Les Lunes is a lifestyle fashion brand founded in 2011 by Anna Lecat and Melanie Viallon. It designs comfortable, feminine clothing made from premium bamboo fabrics in Paris and manufactured ethically in Shanghai. Les Lunes aims to provide timeless, versatile pieces through a slow fashion approach rather than fast fashion. Over several years of testing products through e-commerce and pop-up stores, Les Lunes has established a base of over 1,000 loyal repeat customers and is now launching its own retail stores.

1. The only thing sexier is you.

2. Les Lunes was founded in 2011. Les Lunes was founded by repeat entrepreneur Anna Lecat and French designer Melanie Viallon.
Together they imagined a fashion brand that would leverage Paris, France fashion expertise and Shanghai, China production
capabilities for a unique positioning in the US market. Les Lunes stands for stylish, feminine, and comfortable clothing made
ethically with Parisian flair.Away from the fast fashion and quick-fix cheap brands, Les Lunes is a leader of the slow fashion
movement. Design and fit is engineered in Paris while the garments are ethically made in the company managed Atelier in
Shanghai.The versatile collections are made from premium soft fabrics sourced from bamboo and include Foundations, Lingerie,
Activewear, Casualwear, Ready-to-Wear, and a Men’s Underwear and Loungewear lines.
Anna Lecat is a repeat entrepreneur with a successful track record. In 2001, she founded Streamline Alliance, a supply chain
management company headquartered in the US with offices in China.The business has been helping US and European Corpora-
tions produce quality manufactured good in China for many years, especially in a luxury sector, and continues to be a healthy
profitable business with 30 employees.
Melanie Viallon is a graduate from the distinguished Esmod Fashion School in Paris, in Fashion design and Fashion Business.
Founded in 1841 by Alexis Lavigne, the master tailor to the Empress Eugenie, Esmod is the oldest fashion and design school in
the world, and to this day it teaches exclusive and patented methods of pattern making. Melanie focused her early career on
lingerie, with the belief that lingerie should be tailored to accentuate the beauty of the wearer.Thanks to Esmod’s teaching, she is
known to design clothes with perfect fit.After years of working in fashion business at Omnium Group, a major French fashion
company, she joined Anna Lecat to create Les Lunes.
Les Lunes is a lifestyle fashion house that marries
comfort and sexiness for a timeless wardrobe.
Brief history:

3. Together, they established Les Lunes with the following credo:
We know fashion happens on real bodies, not in pretty drawings or on runway.
We believe clothes exist for the customer, not for the egos of designers and marketers.
We create super-soft, effortlessly sexy clothes that soothe, flatter, and instill confidence.
We make one line of beautiful, high-quality clothing for everything you do and everywhere you go.
Early years: Creating a collection
Credo:
From 2011 to 2013, the Les Lunes team has been busy creating a collection.
A typical fashion house needs at the average 50 models, each available in 4
to 6 sizes and several colours. First Les Lunes looked for adequate fabrics and
dying process to support its credo of a comfortable yet sexy clothing.After
several attempts and trials, Les Lunes identified rayon made of bamboo, for
its softness comparable to silk, its breathing capabilities, and the renewable
raw material.
Then, Les Lunes worked with sister company Streamline Alliance, to establish
an Atelier in Shanghai, where 40 seamstresses have trained in making
luxury clothes out of the fabric, a fabric which exquisite softness makes it
difficult to saw. Establishment of this technically sophisticated production
facility gave Les Lunes a unique competitive edge in the fashion industry
where vertical integration is extremely rare.
A Parisian office is created, to design unique products that guarantee Parisian elegant style and perfect fit. Hiring pattern
makers trained only at the best pattern-making school of Esmod, the Parisian team is daily connected to San Francisco office
to react fast to customer expectations and needs.They follow a unique measurement chart developed in-house based on the
years of research and data of the customer base.These techniques and technologies differentiate Les Lunes and contribute
greatly to its high customer conversation rates.With the facilities and international teams integrated, Paris and Shanghai
teams are able to perfect each detail and produce an excellent product.The result is an extremely low merchandise return rate
(some of the lowest in the industry).

4. For a couple years, in 2014 and 2015, Les Lunes has been using agile product development techniques to test its product in the
market and refine the collection. Les Lunes presented the collection through e-commerce, using both its landmark site
(www.leslunes.com ), and direct sales site such as Gilt Group and Zulili, as well as through numerous Private Styling events
organized in Bay Area. Les Lunes was able to get feed-back on its collection from 2000 paying customers, constantly refining its
collection.
Throughout the experimentation, Les Lunes was able to establish that 70% of new customers become repeat customers, spending
an average of $500 per quarter with the brand. Repeat customers typically go back to the original method of purchase, or default
to the Les Lunes website when the original channel is not available anymore.
Early 2016, Les Lunes tested retail conversion rates in a pop-up Concept Store La Vie est Belle (1833 Union Street, San Francisco).
The test ran successfully in February and March 2016, with conversion rates 6 out of 10 walk-ins, 300 USD average ticket, with a
stable generation of repeat customers and the store as a destination.

5. With international team of 50 people in San Francisco, Paris and Shanghai, over 1000 repeat customers, a collection
of 75 pieces, totalling 600 SKUs, a warehouse in Corte Madera with 10 000 pcs in stock, and proven conversion
rates, Les Lunes is launching its branded lifestyle stores in the Bay area.
Retail Development:
Parisian
Soft
High-End Quality
WelcomingWarm
Natural Artisan
Green

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