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From slow fashion French to glorified Zara *Analysing the fall of Sezane*
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- Опубліковано 12 сер 2024
- In recent online discourse, it seems that people are tuning away from French Girl brand Sezane. Less hauls and unboxings suggest that the once loyal clientele might not be coming back for more... Why is that?
In this video, we will look at some of the reasons other UA-camrs have given for giving up on Sezane, as well as my own thoughts around Sezane's international outreach efforts and the impact it had on its slow fashion brand.
Shoutout to Katie Louise for the inspiration!
#fashionmyths #frenchstyle #fashion #frenchgirl #debunking #sezane
I love Sezane and I also think your criticism is totally valid and it's something that worries me a lot. At the moment, they are still the best quality and style I can get at a similar price point (the department store brands where I live - in Europe - are either even more expensive and similar quality but I don't like the style as much, or slightly less expensive but the quality is significantly worse. I've depended on Sezane a lot in the past year as I've been trying to re-build my wardrobe with better-quality pieces that I really love, and I've been really happy with what I've purchased. I hope they won't completely give up on their ideals (though like you, I'm expecting this trend to continue unfortunately).
My comment will be long- as a Sezane customer for 6 years…
I believe that what I consume from them are pretty high quality: their basic products, natural materials and made in Europe items. Sezane is definitely not a cheap brand their new releases are priced higher. New bags are so overpriced for example. Last fall and this spring they had drops every week 😢, which was too much.
Since curated style and old money aesthetic became a trend they have more customers- it is funny when some luxury influencers state that old money (due to the economy crisis)was always their style while a few years ago they worn all branded. It’s also a shame that they rather choose mass influencers to advertise their products than the trustworthy ones who has less followers but more specific niche. I think it’s because of their new marketing and commercial directors hired from LVMH in 2023…
I hope they will not be the same brands like Nanushka or Bash where I used to shop but now their prices has skyrocketed since the investors arrived 😢.
Oh I didn’t know that about LVMH. Suddenly everything makes sense!
They are 100 per cent not a glorified Zara, The quality of Zara is appalling. I just thing they’re getting a bit over-saturated with stock and marketing and it’s spoiling the exclusivity of their brand. That said, you still very rarely see anyone wearing a Sezane piece when you’re out and about.
The clothes for men (Octobre) is so much better than what they make for women. It is almost impossible to find knitwear without lyocel, polyester or such, whereas the knitwear for men is almost exclusively 100% merino wool. They do know how to make garments with 100% natural fibres, but it i cheaper not to do so... Sezane used to be better.....
Long time customer, my first purchase from them dates back to 2015. The Gaspard cardigan which I still wear till this day. I only bought a few pieces here and there, maybe 3 a year until this year when suddenly alot of things really appealed to me and fit me well. I probably bought more than 20 pieces. But, though I rarely ever see anyone else wearing Sezane, I am not thrilled about the exploding use of influencers and giving out thousands worth of clothing for advertising. The number of drops is also concerning as they were never this frequent. It would be fine if they had one big summer collection and maybe released a few things every few weeks but this feels way more than that. I haven’t noticed any decline in quality (yet) and I plan to wear everything I bought for years, which to be honest, is what I find fab about Sezane as it doesn’t really date, alot of their clothes are pretty timeless. Their collaborations, whilst interesting, often are not pieces I would go for because though they are Sezane style, the patterns are generally not Sezane (I will exclude the Farm Rio collab as I really liked that one though I buy anything from it). I tend to agree, they do need to cut back on the volume and frequency snd stick with what made them special - well made, timeless, good fabrics/materials, great quality and made in Europe.
The Zara comparison is partially applicable with Sezane’s trendy, fast fashion pieces. Sezane started out on the good foot but seems to be catering to two main groups of consumers. The slow fashion and fast fashion groups. This will allow them to meet wider market demand and increase profitability. Let’s take a step back and acknowledge Sezane is a business, a for profit business.
So as a consumer with many options available, we are in control of what we purchase. Sezane provides fabric content. It’s our responsibility to decide if we are accepting of the material and price point. For example I do not, will not part with my money for a polyester or polyester blend item no matter how much I like the style and look, especially at Sezane’s price point. Nor will I spend money on a J. Crew polyester shirt that has been reduced to $25. I don’t want this material. Folks we are in control. There are too many clothing companies to purchase from to grapple with this. I’ve been apple to build a working wardrobe that I enjoy of natural fibers with a mix of brands. From Sezane, I buy the 100% cotton and silk items, some 100% merino wool items. I stopped buying the wool blend as they are expensive and uncomfortable to wear. Having since sold them.
It’s up to us to be conscientious and intentional shoppers. Don’t expect a for profit business to cater fully to you. Take responsibility and utilize your power as a consumer. Sezane is a seducer with clever marketing that draws emotional shoppers in. Please use rational reasoning when shopping.
There are a TON of synthetic dresses, tops, and shoes on their site now and the price points are outrageous! The Lily Dress, the Pippa dress, the Enza dress, and the list goes on....this is classic bait and switch; capitalize off the initial integrity of the brand and now switch out everything gradually for lesser quality at higher prices and bombard the customers with nonstop new collections. Buyer, beware! Shop secondhand to get the old quality pieces.
It's so sad to see that everything I like stopped being "all that" shortly before I found out about it. It's the case for Uniqlo and lilysilk too.
I love the idea of Sezane for several reasons, I love the bright and vivid colours, they are surprisingly hard to find these days without looking goudy. Everything is "muted" or greyed today. Bit not Sezane. I saw a woman wear a Betty in dark blue irl, and it was absolutely stunning. Those vivid colours are stunning. And quite necessary for me since muted colours make me look tired.
I love their attention to detail in the past collections. The little laces, the beautiful buttons, the clean hemms, and quite honestly their adorable knitwear.
Yet I agree that overall, I see a lot more polyester, a lot more fringe items in each collection, seemingly more collections than usual, and styles where you wonder "who made you do this?"
They also produce clothing mostly for "thin, very straight" figures, and there's nothing wrong with that per se, but it's difficult to find pants for example when you're not 1,80 m tall, and their dresses simply don't fit if you deviate from that "norm". I guess perhaps that is exactly the reason why they are introducing more synthetics? To make the garments stretchier and therefore "able to fit more bodies"?
It's part of growing as a brand, but it seems they are still losing their flavour in it.
It's funny you mentioned rouje. Whenever I saw an obviously gorgeous french style dress or top, it would always turn out to be rouje. But within the last 3 collections, I haven't seen a single thing I like. I also hate how unnecessarily revealing the slit of their wrap dresses is, it looks like h&m, and every single thing is polyester.
I wanted to oder stuff from them but the recent criticism on youtube has been stopping me from it.
What do you think about reformation? Would like to order from them as well
I can look into it...
@@Alice.in.Wonderlands that would be great. Thank you!
Personally I would never buy anything new from Reformation. They're so popular that you can find their dresses all over Poshmark and Depop for enormous discounts because people wear the dresses to one wedding and resell them. I have purchased from them secondhand and would do so again, I just don't think they're worth the full price tag or really a brand worth supporting. They rely on viscose as their main material which is a natural fiber but it's not really anything special and in my opinion doesn't feel super great against the skin (I feel like it also gets smelly faster than other materials when you sweat in it). You'll also find that they rely on smocking on the back of most of their dresses to make the fit more adjustable, which I kind of like for comfort but some people think it looks cheap. Their sustainability claims are also a little shady and in my opinion not very well backed up. I can't speak to the quality of their other clothing items but given how many garments they produce I wouldn't expect anything amazing.
@emmavanorden9452 i live in Germany and unfortunately Poshmark and Depop are bot a thing here. And I didn't find much on the apps they have here, therefore the original site is where I'd need to order from, as it's not popular at all here. I am interested in their Linen pieces mainly
@@chipchap5808 Oh interesting! Yeah their linen pieces could be worth a try.
I have a problem with them, i have bought the same leather jacket 4 times and each time i have had the same problem, the buttons have rust on them and for a jacket being almost 400€ it HAS TO BE in immaculate condition. I will try again in September for my birthday, because the jacket is exactly what ive been looking for, but they have to get it together with the condition of it-its so annoying 🤨🙁
Oof that sounds annoying indeed!
Lyocell is not a natural fiber. It uses toxic chemicals during production.
However "Tencel" is a Austrian brand of material that works in closed circuit (the chemicals used are not getting out of the factory, from what I understood) 🙂
oooh thanks for letting me know!
Recent Sezane customer here. I own four elegant basic T shirts and have another on the way (i also ordered some jeans to try on).
Looking at the website, i can understand the Zara comparison. A lot of the patterned items dont appeal to me. I also hate seeing how many pretty dresses are made of synthetics
Enjoy your new orders, and I hope the jeans are good :)
Thanks! Hoping the Brut Sexy helps my flat bum 😂
I think they are owned by Intex? Just like zara and many other brands.
What do you think about the knitwear
From what I saw still a lot of wool which is great! Still, I am missing something 'iconic' that makes it Sezane...
@@Alice.in.Wonderlands I think the Betty cardigan which is 100% merino wool is the type of knit they should make more of. Even 50% merino 50% cotton would be much better than using itchy mohair and adding polyamide.