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Direct-to-Consumer

How the French Do DTC

Sézane, Rouje and Polène are leading a wave of French direct-to-consumer labels that are gaining global traction with products that trade on the country’s style authority at a fraction of luxury prices; brand identities that are distinctive, but rarely niche; savvy community building; and a mix of physical and digital retail.
Sézane is a leader among the wave of DTC players trading on France's style authority with products priced at a fraction of those from luxury and designer names.
Sézane is a leader among the wave of DTC players trading on France's style authority with products priced at a fraction of those from luxury and designer names. (Sézane)
By
BoF PROFESSIONAL

On a freezing Monday night in Madrid’s upscale Salamanca neighbourhood, a long line of shoppers wait outside Spain’s only Sézane store. The scene – reminiscent of shoppers queuing outside luxury boutiques post-pandemic – is not unique to Sézane, but rather a testament to the appeal of new wave French DTC brands. Customers regularly wait hours to enter handbag-maker Polène’s stoles; Rouje’s first Paris location, opened in 2019, was packed from day one.

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Further Reading

How Sézane Turned French Girl Fashion Into a DTC Success Story

Thanks to its sweet-spot pricing and strong brand identity, the cult Parisian label is proof that the original direct-to-consumer, cut-out-the-middleman business model still works. Now, it’s opening a US office and launching new categories like homeware and kids.

About the author
Simone Stern Carbone
Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

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