Modern makeover for Etam’s 1.2.3
The brand, named 1.2.3 for thirthy-six years, evolves and becomes Maison 123
“A true institution since 1983, Maison 123 is now evolving from a tailoring spirit to ever more fashionable iconic pieces ” : these are the terms in which the Etam group brand describes its style evolution and its name change.
The Etam group's women's fashion brand 123 is evolving with a new multi-brand vibe.
In March , on the occasion of International Women's Day , she made a name for herself in a pop-up store in the Marais district of Paris. This temporary space, set up with the aim of "attracting new customers," unveiled a capsule collection created with illustrator Marie Guillard!
A good deed since the profits collected were donated to the Fondation des Femmes , which helps women victims of violence in France to access moral, financial and legal support.
Since April 16, the brand has continued to develop its new identity by installing a brand new concept in a store on rue du Commerce in the 15th arrondissement in Paris.
Main objectives of the 123 brand
To mark the launch of its new image , the brand is basing itself on these objectives :
- Dust off the old 1.2.3 image.
- To appeal to a wider range of women aged 25 to 85, as well as to customers looking for elegant, modern attire. To attract its core audience, the brand has chosen actress Marie Gillain as its ambassador.
- Adopting responsible behavior towards the environment. To take further action, she called on I:co, a textile collection and recycling company.
As for the store, it has had a little makeover! Maison 123 has furnished its stores in the spirit of the times with very trendy materials such as light oak parquet (a little extra: it is recycled from railway sleepers!), natural bamboo and wicker suspensions for the plant side, but also linen sofas to give a slightly more cozy side!
But what is the new concept of the Parisian store Maison 123 sporting the brand's new colors?
The brand continues to showcase its collections in its stores, but the new arrivals are upstairs! Shall we go?
On the upper level , a coworking space and the presentation of several brands chosen for their sustainable or local commitment, such as the made-in-France fashion from La Gentle Factory and 1083, the tricolor jewelry from Cocci, and the sneakers from the brands Ector, Oth, and Caruus.
If you see boxes in the store, don't be surprised—they're not just for decoration! These are installed to encourage customers to bring back clothes they no longer use. And of course, in exchange, you'll get a 20% discount on your purchases in the store. Does this make you want to empty your closets?
Its network, which consists of 324 stores , including 177 in France, will gradually be converted to its new colors!
We hope that this new brand image with its rather cool concept will be a hit!
Meet us at 76 rue du commerce 75015 Paris!
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