Where brands and companies used to be more abstract and distant from the consumer in the past, today it’s a whole different story. Innovative technologies, new media, and an abundance of options make brands reconsider their identity, communication methods, and market position. French fashion brand Jacquemus does it like no other, with a digital marketing strategy that continues to amaze us but also prompts us to think strongly about the future.
Jacquemus‘ April ’23 campaign – where the streets of Paris were filled with huge rolling Le Bambino handbags – took the internet and the world by storm. By posting one viral video on social media, the brand positioned itself far ahead of the competition, introducing itself to those who had never even heard of Jacquemus. The vibrant 3D renders created a real online buzz that is reignited with every new social media post or campaign.
The Salvador Dalí-like identity of the current
Jacquemus is deeply woven into everything the brand releases.
Since then, the company has rolled out one (social media) campaign after another, always with a surreal edge: from giant lemons falling on a beach (because when life gives you lemons) to a balle- rina-shaped speedboat racing past the French coast or a flying handbag in the streets of Seoul.
But it goes even further than that. The Salvador Dalí-like identity of the current Jacquemus is deeply woven into everything the brand releases. Even the brand’s stores have become a place of experience and are constructed with playful interiors and unprecedented facades. And of course, the fashion side gets an innovative upgrade (one of the latest shows at Versailles looked as if the brand copied it from a storybook). In short, brand building becomes immersive storytelling where consumers and fans get a front row seat.
The success of Jacquemus’ marketing strategy proves the importance of differentiating oneself in the market. The brand shows the added value it brings to the consumer and the values it prioritises. In effective brand marketing, a strong identity not only creates a loyal consumer base but also opens new markets to explore and creates opportunities for company growth. Additionally, it demonstrates how companies and brands should go beyond traditional out-of-home advertising and invest in large-scale activations. Since campaigns like Jacquemus’ are mostly digital, costs are not as high as expected.
Brand exposure and a presence on various channels (both online and offline) are crucial tactics that complete the story and make the brand more visible in almost every aspect of the consumer’s life.
Make it AI
The use of AI – not only in marketing but in every sector – is becoming more and more common, and campaigns like Jacquemus‘ contribute to the conversation. In the marketing sector, artificial intelligence is increasingly integrated into the various tools used, and new applications are emerging rapidly. This goes beyond just generating content and it works, as evidenced by Forbes, with 58% of marketers using AI seeing increased performance as a key benefit.
In April ’23, Jacquemus made its foray
into the world of interior design
In April ’23, Jacquemus made its foray into the world of interior design, marking a significant venture for the fashion house. Teaming up with the esteemed Italian high-end design brand Exteta, known for its premium outdoor furniture, Jacquemus introduced a reinterpretation of Gae Aulenti’s renowned Locus Solus collection.
The three outdoor furniture pieces within this collection exude the distinctive Jacquemus style, seamlessly blending playfulness with a Mediterranean ambiance. A white stainless-steel frame serves as the elegant foundation, adorned with a striking white and yellow striped textile on the seating.
This outdoor range stands as part of Jacquemus’ ‘Objets’ – a collection of design objects that includes vases, plates, and even key rings. Going beyond design objects, this unique collection extends to encompass a curated selection of inspiring and even rare or exclusive photographs and books.
This outdoor range stands as
part of Jacquemus’ ‘Objets’.
For interior and architecture?
So what can we learn from this Parisian fashion guru’s various campaigns? First of all: after YouTube that brought unknowns instant world fame, it is now also possible to become world popular overnight in marketing thanks to – very well – controlled artificial intelligence. Mixing reality in an innovative way with your brand can break pots. Although, as with scent marketing some 10 years ago, the chances of success are not always guaranteed and are rather exceptional. Make no mistake: Jacquemus also works with top people in the AI world because fiction and reality are rarely distinguishable. Lesson two: pigeonholing is a thing of the past. Jacquemus actually makes handbags but doesn’t give a damn what he puts out tomorrow. It always turns into gold. Youth today wants to identify with a brand, lifestyle and philosophy. Hybrid as it is called in trade terms. Third lesson: mix fiction with reality. An XL handbag that drove across Place de L’Opera in Paris on Instagram turned up as a real shop in Seoul. Only AI images also get boring quickly; consumers also want real experiences. So they can also post it on their own social media, of course. In case you are not following this sparrow yet, rep to Instagram #jacquemus quickly.
