Le blog de Nestore

Sézane Self-Service

It was at 63 Boulevard des Batignolles, in the 17th century, that the ready-to-wear brand High-end For women installed her new concept store : Sézane Self-Service.

As a reminder, the brand has two stores in London, one in New York and one in Aix-en-Provence. In Paris, she is present at the Bon Marché Rive Gauche and has a store in the 2nd “L'Appartement Paris”.

This time, Sézane is opening his Self-Service, a concept quite different from the Apartment. Less intimate, recalling the Parisian bazaars And the origins Vintages of the brand, it makes it possible to attract a less stilted clientele, sometimes too intimidated to enter the store considered too showroom.
Curious people, like Nestore, can strut their stuff for several hours in the more than pleasant 400m2 shop. During our visit to the store, we had our eyes everywhere, the products were always pleasant to see and touch and the staff were very smiling. What did we like best? Freedom, we do not ask to try, we are actors in our shopping, we can take, rest, take and fall in love, and that feels good.

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There are the basics, more accessible products, some pieces of leather goods. The only black spot (because one is needed) in all this staging is the omnipresence of trinkets (books, stationery, beauty products) in the merchandising that divert attention and distort the brand image and the promotion of flagship products. The tribute to the Parisian bazaar could have been more subtle. On the other hand, we validate the upcycling sale of scarves and second-hand jewelry brought back to Sézane's taste, which is based on their responsible fashion positioning and their vintage side.

Self-service does not mean less service, you can count on a dynamic young team ready to advise you and provide you with information about the store and its products. A “mesh” bar as well as a jewelry counter are supervised by Sézane salesmen to help you in your choices.

The label plays the vintage card to the end thanks to its Conciergerie where you can pick up your package, return it, ask for retouching; a great way for the digital native to attract customers to the store, and to support your customer until they receive their product. It is also possible to send your mail and recharge your phone... a Conciergerie 2.0.

DNVB and physical stores

Sézane is the first French fashion brand created online. Surely one of DNVB (“Digital Native Vertical Brands”) that was the most successful. The absence of intermediaries allowed it to really know its customers and therefore to create a real identity as well as a strategic positioning in line with the image reflected. Although almost all of its turnover is generated online, this does not prevent it from creating new concept stores.

We are a long way from the items of the early 2010s that announced the end of physical stores. Brands, DNVB or not, are going above and beyond in order to push the customer experience even further, and that meansRetail innovation in stores.
Finally, shops become an added value to e-shops. This allows brands to add complementary services to their products. Today we are on a Web to Store strategy, in particular thanks to “Clic&Collect”. As Sézane does very well with her Conciergerie, a very good additional sales strategy: why not visit the store once the package has been picked up?

Beyond the permanent store, the pop-up store is also an option that DNVBs choose to increase their reputation and meet their customer. Moreover, until the end of the year, you can currently find at the Carrousel du Louvre, until the end of the year, a concept store by Pyramid created by Label Experience, with only digital natives made in France. A marketing operation for French brands and designers to gain visibility. And as is often the case, the pop-up store is a way for children to test their brand over a short period of time, and then launch themselves and permanently in a physical store.
Sézane is also a fan of the concept and opened a pop up store in Lyon on October 24, 2020.

Pop-up shops are Nestore's core business. He regularly accompanies and collaborates with pure player creators in the realization of their ephemeral concept. For example, we previously collaborated with Soi Paris to create a pop up store that finally opened its permanent store on Rue Vieille du Temple.