The history of Jeckerson is the history of an idea. An idea which became a business challenge and then a great success.
It all started in the 90s, the product of a subtle vein of intellectual fun from Bologna, the city where the company began.
The idea of the famous trouser with the patch first emerged on the golf course, in the mind of a golfer who invented special leather or suede inserts to apply to the thighs of the trousers so that he could dry his hands before swinging: a simple, informal solution that soon became a complete line of clothing for men, women and children.
The brand’s iconic value and great recognisability convey and represent its values in the public eye. The traditional, the unconventional, research, development and innovation are just a few of the key elements that make Jeckerson an icon representing the quality of everything “Made in Italy”.
Trousers, the brand’s core product, stand out for their excellent quality, focus on fit, perfect cut and choice of materials. Designed for all kinds of occasions, they are given an exclusive touch by lively colour combinations and special washes creating surprising, sophisticated effects in the fabrics.
On May 16, 2008 Jeckerson was purchased by the European private equity fund Stirling Square Capital Partners (SSCP) and Sirius Equity, a fund specialising in retail and luxury investments.
- 650 top end multi-brand stores in Italy and abroad
- 20 single-brand stores: Milan, Milan Fiordaliso, Turin, Turin Grugliasco, Forte dei Marmi, Bologna, Verona, Bergamo, Pordenone, Venice – Rialto, Venice – Calle dei Fabbri, Parma, Udine, Trento, Monza, Rome Cinecittà, Rome East, Rome Galleria alle porte, Rimini, Varese
- 2 franchise stores: Catania, Lecce
- On-line store: www.jeckerson.com
- F-Commerce: www.facebook.com/officialjeckerson
- Special corners in Italy’s most prestigious department stores, such as La Rinascente (Milan, Monza, Genoa, Cagliari)
- Stores abroad: China, United Arab Emirates
- Multi-brand stores abroad: Germany, Japan, Kuwait, the Netherlands
- 4 new openings planned for 2013
E – COMMERCE
The new Jeckerson.com website went on-line in 2012.
In perfect harmony with the company’s new policy, continuous cross-referencing of its corporate, e-commerce and f-commerce pages offers a new shopping experience, greater practicality and more effective service for the final customer. The on-line store is currently available in Italy only.
F – COMMERCE
On October 18, 2012 Jeckerson set up its f-commerce service in collaboration with Blomming: www.facebook.com/officialjeckerson
Jeckerson has always kept abreast with new forms of communication and is now approaching the highly dynamic world of social networks, as Italy’s first fashion brand to offer fans an original new f-shop service.
What is unusual about this project is that shoppers can complete the entire transaction within the social network, unlike other showcase apps already on the market.
Opening a new Facebook store is an important step consistent with Jeckerson’s customer orientation, offering fans an opportunity to view its products and make purchases at their convenience directly on the company’s fan page.
The company’s innovative, creative product range has conquered consumers’ hearts with the classic pillars of Jeckerson styles: an emphasis on fit and use of innovative materials and washes. Details are increasingly in view to guarantee comfort, style and personality. Irony, colour and originality make a Jeckerson garment into a true object of desire. And the trouser, the company’s true core product, is always ready for renewal through quality, experimentation and research.
BRAND AWARENESS: BRAND HERITAGE AND NEW VALUES
UPSIDE DOWN – THE NEW PHILOSOPHY
Upside Down: a new philosophy, a way of being and of looking at life. Originality. Wellbeing. Irony. Truth. Experience. Getting involved and having fun. The new world of Jeckerson starts with the keys to its success, elements taken from the company’s heritage and underlined in a forward-looking vein. Upside Down is a new advertising claim, but also a new creative vision. Using materials in unusual ways, with a focus on the environment.
The new direction underlines multi-channel promotions: alongside the usual communication tools, the company has added web communications with an official website and a Facebook fan page, along with a presence on other social networks: important elements to add to conventional forms of advertising.
A strong orientation toward the final customer and a greater focus on interaction with users: this new communications philosophy made its debut in the Spring/Summer 2012 advertising campaign.
THE ADVERTISING CAMPAIGN
Situations from real life in which people need to agree and act together. People wearing Jeckersons and experiencing them in their own personal way. The result is not only striking but funny; it makes us smile. A new ironic twist underlines Jeckerson’s Upside Down philosophy. A desire to be genuine, as a lifestyle, not just an advertising claim.
SINGLE-BRAND STORES AND THE NEW CONCEPT STORE
A commercial showcase and an important tool for communications, ready to convey the Jeckerson message all round. A carefully designed showcase that captures the eye. Inviting furnishings that suggest people can have fun while shopping. Development of merchandising that represents all facets of the collection and offers a varied assortment in line with the brand’s philosophy. And, in line with the Upside Down philosophy, the new concept store presents industrial elements mixed with details from a tailor’s workshop: metal, rough wood and walls like those of an industrial workshop take customers into a factory of style, for a Jeckerson experience that makes the most of the brand’s heritage in line with its new guidelines. Rediscovering irony. Enhancing colour. Emphasising originality.
THE NEW SHOWROOM
Jeckerson’s new showroom in Milan represents a world in the process of becoming, combining tradition with innovation, irony with colour. Modern fittings with minimal forms, contemporary materials and an emphasis on the product: the new showroom in Via Savona 97 reflects Jeckerson’s new identity and becomes a key location combining the company’s different spirits. A central role is played by the marketing department and communications and marketing offices: the place where the new Upside Down history is being written.