Why We Love Jacquemus' Marketing

Jacquemus' pink vending machine style pop-up store in Milan

Jacquemus does luxury branding like no other. The French clothing and accessory line has positioned itself as unique, bold and stylish, with immersive experiences and playful marketing. But what makes this brand so special? Let's see what the rave reviews on social media are about, and how the brand has set itself apart in an oversaturated fashion and advertising industry.

Digital 3D Art

Jacquemus' "Bags-on-Wheels" video went viral early this year on all major platforms - Instagram, Twitter and TikTok. This stunt was lauded by fashion lovers, avid social media users, and tech enthusiasts, some questioning whether the video was real or not. In the age of artificial intelligence, it was a smart way to start a discussion, grab attention, and promote the brand. Now, when other brands use a similar AI strategy, they are said to have attended the "Jacquemus School of Advertising", a term popularized by the Jacquemus fans. 

Unique Runway Invitations

Jacquemus has nailed the art of the runway invitation - from toasted bread, to a tiny Jacquemus bag with a card, to a mini sunscreen bottle, and Jacquemus pasta - the brand knows exactly how to create buzz around their events and set itself apart from the competition. The rave reviews on social media and large turnout for each show proves the effectiveness of their marketing - always a job well done!

Scenic Runway Show Locations

A lavender field, a wheat field in the Parisian countryside, beachside in Hawaii, the gardens of the Palace of Versailles - these are the picturesque locations selected by Jacquemus for their runway shows. This makes the images from each show stunning, and gets the crowd going of course - the conversation doesn't end with the unique invitations, since each shows' location is unique too! 

Jacquemus Spring/Summer 2021 collection "L'amour' runway show held in a wheat field

Pop-up Stores that go Viral

Today, social media allows your average person to become a content creator. This makes Jacquemus' creative pop-up stores the perfect way to lure millennials and Gen Zs in to check out and post content about the brand. Each store is positioned in a unique way based on the season, the products displayed and the location. Their beachfront pop-up store in St. Tropez, vending machine style pop-up stores in Paris and London, and a bag shaped pop-up store in Seoul show that Jacquemus never shies away from the extraordinary.

Jacquemus' beachfront pop-up store in St. Tropez

Celebrity Collaborations

Celebrities, influencers, the populars - collaborating with these pop culture icons like Bad Bunny, actress and model Pamela Anderson, and models Gigi Hadid and Kendall Jenner is an effective way to appeal to their millennial audience. With these trendsetters by their side, Jacquemus is sure to spark the interest of customers and increase brand awareness, credibility, and trust.

Bad Bunny for Jacquemus' Spring Campaign

Unusual Advertising Campaigns

Jacquemus always finds refreshing ways to introduce their products. Their new line of kids' items shows children in oversized clothing, and the introduction of their winter collection includes a video of silver bags shaking in a freezer and photos of winter accessories set in snow. Overall, their talent of displaying uniqueness never fails, and creates excitement among their audience as proven by several tweets made recently commending the brand's marketing. 

Jacquemus' most recent campaigns - Jacquemus Kids and Jacquemus 2023 Winter Collection

Jacquemus continues to push the boundaries of creative expression. As a lover of both fashion and over-the-top marketing, I look forward to not only their new collections, but what they will do next to grab our attention. This is what makes interacting with the brand an unforgettable experience. Their sophisticated style, emphasis on sustainability, and ability to create viral content is why Jacquemus will leave a lasting impression for years to come.