Jacquemus, the French fashion label founded by Simon Porte Jacquemus, has captivated the fashion world with its intriguing and exciting success story. At just 19 years old, Jacquemus launched his independent label in 2009 and has since transformed it into a thriving company with over 60 employees and a revenue exceeding €20 million. Despite going up against luxury powerhouses, Jacquemus remains an independent label and proudly showcases its collections at Paris Fashion Week. To gain deeper insight into the brand’s triumph, marketing metrics specialist Retviews has conducted an analysis of Jacquemus’s product offerings.

One of the secrets to Jacquemus’s triumph lies in its ability to attract attention. The brand has staged its shows in unconventional outdoor locations, like a lavender field in 2019 and a wheat field in 2020. With a strong brand identity reflected in its minimalistic, sensual, buoyant, and raw style, Jacquemus has positioned itself as a luxury brand while keeping its prices more affordable compared to top-tier luxury labels. In fact, the average price of a Jacquemus item is roughly half of what one would find from brands like Balenciaga, Prada, and Saint Laurent.

Simon Porte Jacquemus’s strategy revolves around creating a high-end fashion label with a strong visual impact, while maintaining consistent price positioning within the contemporary segment. Some of Jacquemus’s price points align with premium labels such as Sandro, Maje, and The Kooples. However, the brand places a stronger emphasis on clothing rather than accessories, distinguishing itself from other renowned fashion labels where handbags and footwear dominate the product range.

Nonetheless, accessories play a significant role in Jacquemus’s shows and have gained massive popularity through social media. The Chiquito mini handbag and the brand’s oversized straw hat have become iconic items, gathering a large following on Instagram, where Jacquemus boasts an impressive 2.8 million followers. Porte Jacquemus places great importance on brand communication and has successfully live-streamed the label’s fashion shows on Instagram, reaching a wide and engaged audience.

While sustainability may not be at the forefront of Jacquemus’s agenda, the brand incorporates natural and semi-natural materials like cotton, linen, and viscose into its collections. However, it is worth noting that neither cotton nor viscose can be considered truly sustainable materials, according to Retviews. Nylon and polyester, commonly used by luxury labels, are also part of Jacquemus’s repertoire, but the brand distinguishes itself by prominently featuring linen.

Inspired by his native Provence, Simon Porte Jacquemus deviates from the typical color palette found in luxury labels. Warm hues take center stage in Jacquemus’s collections, with pink, beige, and green being particularly popular colors. Additionally, the brand offers a wider range of garment sizes compared to its competitors, promoting inclusivity and accessibility.

Jacquemus’s appeal continues to soar, evident from its ranking as the 11th most popular label in Lyst’s table for Q2 2020. With its co-ed shows and potential for further revenue growth, Jacquemus has ample room to expand without the need for major shareholders or outside investors.

Through its unique brand identity, unconventional shows, and strategic pricing, Jacquemus has established itself as a prominent player in the fashion industry. The brand’s success sets the stage for continued growth and recognition in the years to come.

Useful Links:
1. Jacquemus Official Website
2. Jacquemus on Instagram