Why Jacquemus Is A Marketing Genius

[@FashionRoadman]

Shownotes: www.showstudio.com/collections/pre-collections-2025/jacquemus-cruise-2025/press-release

[@photokunstler]

Seriously one of the best out there at the moment. The chic, elegant, minimalist maximalist, and quasi-surrealist styling in his commercials and shop windows. So so so cute. I remember reading a while back that Karl had been looking into Jacquemus for a contemporary to take over at Chanel. I doubt that will happen now, but it was a playful option for them.

[@VeeLondon1449]

♥️ Those stairs and setting. Bridget Bardot filmed at Casa Malaparte, in Capri the iconic villa setting for Le Mèpris (Contempt), Jean Luc Godard’s 1963 film.

[@karlenglewood8940]

The worst part about his clothing quality is that he knows he's cutting quality and doesn't care. He specifically made his bags at a certain quality and when he got popular demanded a price cut from his suppliers. When the Spanish factory would not lower prices, he found a cheaper producer and lower the quality.

[@andrewpodolio59]

damn thats brutal

[@Nerdz2]

This is how you kill a brand image..

[@karlenglewood8940]

@@Nerdz2 I'm suspecting he's testing with how much he can get away with. LVMH and Coach does the same thing.

[@userx12342]

I feel differently about the clothing though. I have a few pieces scattered across past and newer collections and I can tell the quality has improved. Things like adding reinforcements to the chest pocket I was so surprised when I saw it

[@andrewpodolio59]

@@userx12342 why "so surprised"? weren't expecting to get what you paid for? (kidding) out of curiosity, what did you get? a jacket?

[@MAYK1NG]

Uh-luh-luh! You hit the nail on the head once again. He doesn’t push the mold, he ‘fits the mold’. He delivers a reinforcement of the romance of French culture. He seems like a lovely, man who surrounds himself with a great crowd, a scene…a whole lot of privilege. It’s so interesting if you to bring this up because now that I think about it, did anyone talk about the clothes from the ‘Lavender Fields’ show?!! Do serious people GENUINELY think those Jaquemus mini bags were attractive?!!! I never got that - this desire to carry a miniature bag….? Ohhhhhhh the sets. The palette with which he presents the clothes in and on - I haven’t even noticed his clothes! They seem a bit ordinary but the presentation is one hundred.

[@Intervain]

what i always find is that those clothes look great on the runway but on photos they look saggy and underwhelming and not very flattering even on a model. If it looks cheap on the model then it'll look worse on everybody else.

[@d.y.e3803]

To me Jacquemus is a lifestyle similar to the Loewe Ibiza collections. I saw the show online and thought it was beautiful. It's great to see a show that's innovative and not just collections being shown in mostly closed arenas with over-the-top sets built. As for Jacquesmus, I don't own any clothing pieces yet, but focus on the handbags and other items and today had on my red Jacquemus Le Bob Artichaut hat of which my nearly hundred year old, but very fashionable, Iris Afel-esque parent loved. The Jacquemus vibe fits in very well for where I'm from. Plus, I've been to the south of France many times over the decades and see how it would fit in there. I find Jacquemus brilliant in marketing just as Loewe has been. As for quality, that is an issue with a lot of brands these days. Plus, due to folks these days seeming to not buy clothing for the long haul as in yesteryears, various design houses can get away with and have gotten away with reducing quality. But, if consumers continue to buy low quality items, then that's on the consumer. Greetings from Los Angeles

[@gustavoc.301]

omg I'm so disappointed, how I never see your channel before?? I love luxury marketing and analyzes, your content is beyond amazing, only good thing is Ill have hours of entertainment this week haha, I ll do a marathon at work, Im allow to use one earphone I cant wait to start my shift

[@andrewpodolio59]

like you said the clothes aren't awful, its just such a snooze fest, especially the menswear (he needs to hire somebody who knows how to cut a suit, but still make it super loungey and on brand). Honestly at this point he's just such a big name that its just a momentum thing; Anna Wintour gives him awards (for contribution to the arts? please), Gwenyth Paltrow is in the front row and now his shows are just a clout fest, etc. it'd be actually interesting to see how long he can keep this up, if the product isn't there then the trendiness of it will eventually fade and then what? (well i guess then we'd have one less boring brand we all have to pretend to care about each season - God willing.)

[@ladyjunon6305]

While I agree that Jacquemus' marketing strategy played a huge role in the brand's success, I also feel that the designs do hold a bit of weight, especially when the brand was first establishing its aesthetic. His first hit show was SS'17. In a sea of nihilistic, oversized streetwear, the series of happy-go-lucky, but romatic collection must have struck a chord with those in the fashion crowd who wanted something different. This was followed by another hit show (FW'17) and the creation of the Chiquito, which would become his hit bag. The blowup of his SS'18 show was simply an accumulation of the successes of the previous two shows. From there, with the support of Chiquito, the brand would go into expansion mode, that would later branch into his unique approach to marketing.

[@FashionRoadman]

You’re right in the sense that when I say jacquemus clothing is ultra commercial I am more referring to the clothing that he makes now. Back then even though there were issues with quality, the designs had more character and flair. It’s funny you mentioned SS18 because I thought that’s when it started going downhill (in terms of design of the clothing - the accessories have always been strong), I liked a lot of the collections pre-SS18

[@devinhentz4464]

His shoes and accessories def push the mold! Like those ballet heels and the double shoe heels are new/fresh concepts. The reason his stuff look kinda like Zara is because they've copying him for years lol

[@STOPLISTENANDTHINK]

It's beyond annoying to blame things on manufactuers and qc... Tbh! Im absolutely skint and have been trying for over a year on my business. Its sooo frustrating not having the money to out into quality and manufactures i would like. Instead to get my ideas out and hopefully make some profit to do better, i cannot do better. So peeps with years experience, money and reputation! Being lazy and uncaring is like a stab in the heart! Because they dont have any. Its just a corporation!

[@andrewpodolio59]

it wont last forever, Jacquemus either fix their quality issues (which is bad for its bottom line, so unlikely) or it will start falling from grace. Nail down your craft and create something beautiful, the rest of it is just a game.

[@erisiabatto]

Jacquemus's sense of narrative extends beyond the clothes themselves; he crafts an entire world around his designs that makes you dream of wearing them. With this unique approach, combined with a touch of humour, his guerrilla marketing stands strong in the current fashion landscape. I disagree with the notion that his clothing is an 'afterthought'; he conveys playful ideas that hold a significant place in the ready-to-wear environment.

[@traumaqueeen]

He is overrated

[@monsieurgolem3392]

...Diesel marketing is better, come on.

[@EnjoyingLife2024]

TY for this video. An interesting comment: "(Jacquemus)...is a designer who spends the tiniest time designing and most his time on ad campaigns and marketing campaigns." That's truly unfortunate. 🤔 Also thanks for explaining a fashion brand's start-up. I greatly appreciated your comments recommending new designers being tenacious in demanding high quality from manufacturers for their final products. 🫶💪👍