Blogging, Online Shop, Brick-and-Mortar Shop
French style is one of the most sought after all over the world, so it’s no surprise that Sézane’s pieces are popular with international shoppers.
More and more online shops are relying on “brick-and-mortar” shops, i.e. real 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 not only communicate directly with its customer thanks to its shop and social media but also offer the products at a better price.
Sézane is born
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.
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Despite its consensual appearance, Sézane is a trend brand. Everyone seems to have a strong opinion of her, often enthusiastic, sometimes sceptical, at any rate surprisingly passionate. For my part, I see in its founder Morgane Sézalory, the leader of a new way of thinking about fashion, demand and constantly in contact with its community of believers. She agrees to meet me to review her progress.
Made in China
People who grew up between 1970 and 1995 have a vision of China that no longer reflects the reality of the country. Hence, many shoppers still don’t realize that Made in China can be of quality.
Sézane has all silk products manufactured 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 the development of the country, a silk blouse produced in China today costs no less than in Europe.
Sézane since 2013
Since 2013 her label Sézane exists, by the way, a word creation from her first and last name. First of all, 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 through which they can buy designs limited to 50 to a maximum of 150 pieces. However, the parts are sold out so quickly that many react disappointed.
Sézane – unfortunately often sold out
To prevent “sold out” frustration, Sézane now has two collections every year, which are reissued every four to six weeks. Besides, there are monthly capsule collections that 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.
Hence, a visit to L’Apartment in New York, Paris or London can help in such a case. The shop is open from Wednesday to Saturday from 11 am to 8 pm.
Google Maps – L’Appartment Sézane Paris
High-quality clothing, professional delivery and easy refund. The system of limitation drives people crazy, and Sézane has triggered a real hype with the blogging present. What’s interesting is that Sézane also has a shop in Paris, which drives the hype even more – totally overcrowded with Asians, while in other fashion houses you stand alone.
The model about blogging, limitation and shop is different from, for instance, C&A. However, it creates also frustrating moments.