Designing the Future of Luxury Retail: Jacquemus’ Expansion Strategy for Japan

A Strategic Vision by Mahdis Hosseini | IFA Paris 2025 – Claude Serieux’s Advanced Strategy

13. Retail Expansion & Physical Presence Strategy

 Overview: As the global luxury market experiences shifts (particularly the current fragility in the Chinese market) we present Jacquemus with a timely, strategic opportunity to expand into Japan. Japan’s luxury market remains strong and stable, making it a prime location for Jacquemus to establish a long-term presence in one of the world’s most discerning luxury markets.

Our proposal focuses on a comprehensive retail strategy, beginning with a hyperphysical pop-up store in Tokyo. This pop-up will serve as a market test to assess brand resonance, gather key customer insights, and generate initial buzz. Following the pop-up, we recommend opening a flagship store in Tokyo by 2026, leveraging partnerships with local influencers and artists to amplify Jacquemus’ presence. Additionally, targeted digital-first strategies will engage Japan’s culturally attuned, fashion-conscious consumers effectively.

Supported by clear financial projections and a structured investment plan, this approach will ensure Jacquemus’ strong and sustainable entry into Japan’s luxury market.

Current Global Footprint Jacquemus has been steadily establishing a global presence through flagship stores in key luxury markets, each designed to embody the brand’s unique aesthetic and offer immersive customer experiences:

• Europe:

  • Paris (Avenue Montaigne, 2022): The first flagship, setting the standard for Jacquemus’ retail presence.

  • London (New Bond Street, November 2024): A four-story flagship with dedicated spaces for menswear, womenswear, and a private VIP salon.

• Middle East:

  • Dubai (in partnership with Chalhoub Group, 2024): Leveraging Dubai’s status as a luxury shopping destination.

• North America:

  • New York (SoHo, October 2024): A two-story flagship blending modern design with art pieces from Simon Porte Jacquemus’ personal collection.

  • Los Angeles (April 2025): Upcoming location to strengthen Jacquemus’ foothold in the U.S. market.

  • Miami (Q1 2026): Planned flagship opening following the Los Angeles store launch.

These openings form part of Jacquemus’ broader international expansion strategy under the leadership of newly appointed CEO Sarah Benady.

• Japan: Jacquemus currently maintains a presence in Japan via retail partnerships with luxury stores such as BEAMS and Dover Street Market Ginza in Tokyo, as well as high-end department stores like Isetan Shinjuku. The brand operates a localized Japanese website catering to local consumers. However, as of now, there are no standalone Jacquemus flagship stores or pop-up events in Japan.

Japan Market Entry: “Soleil Japonais: A Touch of Provence in Tokyo” Hyperphysical Pop-Up To strategically evaluate the Japanese market before committing to permanent retail, Jacquemus will launch a hyperphysical pop-up store blending Mediterranean aesthetics with Japanese minimalism. The pop-up is scheduled for Q3 2025.

• Objectives:

  • Assess market viability and brand resonance among Japanese consumers.

  • Generate initial brand awareness and buzz.

  • Collect data on customer preferences, shopping behavior, and product performance to guide future strategy.

• Concept: A one-month pop-up in Omotesando. This location was selected over Ginza for several reasons:

  • Omotesando targets a younger, trendier demographic, aligning well with Jacquemus’ Mediterranean-inspired theme.

  • The area offers a blend of high-end fashion and a modern creative edge, providing a fresh context for the brand.

  • Lower operational costs than Ginza enable efficient market testing.

  • Omotesando’s fashion-forward reputation helps generate buzz and media attention distinct from traditional luxury districts.

• Design & Experience: Theme: "Soleil Japonais: A Touch of Provence in Tokyo" a harmonious blend of Jacquemus’ Mediterranean roots and Japanese elegance. Immersive Elements:

  • Greenery and Provence Hues: Bonsai trees and lavender plants to evoke both Provence and Japanese aesthetics.

  • Provence Meets Tokyo Video Wall: Digital installation showcasing Jacquemus runway shows, Mediterranean landscapes, and subtle Japanese design influences.

  • Interactive Product Exploration: AR smart mirrors for virtual try-ons of bags and clothing.

  • Exclusive Product Line: Japan-only lifestyle collection featuring a matcha kit, Japanese pottery, and curated perfume and beauty products reflecting Mediterranean elegance tailored to Japanese beauty standards.

  • French Pastries & Japanese Tea Café Corner: Fusion culinary experience offering madeleines, croissants, matcha, and hojicha.

• Digital & Virtual Enhancements:

  • Jacquenese: Virtual Zen Garden Showroom: A 3D digital boutique inspired by Kyoto rock gardens, allowing visitors worldwide to explore Jacquemus’ latest collection in an interactive, VR-enabled space that merges traditional Japanese aesthetics with Jacquemus’ modern style.

  • AI-Powered Yukimi Mirror (Snow-Viewing Mirror): Smart mirrors installed both at the pop-up and online enable guests to virtually try on Jacquemus pieces set against serene Japanese backdrops, such as cherry blossoms or the Tokyo skyline, blending tradition with technology.

  • Exclusive WeChat & LINE Pop-Up Store: A mobile-first shopping experience integrated on LINE and WeChat platforms, tailored for the Japanese and wider Asian markets, offering early access to the Japan-exclusive collection and facilitating seamless mobile purchases.

  • Limited-Edition NFT Collectibles: Guests and online visitors receive exclusive Jacquemus Japan NFTs, unlocking access to digital artworks, behind-the-scenes content, and future VIP experiences, enhancing brand engagement through cutting-edge digital exclusivity.

• Strategic Collaborations: Influencers such as Kiko Mizuhara, Yuka Mannami, and Rina Sawayama will be engaged to promote the pop-up via social media campaigns, behind-the-scenes content, and influencer visits.

• Supply Chain & Distribution: Trade companies will manage logistics, inventory, and customs for temporary importation. Jacquemus is likely to collaborate with established Japanese firms like Mitsubishi Corporation RtM Japan or Itochu Corporation, experts in luxury import logistics, to ensure smooth operations and gain local market insights.

• Data-Driven Insights:

  • Customer feedback via surveys, kiosks, and social media.

  • Analytics on foot traffic, sales, and customer demographics.

  • Social media monitoring to track engagement and brand perception.

Japan Retail Expansion Post-Pop-Up Based on pop-up performance and insights, Jacquemus will pursue the following:

• Flagship Store (Q3 2026): Opening a flagship store in Ginza, Tokyo, designed to cater specifically to Japanese tastes:

  • Located in Ginza, Tokyo’s luxury retail hub.

  • Includes a VIP room for personalized shopping experiences.

  • Showcases the full brand aesthetic and product range, including apparel, accessories, and a new luxury Hydration & Fragrance collection.

  • Incorporates artistic collaborations such as installations by renowned Japanese artist Chiharu Shiota, enhancing the boutique’s experiential appeal.

• Supply Chain & Distribution: Long-term logistics and inventory management will continue to be handled by trusted trade companies. These partners will ensure regulatory compliance, stock monitoring, and smooth transition from pop-up to permanent store. They will also support retail space negotiations and legal processes, facilitating the flagship’s success.

Long-Term Goal (by 2028): Jacquemus aims to open permanent flagship stores in Seoul, Milan, and Singapore, markets validated through pop-ups or multi-brand stores. These openings will capitalize on growing demand and the cultural ties already established.

14. Global Growth & Localization Strategy Global Market Prioritization: Jacquemus targets key markets with high growth potential and strong luxury affinities:

• Asia: Japan, South Korea, Singapore

• North America: United States (New York, Los Angeles)

• Europe: France (Paris), United Kingdom (London)

Tailored Localization Strategies:

• Product Adaptation:

  • Adapt brand storytelling to resonate with local cultures, blending Jacquemus’ Mediterranean essence with regional aesthetics and values.

  • Adjust collections for climate and cultural preferences (lighter fabrics for Singapore, minimalist design and subtle colors for Japan).

• Cultural Integration: Collaborate with local artists and influencers. Align launches and marketing with regional festivals like Japan’s Golden Week and Korea’s Chuseok.

• Language & Communication: Localize websites and marketing content with regional languages (Japanese, Korean). Utilize platforms like LINE (Japan) and KakaoTalk (Korea) for communication.

Digital-First Approach:

• Develop localized e-commerce with language, currency, and shopping habit adaptations.

• Mobile-friendly shopping experiences.

• Targeted social media and influencer campaigns to build awareness.

• Use predictive analytics to optimize inventory and personalize customer engagement.

15. Financial Projections & Investment Plan

1. Current Financial Status:

   • 2023 Revenue: €280 million (actual)

   • 2024 Projection: 15-20% decline due to luxury market slowdown

   • 2025 Target: €500 million target may need adjustment based on market conditions

2. Funding Strategy:

   • Continue partnership with L’Oréal for beauty and fragrance development.

   • Seek minority investors through L Catterton to fund global expansion while preserving independence. Founder Simon Porte Jacquemus emphasizes maintaining control and familial legacy, while breaking growth ceilings with the right partner.

3. Investment Allocation:

   • Retail expansion including flagship stores and Japan pop-up.

   • Beauty market development with L’Oréal.

   • Lifestyle line production (homeware, accessories, etc.).

   • Digital infrastructure improvements including virtual showrooms and AI tools.

4. Financial Objectives:

   • Diversify revenue through beauty, fragrance, lifestyle, and digital innovation.

   • Balance wholesale and direct-to-consumer channels.

   • Sustain long-term growth maintaining exclusivity and premium pricing.

5. Strategic Partnerships:

   • L’Oréal for beauty and fragrance.

   • Chalhoub Group for Middle East retail operations.

   • L Catterton to support global growth while respecting brand values.

6. Japan-Specific Growth Levers:

   • Pop-up store to increase awareness and sales.

   • Ginza flagship to attract high-end consumers.

   • Exclusive Japan product lines.

   • Influencer and artist collaborations.

   • Experiential retail and VIP services.

   • Digital initiatives including VR showroom, AI smart mirrors, mobile pop-up stores, and NFT collectibles to engage tech-savvy Japanese consumers.

7. Japan-Specific Revenue Estimates:

Year	Conservative Growth	Moderate Growth
2025 (Pop-Up)	+3-5% global revenue	+5% global revenue
2026 (Flagship Open)	+7-10% global revenue	+10-15% global revenue
2027	+10-12% global revenue	+15-20% global revenue

Conclusion

Jacquemus’ proposed expansion into the Japanese market is a carefully crafted, multi-dimensional strategy designed to capitalize on Japan’s robust luxury sector, discerning consumer base, and deep cultural appreciation for craftsmanship and aesthetics—elements perfectly aligned with Jacquemus’ Mediterranean-inspired, artistic identity.

The initial launch of a “Soleil Japonais” hyperphysical pop-up store in Omotesando represents a low-risk, high-impact entry point that blends physical retail innovation with cultural sensitivity. This pop-up is purposefully situated in an area frequented by younger, fashion-forward Japanese consumers, enabling Jacquemus to authentically connect with its target demographic and generate organic buzz. Through this immersive retail experience—combining Mediterranean vibes with Japanese minimalism, exclusive Japan-only lifestyle collections, and unique culinary fusions—Jacquemus will both intrigue and captivate new customers.

This pop-up is further enhanced by a suite of cutting-edge digital and virtual innovations uniquely tailored for the tech-savvy Japanese market and the broader Asia region:

• The Jacquenese Virtual Zen Garden Showroom transcends traditional e-commerce, providing an interactive, VR-enabled space that honors Kyoto’s iconic rock gardens while showcasing Jacquemus’ latest collections in an unprecedented immersive format.

• The AI-powered Yukimi Mirror elegantly fuses tradition and technology, allowing customers to virtually try on pieces against iconic Japanese backdrops, making the shopping experience not only convenient but culturally resonant.

• The exclusive mobile-first WeChat and LINE pop-up stores enable seamless, early access to Japan-exclusive collections, tapping into the dominant social commerce platforms favored by regional consumers.

• The distribution of limited-edition Jacquemus NFTs fosters exclusivity and brand loyalty by granting holders access to exclusive digital artworks, behind-the-scenes content, and VIP experiences, marking Jacquemus as a pioneer in luxury brand engagement through Web3 technologies.

Following the pop-up’s success and insights gathered, Jacquemus will confidently open a flagship store in Ginza, Japan’s luxury retail epicenter, by late 2026. This permanent presence will solidify the brand’s long-term commitment to the Japanese market, offering a full range of apparel, accessories, and lifestyle products in a setting enriched by local artistic collaborations. The flagship store will serve as a beacon for cultural exchange, blending French Mediterranean artistry with Japanese refinement, attracting both loyal customers and curious newcomers.

The supply chain and distribution strategy, facilitated through partnerships with experienced Japanese trade companies, ensures smooth operational management and regulatory compliance, enabling efficient inventory control and allowing Jacquemus to focus on brand-building and customer experience.

Financially, this expansion is designed to diversify Jacquemus’ revenue streams beyond the currently volatile Chinese market and tap into Japan’s resilient luxury consumption. By leveraging a phased investment strategy—from market testing via pop-ups to flagship launch—Jacquemus minimizes risk while maximizing growth potential. The approach balances wholesale partnerships, direct-to-consumer channels, and innovative digital commerce platforms to optimize profitability and brand exclusivity.

Strategically, this Japan expansion aligns seamlessly with Jacquemus’ global ambitions:

• It complements existing flagship growth in Europe, the Middle East, and North America.

• It capitalizes on Japan’s unique blend of tradition and modernity, mirroring Jacquemus’ own brand narrative.

• It leverages a digital-first mindset without sacrificing the tangible emotional connection fostered by immersive physical retail.

In sum, this carefully curated blend of cultural authenticity, experiential retail, digital innovation, and financial prudence positions Jacquemus not merely as a new entrant, but as a market-shaping pioneer in Japan. This expansion enhances Jacquemus’ reputation as a visionary luxury brand that honors heritage while boldly embracing the future, setting a benchmark for sustainable, creative, and culturally attuned growth in the competitive luxury landscape.

Jacquemus’ journey into Japan will deepen its global footprint, foster new customer relationships, and drive meaningful revenue growth, ensuring the brand’s vitality and relevance in an evolving market for years to come.