Metaphysical ThesisWe couldn't find any solid mission statement on the internet. 0/100
Clear vision of the bright futureWe couldn't find any future vision ideas of Jacquemus on the internet. 0/100
NarrativeA touching story about Simon, who grew up in Southern France, who lost his mom early and dedicated his creativity to her. He's a self-made man who showed up in Paris with no money, made his way to the Louis Vuitton startup accelerator, and launched a successful business. While he's keeping calm and loving his country-life and doesn't look like a gnarly rich guy. 50/100
Giving hopeJacquemus delivers a unique combination of sensual minimalism with youthful freshness and playfulness. "Naive, raw, and smiley," as Simon describes it. His shows bring a warm feeling that there are places on Earth where you can experience friendship and youth. 50/100
Emotionally supportive communityThe team high-fives each other during the shows, but we haven't found any brand-related communities of non-employees. 10/100
ShoutoutsThe brand and the founder give a lot of public appreciation to celebrities, but we haven't found any cases of shoutouts to ordinary community members. 10/100
SecretsJacquemus runs his fashion shows, accessible only to significant contributors to the fashion industry or the brand. While there's a lot of space for organizing different layers of private events for a broader audience. 50/100
People feel the powerThe brand is mostly run by Simon and his closest friends & family. 0/100
ScapegoatsThe brand has a unique positive vibe with no opposition to external entities. 0/100
IconsSimon is rapidly becoming a fashion legend: lots of interviews, shows, and magazine covers with him. But we haven't found any books or movies about Jacquemus yet. 50/100
Internal motivationThe brand is mostly commercial at the moment. 0/100
SymbolsThe brand is in the process of gaining its iconic symbols: micro-bag, tiny fasteners, youthful fresh colors. His bag created the whole category, just look at that eye candy 🤣 25/100
Active peer-to-peer collaboration to solve vital issuesWe haven't found any of these. 0/100
Active peer-to-peer collaboration to have funCan't find any of these. 0/100
Structured network of ambassadorsThere are tons of top-level celebrity models and influencers wearing Jacquemus, participating in his events, and praising him on the internet. Emily Ratakowsky, Laetitia Casta, Kardashians, Lipa Dua, to name a few.
Plus, when any person is wearing his clothes, it automatically becomes a visible ambassador of the brand (here comes the power of fashion). 75/100
Celebrity + followersSimon is a fast-growing celebrity himself, has millions of Instagram followers, and a massive ongoing media coverage. 50/100
Local physical chaptersThere are brick&mortar boutiques in Europe. 25/100
Global outreachThere are some third-party retailers who sell Jacquemus among other brands. 10/100
System of achievements / ranks / social statusesWe haven't found any of these. 0/100
GamificationWe haven't found any of these. 0/100
EducationWe haven't found any of these. 0/100
LeaderboardsWe haven't found any of these. 0/100
ContestsWe haven't found any of these. 0/100
User-generated contentWe haven't found any of these. 0/100
Random events (raffles, lotteries)We haven't found any of these. 0/100
External motivationThere are paid partnerships with third-party retailers. 10/100
OnboardingWe haven't found any of these. 0/100
Daily ritualsPeople engage with Jacquemus via Instagram and while wearing the clothes. 50/100
Weekly ritualsWe haven't found any of these. 0/100
Monthly ritualsWe haven't found any of these. 0/100
Quarterly ritualsHis seasonal fashion shows are awesome and unique. 75/100
Annual ritualsHe also participates in annual fashion shows, which gain tons of attention from the media, influencers, and celebrities. 50/100
Collaboration with governmentsWe haven't found any. 0/100
Collaboration with media/cultureIt's huge: celebrities like Rihanna, Beyonce, and Kardashians, media outlets, participation in ratings, fashion shows, and events. 75/100
Collaboration with large businessesHis collabs with LVMH, Nike, and Tekla are awesome and commercially successful. 75/100
Collaboration with scienceWe haven't heard about these. 0/100
Collaboration with other communitiesJacquemus is actively collaborating with LGBTQ+ communities. 25/100
Revenue / Marketing budget rateWe found only revenue info ($100m/y) but don't know anything about the marketing budget. So, we use the benchmark of LVMH and other fashion brands that spend ∼30% of revenue on marketing. 25/100
YoY revenue growth rate / Marketing budget rateThe revenue is doubling YoY, but there's no information about the marketing budget growth since the company is private. 25/100
5-year retention rateThe brand is too young to evaluate 5-year retention. 0/100
1-year retention rateIt looks like the brand has very loyal customers. Even celebrities collaborate with him for years. 100/100
60-day retention rate60-day retention is a no-brainer in the fashion industry. 100/100
Community growth YoY in number of peopleIt's doubling each year. 50/100
Summary: Jacquemus is a solid Corporation, but far from being a CultOverall Evita Score: 6,655 out of 27,400.
Evita Community Grade is: 🧑💼 Corp.
Jacquemus has ranked very high for a young brand, and it tells us a lot about the power and cult-ness of the fashion industry. All customers automatically become brand ambassadors as they wear the brand logo across their bodies. Celebrities and corporations actively collaborate with Jacquemus boosting his integration into different communities.
We believe there's a vast potential to grow the cult-ness of Jacquemus because he has built a unique category of bags and an authentic fresh youthful look. Here's what we can do further:
— make a movie and write a book about Jacquemus
— build an educational funnel to engage more people to the fashion industry, learn how to have fun and make money with fashion.
— provide more extraordinary experiences where people can feel the fresh vibe of the brand. A couple of fashion shows per year is too rare.
Here's the Evita Radar for Jacquemus:
Would love to discuss this on Twitter.
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