Unisex sneaker brand Garçonne & Chérubin strengthens its digital positioning
In a general context of questioning the economic model of the fashion industry, Garçonne & Chérubin has chosen to reposition itself as close as possible to its customers.
Since its founding in 2014 on the internet via social networks, the French brand has promised quality unisex shoes at an affordable price.
"With the emergence of digital-native brands, what seemed cheap in 2014 in France became 'expensive' in 2020. Our online acquisition costs exploded and we had to rethink our strategy, starting from our digital DNA and the values we want to convey," says the founder.
By listening to its customers, the brand has decided to pivot its offering, reducing its prices by 20% . A pair of sneakers that previously sold for €170 is now available for €139.
With this new direction, Garçonne & Chérubin joins the DNVB (Digital Natives Vertical Brands) movement, these brands which offer a narrow, quality offering with a relationship of trust and proximity with its customers .
Beyond the price, it is the general direction of the company that has been rethought, starting with its brand mission :
"We are trying to experience this crisis not as an obstacle but as an opportunity to reinvent ourselves, prepare for our future with greater agility and strengthen our ties with our community to offer them products that suit them, while accelerating our ecological transformation ."
A transformation that began in 2019 with a range of 100% vegan sneakers and which continues in 2020 with the use of 50% recycled soles for their entire collection.