Fashion Data Report

French
Affordable-Luxury

A detailed assortment analysis on some of

the best French Affordable-Luxury brands
The affordable-luxury segment is in good shape. It combines
the best of luxury – fashionable, quality products, and
high service levels – with the best of fast-fashion retail, a
distribution model where the brand retains full control of
the supply chain to offer a quick transition from catwalk to
store shelf with fast stock replenishment. France has some
of the best of those brands. The SMCP Group delivers very
strong results with a double-digit growth across all brands
with America as its biggest driver of expansion. Brands such
as Zadig&Voltaire and Ba&sh are also showing impressive
results in the past few years.

What do these brands offer in terms of products, pricing,

and colors? We take a closer look at their assortments and
analyze the data in details.
 Assortment Structure

Using Retviews data, we analyze the assortment mix of

each brand and display them together for benchmarking.

Ba&sh

Zadig & Voltaire

The Kooples

Sandro

Maje

Claudie Pierlot

0 25 50 75 100

Accessories Dresses Shirts & Blouses Sweaters & Cardigans T-shirts Pants & Jeans

Jackets Skirts Sweatshirts Shoes Outwear Others

D a t a : R e t v i e w s - W o m e n s w e a r.
French market, Feb.2018-Oct.2018.

Inside the SMCP Group, Maje is famous for their bags. This is reflected in the larger
proportion of accessories when compared to Sandro and Claudie Pierlot. In fact, Maje’s
accessories represent 25% of the total collection items, which is twice the proportion of
the other two combined. Otherwise, all three brands sell about the same mix of other
products.

Ba&sh offers more dresses, shirts & blouses than competitors, accounting for more than
21% of its collection. Other brands offer on average 12,8% in the same categories.

‘Accessories’ is the main product category for Zadig & Voltaire with a proportion of
41% of the offering. For most of its competitors, accessories represent only 10 to 25%
of the collection. Zadig & Voltaire offer more sweaters & cardigans than other brands,
accounting for almost 16% of the collection.

The French Affordable-Luxury Brands www.retviews.com

 PRICING

In order to evaluate market positioning, we analyzed the average

price for each brand.

BRAND AVERAGE PRICE

The Kooples 216

Claudie Pierlot 220

Ba&sh 223
Sandro 228
Maje 237

Zadig & Voltaire 285

D a t a : R e t v i e w s - W o m e n s w e a r.
French market, Feb.2018-Oct.2018.

The Kooples has the lowest price positioning with an average price of €216 while Zadig
& Voltaire is at the other side of the spectrum with €285. The rest of the premium brands
sit in between reflecting a similar average price between 220€ and 237€. The brands of
The SMCP Group have a slightly different price positioning.
In order to go further, let’s take a look at the average price structure of
these premium brands.

It appears that 60% of womenswear is priced between 100€ and 250€. The most used
price range is 150-199.99€ accounting for 31% of the collections.

0 - 49.99 €
50 - 99.99 €
100 - 149.99 €
150 - 199.99 €
200 - 249.99 €
250 - 299.99 €
300 - 349.99 €
350 - 399.99 €
400 - 449.99 €
450 - 499.99 €
500 - 999.99 €
1000+ €

0 10 20 30 40
D a t a : R e t v i e w s - W o m e n s w e a r.
French market, Feb.2018-Oct.2018.

The Kooples has the lowest price positioning. A much larger part of its products is
in the 100-149.99€ price range. More than 20% of the collection fall in this category.

Of all brands, Maje uses the 250-299.99€ bracket the most with almost 19% of its
collection sitting in that price category.

Zadig & Voltaire has a completely different pricing approach than other brands.
Products are more equally distributed among price categories. Lower and higher
brackets contain more products than average. 14.3% of the collection is priced at
50-99.99€ while 10% both in the 350-399.99€ and 500-999.99€ ranges.

The French Affordable-Luxury Brands www.retviews.com

 COLORS

In order to analyze differences in styles, here are color panels for each brand.

Ba&sh The Koopies Z&V

Claudie
Sandro Maje
Pierlot

The traditional spirit of The Kooples is reflected by its color panel with a collection
containing 40% black products.

As the rock-chic brand of the premium market, Zadig & Voltaire’s palette is mostly
composed of dark colors. Black, grey and blue are the most dominant in the collection
accounting for 57% of all colors.

Ba&sh is characterized by a more colorful assortment expressing the bobo chic style
positioning of the brand. Ba&sh offers a wide range of colors with 10% being red and
5,5% green.

Blue colors are widely used by Claudie Pierlot and Sandro accounting in both brands for
more than 25% of their total products.

The French Affordable-Luxury Brands www.retviews.com

 Fashion Analytics on Competitive Brands

At Retviews, we believe the successful fashion retailers of tomorrow are those who rely
on data to take the right decisions. Our mission is to give a full vision on competition
by enabling easy assortments benchmarking with the fashion brands of your choice.
Retviews automatically analyzes the market to save you time and support your strategic
decisions.

Prices
See the price strategy and
positioning of any brand

Assortment Structure
> 26 €

20 - 25.99 €

Spot missing products in 16 - 19.99 €

0 - 15.99 €

your collection 0 20 40 60 80 100

Colors
Analyze color panels of
each product category

Discounts
Reveal discounting
strategy

Are you interested in having a clear vision of

your competitors? Reach us for more information.

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