Jacquemus, the new master of Retailtainment

Behind the seemingly laid-back demeanor of Simon Porte Jacquemus, the Marseilles-based designer with an avowed love of “blue and white, stripes, sun, fruit, life, poetry, Marseilles and the ’90s” according to his Instagram account (followed by 5.6 million followers), lies a formidable operational force that leaves the luxury world stunned.

Established in Paris in 2009, French brand Jacquemus has made spectacular progress in recent years. As an independent fashion house, Jacquemus celebrated the opening of its very first flagship store in 2022 at number 58 Avenue Montaigne in Paris. Currently, the French brand has 250 employees on its payroll. According to digital media Glitz, the success of the first Jacquemus store in Paris has attracted the interest of luxury giant LVMH. For the time being, however, the luxury goods group is reportedly stymied by the designer’s desire to remain independent.

This interest is well justified, since Jacquemus has multiplied its physical points of sale in recent months. Between its boutique on Avenue Montaigne, a collaboration with Galeries Lafayette, the opening of pop-up stores abroad and an ephemeral summer boutique on Lake Como and in Portofino, the designer shines in the world’s most glamorous destinations. And there’s more to come, as evidenced by his latest announcement: the installation of a beach and pop-up in Ramatuelle. Under these conditions, there’s no doubt that the designer is asserting himself as the new master of retail.

Initiatives reminiscent of Dior

These initiatives are unmistakably reminiscent of some of the world’s leading luxury brands, including one in particular, Dior (Christian Dior Couture). An analysis of the initiatives reveals an almost trait-for-trait reappropriation of those initiated by the Maison du 30 Montaigne.

Dior reopens a flagship on Avenue Montaigne, Jacquemus does the same 100 meters further down. Dior dresses the windows of Harrods, Jacquemus those of Galeries Lafayette. Dior opens pop-up stores in department stores, Jacquemus too. Dior launches Dioriviera, Jacquemus plays in the sun on the beach at Ramatuelle. Dior chooses Versailles for its campaign, Jacquemus chooses to parade there a few years later. Dior showcases French savoir-faire with its signature toile de jouy, Jacquemus showcases Calais lace in a final show with a baroque spirit, heralding a foray into lingerie.

While the brand’s grand ambitions are well known, to date it has yet to achieve the status of an “iconic and undisputed” brand, as the House of Dior can be. Nevertheless, appropriating industry-approved initiatives helps the brand to emerge as a credible challenger in the luxury market, at least in the eyes of its particularly engaged community on social networks, which have largely been responsible for the sunny brand’s success. This strategy is undoubtedly highly attractive in terms of both retail sales and brand awareness.

Let’s review Jacquemus’ latest initiatives!

Behind the seemingly laid-back demeanor of Simon Porte Jacquemus, the Marseilles-based designer with an avowed love of “blue and white, stripes, sun, fruit, life, poetry, Marseilles and the ’90s” according to his Instagram account (followed by 5.6 million followers), lies a formidable operational force that leaves the luxury world stunned.

Established in Paris in 2009, French brand Jacquemus has made spectacular progress in recent years. As an independent fashion house, Jacquemus celebrated the opening of its very first flagship store in 2022 at number 58 Avenue Montaigne in Paris. Currently, the French brand has 250 employees on its payroll. According to digital media Glitz, the success of the first Jacquemus store in Paris has attracted the interest of luxury giant LVMH. For the time being, however, the luxury goods group is reportedly stymied by the designer’s desire to remain independent.

This interest is well justified, since Jacquemus has multiplied its physical points of sale in recent months. Between its boutique on Avenue Montaigne, a collaboration with Galeries Lafayette, the opening of pop-up stores abroad and an ephemeral summer boutique on Lake Como and in Portofino, the designer shines in the world’s most glamorous destinations. And there’s more to come, as evidenced by his latest announcement: the installation of a beach and pop-up in Ramatuelle. Under these conditions, there’s no doubt that the designer is asserting himself as the new master of retail.

Initiatives reminiscent of Dior

These initiatives are unmistakably reminiscent of some of the world’s leading luxury brands, including one in particular, Dior (Christian Dior Couture). An analysis of the initiatives reveals an almost trait-for-trait reappropriation of those initiated by the Maison du 30 Montaigne.

Dior reopens a flagship on Avenue Montaigne, Jacquemus does the same 100 meters further down. Dior dresses the windows of Harrods, Jacquemus those of Galeries Lafayette. Dior opens pop-up stores in department stores, Jacquemus too. Dior launches Dioriviera, Jacquemus plays in the sun on the beach at Ramatuelle. Dior chooses Versailles for its campaign, Jacquemus chooses to parade there a few years later. Dior showcases French savoir-faire with its signature toile de jouy, Jacquemus showcases Calais lace in a final show with a baroque spirit, heralding a foray into lingerie.

While the brand’s grand ambitions are well known, to date it has yet to achieve the status of an “iconic and undisputed” brand, as the House of Dior can be. Nevertheless, appropriating industry-approved initiatives helps the brand to emerge as a credible challenger in the luxury market, at least in the eyes of its particularly engaged community on social networks, which have largely been responsible for the sunny brand’s success. This strategy is undoubtedly highly attractive in terms of both retail sales and brand awareness.

Let’s review Jacquemus’ latest initiatives!