25 April, 12:00

JNSQ Debuts With a Focus on French-Inspired Style

Published by Rosemary Feitelberg in WWD

“Our goal is to get to no-waste production so that everything we manufacture sells out and just goes to the customers’ hands rather than to the trash..We have to make sure that every step we make is correct..What matters to the customer is that we deliver the best quality product”

Malcolm Yam launched his new clothing brand, Je Nai Se Quoi, aka JNSQ in 2019. The brand is focused on creating limited runs to contribute to sustainability and offers effortless classic styles that Parisians are well known for. Yam doesn’t want the brand to erupt in fame, instead to grow in a steady and organic way to truly gain the right audience who will appreciate the styles for the years to come.

“The collection is meant to pay homage to effortless French style...They don’t try too hard. That image is what we’re trying to share with the customer”  

JNSQ is a wholly owned subsidiary of the Shein Group, best known for their fast-fashion website shein.com, offering young and trendy fashion styles. Malcolm, who previously was senior marketing director at the Shein Group is now CEO of JNSQ. He wanted to try a different approach to the successful shein.com business model and created a sophisticated and very limited run clothing brand to contribute to sustainable production practices and create a sense of urgency to his customers. Since styles are limited to only 50 pieces it gives customers a sense of exclusivity.

“Fashion is not that predictable so the customer’s preferences aren’t predictable..you think you’re going to sell this product, but maybe that’s not going to happen..They have to have profit margins..so scaling up large enough to lower costs from the fabric side and the labor side..It is the basic theory of economics..”

“The company is focusing on small, limited-edition runs. Instead of offering mega-inventories of various styles, the company plans to offer as few as 50...in addition, new products will continually be introduced, encouraging shoppers to visit the direct-to-consumer site frequently”

 

JNSQ will debut solely in the U.S. for now and will focus on a slow-and-steady growth strategy. Malcolm believes in the organic growth approach to help build trust with his customers which will contribute to long term loyalty with the brand. How does this brand do that? By showing JNSQ is using sustainable practices, which is an ongoing practice within the fashion industry. Therefore, it’s important for JNSQ to sell in limited quantities which cuts down on overall production and by carefully using resources to help reduce ongoing environmental issues such as pollution.    

 

“Our goal is to get to no-waste production so that everything we manufacture sells out and just goes to the customers’ hands rather than to the trash..We have to make sure that every step we make is correct..What matters to the customer is that we deliver the best quality product”

 

With fashion being highly searched and shared in all social media platform, JNSQ will advertise mainly on Instagram and Facebook.  

 

“JNSQ plans to spend about $1 million to advertise”

 

Malcolm talks about how fast-fashion can be difficult in terms of not being able to sell through items because of a company’s fashion forecasting was off during some point in the design process.

 

“Fashion is not that predictable so the customer’s preferences aren’t predictable..you think you’re going to sell this product, but maybe that’s not going to happen..They have to have profit margins..so scaling up large enough to lower costs from the fabric side and the labor side..It is the basic theory of economics..”

 

What is unique about their advertising is a need to inform and educate their customers about each fabric being used in JNSQ. It’s part of their strategy to grow their audience organically, and offering this type of value will help with transparency on how the items are being made.    

 

“..Visitors to the site will also be able to trace where each item comes from..Mulberry silk, Cupro (regenerated cellulose fiber derived from cotton linter) and Pima cotton are among the fabrics that are being used..Prices range from $50-$150”

 

JNSQ will constantly pay attention to their customer needs by occasionally sending out surveys and by implementing their membership service.

 

“Shoppers can also sign up for JNSQ’s membership program, which will give members first dibs on newly released items..and to get exclusive sales..we give them the chance first to get involved and to get to know us”