The Life and Work of the American Fashion Designer Marc Jacobs

Marc Jacobs is an American fashion designer who is known for his label Marc Jacobs, his secondary line Marc by Marc Jacobs, and his long-term position as creative director at Louis Vuitton. He was born in 1963 in New York City and lived with his grandmother as a teenager. Jacobs has said that his grandmother has been one of his greatest influences and was very encouraging towards him.

In 1981, Marc Jacobs graduated from the High School of Art and Design and went on to study at Parsons School of Design. He displayed his collection of sweaters at his graduate show and received attention from Robert Duffy who became his lifelong business partner. "They [the sweaters] were photographed all over. That was sort of the beginning of my career. I met my [business] partner, Robert Duffy - who I'm still with - at that same Parsons fashion show. He was working for a Seventh Avenue company and convinced them to hire me straight out of school," Jacobs said in 2002 (Sowray, 2012).

Finally in 1993, Jacobs and Duffy initiated Marc Jacobs International Company. In 1997, he became creative director of Louis Vuitton "Within ten years of his appointment at Louis Vuitton, Jacobs had quadrupled the company's profits, turning what was solely a luggage firm into a global fashion powerhouse," (Sowray, 2012). This statement just goes to show how powerful Marc Jacobs' skill is and how much knowledge he has about the fashion industry. In the spring of 2001, Jacobs commenced his secondary line, Marc by Marc Jacobs. In October 2013, he publicized that he was leaving Louis Vuitton so that he can focus more on his own company.

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On June 26, 2014, the campaign for Daisy Dream, a fragrance by Marc Jacobs, was made public. The thirty-second long video features model Antonia Wesseloh in a flowing white dress lying in a field of daisies to a calming Sleigh Bells soundtrack. "There's a dreamy quality to her lying around looking at the clouds," said Sofia Coppola, the director of the video; hence why she wanted that element in the commercial for Daisy Dream. The fragrance has a fruity scent and consists of lychee, pear, grapefruit and coconut water.

The print advertisement  was shared on various social media sites, such as Facebook, Twitter, and Instagram . The captions for the Facebook and Instagram posts describe how "elegant and feminine" the perfume is and that it is inspired by the "light and airy touch of daisies and the possibilities of clear blue skies". The caption for the Twitter post just simply states, "It was all a dream." Jacobs didn't stop there to promote his new fragrance. He created an online Daisy Dream Capsule and also an offline Dream Room . For the Daisy Dream Capsule, users can choose four pictures that are added into a square frame that has the hashtag #MJDaisyDream. This collage represents the dream capsule and can be shared on different social media websites. The Dream Room is an extension of the website and was open in London's Westfield mall. Customers were able to upload their dream capsule and were given souvenirs in the form of cloud-shaped items.

Marc Jacobs specified, "To be young is not an age, really, it's to remain curious and interested in things and to feel like there is always something else you can do, see, or learn," (Hannah, 2014). I believe that this statement describes his desired target market as being women of all, or most, ages. It doesn't have to be just young women because he believes that all women can be youthful if they have the right mindset, and in that circumstance any women can wear his perfume. This explains how he uses a segmented marketing strategy because he aims this fragrance to women, but not necessarily women with a specific age or lifestyle, so it wouldn't quite be a niche.

Marc Jacobs International targets upper-middle class to upper class consumers so demographics definitely play a big role because you need to have a certain income in order to afford his lines, especially his fragrances. But, he offers the perfumes in different sizes so even if you can't afford the biggest bottle, you could afford the roller ball for a cheaper price. The value proposition for the Daisy Dream fragrance is more for more. You can tell by the price that a lot of time and effort is put into making the scents that the consumers want. Jacobs once said, "...because a daisy doesn't smell, but it is a flower that I felt evoked a certain spirit in a lot of women," (Hannah, 2014). From this statement, I comprehend the product to have a differentiation-based positioning by marketing communications because of the defined symbol that it has. These campaigns, especially the Dream Capsule and Dream Room, use a promotional pull strategy because they are interactive and consumers feel like they need the product after being involved with the different activities.

This campaign seems integrated because there are many different aspects to it. Not only was there a print advertisement and a commercial, but they were shared on three different social media websites that has millions of followers, and there was an interactive online and offline activity that the customers could participate in. I think that Marc Jacobs International did a great job with the campaign because of the different varieties of promotion that they organized. I believe that it was successful because I hear people talk about Marc Jacobs' fragrances all the time. His fragrances include Daisy Dream, Daisy (Daisy Dream's sister fragrance), Dot, Honey, and many more. The only reason that he can continue to invent more scents is because of the pronounced job that is done to promote his products and draw in the customers.

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