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Agenda-setting intelligence, analysis and advice for the global fashion community.

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.
Sézane founder Morgane Sézalory.
Sézane founder Morgane Sézalory. (Sézane)

When Parisian entrepreneur Morgane Sézalory started an online business in the late naughts, no one in the French fashion industry took much notice. Just years later, American brands like Everlane and Glossier would raise millions of dollars in funding on the premise of direct-to-consumer e-commerce, but back then, Sézalory was a true pioneer.

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Further Reading

Case Study | How to Build a Profitable DTC Brand

With the direct-to-consumer funding heyday now over, DTC brands need to turn a profit. Unlike their revenue-obsessed counterparts, DTC pioneers Marine Layer, Meundies and Trinny London offer a blueprint for achieving both top- and bottom-line growth.

Fashion’s Top M&A Targets

The market may be cooling, but a number of in-demand brands remain of interest to financial backers. BoF identifies the top targets.

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