The Four Seasons is collaborating with Jacquemus on an exclusive product and summer experience at the Ocean Club Bahamas resort, starting Friday.
The collaboration features a guest experience takeover, a seasonal 760-square-foot pop-up store — representing Jacquemus’ first store in North America — and an “Only at Four Seasons” towel.
By selecting collaborators like Jacquemus, Four Seasons introduces like-minded brands that enhance experience and guest affinity.
In an interview with Marc Speichert, chief commercial officer of the Four Seasons, he said they select brands with “the same ethos and similar values” to the Four Seasons brand. Those include an elevated brand, authenticity and a sense of joyfulness and wittiness.
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“When you look at what Jacquemus is doing, a lot of these values are consistent with how they portray that brand. We’re much in sync,” said Speichert. He said they wanted to do something more than an activation or a takeover at the pool. At the Four Seasons, they care very much about their retail business and they want their guests to take something home. The merchandise is bespoke and can be bought at the store at the Ocean Club and also online.
Discussing why they chose the Ocean Club for the collaboration, he said, “Ocean Club has a legacy and history, and we wanted to do a hotel that was beach-centric and resort-centric. It’s very top of mind for a lot of our guests. We wanted to make sure Jacquemus was excited about it as well.”
The boutique will stay open until the end of July.
The store will feature a selection of the spring Jacquemus collection, including women’s and men’s ready-to-wear, accessories, shoes, swimwear and eyewear, and an exclusive bespoke black-and-white-striped Four Seasons towel for $325. The towel is only available at the Ocean Club and ShopFourSeasons.com and will be in operational use at the property through July.
Asked how these collaborations enhance the Four Seasons brand, Speichart said, “Our number-one priority with the brand is to make sure we are retaining our best guests,” he said. The hotel makes great effort to recognize the guests before, during and after their stay, he said. In addition, they look to create a pipeline of new guests. “We have a whole series of tactics and actions to drive new brand guests,” he said. Partnerships with Jacquemus are an opportunity to feed that pipeline of new guests, he said.
The Four Seasons, which has 130 properties globally, opened its online shop in 2019 “and it’s been incredibly successful,” he said. To date, their online retail gross sales are 27 percent over last year. New customer acquisition is up 19 percent versus last year. This is their first designer collaboration, and another one for the second half of the year is being finalized.
Jacquemus will create content that will roll across its social channels in partnership with Four Seasons, such as emails and paid ads.
Jacquemus is having a big year. As reported, the Couture Council of The Museum at FIT will honor Simon Porte Jacquemus, founder and designer of the fashion house Jacquemus with its 2024 Couture Council Award for Artistry of Fashion Sept. 4. In March, Jacquemus was named a Knight of the Order of Arts and Letters for his contribution to the fashion industry in Paris.
