As raffia fell from the ceiling, Simon Porte Jacquemus’ Monday show offered a fresh glimpse into the buzzy French label that’s harnessed a charismatic founder, clear brand identity and business model tailored to social media to generate €200 million in revenue this year.
In a twist on the old-movie trick, pieces of raffia snowed from the ceiling to create a surrealist summer in winter which was an apt backdrop for the line-up of sexy, sunny ensembles. As much a pragmatist as a dreamer, Jacquemus has adapted his business model to turn the kind of online buzz generated by today’s show into direct sales, sticking with a “see-now, buy-now” strategy that makes runway collections immediately shoppable for five seasons. The self-referential collection was a savvy exercise for Jacquemus: while the brand’s success has often been fuelled by its charismatic founder, the label is gradually becoming an institution in its own right.
This year, it opened its first retail store, on Paris’ iconic Avenue Montaigne (birthplace of luxury ür-institution Christian Dior), as well as brought on its first external chief executive (longtime advisor Bastien Daguzan), as it aims to grow annual sales from around €200M euros this year to over €500M in 2025. Aligning shows with the selling season has helped boost conversions from social media. Of the brand’s €102 million in sales last year, 39% came from the brand’s online flagship.
Reference- https://www.businessoffashion.com/articles/luxury/how-jacquemus-makes-it-rain-not-just-raffia/
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