French-style Sézane is one of the most sought-after worldwide, so it’s no surprise that Sézane’s pieces are popular with international shoppers.
More and more online shops rely on “brick-and-mortar” shops, i.e. actual flagship stores where customers can touch the goods, try them on and – if they wish – order them directly.
The founder, Morgane Sézalory, is considered a pioneer in online shopping in France. Many French brands are still struggling to sell online.
Morgane Sézalory follows the concept of making a label known and selling it exclusively via the Internet. Due to the lack of intermediaries, it can communicate directly with its customer thanks to its shop and social media and offer products online.
Morgane and her sister lay the foundation for her success: she leaves her a few boxes of flea market clothes, which Morgane gets back into shape and sells on eBay. Within a short time, the parts are out of stock.
Made in China by Sézane
Despite its consensual appearance, Sézane is a trend brand. Everyone seems to have a strong opinion of her. Often enthusiastic, sometimes sceptical, and at any rate, surprisingly passionate. For our part, we see in its founder Morgane Sézalory, the leader of a new way of thinking about fashion and demand and constantly in contact with its community of believers. She agrees to meet me to review her progress.
People who grew up between 1970 and 1995 have a vision of China that no longer reflects the country’s reality. Hence, many shoppers still don’t realize that Made in China can be of quality.
Sézane has all silk products manufactured in China. The Chinese have the machines, moreover, the know-how. Raw materials can be bought locally and processed in Europe to get a label from Poland, but that wouldn’t make sense.
Due to the possible Chinese quality processing and country development, a silk blouse produced in China today costs no less than in Europe.
2013 - the start
Since 2013 her label Sézane existed, a word created from her first and last name. First, the online shop functions as a shopping club: as soon as there are new goods, Morgane sends out a newsletter.
Besides, customers receive an email with an exclusive preview link to buy designs limited to 50 to 150 pieces. However, the parts are sold out so quickly that many react disappointed.
To prevent “sold out” frustration, Sézane now has two collections yearly, which are reissued every four to six weeks. Besides, monthly capsule collections hit the chic of Paris like a nail on the head. There are also bags, shoes, moreover jewellery.
The only drawback: the assortment offers so many “I want to have” parts, ranging from striped blouses to leather shorts., that it’s tough to choose.
Therefore, an internet line without any unexpected disconnections. Moreover, a reliable credit card is a must when waiting for pre-disclosed availabilities.
High-quality clothing, professional delivery and easy refund. The limitation system drives people crazy. Sézane has triggered a real hype with the current blogging. What’s interesting is that Sézane also has a shop in Paris, which causes the promotion to be even more – overcrowded.
The business model with blogging, limited availability and shopping experience differs from many other brands. However, it also creates frustrating moments when things are sold out too quickly.
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