This document provides a trends report for Alexandre Vauthier. It analyzes various mega trends in the fashion industry, including the growth of e-commerce and digitalization due to COVID-19, the rise of smart technologies, and increased focus on sustainability. Strategies are proposed around e-commerce, social media, collections, innovation, and developing a new business model to adapt to these trends. The report concludes the industry will be significantly changed by the accelerated impact of these trends.

1. TRENDS REPORT FOR
ALEXANDRE VAUTHIER
Submitted by;
Catalina Rigou
January 12, 2021

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Table of Contents
Introduction…………………………………………………………………………………… 3
Mega Trend Analysis ………………………………………………………………………… 4
E-Commerce and Digitalization......……………………………………………………. 4
Smart Technologies…………………………………………………………………….. 5
Sustainability…………………………………………………………………………… 5
Social Media……………………………………………………………………………. 7
Macro Trend Analysis…………………………………………………………………………10
Mission…………………………………………………………………………………..10
Values……………………………………………………………………………………11
Brand Essence……………………………………………………………………………11
Brand Promise…………………………………………………………………………... 11
Target Market…………………………………………………………………………….12
Positioning Statement & Map……………………………………………………………13
Trend Concept…………………………………………………………………………………..14
E-Commerce Strategy ………………………………………………………………..….14
Social Media Strategy……………………………………………………………………16
Collection Strategy……………………………………………………………………….16
Technological Innovations……………………………………………………………………..18
Innovation Strategy………………………………………………………………………18
Objectives and Applications……………………………………………………………..18
New Business Model…………………………………………………………………….19
Conclusion………………………………………………………………………………………21

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Introduction
The impact of the COVID-19 was felt hard across the fashion industry as governments were
forced to close down manufacturing plants, stores and events all around the world in order to
slow the spread of the virus.
In Europe’s clothing sector, compared to 2019, production fell to -37.4 percent in a period of
only three months (April-June). When coronavirus cases reached a peak, retail sales saw the
most dramatic decline with a -43.5 percent of drop in sales. While employment in this sector fell
with a -6.4 percent and turnover with a -34.4 percent.
The COVID-19 pandemic will inevitably re-shape the fashion industry forever, making future
technologies come faster than we ever imagined. Virtualization of major events, tackling
disinformation, data transparency, innovation, new technologies including artificial intelligence,
smart clothing, and the increase of ecommerce, are some of the things that are changing faster
than we ever imagined.
This crisis has accelerated many questions about the fashion industry, but one luxury fashion
houses have to re-think again is; Will fashion shows come to an end?. Runway shows were
always expensive and environmentally harmful, but today they also put at risk the lives of
hundreds of people, and make us think twice if is really necessary to be present in the live show
when we could just watch it from home. Are the shows still worth making the same way they
were done until the start of 2020?. Even Anna Wintour has been thinking about the future of
fashion shows as she said “At a time of crisis we have to think about a radical reset”.
As things continue to change, in order to survive, fashion brands will need to get much more
creative, find new ways to attract the consumer and turn the in-store experiences into online
experiences that anyone around the globe can be part of. We have been seeing new experiences
with video games virtual homes in both Valentino and Balenciaga.
Using VR platforms to engage communities from home has been a big trend in 2020, that will
for sure continue to grow in the following years.
“Balenciaga showcased its fall 2021 collection via a fantasy video game found on its website.
And Dolce & Gabbana recently launched shoppable digital replicas of its stores. Valentino
Insights follows the same kind of single-player, exploration-style format, but instead of taking
audiences on a journey to a space-age realm or a boutique, it lets them experience Piccioli's
lifestyle.” – Vogue Magazine
The future is coming fast, we must expect big changes in the following years and we all need to
be looking at the newest trends in order for our businesses not to be left in the past.
___________
1. https://www.statista.com/statistics/1131181/coronavirus-impact-on-clothing-industry-
europe/#:~:text=The%20impact%20of%20coronavirus%20(COVID,across%20apparel%2C%20and%20fashion%20industries.&text=
Retail%20sales%20of%20clothing%20products,percent%20of%20drop%20in%20sales.
2. https://www.nytimes.com/2020/03/04/style/fashion-week-coronavirus-paris.html
3. https://www.harpersbazaar.com/fashion/designers/a34992005/valentino-insights-virtual-home/

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Mega Trend Analysis
The fashion industry, is a multi-billion-dollar global enterprise devoted to the business of making
and selling clothes. The fashion industry market value is of 406 billion US dollars. New
companies are entering the market daily. Most of this companies rather remain unknown to the
customer audience. LVMH which is valued around $317.6 bullion euros and is the largest
fashion company worldwide. While US-based Nike is the second largest company worldwide,
followed by the Spanish fast fashion giant INDITEX, which owns the brands; Zara, Pull & Bear
and Massimo Dutti within other brands.
E-Commerce and Digitalization
E-commerce has become more than important among retail channels during the
coronavirus pandemic, as it became one of the few, if not only, ways consumers could
purchase goods when stores started to close and the fear of infection started to rise.
Before the COVID-19 it was forecasted by “E-Marketer” that the global retail would
expand by 4.4% in 2020. For ecommerce those figures had been 18.4% growth. Asia
Pacific and North America lead the regional totals for retail ecommerce sales. China’s
$2.090 trillion in ecommerce means that Asia Pacific will produce 62.6% of all digital
sales. While North America and Europe are at 19.1% and 12.7%.
The online fashion market currently accounts for only 21% of revenues in the industry
but as result of the pandemic, is now expected to grow more rapidly.
As The Business Of Fashion (BOF) said on one of its latest articles; “The primary driver
of growth in the coming year will continue to be digital channels, reflecting the fact that
people in many countries remain reluctant to gather in crowded environments. The
Earlier Recovery scenario anticipates dynamic digital growth across geographies in
2021 compared to 2019, with more than 30 percent online growth in Europe and the US
and over 20 percent growth in the already highly digitized Chinese market.”
Experts expect COVID-19 to still be one of the biggest challenges for the industry in
2021, but together with the economic crisis that is coming by the hand of the coronavirus
pandemic, and followed by changing consumer demand and behavior, and the physical
retail and store football at the last. While is said that digital channels/e-commerce will be
the biggest opportunity for the industry followed by sustainability and market share gain.
Digitalization has increased during the pandemic and will continue to increase after it
ends. Many brands are finally going digital this 2021. Livestreaming, customer service
video chat, and social shopping are also new trends to come.
“As online penetration accelerates and shoppers demand ever-more sophisticated digital
interactions, fashion players must optimize the online experience and channel mix while
finding persuasive ways to integrate the human touch.” – Business Of Fashion

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When we look into luxury brands, we feel is hard to transmit the same feelings and
experience in a digital way, rather than the actual in-store luxury experience. But
digitalization might not be just a choice anymore in the near future if luxury companies
want to keep selling as much and keep connected to the consumer.
When a customer enters a luxury store they know they are about to embark on a specific
journey in each luxury brand. Every person inside the store, every item, the decoration,
the lighting, the music, it all represents the brand. In a digital era, this should be
transported into people’s phones and computers, still paying close attention to each
customer.
Smart Technologies
Smart technologies are and will continue to disrupt the old way of doing things on every
industry, and the fashion industry is no exception. Fashion will get smart, fashion will get
faster, fashion will get personal, and artificial intelligence will be present.
- Artificial Intelligence (AI) can quickly go through masses of data in order to provide
insights in buying patterns, spending habits, and even color and style preferences.
This data can then be used to design clothing that people really want to wear.
- Advances in production result in fashion getting faster, it allows brands to purchase
smaller lots of garments which can be produced and sold much faster. This helped to
the introduction of “mini-collections” (which have some negative environment
effects) and to stay in style with the fast changing trends of the moment.
- Fashion is quickly getting connected to internet things. From connected jackets to
smart sports apparel.
- Smart tech allows designers to offer more variations in a single design to fit a wider
variety of bodies.
Sustainability
Is no news that the impact of the fashion industry in the environment is affecting the
planet a lot, this is the second largest polluter in the world, just after the oil industry. This
environmental damage is increasing as the industry grows, and is growing more and more
every year. In most of the countries in which garments are produced, untreated toxic
wastewaters from textile factories are dumped directly into the ocean. This wastewaters
contain toxics and are incredibly harmful to the aquatic life and the health of millions of
people living by river banks. Clothing has become disposable, generating more and more
textile waste and synthetic fibers can take up to 200 years to decompose.

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COVID-19 has strengthen the demand for sustainable products and is a fact that in 2021
customers will return to the stores with new attitudes towards clothing shopping. Which
means, brands and retailers will have to pivot quickly to more sustainable products.
Consumers have a strong demand for sustainable products, as a result of a survey made
by “Sustainable Brands” found that 31 percent of Gen z and 26 percent of millennials
were willing to pay more for environmentally friendly products; while only 17 percent of
Gen Xers and 12 percent of baby boomers were willing to make the same choice
43 percent of “Sourcing Journal” respondents believe that COVID has made a positive
impact on their investments in sustainability.
“For years, sustainable fashion has been mostly associated with neutral hues and classic,
timeless styles while mainstream fashion remains replete with bright colors and designs.
This was for the most part, an attempt to differentiate sustainable fashion from
mainstream and fast fashion while simultaneously embracing the ideologies of
minimalism. This ‘traditional’ concept of sustainable fashion has begun to change and
one of the biggest sustainable fashion trends of 2021 will be a more pronounced move
towards vibrant colors, bold designs and fun patterns. Even today, there is a growing
number of designers looking to fill that gap and offer sustainable clothing that is fun,
colorful and cool and the trend will only continue in 2021.”
In 2019, more than 60 fashion companies, including Chanel, Kering and H&M signed on
to “The Fashion Pact; G7 summit”. Creating an industry cross-section that’s committed
to seven new targets to reduce fashion’s impact on the environment. This pact include a
major new climate commitment. “The Fashion Pact announced seven quantifiable, time-
bound targets that included initiatives to reduce emissions, plastic packaging and the
impact of raw materials within the fashion industry. It also placed a fresh emphasis on the
importance of protecting biodiversity. Among other things, signatories commit to source
25 percent of their materials from lower-impact sources and eliminate plastic that is
defined as problematic or unnecessary in packaging by 2025” says the Business of
Fashion.
Last year, it was also published by The Guardian that by 2025 the owner of Zara,
Amancio Ortega, says its clothes (including Massimo Dutti, Pull & Bear and others) will
be made from 100% sustainable fabrics. While by 2023, they promised the viscose used
will also be 100% sustainable
Making a change and going sustainable is not only a trend but a thing all fashion
companies must do in the next couple of years.
Some of the changes we will start to see include:
- Stricter environmental regulations for factories in the EU, USA, Canada, etc.
- Increase in organic and natural fibers that don’t require any chemicals to be produced
- Increase in fibers with lower water consumption
- Increase on the importance of garments with OEKO-TEX, GOTS or BLUESIGN
labels

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- Customers buying less and smarter
- Customers looking for higher quality items that will last longer
- Increase on Lyocell/Tencel instead of rayon, modal and viscose
Social Media
Social media is a trend that is ever-present, growing and evolving more each year. Social
media is one of the most popular online activities. In 2020, over 3.6 billion people were
using social media worldwide, a number projected to increase to 4.41 billion by 2025.
Social networking is definitely one of the most popular activities in the whole world and
is no surprise that this is constantly increasing. As of January 2020, the global social
media usage rate stood at 49 percent. This figure is anticipated to grow as lesser
developed digital markets catch up with other regions when it comes to infrastructure
development and the availability of cheap mobile devices. In fact, most of social media’s
global growth is driven by the increasing usage of mobile devices.
On average, users spend at least 144 minutes per day on social media and messaging
apps. There has been an increase of more than a half hour since 2015.
Facebook continues to be the number 1 social media platform with 2.498 billion active
users, which means nearly 2 of the 3 people in social media are active Facebook users.
Others of the most popular social media platforms are; YouTube, Instagram, WhatsApp
and Twitter. YouTube has 2 billion active users – 80 percent of Facebook’s number. 90
percent of consumers say they discover new brands and products through YouTube.
The third and fourth most popular social media platforms are WhatsApp and Facebook
Messenger. Further down the list there is WeChat, China’s popular version of WhatsApp,
with 1.165 billion active users. Then it comes Instagram with 1 billion active users. This
statistics show how Facebook is still the most dominant social media platform of all
despite Instagram’s growth in popularity in the last couple of years.
The market size, measured by revenue, of the Social Networking Sites Industry is $61.4
billion by 2021, and is expected to increase by 16.5% in all this year 2021.
During a time of pandemic resulting in social distance and travel restrictions social media
helped people to connect with each other and companies to connect with their consumers,
followers and target market. Facebook analytics department reported over 50 percent in
overall messaging in only March 2020. While WhatsApp reported a 40 percent of
increase in usage. There has also been a notable increase of the usage of Zoom during
this pandemic.
Online counselling services increased engagement, particularly in countries where the
virus hit the hardest.

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There were key changes in the increase of paid advertising in social media platforms such
as Instagram, Facebook, YouTube, and even the new popular platform; TikTok.
On the organic side, the audience size of the top 50 biggest brands on Instagram grew
even bigger.
It is very important for companies today to be present in social media. In 2020, social
media has taken a greater significance for consumers and marketers, as the pandemic
forced more digital communication
Given the growing penetration of today brands can find most of their target audiences and
stay connected to them while building a more personal and deeper relationship. Also,
helping them to get even more inside the brand’s universe.
97% of marketers are using social media, but the benefits go further more than driving
sales. Social media allows immediate interaction and customer feedback. Business can
also respond to their customers right away, which is a fundamental thing to do nowadays.
In 2021, we got many different growing trends inside social media;
- Deliver short-term ROI with targeted performance marketing tactics
- Building innovative digital experiences to win long term loyalty
- Connecting more consumer data with social data
- Social listening for luxury brands
- Relationship marketing
When we talk about the luxury fashion industry, is a fact that more than 40% of luxury
purchases are influenced by what consumers see online and by their interactions with the
brand. Luxury marketers must be mindful when navigating a world of increasingly vocal,
socially conscious consumers. The need to safeguard their brand against emerging
controversies and potential fallouts with customers is high, as we recently witnessed with
Dolce & Gabbana and Balenciaga, in 2018. Monitoring trends in conversations on social
media is the first step in being able to avert such crises.
According to a report from social media analytics platform Talk-walker, authenticity and
long-lasting influencer relationships are among the priorities for marketers. Micro-
influencers are still proving to be more of interest for brands in social media advertising
campaigns rather than celebrities, which is likely due to their emotional
attachment towards the success of the campaign.
For consumers, seeing brands have active social media interactions, makes them gain
trust and loyalty. In addition, when customers see a company posting on social media,
especially replying to their queries and posting original content, it helps them build a
positive image in their minds.
____________
1. https://www.businessoffashion.com/articles/retail/10-themes-that-will-define-the-fashion-agenda-in-2021-the-year-
ahead

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2. https://www.emarketer.com/content/global-ecommerce-2020
3. https://sustainablebrands.com/read/defining-the-next-economy/research-in-a-post-covid-2021-fashion-will-trend-
toward-
sustainability#:~:text=With%20new%20stories%20of%20successful,quickly%20to%20more%20sustainable%20produ
cts.
4. https://www.marketingweek.com/new-rules-social-media-marketing-2021/
5. https://www.digimind.com/en/news/93-of-consumer-engagement-with-luxury-brands-happens-on-instagram

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Macro Trend Analysis
WGSN forecasts the urgent need for sustainable product solutions; the physical impact of
consumers' digital behavior on product; and the increasing demand for apparel items that offer
value via versatility this 2021.
1. Mycelium and the Mushroom Effect: “We’re already seeing mushrooms becoming an
important ingredient in beauty products, food and drink, and even dried and reconstituted as
eco-friendly packaging. In fashion, mycelium leather is starting to be used as a material on
handbags, shoes and small accessories. It is expected to move beyond the pilot product stage
and scale because brands such as adidas, Stella McCartney, Lululemon and Kering have all
invested in the mycelium-based biomaterial Mylo – each brand agreeing to spend seven-
figure amounts to scale up production and create a supply chain for this leather alternative.”
Via WGSN
2. Reactive Wear: Here we look into wearable tech, combining fitness and personalization.
“Activewear garments and footwear are incorporating sensors that monitor your body and
coach you in real time. Think pocket personal trainer, but inside your shoes or lining your
Lycra.” Via WGSN
3. The Circular Runner: Adidas is product-testing the Ultraboost DNA Loop – a sneaker that
can be recycled at the end of its life and remade into a new shoe
4. New Ways of Buying: This trend goes into a more smart buying process. “New ways of
buying and building value into items, sometimes simply updating or refreshing them, at other
times enabling garments or items to traverse seasons or to provide functionality. Driven by
the need to demonstrate such value and longevity, as we look to buy less and buy better” Via
WGSN
5. A Tech Inspired Color: It was forecasted by WGSN that a major color trend inspired by tech
is coming 2021, this will be perhaps the color of the year, we are talking about A.I. Aqua
(Coloro: 098-59-30). This is a truly versatile shade. “It can look simultaneously sporty and
trend-forward, making it suitable for fashion and activewear, but is also a fresh take on blue
that’s suitable for interiors and tech products.”
Mission
Alexandre Vauthier’s mission is to turn couture into something you can wear in your daily
life
Values
Three of the values Alexandre Vauthier keeps true within his collections are:

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- Outstanding quality
- Sensuality
- Elegance
- Luxury
Brand Essence
Radical cuts, rigor and precision are a few words to describe Alexandre Vauthier’s brand
essence. His style is inspired by the French culture and Anglo-Saxon influences. He is also
passionate about the search of futuristic and luxurious fabrics. According to him, clothing has
to be impeccable in its construction as well as translating the emotion of the woman wearing
it. All of his garments are creating for longevity and stainability by using the best quality and
longest lasting fabrics.
His clothes mostly consist of black and gold with an 80s inspired aesthetic. His dresses are
often made with fabrics filled with Swarovski Crystals and embroideries by Maison Lessage.
We can find a V that stands for his name in many of his clothes and jewelry. His silk fabrics
are bought at one of the oldest silk houses in France, when draped, they give the illusion of
being liquid. Lamerie, a Maison known for exquisite plumes is Vauthier;s supplier for the
feathers he uses on his dresses. Vauthiers’s technique for draping are quick and effortless, a
method that he learned from working with 80s sculptural master, Thierry Mugler, and the
French Designer Jean Paul Gaultier, both known for their strong lines and tailoring mastery.
Couture doesn’t have to be beyond reach. Alexandre Vauthier wants couture to be part of his
customer everyday wardrobe. As an example he paired some of his couture pieces with
denim jeans in order to create d a look that could be worn on the daily life, he called it
“Street Couture”
His creative universe is full of collaborations in different artistic universes: ready to wear,
stage costumes, parfums, music and interior architecture. Alexandre Vauthier remains
faithful to his glamorous and sensual aesthetic.
Sparkle an luxury are big parts of his designs, using around 250,000 Swarovski crystals in
just one Couture collection.
Brand Promise
- Alexandre Vauthier promises to his customers to create Haute Couture and luxury
pieces made of the highest quality materials that can be worn every day, creating a
“Street Couture” kind of look that will always keep them looking outstanding and
elegant even if they are just wearing a pair of jeans.
- Translating the emotion of the woman who wears his designs.

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Target Market
Couture clients and international celebrities are a good way to start describing the Alexandre
Vauthier target market.
As for celebrities we have seen hundreds of them wearing the brand pieces to the most
important events. A few of the ones who usually wear his designs are; Rihanna, Miley Cyrus,
Zendaya, Bella Hadid, Anna Dello Russo, Jane Fonda, JLO and Kendall Jenner, within many
others.
The target customer of Alexandre Vauthier is the women who was no age, she can be 25 or
she can also be 45. No matter her age she always looks young, elegant and of course,
impeccable.
The Alexandre Vauthier woman has a taste for the luxurious and garments with impeccable
constructions that can accentuate her silhouette. She is looking for investment pieces that will
last her a lifetime. She loves couture but is also looking to be able to wear it in her daily life.
The customers can only on multi-brand stores, such as Luisa Via Roma and Montaigne
Market or online retailers such as FWRD. Alexandre Vauthier is not sold everywhere, is
exclusive and his woman knows exactly where and how to find him.
Customer Profile:
Demographic Segmentation:
- Age: 25-45
- Gender: Female
- Income: +$50,000 / year
- Education: Some university / university graduate
- Profession: Professional, Entrepreneur
Sociocultural Segmentation:
- Culture: American – European
- Religion: Baptist, Catholic, Jewish, +
- Social Class: Upper Class – Middle Upper Class
- Marital Status: Single / Married
Behavioral Segmentation:
- Brand loyalty : Very loyal
- Store loyalty : Very loyal
- Usage rate : Medium
- User status: : Current user, potential user
- Payment method: : Credit/Debit card, cash, PayPal, apple pay
- Media usage : Social media, TV, magazines
- Usage situation: : Work, special events, social life

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Positioning Statement & Map
For woman with an eye for couture pieces Alexandre Vauthier is the fashion house for
couture that you will wear daily. An outstanding quality together with impeccable
construction results in magnificent pieces with futuristic and luxurious fabrics.
____________
1. https://www.wgsn.com/fashion/article/89745
2. https://www.alexandrevauthier.com/en/portrait
LuxuryMass Market
High Quality
Low Quality
Alexandre Vauthier
Alessandra Rich
The Attico
Balmain

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Trend Concept
Alexandre Vauthier will be looking at three of the four Mega Trends:
- E-Commerce and Digitalization
- Sustainability
- Social Media
The brand does not count with an e-commerce store and it needs to improve its social media
strategy. Sustainability will also be a key thing to look at if we plan to keep growing in the
upcoming years.
E-Commerce Strategy
Many luxury brands, including Alexandre Vauthier, have been hesitant to have online
stores and embrace ecommerce as a part of their retail strategy. But today, affluent
consumers have shown interest in buying luxury goods online.
Alexandre Vauthier is part of ecommerce multi-brands such as FWRD, Luisa Via Roma,
My Theresa and Printemps, to name a few. But it has still not yet developed his direct e-
commerce platform, which is potentially the most profitable online channel for the
company. An owned digital channel will be a key element to increase sales, brand
awareness, loyalty and take customers from all around the world inside the Alexandre
Vauthier World, in the upcoming years that will with no doubt be much more digital.
Virtual shopping will also be part of the e-commerce experience. Since it bridges the gap
between online and in-store, bringing human connection to ecommerce experiences. The
result is a true omnichannel experience that seamlessly merges online and brick-and-
mortar. The brand can connect with customers via chat, messenger, email or video with
online customers. Through this real-time connection, shoppers can ask questions, view
products, and get recommendations from a product expert while also browsing the entire
online catalogue of products without the need to be in the real store. The biggest PRO of
going digital is that consumers all around the world will be able to live the Alexandre
Vauthier experience in a virtual way. Also, having an e-commerce store will help to
reduce the impact of the pandemic.
The e-commerce strategy will have:
- Owned Channel: Direct E-Commerce
- Online to Offline
- Social Shopping: Organic and Paid
1. Direct E-Commerce:

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We will be working on an owned e-commerce with the goal of increasing sales and
immersing customers on the Alexandre Vauthier Universe.
2. Online to Offline
The possibility of buying online and picking up the purchase in the Alexandre Vautheir
store will be available. We know that many people still prefer to try on their outfits
before buying them, some people aren’t confident with ecommerce solutions and some
others simply don’t want to be bothered with couriers of returns of ecommerce purchases.
That’s why a majority of people still buy in bricks and mortar stores. If you have many
physical points of sale you also want them to be profitable and therefore you want people
to visit them. After the Covid-19 pandemic the integration between online and offline has
become even more important and IT solutions that allow customer to reserve products in
store, pick up in store (BOPIS) and book appointments in store are becoming even more
relevant.
3. Social Shopping
As ecommerce has grown over the last decade or so, it’s also evolved, changed shape,
and spawned numerous offshoots. One of those offshoots of the big ecommerce
revolution is social commerce — and it’s making a big splash. According to Adweek, the
top 500 retailers brought in nearly $6.5 billion dollars just in 2017. Social commerce, or
social shopping, is the inevitable meeting point of social media and commerce. It’s a way
to streamline the buying process for customers and increase the efficacy of social media
ads for brands. That trend is changing, with as many as 30% of consumers now say
they’d make a purchase on one of the major social platforms like Pinterest, Instagram,
Twitter, or Snapchat. That makes it a really good time for your retail business to get in on
the action. One of the first and most popular ways to transform social media into a sales
channel is the “buy now” button. You can find one of these on most of the big social
networks including Facebook, Twitter, Instagram, and Pinterest. But social shopping can
help grow your offline sales as well. Today’s consumers are looking for multichannel
shopping and brand experiences. That means we must create a cohesive and consistent
brand presence across all of the platforms where customers can find them.
We will be looking to 3 different channels of social shopping: Facebook, Instagram and
Pinterest.
For the advertising of the e-commerce store we will be focusing on both; paid-advertising
as well as organic content. Facebook and Instagram advertising will be key to bringing
our store traffic, leads and conversions. So, will be influencer marketing and email
marketing to keep customers and followers updated.

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Getting the word out of our new e-commerce store will be critical. We will bring our
customers attention with:
- Social Media
- Paid Advertising
- Traditional PR (Vogue, Love Magazine, etc.)
- Email Marketing
- Influencer Marketing
Social Media Strategy:
At the moment, the brand does not have a very consistent social media strategy, posts are
made every once in a while, without consistency and without following a specific story.
The Instagram stories are mostly featuring behind the scenes which is very good but still,
with no consistency and storytelling. Those are two things we will be working on.
Growing our social media and brand by influencer marketing will be very important.
Our social media strategy is based on the four following objectives and goals, that will be
tracked by a few specific metrics :
- Grow the brand = Awareness = (metric) followers, shares, likes, saves, etc.
- Turn customers into advocates = Engagement = (metric) comments, likes, mentiones,
conversation, etc.
- Sales & Leads = Conversions = (metric) website clicks, email subscriptions and
purchases
- Improve customer retention = Consumer = (metric) testimonials, social media
sentiment, average response time for customer service, etc.
Collection Strategy
Customers love Alexandre Vauthier fits, styles and fabrics, but customers may want more
daily wear in future collections to style with the retailer's elegant and sophisticated base.
As we all know, the COVID-21 pandemic left wanting more casual clothes, more ideal
for the everyday wear as events and parties are canceled. A big part of Alexandre
Vauthier’s collections include party wear; Swarovksi Crystal Dresses and silk pieces with
feathers, which considering the current situation might not be getting sold as much.
Taking a look into a sophisticated but casual designs, will be the right thing to do for the
brand at this time.
The classic Alexandre Vauthier customer will still be the same, but with a less
extravagant approach to fashion. Extending the collection into a more classic ready-to-
wear but still keeping the outstanding tailoring and sensuality of his designs is the plan
we are going for. It will also help increase the brand’s customer base, as they will be able

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to find new items such as: denim pieces, shorts, sweaters, day-time dresses and classic
blazers.
The new collection strategy is shifting Alexandre Vauthier into competing with some
other fashion houses, and some of the biggest I must say, such as Saint Laurent, and a
small piece of Isabel Marant. But still staying in the same area as The Attico and
Balmain.
With this in mind, the first order of business for Alexandre Vauthier is to increase its
product assortment with more fabrics, fits and styles.
To still stay in the brand’s original aesthetic, we will be also integrating the party accents
within the new and more casual items. Reframing party concepts to be home-friendly and
versatile to transition from outdoors to indoors.
“Comfort and versatility will continue to underpin consumer desirability as the industry
recovers from post-pandemic life and the recessionary consumer. Outdoor dining and an
indoors late night lounge, will solidify hi-lo, layering-focused outfitting in contemporary
fashion. A party capsule of eye-catching separates and investment-worthy dresses offers
newness to our consumer and warrants a buy-in. Pieces such as the party sweater that
feature a balance between fashion-conscious details and a familiar, core silhouette are
key, as they effortlessly integrate into a wardrobe of existing basics such as the slip dress,
body-conscious cut-and-sew and the premium legging.” Via WGSN
Regarding the fabrics, eye-catching silks, printed wovens and dimensional textiles such
as a metallic-like lurex or leather. Catering the demand for a comfort-first party dressing
can come with an elegant sweater that can go from day to night. Embellishments and
textural accents and a cozy but still accentuating silhouette.
_________
1. https://www.businessoffashion.com/articles/luxury/does-chanels-barely-there-e-commerce-strategy-make-sense-in-the-
pandemic
2. https://luxurysociety.com/en/articles/2018/10/luxury-brands-omni-channel-experiences-are-more-important-ever
3. https://www.thinkwithgoogle.com/future-of-marketing/digital-transformation/online-to-offline-marketing-strategy-
lessons/
4. https://www.wgsn.com/fashion/article/89632

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Technological Innovations
Smart players will start to embrace new technologies more than ever from now on.
Technological innovations are a window of opportunity; it brings customers new alternatives,
new values and a new ways to reinvent brands.
Since the advent of 3D printers, many brands, both big and small, have been looking into its
possibilities for on-demand production, to create new avenues for customization, sustainability
and creativity. Despite the fact it takes many hours to create, it results in less waste and proves
far less labor-intensive than other types of manufacturing.
3D printing was born in the 1980s and has long been used for “rapid prototyping.” Now, the
technology is accelerating exponentially and being employed to manufacture finished products,
including fashion and luxury goods.
Innovation Strategy
Taking into consideration that Alexandre Vauthier is a couture fashion house, we cannot
go for 3d printing in all of our products, this is why we will be developing a futuristic and
sustainable accessories line fully made by 3d Online Printing, with the option of
customers having their pieces personalized in order to create a one and only luxury
custom piece for them.
“Generally speaking, 3D printing is better suited to hard materials over soft materials and
geometrical shapes over organic shapes. This is why the luxury categories where the
technology is most widespread are jewelry, eyewear and watchmaking.” Via The
Business of Fashion
Eyewear, in particular, has most recently seized the potential of 3D printing to offer
consumers customized frames (with 3D printing the per item cost of producing one of
something the same as the per item cost of producing 10,000), and is exploring the
possibility of doing the same with optical components.
Objectives and Applications
Objective 1: Become more sustainable
Application 1: 3d Printing
As we strive for a sustainable future, businesses are looking for ways to optimise their
manufacturing processes to reduce energy consumption and waste – an approach known
as sustainable manufacturing. 3D printing is often viewed as one of the key sustainable
technologies, primarily due to two benefits: it facilitates more efficient designs and
creates less waste.

19. 19
In addition, companies can improve designs, consisting of several pieces, by redesigning
and 3D printing them as a single unit. It also reduces the number of parts that need to be
designed and manufactured into the final product.
Objective 2: Create a luxury experience
Application 2: Offer customization
This innovative collection will come with a limited number of pieces that are “made to
order”. This designs can have small customizations made by the client, such as the initials
of their name grabbed on a piece of jewelry. Also, customers will be able to adjust
several parts of the design, in order to reach a final result that has their personal touch.
As this product is made to order, the wait time will result into a maximum of 3 weeks to
receive it.
New Business Model
Key Partners:
- Alexandre Vauthier will be looking into a collaboration with a famous architect for
their “Innovation Collection” of 3d printing accessories
- Atelier: All Alexandre Vauthier products are made in France, the brand will continue
to work with the same people
- The brand will be acquiring 3d printing machines
- Maison Lessage will continue to work with Alexandre Vauthier for the embroideries
of the new sweaters and more relaxed winter collections
Key Activities
- Social media strategy
- Owned e-commerce store
- Digitalization
- Influencers
Value Propositions
- Haute couture that can be worn everyday
- An excellent construction on every design
- Impeccable quality
- We are satisfying customers who are looking elegant and sophisticated clothes but yet
relaxed for this periods
Customer Relationships
- Personal relationships with each customer
- Luxury experiences and customer centric relationships
- New investments in digitalized customer service

20. 20
Channels
- Customers will be reached by the new social media strategies
- Influencer marketing
- Paid advertising
- Organic content
- Traditional PR
Cost Structure
- The marketing is one of the most important costs of the brand as well as the digital
personalized customer experiences
- The production
- The materials
Revenue Streams
- Alexandre Vauthier customers are willing to pay a high price for his designs as they
are long-lasting, couture, and made with the best materials available
- The current prices of the brand are good
________________
1. https://www.businessoffashion.com/articles/technology/the-new-normal-the-innovation-imperative-is-here-to-stay

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Conclusion
Working with Alexandre Vauthier has always been a dream to me. I must say, it is for sure one
of my favorite fashion brands, together to some of its competitors. After making a deep analysis
into the new trends and digitalization the brand should make to get even bigger, more known and
reach a level of popularity like some of his competitors such as Balmain, I feel that I would still
like to work with this brand.
The potential Alexandre Vauthier has to become one of the biggest haute couture fashion houses
on the following years is very big. Following the trends mentioned in this report the company
will be able to grow in both aspects; brand awareness and revenue. While, by following the
collection strategy made, Alexandre Vauthier will start to open into a bigger target audience, and
even a new niche of the luxury lovers who are up for a bit of a more casual style, or at least a
combination of his most elegant pieces, with jeans and sweaters to go from day to night.
I personally see Alexandre Vauthier as a brand with a big future, and see myself working with
them someday.