Marc Jacobs Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 26, 2019
Marketing Strategy of Marc Jacobs analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Marc Jacobs marketing mix, help the brand succeed.
Marc Jacobs marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Marc Jacobs Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Marc Jacobs Product Strategy:
The product strategy and mix in Marc Jacobs marketing strategy can be explained as follows:
Marc Jacobs label sells everything related to fashion for women like dresses, tops, bottoms, winter wear, sweatshirts and t-shirts. The label also offers customers bags like totes, backpacks, crossbody slings and wallets like card cases, large & small wallets, snapshot wallets and grind wallets as a part of its marketing mix product portfolio. The brand also offers accessories like watches, sunglasses, tech, jewellery, hats, scarfs, gloves and footwear like sneakers, boots, sandals, flats etc. Marc Jacobs also has a cosmetics line called Marc Jacobs Beauty that sells fragrance, makeup, nail lacquer and gifting sets. The label has also diversified into kids wear under the name of Little Marc Jacobs. Marc’s eccentric designs which border on being a little preppie, little couture and a little grunge give a unique style to his designs which make his products popular to the fashion loving segment of consumers.
Image: company website
Marc Jacobs Price/Pricing Strategy:
Below is the pricing strategy in Marc Jacobs marketing strategy:
Marc Jacobs offers a high quality premium priced product range for its customers.
The products offered by Marc Jacobs are medium to highly priced depending upon the nature of the product. The products range from under $30 to over $125. Marc Jacobs also has an exclusive collection of clothing which are priced even higher.
Following is the distribution strategy in the Marc Jacobs marketing mix:
There are 285 retail stores spread across 60 countries across the globe with most of the stores mainly concentrated in north America, China and Europe. Also, the label has two online websites, one which offers the entire product range and another that exclusively sells only the products under Marc Jacobs Beauty label. This makes the products globally accessible.
Also, Marc’s major store location is New York, Upper West Side which is a posh area and attracts high profile consumer base.
Marc Jacobs Promotion & Advertising Strategy:
The promotional and advertising strategy in the Marc Jacobs marketing strategy is as follows:
Marc Jacobs is known to rope in many actresses, famous models and musicians in is ad campaigns. His ads have featured the likes of Chloë Sevigny, Michael Stipe, Sofia Coppola, Willow Smith, Winona Ryder, Daisy Lowe, and Anthony Kiedis. Famous personalities like Linda Evangelista and Naomi Campbell have walked free for his shows. Marc Jacobs is known for his peculiar ad campaigns and one of his ads featured Dakota Fanning wearing shrunken clothes and shoes in children’s sizes. These cultural icons are photographed by high-profile photographers in a minimally staged setting. Marc Jacobs is also to undertake projects like “Protect the skin you’re in” to raise awareness about melanoma and has seen icons like Miley Cyrus, Eva Mendes, Kate Upton, Victoria Beckham, Heidi Klum and Hilary Swank pose for it. The proceedings of the project are given off in charity to the NYU Langone Medical Centre. Hence this completes the marketing mix of Marc Jacobs.
About Marc Jacobs:
Marc Jacobs is a fashion label started and headed by the Designer Marc Jacobs in the year 1997. Marc Jacobs was born on April 9, 1963 and lost his father at the tender age of 7. His mother got into a series of relationships and divorces that forced him and his family to move from place to place. Marc finally settled with his grandmother in New York on Manhattan’s Upper West Side. His grandmother turned out to be a true inspiration for him. She who was fond of knitting saw Marc’s interest in fashion design and encouraged him to pursue it professionally. By the age of 15 he was attending the High School of Art and Design during the day and working as a stock boy for an upscale boutique called Charivari. The staff at Charivari allowed him to design sweaters after he was done with his routine job. Marc Jacobs graduated from Parson School of design and his final year collection featured Op-art sweaters knitted by his grandmother which won him three of the school’s most prestigious awards - Design Student of the Year, the Perry Ellis Gold Thimble Award and the Chester Weinberg Gold Thimble Award. This collection caught the attention of Barbara Weiser – who placed an order for them to be produced professionally in her boutique under the name of Marc Jacobs for Marc & Barbara, Robert Duffy – his business partner and Perry Ellis himself who went to become Marc’s mentor. Marc became famous among critics and press his “Grunge” collection which featured floral dresses with combat boots and other such unusual combinations. This collection was worn by willowy models unlike the curvy models of those times which differentiated the inspiration behind the designs from the designs of other designers. Unfortunately, though the collection was exceptional it was a commercia failure and led to Marc and Duffy losing their jobs.
After a series of commercial success Marc was named the creative director of Louis Vuitton and worked in that organisation till 2013 after which he stepped down to concentrate on his own label. In the same year he launched makeup brand Marc Jacobs Beauty.
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