The mastery of personal branding by Jacquemus
HE Economist recounts the career and dazzling success of designer Simon Porte Jacquemus in recent years. Valentin Mermoud, author of the article, looks back on the outstanding actions of Jacquemus to stand out and capture attention. He also deciphers the management of his Instagram account, capital for the development of his “personal branding” and that of his company.
The stylist also knows how to get noticed with his pop-up stores. Here, an ephemeral florist with bouquets made from Jacquemus fabrics from previous collections.
Photo by Jackie Hu on Unsplash
Right from the start and without any investors, the designer decided to stand out with one of his first collections, which he presented on the sidelines of Paris Fashion Week. He calls it “Jacquemus on strike” and parades his models in the street. This action positions Jacquemus as a convivial and friendly brand, passers-by being able to watch a fashion show directly in the public sphere. This “strike” will allow him to be spotted and to officially parade the following year during this same Fashion Week.
In addition to her shows, the quintessence of her marketing strategy also lies in the management of her Instagram account. It is at the same time his personal account and the account of his brand. He successively posts selfies there, does not hesitate to put forward his family or his friends and prefers spontaneity to reach a wider audience and often foreign to the big fashion houses.
He shows his daily life there to forge a link with his followers, who are also potential customers. As a person is always more inclined to buy goods from someone they know, the creator surfs on this feeling of closeness to democratize his brand. He even goes so far as to display very personal events such as his marriage to Marco Maestri, which reinforces this feeling of friendship and intimacy.
He also appears in the company of famous stars who do not hesitate to pose with his creations on Instagram, which allows Simon Porte Jacquemus to reach a large audience for free.
To read Valentin Mermoud’s full article, go here on the HEConomist website.
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