Several brands are considering to reduce their offer due to a lack of demand caused by the recessionary effects of the pandemic. It might seem surprising, but successful digitally-native brands, such as Sézane, are not following that direction. On the contrary, Sézane has even enlarged its collection as a whole. The brand has grown in number of refcos by +55% for RTW and by +8% on accessories. Following the market’s demand for comfort-wear, the label has considerably increased its share of knitwear +141% and T-shirts +80%, generating an offer of more than 80 refcos. In line with a trend for more purposeful design that demands comfort and a sustainable approach, Sézane has developed a series of organic cotton T-shirts, and a large offer of knits without compromising the feminine style through a soft feel and openwork details. A decreasing number of dresses is opposed by an increase in new sets and top+trousers looks. Pants are now taking more space within the product range, they moved up by 82% compared to the last year, while tops have increased by +78% within that same period. The brand has also put focused on further developing its outerwear range. Sézane’s assortment mainly includes coats and trenches, offering 6 different models for 17 refco. Looking at accessories, it is worth mentioning that the Covid-Crisis forced the brand to reduce certain product families, including shoes (-15%) and bags (-23%).
In terms of colors, which play a leading role in generating Sézane’s aesthetic and design signature, novelties include khakis, lavender and violets, which were not represented this time around last year. For patterns and prints, this second drop of the Pre-Spring Collection contains less stripes and checks than last year. An inspirational dive into a nomadic and ethnic theme proposes other print novelties that match the current trend directions of returning bohemian styles and an increasing consumer interest in culture. Such fresh prints include paisley and geometrical patterns with oriental nods, that are dyed with colors recalling pigments and spices. Setting a contrast to those rather “tachist florals”, liberty flowers from the first drops are keeping a youthful and optimistic feel within the offer.
Concerning the details, Livetrend technology has detected an abundance of high-waisted pieces, ruffles on tops and knitwear, openwork elements, on both wovens and knits, and a preference for belted pieces.
Now, moving on to the analysis of average price points. Sézane continues to follow a similar and stable pricing strategy. However, the brand has invested in the developments of more premium and durable products, such as leather pants and eco-friendly essentials. This shift has caused the maximum price of the price range to increase, but does not notably affect the general pricing set-up itself.
The data and images of the Spring Pre-Collection has been extracted on the French Sézane website on March 2nd, 2021.
11 March 2021