Marc Jacobs launched his namesake label in 1986 and has since expanded into multiple product categories including ready-to-wear, accessories, home goods, and fragrances. The brand targets young, urban, sophisticated consumers aged 18-35. Stylistically, Marc Jacobs clothing has a casual yet chic aesthetic featuring bright colors, stripes, and vintage-inspired silhouettes. The brand communicates through provocative advertising and celebrity endorsements. Marc Jacobs stores aim to cultivate an accessible yet luxurious shopping experience.

1. Daisy
Carolina Dupas – Cindy Luong – Julia Della Corte – Melinda Ylismaa – Sophia Valentina Suhl

2. Brand History (1/2)
The Designer
1963 Marc Jacobs is born on April 9th in New York City
1981 graduates from High School of Art and Design
1983 designs his first collection sold at Charivari
1984 develops a ready-to-wear collection for Ruben
Thomas --> partnership called Jacobs Duffy Designs
1986 launch of Jacobs first collection bearing the Marc
Jacobs label
1992 honoured as „Womenswear Designer of the Year“ by
the Council of Fashion Designers of America
The Company
1993 launch of the „Marc Jacobs International“ company
2001 Marc by Marc Jacobs is introduced as a diffusion line of Marc
Jacobs
2003 launch of Marc Jacobs Home Collection
2006 launch of first watch line under Marc by Marc Jacobs
2007 creation of „Little Marc Jacobs“ (kidswear)
2008 release of fragrances Daisy, Daisy EDP and Daisy Blooms
2009 opening of new boutiques in London, Sao Paolo and Milan
2011 „Marc by Marc Jacobs is Ten“ campaign

3. Brand History (2/2)
Marc by Marc Jacobs Timeline
2001 2004 2006 2007 2008 2009 2010 2011
Introduction First Introduction Instore Singer M.I.A. as Store Openings Opening of 10th
of Marc by Multibrand of Watch line Christmas new face of in Milan, Sao Online Store anniversary
Marc Jacobs line Store in + „Protect the Campaign, advertising Paolo and campaign
Boston Skin You‘re In“ customers campaign + London
Skin Cancer posing Introduction of
Campaign with Santa items priced less
Claus than $10

4. Target profile (1/2)
Age 18-35 years
Quality with affordable prices Young and
urban/cosmopolitan
Self-aware and style concious
Open-minded
Sophisticated yet edgy
Text
OPEN-MINDED
YOUNG
& CLASSIC
EDGY
GIRLY COSMOPOLITAN
URBAN

5. Target profile (2/2)
“Young and trendy
New York City individual”

6. Stylistic Identity (1/3)
Products & Priceranges
Women Men Eyewear
Ready to Wear Ready to Wear $85.00 Oval Frame
$68.00 Anniversary Skull Tee $58.00 Triple Rib Tank $160.00 Gold Frame
$598.00 Mimi CDC Dress $798.00 Washed Leather Jacket
Swim Top Price Tech
$63.00 Miss Marc Tab Bikini Bottom Swim $28.00 Color Pop Earbuds Entry Price
$173.00 Simone Stripe Romper $128.00 all shorts $278.00 15" Commuter Case
Shoes Shoes
$65.00 Miss Marc Flip Flops $260.00 P.T.Cali Print High Top Watches
$450.00 Evening Bow Sandal Platform $460.00 Jumble High Top $120.00 Molly Round Face Watch
Bags and Accessories $175.00 Clear Rivera Watch
Bags and Accessories
$38.00 Miss Marc Packable Head Case $28.00 Packables Zip Pouch
$528.00 Classic Q Francesca
Jewelery and Hair Accessories $498.00 Zip Zip Duffle
$22.00 Logo Disc Bobby Pins
$198.00 High Tide Cork Bangle Women RTW
Women Swim
Women Shoes
Women Bags&Accessories
Women Jewelery&Hair Accessories
Men RTW
Men Swim
Men Shoes
Men Bags&Accessories
Eyewear
Tech
Watches
0 200,0 400,0 600,0 800,0

7. Stylistic Identity (2/3)
Colors
sunny, lush shades, bright colors
blue, yellow, lobster, ivory
black & white
Patterns
Colorblocks, Stripes, Dots, Letters
Fabrics / Materials
Silk, Cotton, Cashmere
non-transparent, compact
Silhouette
clear cuts, sharp lines
mid-length skirts, ankle-length trousers
trousers with wide legs, high waistlines
Occasion of use
daily / leisure wear
informal, casual
... ‘50s, freshness, lively, nonchalant cool, slightly vintage, bohemian

8. Stylistic Identity (3/3)
Themes / Symbols
Mouse
Apple and Pear
10th Anniversary
Lips Miss Marc
Birds

9. Image Identity (1/3)
Advertising
- Provocation
- Deranged-looking models
- Brings out the originality of designs
- Sense of eccentrity bringing out the features of the collection
- Shows contrast between normal everyday life and illogicality
- Images by photographer Juergen Teller
→ idiosyncratic visual style
→ unusual-looking models
bringing out the originality of designs
Communication
Celebrities
- shown in advertising campaigns
- frequently seen wearing pieces of the clothing line
- f.ex.Victoria Beckham (most important past spokesperson)
Ben Affleck (King Magazine Dec 2010)
MIA (Marc by Marc Jacobs Spring Campaign, 2008)
Characters of Gossip Girl (American TV show)

10. Image Identity (2/3)
Fashion Shows
- Styling and make-up depends on the individual collection
- Music (both pre-recorded and live) inspired by New York street style
Marc by Marc Jacobs S/S 2011: http://youtu.be/5VlSw7SBIkg
Marc by Marc Jacobs F/W 2009/10: http://youtu.be/upkco5aRddE
Events
- Fashion week events
- In-store launches
- Supporting charities and causes
My Bag Has A Heart- supporting art education (2010)
Holt Renfrew Canada and Marc Jacobs - fundraising for Vision Spring (2010)
“Protect The Skin You‘Re In” T-shirts - skin cancer campaign (2009)

11. Image Identity (3/3)
Website Social Media
- Welcoming with virtual staff, „human touch“ - Facebook, Twitter,YouTube
- Accessible: prices clearly visible; easy to navigate due to - Flickr
clear headings and subheadings - Fashion blogs
- Brand communication: Clean and concise, colours include
neutral greys, blues and beige
- Customer service: Online store, membership option to simplify
and speed up the purchasing process, possibility to order
electronic newsletter Marc Jacobs eNotes

12. Retail Identity (1/3)
The Flagship Store
- Piazza del Carmine 6, Brera, Milan
- 300-square meters store designed by Marc Jacobs in collaboration with the Stephan Jaklitsch Architects
- RTW, accessories, shoes, fragrances, sunglasses, timepieces, Little Marc Jacobs, Special Items, jewelry,
and books
- Experience economy 1:
the experience of acquiring a product is as important
as the ownership of the product itself
- Communicates the brand’s values
and market positioning to its consumers
Café Marc Jacobs
- Lounge bar area connected to the shop through a sliding blue
glass
- Cool atmosphere with both indoor dining and an outdoor patio
1(FashionMarketing: contemporary issues. Second edition, 2007. Tony
Hines and Margaret Bruce)

13. Retail Identity (2/3)
Store Windows
• 10 windows that potential customers see from the
outside
• Each one individually designed:
- Outfits on mannequins
- Merchandising
- Glass windows allowing potential customers to look
inside, awaking curiosity and inviting
Store Layout
• Two categories – men’s and women’s wear
• Men’s collection
- basic t-shirts displayed on the entire wall
- all of the prices clearly visible
• Women’s collection
- displayed both hung and on shelves in the wall
- mixed with accessories (shoes, handbags, scarves, jewelry etc) and „Special Items“
• enormous plasma television exhibiting the brand’s latest runway shows; surrounded by sunglasses and
fragrances for customers to try
• large bench, welcoming environment

14. Retail Identity (3/3)
Materials
• Shelving and other display made of stainless steel and glass, emulating the brand’s vibrant and modern image
Colors
• The in-store color palette consists of dark floors and
white walls, ensuring emphasis on the lively and
colorful clothing and accessories displayed
Light
• Primarily natural lighting coming through the
windows
• Spotlights used on accessories and sunglasses
Music
• Mainly commercial pop music, creating a youthful and
modern atmosphere
• Bazaar Display ¹
• High Traffic areas with Special Items (very cheap
accessories)
¹ „Managing Fashion and Luxury Companies“, Corbellini
E. , 2009, p. 215

15. Brand Identity (1/2)
Lifestyle brand
Marc Jacobs is inspired by his own roots as a New Yorker, bringing in
New York culture into his designs Couture
Ready-to-Wear
Diffusion line
Marc Jacobs‘ secondary line highlights wearability and accessability Diffusion
„Miss Marc“ as an inspirational muse Bridge
Created by Marc Jacobs, she is the edgy non-conformist of each season, Mass
always at the forefront of style
„Ilove to take things that are everyday and comforting and
make them into the most luxurious things in the world.“ Marc
Jacobs
„I'd like to believe that the women who wear my clothes are
not dressing for other people, that they're wearing what they
like and what suits them. It's not a status thing.“ Marc Jacobs

16. Brand Identity (2/2)
Socio-cultural context
High Consistency
- metroplitan
- young, fancy New York City Scene
Firm‘s history and
competencies
Brand Identity
- American Brand
- New York Fashion Designer
Stylistic Identity Retail Identity Communication Identity
- casual chic, nonchalant cool - welcoming atmosphere - provocation
- lush shades - „bazaar display“ - idiosyncratic