A brand where influencers are the models !

The Jennyfer brand was at the peak of its success in the 2000s. But with the arrival of H&M, the fast fashion brands are having a hard time. Only in recent years, Jennyfer has experienced a revival with the strength of social networks and influencers. These public figures from the web culture, followed by millions of people, are proving to be an asset for brands today.

Jennyfer tries to show that social networks are major assets in marketing and communication. Sébastien Bismuth acquires the Jennyfer brand in 2018 and begins a new era. He says, "We decided to stop communicating with the models we see in fashion every day. The idea is to highlight above all that our communications of children, and now boys, who have things to say, and come from different social backgrounds, have completely different bodies ... " For this, Jennyfer decides to call on several influencers with different communities to attract the most people.

The brand first called on the youtuber Léna Situations to create a capsule collection. With her famous August vlogs where the youtuber publishes a video a day for the whole month, Jennyfer decides to take out a t-shirt a day, create and design by her. Day after day, t-shirts are breaking records and the extent of their success can be summed up in two words: "sold out".

"Influence has to reinvent itself if it is to last. We forgot that influence is not just a question of popularity but a relationship of trust and authenticity. "

On social networks, Jennyfer innovates by taking on a group of influencers in adventures that involve several capsule collections. These capsule collections are created by influencers who wear them for shootings. Thereafter, each influencer talks about his own collection on their respective networks: here is Jennyfer's strategy. Social media is a major asset for today's fashion world, Jennifer has made it her main strategy.