, Jacquemus plays in the sun on the beach at Ramatuelle. Dior chooses Versailles for its campaign, Jacquemus chooses to parade there a few years later. Dior showcases French savoir-faire with its signature toile de jouy, Jacquemus showcases Calais lace in a final show with a baroque spirit, heralding a foray into lingerie.
While the brand’s grand ambitions are well known, to date it has yet to achieve the status of an “iconic and undisputed” brand, as the House of Dior can be. Nevertheless, appropriating industry-approved initiatives helps the brand to emerge as a credible challenger in the luxury market, at least in the eyes of its particularly engaged community on social networks, which have largely been responsible for the sunny brand’s success. This strategy is undoubtedly highly attractive in terms of both retail sales and brand awareness.
Let’s review Jacquemus’ latest initiatives!
A “summer” collection and pop-up store in Italy
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[/vc_cta][vc_column_text]Featured photo : © Jacquemus[/vc_column_text][/vc_column][/vc_row]
