As many people may know, Sézane does not rely on discounts. The above chart informs us that average discount rate over the last semester was only 5%. It’s in fact price adjustments to optimize sales rather than traditional discounts.
Recently, Sézane offered unsold products under the name Archives. This is one of the few tricks the brand cleverly uses to maintain desire, a core knowhow.
The drop strategy
Sézane’s offering strategy is based on a mix system of product delivery : a permanent collection and regular limited-edition drops.
The limited-edition drops are products on a discount available for a short period of time. The message is clear : buy it while it’s hot, soon it will be gone ! The brand uses this strategy to quickly sell remaining stock and bring new products to customers.
This strategy is familiar to luxury brands to help maintain desire. In that sense, Sézane is unique compared to direct competitors by applying a successful strategy from other markets.
The color palette
One might think that black would be a significant share of Sézane parisian fashion color identity for its products. But interestingly, this is not the case. The French brand’s collection is colorful with only 10% of black compared to an average of 30% for other brands.