Collections slowing down, orders down and brand purpose to be realigned : Young brands and designers are doubling their resourcefulness to remain committed, to adapt, to question the role that fashion will give to sustainability, the way we will consume it to reinvent an outdated system.
Charlotte Dereux , co-founder of Patine, a 100% “women’s, digital native, sustainable but not boring” brand, explains how to readjust their strategy without letting go of their commitments to continue to exist after the crisis.
courtesy of patine.fr
Her definition of PATINE
A dream brand, A dream wardrobe: new ethical fashion essentials in modern and not boring comfortable versions, inspired by the retro streetwear of the 80/90s. Clothing to love for a long time and to wear often, manufactured in small volumes on a regular basis to avoid stocks and guarantee anti-waste.
Brand purpose
First of all, to be a fashion brand and not just a “green” label, to question the place that fashion gives to sustainability and the way we consume it, to engage our community and make the experience of a sustainable purchase fun and joyful.
courtesy of patine.fr photo Francois Rouzioux
PATINE’S FUNDAMENTALS
Transparency
Neither collection- nor seasonality
Sustainable and responsible: Organic cotton 60% / 40%* recycled organic cotton, GOTS prints, water-based inks
Short circuits: French and European manufacturing
Digital first: direct sales = fair prices
Co-creation with the community
courtesy of patine.fr
BUSINESS MODEL AT THE SERVICE OF THE BRAND CONVICTIONS
– No collection, no season, but one piece of clothing after another, in materials co-created with partners or sourced for their qualities and responsible design.
– Sustainable transparency: For each garment calculate and display its carbon impact, water consumption and water pollution compared to a standard garment.
– Fair production and sales: no stock and no sales. Maintaining a fair price allows investments in quality and responsible materials.
– Re-Edition of key basics and introduction of a few new pieces per year.
– Slowing down the production cycle to make the product desirable rather than push for impulsive purchase.
– Engaging the community before designing a product: participation in questionnaires until the garment is released.
– Direct sales
courtesy of patine.fr
HOW TO COMMUNICATE WITH COMMUNITIES
– Be in constant conversation with clients, listen and respond to their needs and expectations.
– Co-create the products
– Use instagram as a channel for sharing experiences, for sincere intimacy,
– Be thankful: “feel good” gifts included with the order
HOW TO EXIST AND CONTRIBUTE DURING and AFTER THE COVID
Action:
3 days after the start of confinement, implementation of a simple code, LATER, which allows post-confinement delivery. Benefits: Reduce the load of non-essential goods on carriers and support the brand by anticipating purchases.
– Each time a product is updated, connect the purchase to an act of “give back” to the Secours Populaire for example.
– Remain active on Instagram to share citizen convictions and a brand that is committed to the community
– Non-stop creativity and sharing on the networks: confined shootings, collages…Keep the smile, always.
courtesy of patine.fr
PATINE AND POST-CRISIS FASHION
For Patine, the brand sustainable business model won’t change and is reinforced by the support of the state and the general solidarity of the community.
Getting ready for the future: Continue to engage the community by bringing joy and meaning. Return to sobriety, reinforce circular economy. Thinking in start-up mode even if this term is obsolete, these fundamentals are more relevant than ever: Strong stories for passionate people, “human first” teams and the joy of making a useful contribution.
Also collaborate with competitors to maximize complementarities, find useful niche markets respectful of resources.