JACQUEMUS小手袋(The Chiquito)

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2025时尚圈第一案:独立设计师品牌「碰瓷」大财团
36氪· 2025-03-28 15:41
Core Viewpoint - The article discusses the similarities between the independent designer brand JACQUEMUS and the high-end couture brand ALAÏA, highlighting the challenges faced by fashion brands in maintaining their unique design identity while achieving commercial success [4][22][29]. Summary by Sections Similarities and Controversy - JACQUEMUS's latest collection is noted for its striking resemblance to ALAÏA's designs, including the use of sheer fabrics, feather decorations, and similar color palettes [6][7][9]. - The high "similarity rate" between the two brands has sparked discussions on social media, with some commentators suggesting that JACQUEMUS's designs appear as a "cheap version" of ALAÏA [9][10]. Brand Backgrounds - ALAÏA, founded in 1981 by Azzedine Alaïa, is known for its craftsmanship and sculptural designs that enhance the female form, often referred to as "a second skin" [12][18]. - JACQUEMUS, established in 2009 by Simon Porte Jacquemus, gained popularity through its strong social media presence and a focus on relaxed, vacation-inspired aesthetics [18][22]. Market Positioning - JACQUEMUS targets the younger generation with more affordable pricing, while ALAÏA caters to a wealthier clientele, often with prices reaching tens of thousands [4][30][60]. - The article notes that both brands have gained market recognition, with JACQUEMUS fluctuating between 7th to 10th place in the Lyst Index, while ALAÏA reached 5th place in the third quarter due to strong sales of specific items [31][32]. Design Philosophy and Evolution - The design philosophies of both brands reflect different approaches to minimalism, with ALAÏA focusing on detail and quality, while JACQUEMUS's early designs were born out of economic constraints [23][26]. - JACQUEMUS has been criticized for potentially diluting its brand identity in an effort to elevate its status to that of a luxury brand, leading to questions about its design integrity [29][67]. Consumer Demographics - JACQUEMUS's consumer base consists mainly of urban professionals seeking value, while ALAÏA's clientele includes affluent individuals who prioritize quality and exclusivity [56][60]. - The article emphasizes the importance of understanding target demographics in the luxury fashion market, as ALAÏA benefits from being part of the Richemont Group, which provides stability and support for its unique brand identity [61][63]. Marketing Strategies - JACQUEMUS excels in digital marketing, leveraging social media to engage with younger audiences, while ALAÏA relies on its craftsmanship and exclusivity to maintain its luxury status [43][51]. - The article suggests that JACQUEMUS's approach to pricing and marketing could risk positioning it alongside fast fashion brands if not managed carefully [54][67].