i. comparative shop (p

comparative shop summary

The current given context has made it difficult to regularly visit stores of Jacquemus and its competitors. The analysis was based off the brand’s website and the stands in Selfridge’s. This deliberate choice is due to the fact that Jacquemus doesn’t yet have an individual physical store. The brand sells through retailers only, or through his website. Jacquemus’s main competitors are Celine and Acne Studios: they both have implemented themselves internationally and own flagship stores in every continent.

The dissimilarities between these three brands’ SS21 collections are highlighted by visiting the same department store. Indeed, Jacquemus’s sales are mostly online driven. The product range on the website is a lot wider. Whereas the customer experience might be more complete in-store, the online shopping experience is deemed a lot more efficient, especially if the customer is looking for a product in particular.

However, to furthermore push customers to buy, the brand could think of including more details about the products on their website. The size of the garment the model is wearing and technologies such as ‘fit visualizer’ could create an easier online shopping experience. There is a gap in the market for the brand. Jacquemus could seize the opportunity to open a flagship store, like its competitors.

Otherwise, by simply improving the current size and layout of its stands at retailers’ stores, Jacquemus’s sales could potentially tremendously increase. Furthermore, it is a luxury brand who has the sufficient resources to implement itself globally.

Nevertheless, Jacquemus has a strong brand identity. Through its process of storytelling and multiple immersive fashion shows has the brand gotten strong media coverage in comparison to its competitors. Being a young brand is intriguing and appealing, especially to the millennials and gen Z. This target customer usually looks for emerging brands with core values such as sustainability. Jacquemus’s collections are always best-sellers as they are trendsetting and not trend-following. They are an inspiration for high-street brands such as Zara and H&M, who won’t hesitate to steal from the designer’s creative integrity. The brand, in comparison to its competitors, has a strong value for money. The brand manages to produce high quality products that are more affordable than Celine and utilizes textiles that are cleaner, more ethical than Acne Studios. 24