Maman et moi
Sézane SS22
Contents page 3. 4. 5. 6. 7. 8 9. 10. 11. 12. 13/14. 15/16/17. 18/19. 20. 21. 22. 23. 24. 25. 26. 27. 28.
Concept Executive summary Idea behind Maman et Moi The brand Brand pillars Brand positioning Customer profile Psychological and behavioural profile SWOT PESTEL Survey analysis E-commerce comp shop Retail comp shop Mood board WGSN trend research Key colours/ Styles Trims & details Materials Consumer education Technology Sustainable aspects Style Inspo
29. Product development 30/31. Range plan 32. Washing line 33. Category mix 34. Colour mix 35. Price architecture 36. Functionality/ sustainability 37. Functionality features 38. Fashionability 39. Allocation 40. Outfit building 41. Sourcing (uk) 42. Sourcing 43. Merchandising 44. Sales plan 45. Sezanes locations 46. Visual merchandising concept 47. Store layout 48. POE marketing 49. Webpage 50. Social media marketing 51. Social media marketing 52. Advertisement 53. Evaluation & reflection 54. Bibliography
Concept
ss childrenswear le er nd ge a is i mo et Maman s e its matching women' id as ns ru h ic wh on ti collec the s inspired greatly by wa is Th . on ti ec ll co wear s for matching their outfit d il ch & s er th mo of trend ed by a, it was also inspir di me al ci so of s ke li the key part to this a is s al ri te Ma e. ur celebrity cult e all sustainable us to al go my th wi , collection a USP but to keep in as e us ly on t no to Frabric, liefs. Fabrics such as be re co ds an br e th line with e linen will make up th c ni ga or d an on tt co BCI h In my collection whic ed us s al ri te ma of ty majori th ble & chic look for bo ta or mf co a te ea cr ll wi mother and child. will be from 4yrson ti ec ll co e th r fo The age range s of 2-16. The range ze si s n’ me wo e th e id 11yrs alongs efore, consumers will er th k, oc st d te mi li will have the first drop. more likely to buy on ingt revolution in market es gg bi e th e ur pt ca I Will g e Sezane consumer bein th to e Du a. di me al soci media, at they see on social wh by ed nc ue fl en ly high rough the new collection th this makes marketing ly cost effective on t no m ra ag st in as platforms such for the customer. on ti op ed it su st mo e but also th
Sezane originated from the founders love for vintage and has become one of the most successful french e-commerce brands to date. Morgane Sezalory (founder/ owner) has expanded the business by opening the renowned boutique stores called ‘apartments‘ to allow the consumer to see Sezanes garments in person. The brand mixes their fashionable & core items but rarely follow trends, they believe solely in creating key wardrobe pieces or sustainably sourced basics in beautiful materials. Quality is at the core of Sezanes brand pillars which is shown with their hand picked suppliers which they have Worked with from the creation of Sezane 7 years ago. Ateliers are only used by Sezane if they have the same values as the brand- sourcing & producing garments ethically and sustainably. Transparency is also key to Sezanes success- as many brands choose to hide their supply chain, Sezane is proud & embraces their impressive, sustainable supply chain. This collection for Sezane, named ‘Maman et moi’, was created due to my love for childrenswear & sustainable fashion. Futhermore, I believe there is a large gap in the market for ‘mid-priced luxury‘ kidswear. Sezane is well known for its beautiful garments but it is especially known for its affordable pricing for the quality of garment the consumer recieves. The brand is highly differentiated from its competitors due to its objectives, such as sustainability and ethical stance. The range was Inspired by innovation, due to the pandemic the consumer desires Something new and exciting when shopping. This led to the idea of creating a genderless, seasonless and technological advanced range. Influencers on social media also inspired my Idea for the collection being available to both mother & child, with celebrities such as kylie Jenner matching outfits with her daughter Stormi. The end Use for my range is for the garments to be re-worn & to be shared between siblings for years to come, this was inspired by The new demand for longevity within garments. A key USP for the Maman et moi collection is its functionality & drive to be sustainable, each piece has been designed to either increase its longevity, durability or performance. It is vital that the design team undergoes R&D to find new innovative & Sustainable fabrics to use in our range to not only get the consumer excited about shopping sustainably but to add value to the range. As the Sezane consumer is already excited about the sustainable aspects to the brand, this further research into fabrics such as Cocona & Pinatex will catch the consumers attention. The Sezane sourcing team believe it is Important to use the existing ateliers, who we have long term relationships with. We also thought it was important to explore new avenues such as sourcing from the UK to add elements of performance wear into the collection. Sourcing from COO’s such as Italy & the UK add the element of specialist production which is a great USP The marketing team will use whilst advertising the collection.
y r a m m u s e v i t u c Exe
Sezane differentiates itself from its competitors through multiple factors; one being price, Sezanes prices are on average half of those of their competitors such as Sandro, The kooples & Maje. They have also created a sense of exclusivity within their brand, by not offering sales or discounts directly on their e-commerce platform. This strategy is something I plan to infiltrate within the Maman et moi collection, as consumers are more inclined to buy a garment if they know it will not be discounted or even may go out of stock. I believe our collection competes on aspects such as quality & price of our garments as it is a very commercial collection at affordable prices- for a luxury product. The R&D which has gone into designing Our garments which has allowed each product to have multiple functions & the sustainable aspects which will be shown in our range an sourcing strategy will show the consumer there is more value in out range, rather than a competitors. The launch date of our collection will be April 14th, both e-commerce & apartments will be dropping/ hosting the collection at the same time. My planned selling time is 10 weeks. There will be a countdown on Sezanes social media platforms, such as instagram, to engage the consumer & gain excitement for the drop date. Using key advertising methods such as window displays & bill boards will grasp the consumers attention and increase traffic to the website. Especially as we will be placing the billboards in key commenting areas such as by metro stations or bus stops. Our advertising strategy wil be tailored to our consumer & what we believe they are most likely to react to. 71% of consumers are engaged by billboards they pass. The collection has a planned turnover of £51,506 across our e-commerce & apartments, with an average profit margin on 84.1%. Fashion items represent 55% of the overall category mix & core makes up 30%, with an ASP of £40.12. The largest categories are tops and bottoms (27% & 36%). As a result, I anticipate these catagoreis will the the best selling garments as our consumer will be inclined to make whole outfits fro the range & purchase more than one piece . The range will be designed specifically for the ease of outfit building to increase UPT.
71.9% of Sezanes consumers have either 1 or 2 children & theluxury childrenswear market is a vast growing market with huge potential with an online growth rate of 83%. Sezanes millennial consumer base represents 45% of the total luxury markets consumption. The market has huge potential as 40 per cent of millennials are parents with a combined global sending power of $1.3 trillion US Dollars. It is key to have a unique product in this ever growing market to make an impact, therefore, the key USP of ‘Maman et moi’ is its ability is succeed in every consumer demand, with sustainability sewn within each and every item To being fully transparent with the consumer on how the garment was made & its journey from Atelier to their door-step. It is key to mention that analysing the everyday lives of an active child has been thought about at every point in the design process, not forgetting the peace of mind given to parents across France knowing Their child wears organic & ethical clothing which are produced without harmful chemicals or dyes.
The idea behind: Maman et moi The B&M team at Sezane believe their is a large gap in the market for sustainable affordable-luxury kidswear. Therefore, the team decided to create a beautiful, ethically sourced collection aimed at the children of the Sezane customer. This collection will help the brand analyse their customer on a deeper level, through customer insights, data insights & sales. If the collection poses a success, the B&M team will pose an opportunity to expand the business into childrenswear. As a whole, the collection will comprise of casual pieces, made only of organic & bamboo cottons. A key objective to the collection is that each piece is not assigned to any gender, whilst the sizing will consist of ages 4-11 years. As the consumer wants longevity & quality from their childrens clothes, each piece will be designed to be robust as well as being able to be worn year on year- even as the little ones grow quickly! Functional & multi-use designs will also be the pillars of this collection, childrenswear should offer comfort whilst being transitional & practical. The design team look to use technical fabrics for high durability, with less is more mindset & dematerialisation at the design core, whilst having designs which will appeal to the mother & child alike. Through influences such as social media, the rise in the trend of ‘Mini- me’ dressing has hit an all time high; with the Sezane customer being highly influenced by what they see on social media, this collection will allow them to replicate the dear replicating outfits. The ‘Maman et moi’ collection is a highly commercial preposition with the same DNA as the womenswear line. The collection will not be restricted by season or Gender & will be hand-crafted in Sezanes renowned ateliers.
Sezane is One of the best French fashion success stories from the past 10 years. But what makes every fashion professional want to know the secret behind their retail magic? Alongside competitors such as Sandro, Maje & the Kooples, Sezane sits within the niche affordable luxury market. This is one of the main objectives contributing to Sezanes success as on average sezanes prices are half of what its competitors charge. With more than half of their products priced below 100 euros whereas its only 15% on average for other competitors. When Sezanes quality is as beautiful as it is, consumers do not think twice about purchasing their new collections- especially as once its gone, its gone! This aspect to the brand is linked with their ‘Drop strategy’. This intails that alongside their permanent collection, regular limited edition drops will be added to the website. The ‘drop’ Strategy is used to ensure the consumer feels they are getting regular new website content & to add an exclusive element to the brand. ‘The message is clear : buy it while it’s hot, soon it will be gone !’ - retviews, 7 facts behind Sézane success: Parisian fashion goes worldwide.
The brand
Something that surprised me about Sezane is their product mix is predominately made up of accessories with 38.8% of the overall mix, this also differentiates the brand from their competitors with the average Product mix being made up from mostly tops. Sezane also hold the greatest number Of sizes available to the consumer. Sizing is the hottest topic in the industry right now- yet the luxury market doesn’t seem to be catching on, making many consumers turn away from their favourite brands to others ( the likes of sezane) who are more inclusive. The average number of sizes available in the luxury market sits very love at 2.5, whereas, Sezane offers an average of 4.5. Sezane is also the only luxury brand to propose a consistent selection of size 44. Aspects such as this make Sezane as a brand stand out from the rest, they are positively moving with the changing industry. This places Sezane at good stead for the future, especially as the fashion is becoming an ever more difficult industry to survive within. When it comes to discounting, Sezanes strategically keeps up their ‘exclusive‘ appearance. Comparing with their competitors, Sezane have a Tiny discounting rate of 5%. If the brand has a product which has not done particularly well, they offer the unsold goods under the name ‘Archives’ this clean trick is to maintain enthusiasm for the brand. In conclusion, Sezane creates beautiful, exclusive ranges with limited availability to reduce discounting. Not only this, the brands products are half the price of the competitors with exceeding quality.
Narrow supply base Sezane pride themselves on producing 2/3 of their products in europe. Suppliers which are not based in Europe are chosen depending on the origin of raw materials, expertise, working conditions and production capacities. Their supplier locations are: India Portugal China Bulgaria Italy
Brand pillars
Ethical practises Ethical practises are at the heart of Sezanes sourcing strategy, through having long term relationships with only 5 ateliers globally, Sezane ensure that each worker (crafter) feels like a key element to the brand. According to Sezanes website; ‘the modernity of the workshops is an essential element in their production, in order to guarantee the best working conditions for employees.’ Sezane.com They also call their suppliers a business partner, I feel that this really represents that it is in sezanes best interest to take care of their suppliers in order to take care of their own brand. The brand has also creates the DEMAIN foundation which supports children to access an education, culture and equal opportunities. The foundation has already raised 4 million euros since its creation in 2017.
Sezane.com Sezane was the first french to complete totally digital operations, this allows the brand to reach its customers straight from the workshops. No shop, no intermediary! (sezane.com) The format for Sézane is simple but effective. They also have a drop strategy which goes alongside their permanent collection. These regular drops will be limited edition & will add newness into the collections, it also allows sezane to add some trend pieces into the collections without being stuck with the risk of leftover stock which would have to go to discount. This strategy also enables Sezane to have limited discounting.
Sustainability When creating Sezane, Morgane Sezalory was adamant that she wanted sustainability to be at the core of her brand. With Sezane being born from her love for vintage, re-use & re-cycle was in her fashion DNA. This is a huge market Sezane is missing which is why I am incorporating that element into my childrenswear collection, especially as kids are renowned for growing out of their clothes quickly. Sezane also have great sustainability schemes which they share with their consumer on their website, i believe the most important factor to their sustainability campaign is that they do not ‘make a song & dance‘ about their great progress, unlike other major fast fashion brands who use green washing as almost a ‘trend’ to intise customers into buying something they believe is sustainable... but really isn’t.
HIGH PRICE
Due to Sezane being highly influenced by quality and price I felt it was highly important to compare to other brands in the same market, other axes I could compare could include, sustainability, fashionability & how ethical the businesses are. I included both Luxury & Highstreet brands as many consumers switch up their wardrobes from buying from both high end & high street & especially as the high street market has grown drastically over the past 10 years due to the consumer becoming more trend led and price conscious. Towards the bottom of the graph I placed H&M, ZARA & Bannana republic this is because of their high street appearance and low prices. However, brands such as ZARA have created a new identity for themselves with consumers wanting to shop at ZARA not only for their trend led style, but for their amazing quality too. The likes of H&M also follows in Zaras path, with their new brand venture into sustainable fabrics & materials. But, no matter how hard the high street try to improve their quality, they cannot compare to the luxury brands as they strive to make as much margin as they possibly can. COS, & other stories and Anthropology are three players which are very interesting, they almost bridge the gap between the luxury market & high street, however they cannot be compared to be on the same level as Sezane as in some cases their sourcing & materials they use still lack in quality- especially & other stories I found through customer reviews scores a 2.4 star rating, with many consumers saying their products are over-priced for the quality. On the same reviewing platform Anthropologie scored a low 1.3 & COS scoring 2.2. The upper sections of the Matrix holds Sezanes main competitors, the likes of the kooples, Claudie Pierrot, & Ba&sh all put quality at the heart of their brands.
LOW QUALITY
Sezane is a highly unique brand which finds itself within a very niche market. High quality for accessible prices, this market has created the name ‘affordable luxury‘ in which many consumers love the aspect of getting beautiful products at an attainable price- this has enabled Sezane & others in the market to collect loyal consumers who shop solely at their favourite brand(s). Sezane & its competitors also carry the niche of having the USP of sustainability, this is very important to the consumer as they like to shop at ethical & sustainabily conscious brands.
HIGH QUALITY
Brand Positioning
LOW PRICE
Sezane focuses on millennial women ages 24-41 as their main target audience. The Sezane Customer is fashion conscious; she uses social media and visits blogs, constantly trying to find something new and interesting. She will most likely start the day by scrolling through instagram, looking at what her favourite influencers are wearing, then trying to be part of the most up to date trends in her everyday life. She ensures her outfit, hair & makeup is thought out and well executed. After a busy day at her job in marketing or fashion, she will visit her local coffee shop with her favourite Gentlewomen magazine for some well deserved downtime after a day in the city. She believes her confidence & power is shown through her dressing. Overall, the Sezane customer loves fashion and aspires to create her very own personal style as well as long lasting wardrobe. Sustainability & knowing her favourite brands have ethical practices is also very close to her heart. She believes shopping at Sezane gives her great quality products at an affordable prices, whilst knowing that the brand is looking after their sourcing & staffsomething a high street or other luxury brand may not give her.
Age: millennial women aged 24-41 Gender: Female Job: CEO of her own business, manager at a marketing firm or fashion brand. Geographical location: Metropolitan cities such as Paris or London. Social class: Middle-upper class Life stage: Busy city lifestyle, established career, young children & newly married. Household income: 150k Likes: Fashion blogs, Social media, Hanging out with long-term friends & glasses of wine Short-term goals: have successful & long-term relationships, promotion in her job, have a lifestyle with a good work to social time balance Long-term goals: Marriage, have children (if not already), move out of the city to ‘settle down’
ACORN classification: Affluent achievers
About her
Profile
r e m o t s u C e l i f o pr
These affluent achievers will live in large, lavish apartments or town houses in Paris or other major cities such as London. Many will own their homes but some still rent to be more flexible with their busy lifestyle. Many will have senior managerial jobs or other professional occupations where six figure salaries are the norm. Many of these areas in Paris will be creative & cultural hubs, areas such as: 6th Arrondissement Saint-Germain-des-Prés, 8th Arrondissement- Avenue Montaigne & areas in the 16th Arrondissement. Where the Sezane customer can enjoy her lifestyle. This category is a mix between young professionals who have progressed quickly within their careers and those who are well advanced. This reflects greatly on the Sezane customer as it has the target age from 24-41. Properties are on average eight times the national average with a high proportion having homes worth over €1million. These people are 10 times more likely to have second homes, wether it be through their parents or their own.
71.9% Psychological & e l i f o r P l a r u o vi a h e b
this shion: Loves all Fa d an y it al on rs Pe iven early adopter, dr h, is yl st , ve ti ea cr e is image and influenc t, en er ff di be to but r, follows trends he to t an rt po im very sual chic. still loves her ca She is constantly e: ag us a di me al Soci media through her al ci so to d te ec conn through her work, en ev & ad iP e, phon her Favourite regularly checks s, spends her free og bl & ge pa s er influenc favourite brands time checking her websites. is al media platform Her favourite soci r feed is full of Instagram where he so ers. Whilst she al fashion & influenc r nked-in like othe uses Twitter & li d to s to stay connecte er ev hi ac nt ue fl af d friends. her work teams an
81.6%
Have 1 or 2 children
Are aged between 35-49
75%
45%
Use Their mobile Will interact with their phones for online favourite brands on their shopping social media
5.6 Holidays per year
o w t f o r e h t o Flore- M Flore is 3 1 and a mo ther of tw o children one aged 5 , & a n other aged Has a priv 11. ate educat ion & woul children t d like the o be no di ir fferent. S shop for b he likes oth of her to children f collection rom the sa & will be me brand loya finds a br l once she and which she believ es ticks a of her nee ll ds. She expect s great qu ality from & not to c her clothi ontain har ng mful chemi especially cals or dy for the cl e s othing she b u y s for her childr en. She will o utwardly l ook for su brands who stainable only use t h e best mat their chil erials in drens wear , such as and other B CI cotton organic fa brics like bamboo cotton. She will E at healthi ly & may e She does n ven be veg ot let her an. c h i l dren be co by technol nsumed ogy such a s iPads, i encourages nstead she Outdoor ac tivities & after school aci vities. She loves her innercity busy with her c lifestyle hildren bu t plans to the city i move out o n a couple f of years.
Strengths
Swot Analysis When researchingmy swot I gained huge amounts of information on the consumer & the brand through surveys I had found online about Sezane. By researching what Opportunities & threats Sezane face it allowed me to understand the landscape for which my childrens-wear collection will be in and also what opportunities I could translate into my collection. Not only this, I want to ensure I can modify some weaknesses Sezane have, such as, creating a diverse kids collection which could suit different kinds of tastes and styles!
Specialised production- with leather goods made specifically in Italy, Spain & Portugal, embellished goods from Portugal. Strong presence on social media- with many of Sezanes customer base regularly checking their socials for new collections, it is key to keep these platforms updated & engaging for the use of being a marketing method (something I will explore with my childrenswear range) Exclusive & limited capsule collection each monthThese drops are key to sezanes success, by creating a buzz & the ‘need’ to buy these collections for customers, Sezane can ensure demand & lessen the risk of having leftover stock. Apartment concept- With the online concept creating success for Sezane, they realised that there is still demand for consumers to see the product in person (76%), therefore, they created the apartment in paris, where customers can ‘hangout‘ opposed to a formal boutique. Customers can try on clothes and have them shipped to them within 48hrs.
Opportunities
Frequency of buying luxury goods online has increased- With the huge shift to purchasing online instead of in-store, especially during the pandemic, the luxury market has seen a large increase in consumer confidence with buying online. Most consumers are price conscious- This has led to the demand for ‘affordable luxury‘ boom, something that could be translated into the childrens wear department which has unforfilled demand in itself. Consumers look for convenient return policies- Sezane have only recently changed their returns policy to offer free returns on any products which will be great for consumers & fill them with more confidence when shopping with Sezane. Consumers are constantly looking for ‘special offers’- Sezane should make their discounting platform ‘Archives’ more predominant to the consumer to get more engagement. YouTube & Facebook are the most used social media in France- Sezane could create styling & lifestyle vlogs and Post them on YouTube & facebook, it is already evident that watching vlogs & reading blogs is something the Sezane consumer is interested in.
Weaknesses
A big query when doing my consumer research came from refunds being processed. Many bad/poor reviews have been left from angry customers who had to chase up multiple times to get their refund. Something the modern consumer shouldn’t have to do & will certianly put off other customers from buying. Limited product diversity- Although the regular ‘drops’ of collections gets the consumer excited for the product, there Is limited styles to choose from. Only casual collections- I believe a great opportunity for Sezane would be creating a collection for ‘going out’ especially as their consumer has The disposable income to spend on this category. Not trend inspired, only ‘classic‘ & ‘traditional’ styles- With Sezanes consumer looking to influencers & bloggers (who Are most likely inspired by current trends) they may want to reflect this in their wardrobes- which is something Sezane would not give them.
Threats
Many competitors have E-commerce PLUS brick & mortar stores- For example, Burberry, the kooples & Chloe. However, a way that Sezane overcomes this is by offering free-returns on all of its products. Competitors such as ASOS & Net-a-porter have multiple brands under one site- this creates a seamless shopping experience for the consumer where they can find all of their favourite brands in one place. After doing my secondary research I found that many Sezane’s consumers like to buy only their ‘chic’ & ‘extravagant’ collections, due to the price point, instead of basics (which makes up a large proportion of their offering) Consumers are still wary of buying luxury onlineDuring my research I found that Sezanes shoe & accessories department drives their sales which evidents the idea that consumers are buying products which do not need ‘trial before purchase‘.
Political With Sezane being a french brand which is part of the EU, this allows easy trade with the same currency within the EU. The establishment of Anticounterfeiting trade agreement (ACTA). Political issues for cheap labour in the production industry in Asia. France has good international relations for trade. Being based in France hold other benefits such as; no license or permit require to import. Brexit may affect the pricing & imports for the uk consumer, this may cause problems for Sezanes competitors also.
Economic Due to the baby boom in 2011, many other retailers are catching onto the opportunities within the kidswear market, this may lead to an over saturated market. Due to the 2020 coronavirus pandemic, the fashion industry suffered severe blows. However, many reports show due to prolonged periods of shops being closed, there will be a large spark in consumer buying in store. During the pandemic, Online businesses (like Sezane) will have thrived due to high streets being closed. Especially as Sezane offer a large collection of casual clothing. Double-dip recessions in the uk & across the globe due to pains of the pandemic. Higher inflation in 2021. Only slight increase in interest rates.
Social Millennials have now surpassed Baby boomers as the biggest generation, making them the largest market for fashion companies. This generation are also the highest percentage of people having children, therefore, as Sezane target Market is millennials, this data ensures that there willbe demand for a childrenswear collection under sezanes brand. Customers favour the use of image heavy social media such as instagram, facebook & Pinterest. Using social media is a simple and effective way of sharing product & creating an inspirational image for Sezane. Sezane set up a philanthropist programme DEMAIN, which supports thousands of children & dozens of charitable organisations, they have raised 4 million euros so far.
Technological Accessibility to social media. Good R&D in France. High amount of innovation in the production industry which makes producing beautiful garments easier than ever. The rise of online, high streets are disappearing as consumers prefer to scroll through websites rather than visiting a store. Consumers love the concept of ‘pop-up’ stores for those fully online businesses- just like Sezanes Apartment. Especially when they incorporate new technological advances such as AR & VR. A big query when doing my consumer research came from refunds being processed. Many bad/poor reviews have been left from angry customers who had to chase up multiple times to get their refund. Something the modern consumer shouldn’t have to do & will certianly put off other customers from buying.
Environmental Sezanes environmental stance is very impressive, they surround their business workings around sustainable practises. A key aspect to their brand identity is their transparency & it is so important to their consumers that they are open and honest about how the brand works- it also builds a relationship with the consumer. 3/4 of all materials are ecofriendly with more than half of the products being certified. Four of their core lines are 100% eco-friendly- which are some of the best selling clothing lines. They have already exceeded their goals set for 2022. Whilst setting a good example for other brands in the market, Sezane sets themselves apart from brands only recently adopting sustainable practises as they have been fully transparent & concious since day 1. The Brand also heavily invests into recycling, with over 13,000 pieces already recycled since their programme began. 100% of Their packaging is fully recyclable & derived from sustainabily- managed forests. 100% of their locations are powered by renewable energy. In only one year, Sezane have reduced the carbon footprint of their garments by 22%. Sustainability comes into every objective that Sezane under-take, this shows the consumer that it is truly at the heart of the brand & they are not green washing like other high street brands which simple want to ‘tick a box’.
Legal With Sezane being a luxury brand & withmany iconic designs (especially in bags & shoes) the counterfeiting trade can reduce prestige & exclusivity for brands such as Sezane. Especially as getting your hands of counterfeited goods is easier than ever with the likes of websites of VOVA and DHGate which are online shopping platforms for mostly counterfeited goods shipped straight from china to the consumers door. Undeniably BREXIT will affect the french heavily, with ‘trade between the two countries falling 78% in the second half of 2020.‘ Financial Times ‘how french companies are also being hit hard by brexit’ April 2021. Trade between the two countries has been made more difficult than ever, with companies may have to pay more to deliver to their UK consumers. This may be a problem for Sezane as a large proportion of their audience is British.
Due to my parents being in the fashion industry, i asked them Surprisingly 32% of the respondents buy luxury items
to share my survey amongst their friends and co-workers who
twice a year, this may be due to the demographic of
know/shop the brand Sezane to get a realistic expectation
people I asked but it only reflects Sezanes customer as
from my customer base to make my collection forfill their new
many of those who i asked work in the fashion industry
demands. As you can see the largest amount of respondents lie
with a large disposable income.
between the 21-45 age bracket, this reflects the average age range of women having children. This shows the Sezane consumer is the perfect demographic to introduce a childrenswear collection to.
Sezane Analytics my own primary It was greatly important to do trend research before delving into my erstand more research, this enabled me to und & ultimately how the Sezane consumer thinks what their references are. e to share my I was very lucky that I was abl fashion survey between people within the Sezane consumer industry & who also match the ane as one of profile- some even consider Sez their favourite brands.
I included this question in my survey as I wanted to get insight onto Sezanes product mix & if this is supported by the consumers purchases. The results do reflect Sezanes product mix as their largest product category is accessories (including bags & shoes). This shows me that good quality accessories have to be a key part to my range.
This result surprised me as I
When buying luxury goods it
always believed that the consumer
is obvious that the consumer expects the
want to view luxury items before
15%
buying solely due to the price
highest quality, this is
points- however this result shows
one of the reasons why
that the luxury market is
Sezane has been so
becoming more attainable as
successful due to their
disposable incomes rise. There is
positioning in A new market of ‘attainable luxury’. It is important to carry on this reputation of good quality into the Maman et moi collection as it a great USP for the brand.
Even when buying luxury goods, the consumer is still price conscious, this shows me that my collection needs to have attainable prices which attract the consumer to think they are recieving added value. Through my research I also round that 50% of consumers actively seek out offers & discounts.
85%
still a need For Sezanes apartments, as 24% of consumers do want to see the product they are purchasing before buying.
E -commerce shop As Sezane is majorl y online it was key for me to rese arch which online competitors can re late to the ‘Maman et moi’ coll ection. By investigating my co mpetitors strengths & weakne sses, I will be able to analyse wh y the consumer shops with that br and and how I can target the same cu stomer. I will also be able to di scover what their strengths are & ho w Sezanes up & coming collection can learn from them.
Compshop
Smallable brands Itself as a family concept e-commerce store which offers various brands of clothing, furniture & toys, alongside a range of cosmetics which enables the customer to find products for all the family in one location, this forfill s the new demand which customers seek to find everything, at ease, all in one place. Smallable Hand picks the businesses they work with & ensure they fit within Smallables brand pillars. The brand only supports businesses which are ethically supporting their employees, have environmental & human protection values & have slow fashion at the core of their work. Smallables visual merchandising strategy is to create appealing & inspirational content for their consumer- wether this be on their social media or website. They position themselves as an inspirational brand which offers A certain lifestyle when purchasing from their brand, this illusion is created by their great branding & the brands in which they promote.
An aspect which drew me to research Louise Misha is their ‘Mini me’ collection, which Consists of clothing in matching patterns, offering a tasteful alternative to matching outfits. The mini me collection was highly documented on their Instagram, where they posted inspirational images for consumers & in return consumers interacted by sharing their own styles in the collections. This is their own kind of marketing methods & is a great way to spread the style inspiration. Like all the brands I have chosen in this compshop Louise Misha believes highly in using ethical practises & having some kind of sustainable aspect. 80% of Louise Mishas materials are made with natural fibres & believes childrens clothing should only be made out of natural materials. The brands sourcing strategy consists of having only ethical practises in each one of their workshops, they have close working relationships with their production partners. Each location in which the brand produces within has unique Know how which ensures Louise Misha creates the most beautiful products it can.
Compshop
The simple folk is an online only brand which creates nature inspired, ethical, organic, highly comfortable clothing for children. As a brand, they believe in producing clothing that are easy to wear, easy to wash and easy on the senses so they can be worn for years to come. Two mothers created a business surrounding the idea of timeless pieces that are practical, pattern-free, made with non-toxic fabrics & dyes whilst being produced in an environmentally & socially conscious way. They are not only Sustainable & Ethical, the brand also supports the KiKula foundation which provides children in Uganda with quality education. The simple folks place themselves within the luxury market but differentiate themselves by offering sustainable & ethical products to the consumer, which is something the consumer is more comonly outwardly looks for within the brands the shop in. TSF focus on the fabrics & sourcing of their products rather than the style or following trends, this enables them to target the consumer which has nature at the heart of their everyday lives. They also create a community for their consumers, mother & fathers alike come together on their instagram to share wisdom, support & encouragement.
A ke y ob ject folk ive ’ as to w a co not hy I mpet only chos i t stra or t e ‘T tegy due to o he s ‘ i M t a but s on man impl Ethi b line et m ecau e cal oper oi’ se o only pill ate i f ars. s b its from larg The Sust usiness the est simp aina US w ma tapp le f ble hich ed i rkets w olk & is o hich nto. valu a lso n es q e i T t heir of S u thei e merc has onl r co ality o y re zanes hand ver llec in h cent is quan ti ighl ly tity ing str y su ons in a , t s them stai egy they nabl mall ba to c p r o t e d ch q harg cons fabr uant uce e a umer ics itie h ighe whic beli r h e v p enab s es t rice addi le hey tion as t are al v h e gett alue ing .
Retail Shop It was also important for me to scout retail shops in order to investigate how brands have used Visual merchandising & quality of their products to entice their customers. Especially as I plan to hold the collection to view in Sezanes various apartments dotted across the globe.
t n i o p Bon
Zara
Selfridges
Although ZARA is not in the luxury market, it is a brand which is highly influential in the childrens-wear market. I mainly went to Zaras store on oxford street to see what styles they have in store at this time of year, as this will reflect what Sezane will be dropping in April 2022. Not only this, i wanted to see how Zaras layout sells the product. I Found that each rack could Colette a whole outfit, some even displayed the outfit as a whole, this pushes the consumer to buy more from the brand. Outfits were even completed with shoes underneath the rail & sometimes accessories to the side, this new way of VM creates an ever easier experience for the consumer. Zaras main differentiator from Sezane is its Fast fashion business strategy which finds styles being designed all the way to making it to stores in 2 weeks, whereas, Sezane has put love & thought to make their production as ethical & sustainable as they canwhich results in higher prices but also better quality!
A brand created solely Around craftsmanship and quality. The brand also knows how to create experience for the customer when shopping within their stores which makes it hard for parents to resist purchasing something for their little one. Beginning with store experience, the products are very well displayed with shelves not being over-crowded, this simplicity makes the shopping experience relaxing & not overwhelming. When making your purchase, your products are carefully packaged & perfumed with a chosen perfume depending on what type of clothes are purchased (mens, womens or childrens). The Bonpoint sales representatives will then put your contact info into the database to keep in touch with the consumer.
Selfridges creates an amicable experience for the childrenswear customer, with the department in a small area kept on the top floor, it was hardly inviting. Although they did have compatible brands to Sezane such as Caramel. Selfridges offers the consumer an opportunity to shop for the whole family all in one location. Each brand has their own space & follows their own Visual merchandising, Caramel segregated their garments through sizing with the clothing for the younger child to one side. Selfridges sustainability campaign doesn’t stop at their womens Or menswear collections, they also have introduced the ‘kidswear collective’ collaboration which sells pre-loved designer in pop-up for kids. This promotes circular fashion for all members of the family. Their social media coverage for kidswear is relatively poor, the do not have an instagram account & kidswear rarely gets covered on the official selfridges account. Therefore, they are missing out on a large marketing method.
The Story of Us
Wgsn research
Trend: Functionality Room to grow
This aspect of the trend can be identified easily through core trouser Silhouettes, adding length And turn up cuffs to the trouser it offers more room to grow. Elasticated waists & having wider leg shapes also make the piece more roomy. This function can also adapt the basic tee, by creating a casual oversized look with folded up sleeves. By creating oversized looks, one product can be shared within siblings which doubles the life of the product.
Trend is less important to the Sezane consumer- but from a business perspective having some kind of trend is key to staying ahead of the competition. I believe having a trend which adds value to the product is hugely important to the target customer. Functionality has Always been key to kidswear but it is predicted to be taken up a notch in SS22, I plan to connect this trend to the likes of longevity & comfort as the consumer now looks for a product which will forfill the needs of their child throughout different seasons and as they grow. Details & trims to forfill this trend include elasticated waists & cuffs, detachable/ adaptable designs & having oversized elements which allows room to grow and increase wear. All of these design elements forfill the idea that the products are made to last and are to be worn all year round.
l a n o i t i s n Tra appeal
Create pieces whichoffer the ability to be layered whilst including multi-seasonal pieces such as rain jackets & shakets which can be worn al year round. This also forfills the need for performance wear within kidswear collections, use high performance sustainable fabrics, or even recycled materials, for items such as the rain jacket to add value & use as USP on swing ticket.
Adaptable design
Consumers are looking for designs that are adaptable & practical, even in some casesmulti purpose which can be worn for more than one occasion. Adaptable designs include: detachable pockets, adjustable fastenings, poppers to make a trousers into shorts etc. This trend furthers the point that the consumer wants a product which they feel has added value, almost two items in one!
Key Colours SS22
Key items SS22
Gender inclusive set
Brands opt for comfortable, roomy fits that promote practicality, relaxation and extended wear. Gender-inclusive set dressing and utility-inspired silhouettes, including the volume playsuit, are key. Sustainably responsible, monomaterial compositions are important to this direction
As consumers reassess their purchases, functional, adaptable design gains importance, highlighted in Coronavirus. The collection will use textured woven fabrics to add a timeless feel that spans seasons, along with items that possess technical and waterproof qualities which picks up on the trend of performance wear. The Performance pull-over
As consumers look to practical items, asense of Functional Utility is called out for allin-ones, echoing looks spotted at Pitti Connect I will add feature pockets to store found treasures, tapping into statement pockets & functionality.
The utility all-in-one (gender inclusive silhouettes)
The limitarian set
The collection will speak to conscious consumers through limited capsules that use a single material and appeal to a minimalist mindsets. As climate urgency intensifies, we will see a shift to the use of mono-materials for collections, already spotted at influential brands such as Gris, Tia Cibani and Bonjour. Offering adjustable features such as elasticised waists, smocking and ties that enable a perfect fit, while keeping shapes simple and free of embellishment to adhere to an affordable price point. Use natural materials such as unbleached cotton, hemp and linen or botanical dyes. Add natural trims such as raffia, as spotted at kidswear brand Belle Chiara, for added texture.
Action points: 1.
Demonstrate the urgency of sustainability through rethinking design and opting for responsible production manufacturing: linen is a key fabric due to its natural and biodegradable qualities. 2. Lockdown restrictions bring inspiration closer to home: natural retreats and beachside locations are rooted in reconnecting with the outdoors.
This palette promotes a creative use of colour, with natural dyes and locally sourced materials as inspiration. The palette is anchored by plant-based colours, with mineral tones providing a lighter contrast. This trend's emphasis on restoration and longevity is reflected in these worn-in and soothing hues.
3. Think transseasonally: this inspires oversized and adaptable silhouettes along with items that are suitable for more than one setting to merge play, rest and party. 4. Use colour to spread joyfulness: energetic tones such as Satsuma Spritz and A.I. Aqua sit alongside carryover Cantaloupe shades.
Macro trends Due to the Sezane consumer not being predominantly trend led, I looked to trends which are less style based but more focused on functionality & materials. Circular fashion & making garments have a long life span is something I personally find so important, therefore I wanted to translate my own passions into researching relevant trend. 66% of +33,000 respondents in 33 countries want their favourite brands to take responsibility & action for the macro social-economical environment challenges. This shows consumers want more than ever transparent & responsible brands. The brands who choose to stand by traditional business practices will fall short in coming years.
Trims & details Trims & details will be the main way in which I add functionality to my range. Here are some key trending examples:
Collars
Pull-on Waistband
Allows consumer to add statement element to their top. inspired by vintage collarslinks to Sezanes vintage roots.
Utility Pocket
Ruffles & Frills
Comfort-driven, allows extra movement & room to grow. Suitable for any gender. Outdoor themes make use of utility pockets, with function at their core. Rise in demand for functional & practical clothing. Make pockets big enough for children to place objects inside. Place in accessible areas.
As consumers are now less inclined to use embellishments which harm the planet, ruffles & frills are the sustainable alternative. Fabric manipulation adds texture & interest to a garment.
Macro Trend
Materials
Choosing the correct materials for my collection is key to its success, all of my fabrics must take into account sustainability, durability & the sourcing involved- not forgetting comfort.
Comfort quiltin g Quilt ed fa deriv brics ed fr are om th of vi e ntage appea l fabri conce cs, t pt ap he peals range to my as it links both susta to comfo inabl rt as e & pects range of my . I l GOTSab to certi use fied whils cotto t edu n catin consu g my mer o Produ n how ct en my sures life e nd of recyc labil When ity. it co mes t filli o the n g , appro I wil ach i l t by multi using ple r e-cyc led paddi ng.
r a e w e c n Performa Although my range will be initially launched for summer, I believe its important to include pieces which will be worn all year round, especially as April is a very transitional period. Lightweight, paper-finish water-proofs are adaptable, high- performing layers which can be rolled up into their pocket for easy storage. This trend has filtered down through menswear due To the likes of stone island & CP company. Materials such as recycled nylon (Recyctex) are great for translucenc, i will also add a crepe yarn to create a crumped effect. To enforce the performance aspect, I will use UVprotective coating for use in high summer.
Cott age Chec ks Woven check fabrics have high durability which retain shape & are fabrics which can be worn everyday. I plan to use Cocona fibres which create durable & water resistant fabrics. Not only this, research shows that the fabric actually performs better after multiple washes which proves a great option for my range where i want my options to be worn for years to come. I will definitely use a seersucker finish to this item with a simple threetone check which will be perfect for both genders.
Two-to ne rib
Ribbed material has been extremely popular with women wears during the pandemic as many add more Comfort to their wardrobes. I plan to use unbleached‘ naturally dyed yarn to create low-impact colour contrasts. The two-toned rib adds dimension. As I estimate to use this material in a Piece which is available to both mother & baby, I want to use fibres such as organic cotton mixed with cashmere to ensure premium comfort.
ng i d o C QR
Block chain Transparency ”Traceability & sustainability are two sides of the same coin” A. Gautam. CNN Business, How blockchain could mak fashion greener. “With blockchain it is impossible to manipulate the results," says Francois Souchet, a sustainability expert at the Ellen MacArthur Foundation, How blockchain could make fashion greener. "It provides all actors across the supply chain with certainty that the information is true." Fashion labels are increasingly proud of their sustainability credentials, but since Clothing manufacturing also involves complicated global supply chains, they can’t always guarantee that environmentally sustainable fabrics are used. Sezane plans to use blockchain technology to store and hare information regarding the source of raw materials, from how it was grown, where it was stored, the amount shipped to textile mill & finally the number of garments produced. Through storing manufacturing information in a blockchain system rather than an internal or analogue system, all data applied to the blockchain can be easily compiled and self-validated, while remaining available to anyone with a QR Code or NFC reader.
Consumer education A key way to create a circular fashion environment is to educate the consumer on how to forfill this, from re-cycling to washing & caring for their Item. As Sezane is an E-commerce brand, putting A QR code in each label of the collection is a great way to promote & inform the consumer. When the customer scans the code, they will be taken to a specific page on the Sezane’s webpage which contains information on: How to wash & take car of your garments How to return Your garments to earn discount vouchers for Sezane A bed time story for your little one A repair guide Where each garment was sourced from & Sustainable materials used in the collection
With the consumer wanting brands to be more transparent more than ever, it was key for me to include education within my collection to give Evidence to sezanes sustainability claims. This is especially important as many brands have been branded as ‘green washing‘ & as a result the brands have lost large proportions of consumers. In two separate global studies conducted in 2020 by the IBM Institute for Business Value in collaboration with the National Retail Federation and Lenzing, a leading Austrian sustainable fibre producer, 77 percent of consumers surveyed said sustainability is essential to them, 70% of respondents said they would actively educate themselves on sustainability by studying the manufacturing process, and 57 percent said they would change their purchasing habits to reduce any negative effects on the environment.
s e t a d p u n i a h c Block-
Technology Range USP
QR Coding
Your individual blockchain for order #564908 Garment 1 20/ 02/22- Production of Pinatex (Philippines) Waste leaves from the pineapple plants is created into a fibre. Each strand of Pina fibre Is hand scraped and is knotted one by one to form a continuous filament which will be handwoven into Pina cloth. 1/03/2022- Transportation of Pinatex cloth to shoe & accessories manufacturer in Italy 13/03/22- Production starts on the shoe using the transported materials. 3/04/22- production is complete. Products are ready to be shipped to destination warehouses. 5/04/22- Products travel by lorry with two drivers, they have reached the French boarder. 9/04/22- Lorries arrive at Sezane warehouse to be checked and to be forfilled
As the fashion industry becomes ever more digital every- year and he vast advancements in online shopping. ‘In 2020, the recorded number of smartphone users reached 3.5 billion people worldwide‘ Bankmycell. (2021, May) How many smartphones are in the world?. People now use their mobile devices to keep track of their favourite brands, which makes QR codes particularly appealing for marketing. QR codes are cost-effective and widely accessible, they enable Sezane to meet their consumer in the offline world while also connecting them to Our digital channels. A key way I’m using QR codes in my collection is to educate & be transparent with our consumer, this aligns with Sezanes brand pillars which should be kept at the heart of the collection.
Consumers want to know more than ever where their products are produced & come from but with clothing production involving complex global supply chains they can’t always guarantee environmentally friendly materials are being used. Therefore, it is important makes themselves stand out fromthe competitors with technology such as Blockchain. Blockchain can digitalise the supply chain, helping brands track clothes production from the raw materials to the finished article. Blockchain is an online public ledger that creates a permanent and accessible record of every stage of the supply chain, however, Sezane plan to use both links to this online platform (accessible through each consumers QR code in heir garments) & send out links To a simple critical pat of their garment (shown to the left).
Smart mirror The idea behind using smart mirrors in our apartments came down to practicality, every mother knows how difficult it is trying get Their little one to try on new clothes. Smart mirrors solve this issue by using augmented reality to virtually try on garments & even use recommended sizing to work out what specific size would fit our consumers little one(s)! Based on what items our consumer has picked the mirror can give styling tips & Other garment options. This can increase UPT drastically which is a great for Sezanes profits. It is also an incentive to get buyers to visit the apartments & have an experience whilst shopping Sezane Another use of the smart mirrors will be easy education for the consumers, the mirror will give information on how to access the consumers individual QR code which will allow the customer to trace their garment all the way back to the start of production.
Welcome to Sezane Shop our collection Items you may like...
Maman et Moi
s t c e p s A e l b a n i Susta
Leather goods
Range USP
As leather is a key material within Sezanes womenswear collection, it is key that the childrenswear collection has a more sustained option. Maman et moi promises: Source leather from responsible, traceable supply chains. Invest in alternative, low-impact tanning processes. Zero-waste initiative too minimise leather wastage. We will create post-purchase leather aftercare which will promote our circular initiative. sustainable leather alternatives: Pinatex leather which leaves no unused waste, whereas leather companies are excessively wasteful – because of the shape of animal hides, the waste of the top ten leather producing companies equals half of the total global leather output. It is also 40% less expensive than good quality leather.
brics a f e l b a n i a t s Su Packaging As Sezane is a mostly e-commerce business, this means they rely heavily on their packaging to get the products to the consumer safely. The packaging needs to be durable & water resistant. Although coconut husk can be used to make sustainable fabrics, it can also be used to create durable packaging. The same can be said for Banana fiber, It is naturally water-, fire-, and tearresistant. It is long lasting and durable. The Japanese use banana paper for their yen notes.
Using Organic & eco friendly fabrics is key to the ‘Maman et moi’ collection. Therefore it is key for Sezane to keep up with the up&-coming materials within the sustainability market to stay ahead of competitors. Certified Organic cotton- one of the most natural fabrics. Organic farming uses 62% less energy and 88% less water than conventional cotton. Organic Linen- Highly breathable, cheaper than organic hemp material. Other (less common) sustainable fabrics: Banana Fiber: Versatile & strong, produced in India- a second source of income for small farmers with artisan and sustainable eco-systems. Perfect for packaging material or bags (tear, fire & water resistant) Re-cycle left and bio-degradable. Look for USDA certified. Coconut Husk: like banana fibre, cocona is made from waste products. It is more durable than bamboo or cotton & is wear resistant , it also does not create micro-particles which add to pollution. The active ingredients in the fabric do not wash away. Several tests show that after 50 washes the fabric actually performs better than new due to the pore area increasing. It dries 92% faster than cotton, it retains it shape & wrinkle resistant & protects from harmful UV rays by being 50+ UPF. (Great for kidswear trousers)
e l y t s r a e w s d Ki inspo
Raspberry Plum
Wunderkin
Moda Operandi
Looks by Luks
Bobo choses
Product Development Having a transeasonal collection means the collection should be able to be worn in any season, by adding a detachable puff sleeve top underneath it extends the longevity of the garment whilst also being functional due to
Inspiration:
the detach-ability. This garment becomes a full outfit due to its development, the consumer will be more willing to pay a higher price as they believe they are recieving a garment with added value. By using the same floral material as some of the most exclusive garments in the range, this garment can be featured in the Sezane apartments, which adds
Fairechild
Fairechild
Fairechild
Napaani
ZARA
father value to the product.
Basic T-shirt Baby pink, taupe, sage, cream. £25 each Sizes: 4-11yrs womens: 4-12 100% Organic cotton GTOS certified COO: India, New Delhi
Neckachief Baby pink, rust, sage, butter yellow. £15 Sizes: ONE SIZE 100% Organic cotton GTOS certified COO: India, New Delhi
Velcro Trainer Taupe tonal, Butter yellow. £65 Sizes- 8(15.6 cm)-5 Pinatex leather COO: Italy, Naples
n a l p e g n a R
Functional trouser (detachable pocket) Brown, Rust £40 Sizes- 4-11yrs 45% Cocona fibre 55% Organic cotton COO: India, New Delhi
Waffle knit basic long sleeve Floral print (taupe, brown) Plain cream. £35 Sizes: 4-11yrs Womens:4-12 100% Organic hemp cotton COO: India, New Delhi
Quilted Drawstring trouser Floral print (taupe, brown) Plain cream £45 Sizes- 4-11yrs (childrens) 4-12 (women’s) 100% Certified organic cotton GOTS Filling: Mix of 100% re-cycled fibres COO: India, New Delhi
Taking all of the research I accumulated over a number of platforms such as; WGSN, Edited & Trend stop. I created two main focuses for my range, sustainability & functionality, alongside the key objectives of childrenswear clothing such as comfort, durability & safety. The ‘Maman et moi’ collection was created to target no gender, therefore, any piece can be worn by any child. The designers at Sezane focused on design elements which will improve the longevity of each pieces life span, functions such as over-sizing, roll-ups, adjustable waistlines and multi-use items.
Three piece gingham set Taupe gingham Sizes: 4-11yrs Womens: 4-12 Hat: ONE SIZE £85 100% organic hemp cotton COO: India, New Delhi
Retro sunglasses Sage, Taupe Size: ONE SIZE Price: £25 Celluose based plastic COO: India
Recycled waterproof pullover Colours- Multi Sizes- 4-11yrs £70 Recyclatex COO: UK
Recycled floral dungarees with detachable top Colours: Taupe Sizes: 4-11 yrs £70 Dungarees: Recyclatex with sustainable waterproof coating Top: 100% organic cotton COO: UK
Decorative collar Colours: Taupe, baby pink Sizes: ONE SIZE £20 100% Organic cotton COO: India, New Delhi
Check drawstring bag Colours: Pink & yellow Sizes: ONE SIZE £25 55% Banana fibre 45% Cotton COO: India
Elasticated strap thong sandal Colours: sage, baby pink, taupe Sizes: 8(15.6cm)- 5 £45 Upper:80% polyurethane 10% polyester 8% polypropylene 2% elastane Sole: 100% thermoplastic rubber
Recycled Waterproof dungarees Colours: Baby pink, sage Sizes: 4-11yrs £65 100% Recyclatex + sustainable waterproof coating COO: UK
n a l p e g n Ra
Organic Cotton functional romper Colours: Butter yellow, Cream Sizes: 4-11yrs £35 100% Organic cotton towelling COO: India, New Delhi
Reversible Jacket Colours: Taupe floral, Sage Sizes: 4-11yrs Womens: 4-12 £55 100% organic certified hemp cotton COO- India, New Delhi
The materials I used within this collection were also very important, the Sezane team delved into Research & development to ensure this collection invests in up-and-coming sustainable materials. By using amazing, sustainable materials within the collection it also created a USP from A marketing perspective as sustainable & transparent brands is what the sezane consumer looks for. Accessories make up a large quantity of my product mix as I wanted this to reflect the Sezanes womenswear product mix. The design team also wanted to take into account the everyday lives of the children wearing our collection, this moulded our design & material choices to best fit; play time, nap time & down time. Our materials never risk comfort for durability.
Washing line CORE
The washing line Is an important document due to multiple factors; It can be used to help understand how the products will sit when store allocation occurs, it also separates the colour options in the same silhouettes. It can also show the grading within each option from core to statement, for example a core Product could sit closer to statement pieces due to its colourway or print. The key aspect to the washing line is to ensure the range is balanced. I placed the more floral pieces at the statement end of the washing line due to the fashionability of the garments, they are very much statement pieces when worn with the correlating bottoms. Alongside these garments i also placed the recyclatex pull over due to its colourway & material. You can see that I have placed the more tonal & neutral pieces towards the Core end of the washing line, this is due to these pieces wing easy to wear and to create outfits with, they are not garments of garish colour or style but pieces which can be categories as a child’s basics in their wardrobe.
STATEMENT
x i m y r o g Cate
Tops
Bottoms
I based my category mix off my research of Sezanes
Jackets
womenswear product mix, however, I adapted it a small amount to fit the childrenswear consumer better. The Sezane product portfolio is mostly made up from accessories & secondly followed by tops. I decided to make tops my biggest product category as they are accessible to the consumer and can be considered at the heart of any range. My range was also created around the need to outfit build. Therefore, by creating tops & Accessories bottoms in the same fabrics, prints & colours the consumer can create an outfit easily, this is also why my ratio of tops to bottoms is quite balanced (4:3 tops to bottoms). Staying true to Sezanes origin Category mix I did include quite a large collection of accessories for a small capsule range. I believe the consumer can easily add these accessories to their outfits they ave created within the range which will increase Sezanes UPT.
Footwear
Colour Mix
Edited
I have multiple influences which have affected my colour mix choice, the season-less & genderless aspects of my project being Two of the main aspects. My colour mix has to appeal to both genders whilst also not being categoried as too ‘summery’ or likewise too ‘wintery’. From my perspective this has been made easier by doing childrenswear as they are less influenced by changing of trends.
Sezanes colour mix greatly resembles my choices for my childrens wear collection, this will carry on the chic
After researching trend colours for
Sezane look that the consumer loves so
SS22, I also had to take into account
much into the childrens wear collection.
that my collection was transeasonal & 3%
what The Sezane consumer prefers. This graph specifically shows
had to be suitable For both little
17%
Researching Sezanes existing colour & print mix educated me on
genderless, therefore, my colour mix girls & boys no matter what season
26%
they wear the garments in.
1%
I balanced trend colours such as the
floral & animal print is the most common within collections. The pattern to plan ratio differs between country but I was surprised with how many units are patterned. This information leads to me wanting to include florals within my range but I don’t want multiple prints as it may limit how many outfits can be made.
deep rust & orange tones with pastels 12%
to keep a balance between autumnal &
26%
14%
summer styles. I also Chose my dropping date of April 14th due to that time of year being very transitional, the consumer wont be ready to invest into solely summer clothing pieces for their child so they will be more include to purchase a seasonless piece.
Price architecture
Exit £55-£70
Sezane sits comfortably within the ‘attainable luxury’ segment, their consumer loves the quality of their products and believe their getting added value from the garments they’re purchasing. I wanted this USP to be exactly the same for the Maman et moi collection. I will ensure that consumers attain that ‘added value‘ through the technology & educational
Mid £35-£45
elements which come with my collection. Sustainability at affordable prices is something the consumer looks to seek out.
Entry £15-£35
Sustainable
I believe it was important to include this slide to recognise the two pillars of the Maman et Moi collection, sustainability & functionality. With functional garments being the main aspect of my trend research found on trendstop & WGSN for SS22 I believe it ties greatly with another big aspect of my brand- sustainability. The functional aspects of my range vary from roll-up cuffs to adaptable sizing with pull toggles. Garments which are both functional & sustainable include the reversible kimono which can be adjusted at the waist with a tie & reverse to offer another colour option, not only this the garment is made from 100% organic cottton making it a sustainable option also.
Sustainable/
functional pieces
Functional
Function: Adjustable shoulder straps Toggle to adjust bust Detachable pocket with poppers
Functions: Reversible Tie waist Roll-up sleeve
Function: Adjustable waist Toggle cuffs Large functional pockets
Quilted trouser
Re-cycled dungarees Reversible Kimono
Functional features
Functions: Adjustable waist Detachable Functional pocket Roll-up cuffs Slouchy style which can be worn by both genders
Functions: With our smaller child in mind, designers added poppers to enable it to be easier when little ones need the bathroom.
Adjustable trouser
Waterproof pull-over
Functions: Eco-friendly waterproof coating Adjustable toggle hem Made out of recycled materials Able to fold into pocket for easy transportation
Towelling Romper
Functionality is a key trend within kidswear for SS22 & is especially important to Sezane maman’s across the globe. Functionality adds value to a piece alongside longevity. Designers have taken advantage of a multitude of upcycling possibilities for The two re-cycled items we have within the range, whilst also using waste products such as coconut & pinapple waste to create new sustainable fibres. Our conscious consumer appreciates our effects to create a circular design ethos and our ability at Sezane to educate & be transparent on our garments. Due to the effects of COVID-19 our consumer will be more cautious of their spending, by adding multi-functional features it will extend the lifecycle of our designs. With consumers becoming more aware of the environment, they will require more from their purchases, therefore, we offer items with environmentally friendly waterproofino layer as an alternative to harmful chemicals used in normal coatings. We also collated the idea of ‘less is best’ by keeping our colour pallete small which allows easy outfit building. Using moodenhancing colours with a genderless appeal in soft, organic, tactile materials was highly important whilst creating our garments.
Fashion
Core
Fashionability Trend
I have created an evenly weighted range which my consumer can create a whole outfit even from the core/entry level. Due to my range having a good product mix & being evenly distributed over core to directional enables me to easily create a washing line & allocation.
Allocation
Online
As sezane is mainly online, I chose to hold the full collection to buy online but also have an exclusive collection to be held in their apartments. This is very important as it is key that the consumer can see the product up close but also it enables the consumer to learn more about the collection whilst having an experience in store with interactive elements such as the smart mirrors & QR labelling. I made sure to choose pieces in the collection which can easily made into outfits which has multiple benefits such as; more likely to increase a buyers units per transaction & it makes displaying the collection more aesthetically pleasing whilst making it easier for the consumer to shop the range.
If the consumer is buying online- they will not miss out on all of the interactive elements which are held within the apartments. Each piece will come with a QR code which the Customer can scan with their smart phones, this will then take them to an exclusive part of the Sezane website where they can learn about their garments journey with detailed information about materials used in their pieces, how to repair or recycle their garment & a special bedtime story for their little one.
Apartment exclusives
g n i d l i u b t Outfi
Outfit building is a key part to any range. The aim is to make the consumer to feel enticed to buy more than one piece from the collection. Creating outfits is a perfect way to achieve multi-by purchases (UPT) & increase the consumers basket value. The modern consumer loves to be told what they need, but also how to style the pieces they want or already have. Through my research I discovered that the consumer is more likely to purchase pieces from shops/ online if they are well presented with correlating pieces pictured together or within the same rack in-store.
Sourcing from the UK ng
Sourc i ventu ng from t h re fo r Sez e UK will moi c a b ne. A o llec aroun s the e a new d bei tion is s Mama not f ng sustai olely col n et lated nable all s hort at so this shou ld urcin g.
1 2 3
Sustainably source garments whilst staying competitive
Use sustainable materials & stay ahead of competition in fabric innovation
UK manufacturing
Pros
Cons Price: Since labour rates are much higher in the United Kingdom, the cost of production would be higher. Skilled labour: while the situation is improving, manufacturing is in decline, making it difficult to find good sample and output machinists and cutters. Since skilled workers for processes such as embroidery, appliqu, and others are in short supply, prices may rise and turn times may lengthen. Machines: Due to a lack of machinery investment, getting the product made can be difficult. Digitization: CAD/CAM devices have greatly improved production processes. For several UK factories, however, the cost of these systems has been prohibitive.
4
Create a profitable range which induces a future constant childrenswear collection
t p e c n Co
COO Pros & Cons
'Made in the UK' will add value to Sezane’s image. Costs: While production costs will be higher, the merchandising team will have more control over them and they will not fluctuate. Smaller batches: British factories are more likely to make small batches. Control: the design team in the UK will be on hand to inspect the quality and address any issues that occur quickly. Communication: the output must always be well-organized. Processes will be more difficult, but contact will be much easier. Scheduling: Since the merchandising team will only have to account for a small additional delivery time to France of 2 weeks max, orders will be completed faster.
Take advantage of up-and-coming technology
Genderless
Sustainable
Innovation
A sustainable collection for any gender, using beautiful fabrics
Supplier Pros & Cons
Garment
Sourci
KPI’s
Re-Cyclatex water proof pullover
Pros
Cons
of UK supplier
of UK supplier
The UK specialises in ReCyclatex production & has specialist factories and machinery to support its production. These factories will only take small orders which is perfect for a small capsule collection. By dealing with new sustainable factories, these new relationships can be used in Sezanes women’s wear collections using the same fabrics.
Cost- specialist material factories are most likely going to be more expensiveespecially as the UK labour costs are higher. Repeat orders may become difficult due to factories being small & orders need to be made in advance.
Maman et moi Supplier base:
Sourcing strategy
India
Italy
to Sezane already having existing
Sezane has historically used Italy as their
Uk
ateliers in New Delhi, this enables
main manufacturer for their beautiful leather
The UK will be used solely for the
communications to run smoother due to the
goods. After researching sustainable leather
specialist manufacture of my Recyclatex
atelier already knowing how the design
options, I decided to use Pina-tex leather on
garments, as the recyclatex group
team likes to work. Not only this, India
my Velcro rainers. Through my research I also
originates in the UK & believes strongly in
is considered one of the biggest cotton
found materials such as Cocona. Italy also
dealing with reputable and reliable
producers on the globe, therefore, it was
holds great logistical benefits to produce
businesses. The REcylatex manufacturing
well suited to produce the organic cotton
these goods such as being geographically close
group has impressive policies to ensure
to France which shortens the critical path &
their business remains ethical- such as
I chose to use India as my main COO due
goods in my collection.
their Anti-slavery policy.
makes making repeat orders take less time.
Logistics:
ng Through my sourci it was decisions, I felt have a very important to supply balanced & narrow rments base. With the ga tries un being made in co short lead with both long & times.
We have chosen to use freight by road, this will enable us to save time & lower costs. Whilst also reducing the carbon footprint of my collectionespecially as two of my COO’s are a short distance from France, it is less likely for delays to occur but it is not impossible. Therefore, it is vital that I build enough tie into my critical path to ensure that all stock will be on time of the online & apartment drop.
RRP: £70
Cost price:
Margin:
£10.50 Landed cost price +5% freight/uplift
82%
Margin
Critical path from the UK (SHORT LEAD TIME)
£11.05
GTM DES
Order no.
LAB DIP
RE12983
14/02/2022
INITIAL SAMPLE
TRIM CARD STRIKE OFF BULK FABRIC
PRE-PROD SAMPLE
CUT DATE
PROD SAMPLE
FAC DATE
DC DATE
RE-CYCLED WATERPROOF PULL-OVER
20/02/2022
22/02/2022
25/02/2022
4/03/2022
9/03/2022
12/03/2022
16/03/2022 30/03/2022 06/04/2022
Women’s buy by size mix As there is six garments
Merchandising
available to buy by adlt Sezane consumers within this range, I decided to keep sizing simple by using XS, S, M, L.
After
researching Sezanes sizing and which sizes are bought the most i decided to mostly buy more of sizes S & M.
I used two ages per size as I want my garments to have
The average selling price for a Sezane
longevity, therefore, garments havve roll-up cuffs &
women’s wear garment is £93.43,
drawstring waist to optimise adjustability which means
therefore, it was important that my
sizing doesn’t have to be as specific as other
childrenswear collection pricing more
retailers. This also allows children to size up or down
affordable as consumers are not willing to pay the same amount for
depending their sizes.
their kidswear as they are for their own clothing. My largest buy will be
Edited price research
Exit priced pieces As these are my more statement pieces, when buying luxury statistically consumers are more likely to buy statement pieces which can also be performance pieces like my waterproof dungarees or pullover. The second largest buy will Entry
be my entry priced garments, these
Mid
core items will be key drivers for my
Exit
collection as the Sezane consumer loves core collections made from quality materials.
Pricing
Sales plan
Category mix My trial capsule range has a planned turnover of £51,506, this is with a £1,649 total buy and 84.1% margin. This collection has been designed as a trial collection which will test the demand for a consistent childrenswear collection for Sezane. With exclusivity in mind, this collection will only be available for 10 weeks in total, with one original drop on the 14th of April. It is vital that all products are delivered before the 8th of April, which leaves 6 days before the drop date to accommodate for any delays- I didn’t want to leave any longer than 6 days due to costs involved in storing stock. I plan for the garments which are considered ‘apartment exclusives‘ to be delivered earlier than online stock to leave enough time to reach the apartments & for the staff to create the highest standard of VM with the stock. By using India as our main COO we avoided higher cost but one of our main objects is to use sustainable fabrics, therefore, costs maybe a small amount more than if we were using normal cotton. The range will be available online & in Sezanes 4 apartments.
New York
London
The New York space is described as bright & beautiful, with each rail being expertly styled to create outfits (witht he aim to improve IPT). With the style o french boutique staying constant throughout each apartment. The NY store is more in the style of a store- rather than the original idea of an apartment.
Sezanes locations
Sezane hand picked each of their locations of their apartments to create a glocal Environment for their consumer. Their first apartment, placed in the vicinity of shops with the DNA of ‘French fashion’. The team researches deeply into the areas where the apartments are placed, using Objectives such as: where their demographic live within the city & if it is easily accessible for customers who may not live in that area.
Paris
The London apartment is placed within an area in which Sezanes demographic live. With the success of the Sezane london Pop-up in 2017, a permanent store was a no brainier for the brand a year later. As of 10th of May 2021, the UK apartment is the only one open fully due to COVID-19.
There are numerous Sezane locations in Paris, some are considered concierge services when products can be ordered or returned.
Apartment Visual merchandising concept
Wall display
Shelving
Wall display
Shelving
Window display
Cash desk Smart mirror
London apartment- Store layout plan
Wall display
Display table
Entrance
Women’s wear
Maman et moi collection Educational sign
Window display
Store layout
The concept of Sezanes apartments is highly important to my collection as it will be able to purchase n all apartments. This layout refelects the signature french Sezane apartment which creates an experience for the consumer rather just a shop to purchase from. The original Sezane apartment created a relaxed shopping experience with sofas & easily accessible displays. As you can see the Maman et moi collection will have its own
Fitting rooms Wall display
section of the apartment Where all of the ‘apartment exclusives’ will be displayed alongside posters supporting circularWall fashion display & how the consumer can recycle their garments. There will also be interactive features such as the smart mirrors & guide to how to use the QR codes.
Shelving
g n i t s i x e s Sezane x i m g n i t e mark
OWNED Website Mobile Site Shopping App Social Media: Instagram, Twitter, Facebook, Pinterest, YouTube Online Blog Email
POE media EARNED
Through researching Sezanes existing marketing methods by using the POE method it is clear that Sezane have a good mix of owned, earned and paid marketing methods. When talking about owned marketing methods, Sezane differentiates itself from their competition by offering content on a mix of different social media platforms such as having an app, social media, website, online blog etc. Sezanes shopping app is ranked #35 in the french shopping section of the App Store and has 3.5 stars (Similarweb, 2018). Which makes the app not as successful as the website but It is still important to offer this to the consumer.
Search engine optimisationdriving consumers to create their own content to advertise Sezane.
Social Shares Organic Influencer Mentions Online comments and consumer engagement on social media Organic press mentions Word of mouth Publicity from collaborations
Search engine optimisatio n of OWNED resources
People engaging with paid content Rewards system
PAID
Pay Per click ads online Paid social ads Email ads
Sezane is very lucky to have a loyal following which creates a vast amount of earned content for the brand, this includes Sezane style accounts on instagram, blog mentions, YouTube video hauls. Content like this allows consumers to see the garments on people who are a similar size or even on people who they aspire to be like causing an Infiltration of new customers for Sezane & better knowledge of the brand. YouTube content is the highest published referral for Sezane but ironically the brands own YouTube has poor engagement & is hardly updated.
E-SHOP
LOOKBOOK Discover
PRE-ORDER
Solidarity Gallery
Lounge wear
ESSENTIALS Maman et moi collection
ARCHIVES Gift cards
Personalisation
LAST CHANCE
-ABOUT
Top 20 Picks
Maman Et Moi Discover our new exclusive childrenswear collection ‘Maman et moi’ designed with your little ones at heart. Created using only sustainable, non-toxic materials which can be worn for play, sleep & chill time. Our design team look all aspects of your child’s everyday life into account when creating our first childrenswear collection, pieces which can perform for your little one for years to come & can even be passed between siblings. Longevity, durability & comfort. You can
W M ebpa ge ark etin g
The Maman et moi collection will be held on the Home webpage to offer the fullest exposure to consumers browsing the website. It will stay on the main webpage for the full 10 weeks it is on sale for. Each touch point (photographs) will be a link to the Maman et moi collection page. There will also be a look book which will appear on both instagram articles & on the website, this allows consumers to be inspired & more liekly to purchase items when they have inspiration on how to style them.
E-SHOP/ MAMAN ET MOI COLLECTION/ FUNCTIONAL TROUSER
Social media marketing
FUNCTIONAL TROUSER Rust- £40
The Sezane consumer is highly influenced by blogs,
instagram posts & the things they see on social media. Therefore, I think using a highly influential
influencer such as Innika will reflect positively on profits. She has a very aesthetic lifestyle, of which many of her followers aspire to be like, especially
55% Organic cotton 45% Cocona fibre Functional adjustable waist Roll-up cuff for longevity
with how she dresses her children.
RUST
4-5YRS
6-7YRS
8-9YRS
10-11YRS
MAMAN ET MOI MAMAN ET MOI...
Check this garments journey! Scan this QR code MAMAN ET MOI
DROPPING APRIL 14TH
OUR NEW COLLECTION
Product Page
32.6% of Sezanes website referrals come from instagram, therefore it is key that the Maman et moi collection is broadcasted before the launch date to create a Buzz & knowledge around the collection. The main traffic to Sezanes website still remains predominantly french, they have only recently started posting captions in both french & English to engage more Uk & US consumers.
INTRODUCING OUR NEW MAMAN ET MOI COLLECTION 6,874
HOW TO USE OUR QR CODING IN OUR NEW COLLECTION 5,874
MEET OUR MAMAN ET MOI MATERIALS
MEET THE DESIGNERS BEHIND OUR NEW COLLECTION
7,474
Social media marketing Instagram
90% of all Instagram users follow at least one brand, 81% of users discover new products on the platform, and over 200 million visit at least one business profile per day. (5 Tips to Run Unstoppable Instagram Advertising Campaigns. | Falcon.io, 2021) Using instagram to its fullest potential Is greatly beneficial for Sezane, over the years instagram has moulded itself into a platform for more than just sharing images, it has become a platform for shopping & many brands have been born from instagram. I have created some examples of how Sezane will use instagrams features to promote & educate the consumer about the collection.
32 Products
Children's wear style guide
Article platform The article platform is a space where products can be displayed under a name such as ‘gift guide’. This is great for shopper s who don’t want to browse the website but want inspiration. Especially now instagram supports purchases. Consumers can also see products they like through this platform- driving traffic to the website.
Instagram reels
IGTV
Instagram reels are a great alternative to the power house of TikTok from a marketing perspective for Sezane, as their consumers are more likely to come across their content on the IG platform rather than TikTok. Creating small aesthetic videos is great to invite new customers to the collection & spread awareness for free!
IGTV launched in 2018 andhas recently been updated to support advertisements. Instagram uses data to ensure they target the exact market the brand is looking to target. If the consumer likes what they see they can swipe up & be taken to the Maman et moi collection website page.
SEZANE
MAMAN ET MOI COLLECTION LAUNCHING APRIL 14TH
Although Sezane do not historically use paid advertising through methods such as bill boarding, I believe it is heavily important due to the target customer I am appealing to. Through my SWOT I analysed that advertising is something Sezane falls short in generally, therefore, I want to strategically place my adverts in places where I would find my consumer. Due to my target market still being heavily involved within their working lives, commuting will be a big part of their day, therefore, I plan to place advertising on rolling billboards in key places such as by metro station & bus stops. This will put advertising where the consumer will walk past & notice on their daily commute. The concept behind each advertisement will be the same, creating the same experience from wherever the consumer is, whether it be online, social media or out & about. The concept of the collection is clear through an individual image partnered with the name of the collection & launch date.
Advertisements 71% of Consumers Often Look at the Messages on Roadside Billboards. Top Media advertising, 2020, Billboard Advertising Statistics, Online web article, https://topmediadvertising.co.uk/billboard-advertising-statistics/ [Online]
Nearly 26% of consumers visited a store as a result of seeing an OOH ad Top Media advertising, 2020, Billboard Advertising Statistics, Online web article, https://topmediadvertising.co.uk/billboard-advertisingstatistics/ [Online]
SEZANE
MAMAN ET MOI COLLECTION LAUNCHING APRIL 14TH
98% of people see an OOH ad each week Top Media advertising, 2020, Billboard Advertising Statistics, Online web article, https://topmediadvertising.co.uk/billboardadvertising-statistics/ [Online]
Evaluation & reflection Looking at the finished result of my INP, I am greatly pleased with the results. When starting my project I questioned wether I would be able to forfill my expectations for my own projects, however by overcoming relevant issues & involving myself fully in my research I am proud of the work I have produced. I believe I have created a commercially viable range which suits the Sezane aesthetic whilst exciting the consumer with aspects such a technology & sustainability. The favourite part of creating my INP has to be researching aspects of the industry which I was passionate about prior to starting my project, by delving deeper into how fashion can be sustainable, I learnt that I would be highly interested in for filling a future in sustainable fashion. It was interesting for me to see how the industry needs to innovate to keep up with the ever changing demands of the consumer which was highly noticeable with the shift in demand for sustainable & tranparent brands during the COVID-19 pandemic. I believe I’ve translated my passion for sustainability strongly throughout my project by keeping it in my thought process whilst deciding on my material choices, logistics & sourcing. Aspects which have been successful in my INP include the technological aspects (QR code & blockchain) as they create an aspect of innovation. Blockchain had been something I had come across by mistake- and led to being a major part of my collection. It allows the consumer to have their own critical path of their garments from sourcing of the materials all the way to their parcel landing at their door, this is a strategy of which a limited amount of brands have taken advantage off which gives Sezane the ‘first mover’ advantage. Technology has changed the way we shop & will innovate the industry even more in the future, therefore, it was a key objective to use in my INP. I had always been nervous about the Merchandising elements of the project due to mathematics & analytic skills not being my strong suit, however, by referring to previous lessons & conversating with my tutor Jumana I worked through these elements with no struggle, aspects such as ROS & margin were made clear when I could image my collection was real and I could relate to it. When first starting my project I was instantly stuck with the problem that I would struggle to find detailed analytical data on Sezane, as they were a small french brand which had been missed out on many large analytical databases. Finding out key information for my consumer base became difficult as I started to refer to the same document multiple times, which is something I did not want to do as I wanted my research to be from a range of different sources. To overcome this lack in varied sources I decided to create a survey, which my parents could share amongst their colleagues who work in the industry (some were also sezane customers!), resulting in me gathering my own primary research on my customer base, this was a key part to starting my project and made me feel more connected to the consumer I was creating the range for by knowing their preferences. I found later in my journey that I had made my project quite complicated & I hoped that I would still create a clear message for the reader across all of my objectives. Furthermore, having both a genderless & seasonless range created complications when creating my range, aspects such as choosing my colour mix & CADS became difficult as I not only had to think about if both genders would like what I was choosing but also if the garment could be worn all year round. Therefore, If i were to do my project again I would keep it simple & not over complicate all the objectives I would like to achieve. Inspite of initially struggling with research, this quickly became my favourite part of my project as I helped me become consumed my project & want to make it the best it possibly could be! Collating all of the modules I have learnt in the past year helped me solidify the knowledge I have gained at my time at the FRA. I believe I am leaving this course with a great understanding of the industry & how I would like to help make a positive change to make fashion a greener, more sustainable industry. If I was to take my INP idea further, I would create a childrenswear collection which was a constant collection which replicates the womenswear ‘drop’ strategy, which initials a constant core line being accompanied by regular new & exclusive drops. I plan for my range to be successful and profitable for Sezane, therefore, a constant childrenswear collection would be a natural next step for Sezanes growth strategy.
Bibliography
Retviews. 2021. 7 facts behind Sézane success: Parisian fashion worldwide | Retviews. [online] Available at: <https://retviews.com/blog/focus/sezane-success/> [Accessed 25 May 2021]. Abnett, K., 2021. Scaling Sézane, France’s First Online Fashion Brand. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/articles/news-analysis/scaling-sezane-frances-first-onlinefashion-brand> [Accessed 25 May 2021]. Business, I.G., CNN (n.d.). How blockchain could make fashion greener. [online] CNN. Available at: https://edition.cnn.com/2021/02/08/business/textilegenesis-blockchain-fashion-spc-intl/index.html. 2021. [online] Available at: <https://www.nzherald.co.nz/lifestyle/parents-are-dressing-like-their-kids-as-the-mini-me-trend-takes-off/BNXJ3RSEJDEGMLYP4GRPXJIZLI/> [Accessed 25 May 2021]. 2021. [online] Available at: <https://www.socialmediaexaminer.com/is-instagram-reels-worth-pursuing-pros-and-cons-for-marketers/> [Accessed 25 May 2021]. Static1.squarespace.com. 2021. [online] Available at: <https://static1.squarespace.com/static/5c966a500b77bd7fec608b3a/t/5caa98f3eef1a19e5263d9cf/1554684167008/Sezane+US+Expansion+Marketing+Strategy.pdf> [Accessed 23 May 2021]. Brown, H. and Brown, H., 2021. There's something about Sézane. [online] Drapers. Available at: <https://www.drapersonline.com/insight/store-design/theres-something-about-sezane> [Accessed 25 May 2021]. Chittapli, A., 2021. Sezane Report (1). [online] Slideshare.net. Available at: <https://www.slideshare.net/AnkanChittalipi/sezane-report-1-59765970> [Accessed 23 May 2021]. Dirvanauskas, G. and Dirvanauskas, G., 2021. Childrenswear shows strength of character. [online] Drapers. Available at: <https://www.drapersonline.com/news/childrenswear-shows-strength-of-character?> [Accessed 25 May 2021]. Frue, K., 2021. PESTLE Analysis Of The Fashion Industry. [online] PESTLE Analysis. Available at: <https://pestleanalysis.com/pestle-analysis-of-the-fashion-industry/> [Accessed 25 May 2021]. Fourtané, S. (2019). Smart mirrors bring the retail shopping experience to the next level. [online] Interestingengineering.com. Available at: https://interestingengineering.com/augmented-reality-the-future-of-retail. BankMyCell. 2021. How Many People Have Smartphones Worldwide (May 2021). [online] Available at: <https://www.bankmycell.com/blog/how-many-phones-are-in-the-world> [Accessed 25 May 2021]. Karolina (2019). How Technology is Reshaping the State of the Luxury Fashion Industry. [online] ThoughtShift. Available at: https://www.thoughtshift.co.uk/how-technology-is-reshaping-the-state-of-luxury-fashionindustry/. Shopology Project. 2021. IDENTIFY YOUR TARGET MARKET AND CUSTOMER PROFILE. [online] Available at: <http://shopologyproject.com/identify-your-target-market-and-customer-profile/> [Accessed 25 May 2021]. Sponsor (2021). How blockchain is paving the way for greater transparency & sustainability within the fashion industry. [online] FashionUnited. Available at: https://fashionunited.uk/news/business/how-blockchain-ispaving-the-way-for-greater-transparency-sustainability-within-the-fashion-industry/2021011953031.
En.smallable.com. 2021. Kids Clothing ⋅ Kids Fashion ⋅ Smallable. [online] Available at: <https://en.smallable.com/fashion/children> [Accessed 25 May 2021]. LCF COLLEGE, S., 2021. [online] Static1.squarespace.com. Available at: <https://static1.squarespace.com/static/5c966a500b77bd7fec608b3a/t/5caa98f3eef1a19e5263d9cf/1554684167008/Sezane+US+Expansion+Marketing+Strategy.pdf> [Accessed 25 May 2021]. Lee, J., 2021. Sezane Clothing Review & Try On: Why I Returned my Entire Order | Mademoiselle | A Minimalist Fashion Blog. [online] Mademoiselle | A Minimalist Fashion Blog. Available at: <https://www.mademoiselle.com/sezane-clothing-review-try-on-why-i-returned-my-entire-order/> [Accessed 25 May 2021]. Top Media Agency. (2020). Top Billboard Advertising Statistics | Top Media Advertising. [online] Available at: https://topmediadvertising.co.uk/billboard-advertising-statistics/. The Business of Fashion. 2021. Scaling Sézane, France’s First Online Fashion Brand. [online] Available at: <https://www.businessoffashion.com/articles/news-analysis/scaling-sezane-frances-first-online-fashion-brand> [Accessed 23 May 2021]. Maxwell Gollin, Falcon.IO, 2021 5 Tips to Run Unstoppable Instagram Advertising Campaigns, Online web article, https://www.falcon.io/insights-hub/topics/social-media-strategy/5-tips-instagram-advertising-campaigns/ [online]