04 JACQUEMUS: A CASE STUDY

The brand's social media strategy is extremely experiential and active focusing equal parts on the product and Simon Porte Jacquemus’ personal life and vivid storytelling, blending the brand and lifestyle in a uniquely seamless way that perfectly encapsulates the brand universe, its values, and allows consumers to feel a part of the brand and its community.

Until recently, Jacquemus solely traded online, through luxury brands such as Selfridges and via concessions- not too dissimilar to Nensi Dojaka. It then proceeded to open strategically placed surrealist pop-ups in luxury department stores which were a huge success, leading to the brand opening its first store in Paris, strategically placed near high-end luxury fashion stores like Dior. This store was a masterclass in design, visual appeal to gen z, and its social media appeal, with stand-out features such as a huge popcorn machine in the store Again, with its constant social media moments and popularity, increases its audience and retains loyal consumers.

Jacquemus wants to retain and further grow its e-commerce-focused strategy, with an extremely limited number of stores- up to five freestanding stores at most by 2025 (Socha 2022). This will ensure that it retains its scalable growth strategy by not following the over-bearing industry standards of constant newness and multiple complete collections annually being designed, manufactured, and distributed which is extremely costly, time consuming, and a strategy filled with risks.

Regarding the application to Nensi Dojaka, the main takeaway from this case study is to retain the brand identity and originality- that is what makes the brand unique and is what generation z is expecting. Social media strategy will also be pivotal to growing and retaining the consumer base and is a great opportunity to demonstrate brand's values and personality which is a major contributor to the brand's universe. Finally, the importance of scalable growth for a new and independent luxury brand, there will be a lot of pressure for constant newness from the industry and stockists, but by working within budgetary and time available and retaining brand standards and creativity will ensure sustainable and long-term organic growth as ‘ a strong tight range is far more impactful and costs less to produce’ (Chitrakorn 2021).