(1) Introduction
JACQUEMUS + NIKE — FW24 DROP
Jacquemus is a French fashion brand founded by Simon Porte Jacquemus in 2009. The brand is known for its emotional, personal and highly visual approach to fashion. Its identity is strongly connected with the South of France, sunlight, nature, childhood memories, minimal silhouettes and playful proportions.
The core positioning of Jacquemus can be described as contemporary luxury with a warm, personal and cinematic image. Unlike many traditional luxury houses, Jacquemus communicates in a more direct and intimate way. The brand does not only sell clothes, bags and accessories; it sells a recognizable lifestyle: summer, freedom, sensuality, simplicity and poetic everyday beauty.
Jacquemus is especially famous for accessories such as Le Chiquito and Le Bambino bags, as well as for memorable fashion shows staged in unusual locations, for example lavender fields, wheat fields and the Palace of Versailles. The official website presents Jacquemus as a brand offering womenswear, menswear, shoes, bags and accessories with worldwide shipping.
The target audience includes fashion-conscious women and men, mostly young adults and millennials, who are interested in luxury fashion but also value individuality, visual storytelling and social media culture. Jacquemus attracts people who want luxury to feel emotional, fresh, playful and less formal than classic heritage brands.
Jacquemus x Nike 2023 Campaign| Jacquemus «LE MARIAGE» collection
(2)Communication Channels
Instagram&Official website
Website is an e-commerce and image platform, where customers can explore collections, bags, clothing and accessories. The website supports the luxury positioning through clean design, simple navigation and strong product photography.
jacquemus.com
jacquemus.com
The official Jacquemus account has millions of followers and works almost like a visual diary of the brand: it includes campaign images, runway moments, product photos, personal references from Simon Porte Jacquemus and highly shareable visual concepts.
@jacquemus on Instagram*
@jacquemus on Instagram*
Fashion shows
In terms of PR strategy, Jacquemus relies heavily on spectacular fashion shows and viral visual storytelling. One of the most recognizable examples is the Spring-Summer 2020 show, presented in the lavender fields of Provence. The long pink runway placed in the middle of a natural landscape became an iconic visual image for the brand and was widely shared across fashion media and social networks.
Jacquemus | Spring Summer 2020
Another important PR strategy is the use of iconic locations. Jacquemus does not present collections only as fashion products, but as scenes from a dreamlike world. Lavender fields, wheat fields, beaches and historic landscapes become part of the brand message. This makes the communication more memorable and gives journalists and social media users strong visual material to share.
Jacquemus also uses collaborations to expand its audience. For example, the collaboration with Nike connected the brand with sportswear and a wider lifestyle audience.
«L’amour» by Jacquemus
«L’amour» by Jacquemus
Nike and Jacquemus Collaboration 2022
Nike and Jacquemus Collaboration 2022
(3)Theoretical Framework Analysis
Elaboration Likelihood Model
Jacquemus' Spring/Summer 2022 show
Jacquemus | Spring Summer 2020
This model explains persuasion through two routes: the central route and the peripheral route.
Jacquemus mostly works through the peripheral route of persuasion. This means that the audience is influenced not only by rational information about the product, but also by atmosphere, emotions, aesthetics, celebrity presence, locations and visual pleasure.
For example, when Jacquemus presents a fashion show in a lavender field or at Versailles, the audience does not only analyze the quality of the clothes. They react to the full image: the sunlight, the landscape, the models, the colors, the cinematic mood and the feeling of exclusivity. The product becomes part of a larger emotional fantasy.
@jacquemus on Instagram*
