Case Study on Jil Sander

CASE STUDY

BY VAANI PUJAR

CONTENTS INTRODUCTION

4

ABOUT THE CONSUMER

8

MARKET STRATEGY

10

WHAT SHOULD THEY DO?

12

ADVERTISING CAMPAIGN

16

SOCIAL MEDIA ENGAGEMENT

18

WHAT PEOPLE MAINLY SEARCH?

20

INFLUENCERS

22

INTRODUCTION Minimalist German fashion designer Jil sander globally recognized brand that carries her name, with such impeccable tailoring in the market, and purity in “minimalism�.One of the most powerful designers of all time, who just wants modern design to spread all around the globe.

Designer’s main aim is to provide the consumers with best quality A brand giving the consumers a sense of purity. garments which is for a lifetime.

Founded in Hamburg in 1968. Her innovated ideas made her go places, her first womenswear collection launch was not that much noticeable as it had an understated style. By the end of the year the designer gained popularity through her accessory line and fragrance collection.

4

‘The purism, which I talk about in my work, is to be understood as an antithesis to a disconcerting present; it’s an attempt to balance forces and make them somewhat weightless.’

JIL SANDER (Paulina Szmydke explores the brand’s evolution)

6

ABOUT THE CONSUMER As they have a particular focus on the overall aesthetic, as a consumer we get to know that it has perfect composition and the use of clean lines, which in a way only some get attracted too. The brand itself has simplicity, the color palette of every collection is equally balanced. An idea of modernity and simplicity. Consumers prefer quality, as they do want long lasting products and Jil sander makes sure that the consumers gets the best quality.

Jil sander’s main market is Germany, Austria Durable and a luxurious feel to and Switzerland, in recent years there has been them. more demand for the brand in Asia. The type of consumer wants contemporary but sophisticated garments that are made to last. (Lucy Blenkinsop). Nowadays people don’t prefer fuss of decoration on clothes, they like the simplicity in it, The designs haven’t really which they can be satisfied in. changed, because the consumers haven’t really changed, that is the target market that they have, haven’t really changed. If they are looking forward to start a beauty line, (Jil sander, 2017, interview) possibly giving the whole brand a new way out, they will have to takeover on social media market, on how they are looking forward to represent the beauty line to the consumers.

AGE- 20-40s SEX- female LOCATION- EUROPE

Minimal character loves simplicity and modernity

8

MARKET STRATEGY In terms of visual identity, the brands advertisements have remained the same, in recent years the brand produced advertising campaigns in short films, which was actually really great and they are pretty much noticeable on ig tv because of how they artistically portray the films, but still they are not that engaging with the followers. If they try to be more active on Instagram and Facebook they might attract the younger audience so that they can expand the brand in the future.

In recent years, the tags such as minimalism and minimal living people are often attracted towards the simplicity. Jil sander has some good competitors in the market which are engaging on social media platform, like Calvin Klein, acne studios. They all have similar personality but have different prices, as Calvin Klein products are mass produced, the quality might differ from jil sanders. For jil sander people mainly search for bags and perfumes rather than the other products.

As the price mostly priced at a low range, but still they are not promoted, as people expect good quality from the brand in return.

We know nowadays consumers adapts new influences and trend mostly through social media, to have the marketing strategy for Jil sander, they should mainly focus on how many people they are getting to attract in the market.

During this pandemic, they could be more active on Instagram and put up stories on how many best things they were tagged in or how many magazine issues they are featuring, they could use hashtags or even promote their brand, they aremissing out a very huge platform where they can actually interact with the loyal consumers and the younger audience who would actually love the brand.

HIGH PRICE LUXURY BRAND

CLASSIC

CONTEMPORARY

LOW PRICE LUXURY BRAND

By Lucy Blenkinsop

10

WHAT SHOULD THEY DO? • Update followers on which magazine issues they are on • Engage with the followers • Engage with the influencers and the loyal consumers • Engage with young filmmakers, as they • believe in making a film aesthetically pleasing (keep competitions among them) • Use a celebrity • Develop the website, so that the consumers could purchase from the actual website • Keep engaging with the young audience as they are the ones who can make better place for the brand in the near future.

• As they do have good ethical values, they can easily grab the attention of the younger audience.

12

ADVERTISING CAMPAIGN As fast fashion is taking over the industry really quick, they have a huge competitor in market that is Zara, yes, they don’t really match with the quality. But they have more consumers than jil sander. They are not really limited. During this pandemic, they could try to communicate with the consumers out there who loves jil sander as a brand and like and comment on every post or even promote them. 2020 is the year where no one can really get out and To gain the strategy, they can have a musician or explore or go to fashion shows, they celebrity which believes in simplicity and themcan rebuild the website they have selves live like a minimalistic person. In 2019, the and be more specific to the target brand made a position in the market by featuring audience.

Victoria secret angel Miranda Kerr in their fall

campaign. The younger market got attracted, they were exposed to the brand, which increased the recognition, and a lot of younger audience who weren’t aware of the brand are now aware of it. (Lucy Blenkinsop)

As many consumers are more and more active on social media, they could actually reach out and bond.

The don’t really have to change the campaign as a whole but they can interact with new young art directors and get to know what perspectives they have for the brand. They might have to reposition the brand, and this time is best time to reposition.

To use a celebrity will be an up game for the brand if they feature Saoirse Ronan, as she is one actress which might take the brand to a new level or even feature, Kaia Gerber, a really good model which will also match with the aesthetics of the brand and even Hunter Schafer.As younger audience look up to these people more.They could use these celebrities in the fashion films, which will attract the younger audience and they will get to know about what jil sander is.

16

SOCIAL MEDIA ENGAGEMENT

GLOBAL RANK Jilsander.com Calvinklein.us acnestudios.com

293,637 19,459 34,711

CATEGORY RANK 7,346 491

883

1M

750K

500K

250K

0 ACNE JS CK

FEB

MARCH

APRIL

MAY

JUNE

18

WHAT PEOPLE MAINLY SEARCH? • • • • • • • •

Jil sander for men Jil sander for men FW20 Collection Jil sander fall 2020 ready to wear collection Jil sander fall 2020 menswear collection Jil sander Jil sander pre-fall 2020 collection Jil sander bags Jil sander no. 4 perfume

Followers 491k on Instagram.

They have maximum 11,000 likes on some pictures, and 4,000 in some and 34,000 views on videos. They have 17- 27 comments on every post and they don’t even reply to the consumers who ask some questions. Which proves that they aren’t really engaging on social media platform, even during this pandemic.

NO

YES

0%

10%

On Instagram, I asked if they have ever heard of the brand jil sander before?

This is as per the Indian audience.

20%

30%

40%

50%

60%

70%

80%

20 90%

INFLUENCERS As I was looking at what they are usually tagged in, there are a lot of people from Asia who tagged them but, they don’t really look at those posts, they are really popular in Asia nowadays, they have bunch of amazing influencers and bloggers who follow them, the profile of the people matches with the brand’s personality.

A lot off ollowers tag them in on what magazine issue they are on, but they don’t communicate with the followers, like other brands does.

I particularly feel if they use this kind of people to promote their brand, it might create a new way for jil sander to be out there and compete with the others, they do have a lot more potential than the other brands to gain up followers.But sometimes I feel it is there way to say that consumers like us should find them, because they work as a quiet brand.

During this pandemic, they could actually tell the influencers to promote their accessories in a way, where people will get eager to know about the brand more. I have known about jil sander when I was in 9th standard and I am actually a very huge fan of how they portray their work and how splendid the designs are.

Here is the list of influencers who they can actually use to promote: Scott Donovan Jen wonders Hubert yang Sophia roe

References https://www.similarweb.com/website/jilsander. com/?competitors=acnestudios.com

https://wwd.com/runway/mens-spring-collections-2021/milan/jil-sander/review/

https://www.similarweb.com/website/jilsander. com/

https://www.zoominfo.com/c/jil-sander/74402073

https://in.pinterest.com/search/pins/?q=Miranda%20kerr%20jil%20sander&rs=typed&term_ meta[]=Miranda%7Ctyped&term_meta[]=kerr%7Ctyped&term_meta[]=jil%7Ctyped&term_ meta[]=sander%7Ctyped

https://www.owler.com/company/jilsanderitaliaspa

https://issuu.com/lucyblenkinsop/docs/jil_sander https://www.businessoffashion.com/articles/ people/jil-sanders-new-designers-on-the-future-of-the-brand http://www.catwalkyourself.com/fashion-biographies/jil-sander/ https://in.pinterest.com/ pin/740279257480113477/ https://www.semrush.com/analytics/overview/?q=jilsander.com&db=us&protocol=&searchType=domain https://new.deckpartners.cl/article.php?517ecf=jil-sander-wiki

https://www.jilsander.com/it-it/