Paris Fashion Brand S E Zan: The Fashion World

In 2013, S e zalory once again challenged traditional wisdom.

At this point,

The retail industry has been moved to the Internet: Net-a-Porter and Yoox have been operating for over ten years, MatchesFashion.com has also opened domain names in 2006, Farfetch has been launched in 2007, and most of the major fashion brands have been launched in various ways.

Business.

In the United States, Warby Parker, Bonobos, Everlane and other start-ups have also opened up a new model, that is, only online business.

And Nasty Gal also walked out of the eBay shop of founder Sophia Amoruso, becoming an independent website and brand.

But France has stagnated in this regard.

"People always feel that they have to open a shop to make a brand," S e zalory said. "No one can believe that I started the brand on the Internet."

But she will not be discouraged. She will re launch Les Composantes under the S Zane brand (surname and name combination), shift her focus from the electronic retailer to the brand building, and work with a few European factories to produce feminine French style designs, such as those that are well worn from morning till night.

Stylish and relaxed

A detailed jacket with a back full buckle or a shoulder style with a sailor style button.

Months before the re launch of the brand, France

Corentin Petit, co-founder of Balibaris, became a business partner of S zalory and joined its team.

From product packaging to moving everything away from the S zalory apartment, two people took care of everything about the brand.

France's first brand that only started online business was born.

"The benefits are obvious," said S zalory, 31, "I don't have to bear the cost of the retailers. There is no one else between me and the consumer.

It's a great quality. I don't think there is any other product that can compete with us at this price. "

Indeed, such a business model has stood the test.

Warby Parker and Bonobos have both set a $100 million revenue. According to market information, Everlane will also expect to achieve $100 million in revenue this year.

Like S e Zane, the foregoing enterprises are working closely with factories to sell directly to consumers and cut down the costs of intermediaries and physical stores.

In this way, they can save money for consumers, sell products at a lower price increase, and achieve high quality fashion at a low price.

"We don't have much experience in making clothes, so we have to find factories that guarantee high quality production and can go frequently.

We think the most important thing is to go to factories and establish very strong cooperation with factories, "S e zalory said." factories that make shoes for us also cooperate with luxury brands.

But our business model determines that our prices will not be the same as those of luxury brands.

With natural tones and can be worn on most occasions.

,

,

And all

And other footwear products are the most popular product category of S Zane.

More than 2/3 of S's Zane products are manufactured in Europe, and these factories are also collaborate with brands such as Chloe, Lanvin and Vetements (outside Europe, in China and India).

"But it's not cheap, but basically, our gross margin is the lowest in the price range of our products," Petit said.

The brand's high-heeled leather sandals cost about 150 euros (about 1102 yuan).

The price is between 85 euro (624 yuan) and 230 euro (1689 yuan).

He added that if you add the operating costs of the store, "the final price will be very high, and then you will have to discount or promote sales."

We will not do such a thing. "

However, S e zalory refused to focus on basic production.

The brand of Everlane is compared.

"We use 200 kinds of fabrics for each series.

What we do is not ordinary goods, but fashion, "she said.

Pricing pparency (Everlane identifies product profits to consumers) is not in the development of S Zane.

"We never explain our prices, just like consumers go to Isabel Marant and Carven to buy clothes. They will not consider the price.

The most important thing is that they have a desire for these brands, "said S e zalory.

S Zane delivers two seasonal series each year and launches a smaller capsule series every month.

Such a short product cycle can keep consumers fresh and avoid inventory backlog (S e Zane never discounts, and products on the website are often sold out).

"This helps us avoid the problems that many companies will encounter: cash flow problems," Petit said. "We don't have to wait for anyone to pay us."

S e zalory declined to disclose the company's current revenue, saying that S e Zane had no external investors and remained profitable all the time, which was the result of control.

The company manages its own pportation and logistics. Its warehouse is located in the western part of France. It is only sold in S e zane.com, although Petit said it received "stock requests from many department stores".

It's a magical form. We basically do nothing and win the hearts of consumers around the world.

However, the brand will jointly cooperate as a means to increase sales and exposure to new markets.

Since 2014, the 3 Series (S e Zane design and Madewell production) launched by S e Zane and Madewell have been sold out, and fourth series will be launched in October this year.

This partnership started like this: Madewell art director Alice Bucaille is French, and she especially wants to buy the La Superbe that S Zane has sold out.

So S e zalory deliberately left her a piece to take to New York to meet her.

"Madewell's ideas about lifestyle are almost the same as ours -- but they are also different.

Because Madewell is from the United States and has a very casual attitude.

We added French fashion sense, "S e zalory talked about Madewell relaxed.

Style said.

The two brands are also located in similar price ranges, and the first cooperation series is priced between $85 and $315.

This partnership has also brought exposure to S Zane in the United States.

In October last year, the brand's us and British businesses went online and sold orders between twenty thousand and more than 1000 each month. "There are more than 1000 orders from New York every month. What public relations activities have we not done in New York," said S e.

But overall, France still occupies 80% of brand sales, followed by the United Kingdom, the United States and Belgium.

Like Warby Parker, Bonobos and other pioneered online business brands, S e Zane also began testing water retail entities.

Last October, S Zane's "apartment" -- a 400 square meter "Internet store" in Paris -- opened.

Customers can try all kinds of single products and purchase online, so as to avoid the inventory management necessary for traditional stores.

Only a small number of stationery and household items can be purchased on the spot. The whole building is mainly used as a venue for all kinds of activities, including a private cinema with velvet seats.

S e zalory says that it's flashy.

"Not what we need".

The space is not far from Rue Saint-Fiacre, the main shopping street in Paris. It was formerly the office of S e Zane.

But then it happened that the shops next door moved away. S e zalory said they added two store space with "low rent".

"This apartment is also a" image project ", which is a public relations investment.

Petit added.

Today, brands also plan to expand internationally.

At present, S Zane has a team of 50 people, and in 2014 only Petit and S zalory two people.

More retail sales are under way.

S e Zane is now looking for the right store location for the new apartment in London that will be opened this year, and it will also open an apartment in New York in 2017.

The company is also preparing for further cooperation, including cooperation with Paris department store Le Bon March, in September this year, with the creative half team Atelier Franck Durand high end semi annual publication and online store Holiday.

But some things haven't changed yet: S e Zane has no plans to seek investment; although cooperation with American brands helps brands to increase exposure to new markets, the company still has no plans to make advertisements.

"It may seem a little childish, but we do PR with our products," Petit said.

"

It's a magical form. We basically do nothing and win the hearts of consumers around the world, "S e zalory agreed." the fashion industry is still missing something.

To me, the Internet provides all kinds of possibilities to make up for this. "