Isabel Marant: The Success of a Modern Parisian Brand
By: Sonia Zmihi
Feminine and very chic, but never too much, Isabel Marant’s creations are the sartorial interpretation of the very coveted Parisian style.
The worldwide success of Isabel Marant’s brand, thanks to her know-how on being sophisticated and casual at the same time, intrigues and inspires women around the world.
This is what you need to know about one of the biggest stars in this new generation of French designers.
In 1989, at just 22 years old, Isabel launched her first collection of knitwear called “Twen”, which has now become a her core collection. In 1995, she organized her first fashion show where she asked her friends to model for her. Her minimalist style immediately caught viewers’ attention and her designs were instantly in headlines of major publications. Soon after that Isabel opened her first boutique on Rue Charonne – which is one of the most notable Parisian fashion streets – and her clients were able to shop the luxe-bohemian style collections.
Fast forward 20 years later and the designer’s vision still hasn’t changed. She dresses women so that they feel beautiful but also comfortable, even on a scooter ride to the Sunday morning markets. Her ultimate rule – if I wouldn’t wear it, I won’t create it. As simple as that, Isabel knows what she wants and is not afraid to say it. A philosophy that has helped her reach her success today.
A Blazing Growth
Isabel Marant’s ability to design statement pieces, such as the extremely popular wedge sneakers that every fashion follower coveted in 2010 and are now a part of the brand’s DNA, has led to exponential growth. With 25 stores in 15 countries, the company’s size has quadrupled in the last four years, reaching 150 million euros in revenue between her main brand and her diffusion line, Étoile. To adjust to this expansion, Isabel Marant was forced to leave her Paris loft in 2012 to better accommodate a large and fast-growing team. And it didn’t stop there… On June 21, 2017, the designer decided to take on a new challenge.
A Global Presence, In One Click
To reach an international audience and give global consumers a chance to get their hands on their own piece of Isabel Marant, the designer decided to go digital; she took the leap and launched her own e-commerce website. After all, what is the most effective way to grow your business in the modern fashion market? To support the transition towards digital and boost her global strategy, Isabel was able to rely on the Montefiore investment fund, to which she had entrusted a majority of shares. Her e-commerce website was a blessing for foreign customers, especially for those in the United States, where the brand had been tremendously successful since the collaboration with H&M in 2013.
Designed by June 21st studio, which has worked with other luxury brands such as Hermès and Lacoste, the website offers shipping to more than one hundred countries – a great way to introduce the Isabel Marant brand to the world. To diversify its product lines, Isabel launched her handbags and accessories line. A not-so-surprising direction, especially since her husband, Jerome Dreyfuss, is another great talent in French fashion, already known for his handbags and accessories around the world.
In addition to its e-commerce strategy, the brand has taken full advantage of social networks as a platform to develop its global communications. We have put together an infographic to illustrate the success and performance of the brand. Here are our results:
The small French brand has undoubtedly become a rising star and has taken full advantage of digital tools to establish itself internationally, despite the fashion industry being a highly competitive market.
Do you also love Isabel or have other examples of successful French brands? Feel free to share your comments.