sandro PA R I S
Catalog - Brief
ALEJANDRA RIVIÈRE CREUS CTOOLS - NICOLAS GODON REPRESENTATION TECHNIQUES BA FASHION MARKETING & COMMUNICATION INSTITUTO EUROPEO DI DESIGN BARCELONA
“ I looked to the French women in the streets: No resembles another! They never fall into the trap of the total look, typical of the American. When I create my collections, I always have presented that freedom: playing with styles and eras. Mixing a powdered blouse from the early 40s with a baggy and comfortable denim, or a plaid shirt tight jeans and a pair of derby’s. Everything is there: the romanticism, modernity and a touch of whimsy… ”
Evelyne Chétrité.
history Sandro has become an undisputed reference for the wardrobe of today's stylish woman. This French brand was founded by Evelyne Chétrite and her sister Judith Milgorm Chétrite.
Vieille du Temple in Paris, with immediate success. In 2007, Frédéric Biousse Kouby an Elijah, from the brand Comptoir des Cotonniers joined Evelyne by acquiring 25% of its capital. Despite this fact, Evelyne remained her position of president of Inspired by their childhood in Moroc- the brand, while Elijah became the Business manco, and fascinated by the style and handi- ager and Frédéric Biousse the General manager. craft of their grandfather's shirt-making and seamstress aunt, they felt attracted to fash- This group was the perfect comion and began designing their own creations. bination: Evelyne brings creativity while Frédérick and Elijah experience. In the eighties they started working together producing their designs to be sold in France and Europe In 2010, L Capital, main investor of LVMH group in multi-brand stores under the name of Sandro. and Florac, fund controlled by the Louis Dreyfus family, fall in the middle fashion segment. In the early 2000s, the Chétrite sisters decid- Both companies have taken control of SMCP ed to divide their paths. Judith founded her Groupe, owner of Sandro, Maje and Claudie own brand under the name of Maje while Eve- Pierlot. Claudie Pierlot belongs to this group lyne continued with the development of Sandro. since Madame Pierlot fell ill sold it to the group. Evelyne opened her first boutique in 2004 in the Rue
The owners of Maje and Sandro are still Evelyne and Judith Milgorm Chétrité. After the acquisition, SMCP implemented their growing plan in the United Estates and Asia since 2011, which they already had 338 establishments worldwide. The expectations for the late 2012 are to have around 500.
The creativity, energy, sincerity and the desire to make women feel more beautiful characterizes this French firm. Sandro is actually sold in more than 178 stores in the world, placing it at the top of one of the most beautiful achievements of French readyto-wear.
“ This is the face of the increasing demand for husbands and friends of our customers that I decided to develop a line for men. Ilan, my eldest son, is the artistic director of the project. I am more than
satisfied with the result. ”
Evelyne Chétrité
With the desire to be a part of the family history, Ilan Chétrite, decided to create the Sandro menswear collection in 2008, after graduating from Paris Dauphine University. He is the man behind the seasonal collection of revisited classics with a chic edge. Ilan inherited his parents sense of style and has always been surrounded by people who love sophistication and have a passion for pretty things.
The Sandro Men’s shops first launched in the Marais and Saint Germain des Pres areas.
The shops have been thought of like a jewel box combined with simple and trendy features.
The stores have herringbone floors, painted mirrors and more than 190 styles, along with a selection of art books and music, providing the comfort of a British club, while offering it pieces of the season.
A mother and son’s shared passion for fashion and style is represented in the effortless and complimentary collections they design.
m a r k e t p o s i t i o n Sandro, and a host of other exclusive, trendy, price-is-right Parisian brands are rebuilding fashion’s middle market with a design strategy based on originality and a company structure geared to opening shops, filling the fashion void between luxury labels and the supermarket style of giants
like H&M and Zara. Zadig & Voltaire, which alongside Comptoir des Cotonniers, Sandro, Maje, Claudie Pierlot and The Kooples, form a highly successful contemporary French wave that is reshaping ready-to-wear fashion as we know it.
c u r r e n t s i t u a t i o n Sandro’s turnover grew from €15 million in 2007 to €110 million in 2010 and is expected to approach €200 million this year, according to a series of reports in French newspapers L’Express, La Tribune and Stratégies.
corners and affiliates in France, the UK, Italy, Spain and Germany, and is enjoying annual growth of 30 percent — through their res-pective investment funds, L Capital and Floran.
Today, Sandro is present in France, Germany, This kind of success was enough to convince the Belgium, Canada South Korea, Emirates’ Arabs, Arnault and Dreyfus families, to acquire 51 per- Spain, United Estates, England, Hong Kong Irecent of SMCP Group — which owns Sandro, Maje land, Italy, Japan, Lebanon, Luxembourg, Russia, Switzerland and Turquey. and Claudie Pierlot, operates over 330 stores,
communication background
Sandro is very active on social media platforms. Facebook, Twitter, Instagram and Pinterest, which is a great way in order to attract their target. Anyhow, it is not present in Google+, YouTube or tumblr which would also be very interesting. Moreover, Sandro has two own websites, one devoted to aesthetics of the brand and the other one for e-commerce. In terms of campaigns they have worked with most professional models such as Isabeli Fontana and have dedicated a capsule collection to the well-known Dree Hemingway.
t a r g e t m a r k e t Sandro focues it’s collections towards young-middle age target for men and women, from their 20’s-40’s. Their designs are young and fresh, but still suitable for a broad age number. Despite they are mainly focused in this age range, we can find younger customers, heavily influenced by bloggers such as Gala Gonzalez, Man Repeller or Chiara Ferragni, as the brand is continuously giving them their items for free.
objectives of new campaign The main objectives of this new campaign is to bring out one of the key values of the brand: origin. Sandro is an original brand from Paris, one of the most beautiful cities in the world. The stunning architecture of its streets and inside buldings and the great heritage from glorified artists of previous and current decades. Moreover, this enchanting city is to be one of the most relevant capitals of fashion, so what else can we say?
inspiration
The inspiration for the campain comes from the mentioned main objective: the origin of the brand. Appart from many other things, Paris is famous for its great buildings and amazing interior design those offer. The tall ceilings with walls full of moldins offer great possibilities. Interior design magazines are overfilled with parisian interior design and inspiration.
The idea was to portray this in the cam paign, the magnificence of this design witthe contrast of old and new. The molded walls with old and new furniture, generat ing a great contrast supported by the designs from Sandro. Sandro is characterised for their perfect straight lines, bt still portraying the femininity of the models in terms of the women collection, and this is exactly what we want to portray through the clothing and location.
MIXTURE
L O C AT I O N Collection focused in Paris, in the classics of romanticism with a new interpretation.
contrast
PA R I S
The importance of black over neutral tones. Dominant white and shades. Contrats between straight shapes of new designs and antique. Importance of contrast between old and new. Traditional shapes re-iterpreted through patterns, location and attitude.
White
forWhite
NUDE blush
The importance is to drive the attention towards the clothing. In order to create a harmony natural make-up is essential. Clean pale faces, feminine, healthy-looking, natural and beautyfull. In terms of hairdo as well. Natural hairs in light chestnut tones with a wavy hint. A suitable model would be Magdalena Frackowiak
Sandro is very loyal to their shots. simple gestures at clean spaces, normally individual characters. Dominance of black and white pictures in many lookbooks and editorials. Static postures, slight movement, zoom in for de
tails. A suitable photographer would be Alasdair McLellan, British photographer, who has shot for the Gentlewoman. He is well known for his powerfull images in black and white.
AUTUMN / WINTER 2013
SPRING / SUMMER 2014
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