How a French Fashion Brand Became a Global Sensation
When it comes to marketing in the fashion world, Jacquemus is a name you can’t miss. Simon Porte Jacquemus has turned his label into one of the coolest, most aspirational brands out there – without leaning too hard on tradition or playing it safe. Whether it’s the iconic Le Chiquito bag or show-stopping runway events, Jacquemus has nailed the art of branding in today’s hyper-competitive, hyper-visual market.
So, what’s the secret sauce? Here are 8 marketing lessons from Jacquemus that every brand (whether fashion or not) can apply to their marketing efforts.
1. Create a Strong Brand Identity (and Stick to It)
From day one, Jacquemus has had a crystal-clear aesthetic: minimalist, playful, and unapologetically French. This consistent vibe across everything – from runway shows to Instagram posts – has helped build a distinct brand identity that’s instantly recognisable. Jacquemus knows who they are and what they represent, and they never stray from that.
Key Takeaway: Define your brand’s core values and visual language, and stay true to it across every platform. Consistency builds trust, and trust builds loyalty.
2. Embrace the Power of Social Media
Simon Porte Jacquemus practically lives on Instagram, and his personal presence on the platform has been key to the brand’s success. Jacquemus uses social media not just to sell but to connect with fans. Whether it’s behind-the-scenes peeks, sneak previews, or personal moments, Jacquemus makes followers feel part of the journey.
What makes his social media presence stand out is the authenticity and the non-corporate tone. He doesn’t shy away from sharing unfiltered content or being playful—perfect for Gen Z’s appetite for raw and relatable content.
Key Takeaway: Show the human side of your brand. Don’t just post polished, commercial content; invite your audience behind the scenes, let them in on your story.
3. Make Every Launch an Event
Jacquemus doesn’t just release new products – the brand turns each launch into an event. Whether it’s a dreamy runway show in a wheat field or launching a collection on the beaches of Hawaii, the spectacle is part of the allure. Every launch feels exclusive, special, and Instagrammable, making customers want to be part of the experience.
Jacquemus knows that in an oversaturated market, making noise isn’t enough. You have to create experiences people want to talk about.
Key Takeaway: Make your product launches feel special. Whether it’s a physical event or a digital drop, create buzz by making it feel exclusive and exciting.
4. Use Influencer Marketing (Without Being Too Obvious)
While Jacquemus does work with influencers, it’s done in a way that feels natural. Rather than going for the biggest names, the brand often chooses influencers and creatives who genuinely resonate with their aesthetic. This strategy avoids the “#adfatigue” that many customers feel and makes the partnership feel more organic.
By working with influencers whose style aligns with the brand’s ethos, Jacquemus ensures that their product placement feels less like an advertisement and more like an authentic endorsement.
Key Takeaway: Choose influencers who align with your brand values and aesthetic. Focus on authentic partnerships over massive reach.
5. Use Nostalgia to Your Advantage
Jacquemus taps into the emotional power of nostalgia, often incorporating elements of French culture and his personal upbringing into the brand. This connection to something personal and familiar evokes a sense of warmth and familiarity. The brand leans into retro visuals and themes, which resonates deeply with an audience looking for comfort in an uncertain world.
Nostalgia marketing, when done right, can evoke powerful emotions, making your brand more memorable.
Key Takeaway: Tap into nostalgia or cultural references that resonate with your target audience. Done well, it can create a deeper emotional connection with your customers.
6. Keep It Simple but Make It Bold
Jacquemus is known for its minimalist designs, but minimal doesn’t mean boring. The brand consistently plays with proportions, colours, and textures, creating pieces that are both simple and bold. It’s proof that you don’t need to overload your designs or marketing with excessive details – just a few bold elements can make a big impact.
This principle applies to marketing strategies too. Your campaigns don’t need to be complicated to be effective. Sometimes, the simplest ideas make the biggest splash.
Key Takeaway: Focus on simplicity in your messaging and branding, but don’t be afraid to take risks with bold, standout elements.
7. Collaborate Creatively
Jacquemus doesn’t shy away from collaborations, but it does so in a way that maintains brand integrity. When the brand teamed up with Nike, it wasn’t just a typical fashion-sportswear collaboration – it was a thoughtful integration of Jacquemus’ minimalist aesthetic with Nike’s activewear functionality. The result? A collaboration that felt authentic and exciting, rather than just another brand mash-up.
Brands today can gain massive attention by collaborating in unexpected, creative ways. The key is to find partners that align with your values and can bring something fresh to the table.
Key Takeaway: Seek out collaborations that bring out the best in both brands, and make sure they align with your overall identity.
8. Celebrate Your Community
Jacquemus understands the value of community. Whether it’s by engaging directly with followers on Instagram or by hosting shows that feel inclusive, the brand celebrates its community in a way that feels genuine. By making fans and customers feel like they’re part of something bigger, Jacquemus turns casual followers into loyal brand advocates.
This sense of community is crucial in today’s marketing landscape. People want to feel like they’re part of a tribe or movement, not just passive consumers.
Key Takeaway: Build and nurture a community around your brand. Make your audience feel valued and part of your journey, and they’ll stick around for the long haul.
Conclusion:
Jacquemus’ rise to global fame is no accident – it’s the result of thoughtful, consistent, and innovative marketing. Whether it’s crafting a strong brand identity or turning product launches into must-see events, the brand is a masterclass in how to stand out in today’s crowded fashion market.
Brands of all kinds can learn from Jacquemus’ ability to balance authenticity with boldness and creativity with consistency. By implementing even a few of these strategies, you can start building a brand that not only stands out but sticks with people for the long term.
Remember: It’s not just about creating a product – it’s about creating a world people want to be part of. 🌍✨
Looking to Improve Your Marketing Strategy?
If you’re ready to apply these lessons to your brand and make an impact, let’s chat. At IMPACTICO, we’re all about helping brands level up with innovative, creative marketing strategies that stand out. Get in touch today to learn how we can help you build a brand that gets noticed.
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