How Brands Are Building Summer Campaigns Around the Customer’s Travel Journey

Our summer coverage of Jacquemus, Dior and L’Oréal Travel Retail points to journey-led seasonal marketing: selecting locations and experiences around the customer’s trip, rather than treating every summer activation as an isolated event.

Jacquemus Places Its Brand Along the Holiday Route Our July overview of Jacquemus’s summer locations connected a boutique at Paris Charles de Gaulle Terminal 1 with destinations including Saint-Tropez, Bodrum, Ibiza, Monaco, Mykonos and Forte dei Marmi. Jacquemus storefront pictured in our Mediterranean summer coverage.

Image source: RETAILBOSS’s original coverage. Read together, those locations suggest an occasion-based distribution strategy. The brand appears in settings already compatible with its summer wardrobe. The marketing lesson is to think about where the customer will use a product as well as where they usually shop for it.

Dior Brings the Destination Into the Airport Dior’s Changi Terminal 3 activation, covered by RETAILBOSS in July, took a different route. Running from May 28 to July 8, the experience brought a Provençal setting inspired by La Colle Noire into the airport, with fragrance, skincare and makeup discovery. Dior Summer…