{"id":3316,"date":"2023-10-06T16:45:30","date_gmt":"2023-10-06T14:45:30","guid":{"rendered":"https:\/\/fitle.com\/2023\/10\/06\/the-5-most-powerful-fashion-dnvbs-in-france\/"},"modified":"2024-10-22T20:32:50","modified_gmt":"2024-10-22T18:32:50","slug":"the-5-most-powerful-fashion-dnvbs-in-france","status":"publish","type":"post","link":"https:\/\/fitle.com\/en\/the-5-most-powerful-fashion-dnvbs-in-france\/","title":{"rendered":"The 5 most powerful Fashion DNVBs in France"},"content":{"rendered":"<p>Do you know what a <strong>DNVB<\/strong> is? If you don\u2019t (yet) know the meaning of this acronym, there\u2019s no doubt you are familiar with some of them. These independent companies, known as <strong>&#8220;Digital Native Vertical Brands&#8221;<\/strong>, emerged on the Internet. They have experienced phenomenal success; according to a study conducted by Digital Native Group, there were <strong>344 in France in 2019 compared to 592 in 2021<\/strong>. Their combined revenue reached <strong>\u20ac2.7 billion<\/strong>, with growth significantly outpacing traditional retail. <strong>More than 60% produce in France, and nearly 45% of them are led by women.<\/strong> The fashion industry is one area where these companies have seen particularly remarkable growth. How can we explain this success? Here are some insights with a brief overview of the <strong>5 most powerful fashion DNVBs in France.<\/strong><\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-585\" src=\"https:\/\/blog.fitle.com\/wp-content\/uploads\/2023\/10\/Illustration-DNVB-1024x576.png\" alt=\"Illustration of a man shopping online\" \/><\/figure>\n<h2 class=\"has-x-large-font-size\">Anatomy of Success<\/h2>\n<h3 class=\"has-large-font-size\">A Digital Project<\/h3>\n<p>These companies share a number of common points that were conceptualized from their inception. They have relied on a <strong>vertical and direct operation<\/strong>. The distribution of their products is done via e-commerce through their own <strong>online store<\/strong>. The purchase is made with a single click, favoring impulse buys. Promotion relies on the power of social media and digital word-of-mouth. However, this alone likely does not explain their success. Each of these successful companies has managed to be innovative and disruptive enough to establish itself and conquer its niche. This conquest, often rapid, has mostly been achieved through a policy of <strong>aggressive pricing or by identifying a niche market in which the brand has established itself.<\/strong> Furthermore, they often place the question of values at the heart of their project. For the clothing sector, this notably includes eco-responsible production or the &#8220;Made in France&#8221; certification, but these are not the only values.<\/p>\n<h3 class=\"has-large-font-size\">Certain Advantages<\/h3>\n<p>The choice to found a digital company rather than a traditional physical business is not just a passing digital trend. It is also a sound economic choice.<\/p>\n<ul>\n<li><strong>The absence of stores<\/strong> and intermediaries allows for significant cost reduction. E-commerce plays its role perfectly here. For fashion DNVBs, a size recommendation tool like that offered by Fitle ensures personalized and effective advice.<\/li>\n<li><strong>The brand identity is very strong<\/strong>, built on clearly displayed values. This helps to solidify a community of loyal consumers who share these same values. This community serves as a very effective and completely free advertising vector.<\/li>\n<li>Born on the Internet, these brands <strong>master all the codes<\/strong>. They utilize the possibilities offered by each of the most popular social media platforms. They have thus become adept at the art of &#8220;storytelling.&#8221; Their primary target is the group of &#8220;millennials,&#8221; those consumers born at the beginning of the 21st century with a phone in hand. Through constant interaction with their customers on Instagram, YouTube, TikTok, or Facebook, they gather data and increase their notoriety.<\/li>\n<\/ul>\n<h2 class=\"has-x-large-font-size\">Five Powerful Fashion DNVBs in France<\/h2>\n<h3 class=\"has-large-font-size\">Le Slip Fran\u00e7ais<\/h3>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" class=\"wp-image-586\" src=\"https:\/\/blog.fitle.com\/wp-content\/uploads\/2023\/10\/Logo-Le-Slip-Francais.png\" alt=\"Logo of Le Slip Fran\u00e7ais\" width=\"400\" height=\"400\" \/><\/figure>\n<p class=\"has-link-color\">One of the most well-known and iconic DNVBs. Its founder, Guillaume Gibault, freshly graduated from a business school, took on a challenge in 2011: <strong>to sell underwear<\/strong>. He rose to this challenge by working on a very original positioning at the time. Each pair of underwear sold would be entirely made in France. The time was not yet ripe for the reindustrialization of France, making this a bold bet. This gamble paid off through highly effective communication around quirky products like the <strong>&#8220;underwear that smells good,&#8221;<\/strong> which incorporates fragrance microcapsules. By relying on a communication style that doesn\u2019t take itself too seriously, <a title=\"Le Slip Fran\u00e7ais\" href=\"https:\/\/www.leslipfrancais.fr\/\">Le Slip Fran\u00e7ais<\/a> has managed to consolidate its success. The company now has its own stores and has expanded its product range (men&#8217;s and women&#8217;s fashion, accessories\u2026). The brand&#8217;s ethical commitment has only strengthened, propelled by a proudly displayed slogan: <strong>&#8220;Changing fashion, changing the world.&#8221;<\/strong><\/p>\n<h3 class=\"has-large-font-size\">Asphalte<\/h3>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" class=\"wp-image-593\" src=\"https:\/\/blog.fitle.com\/wp-content\/uploads\/2023\/10\/asphalte-logo-RGB-marine3x-f2079f3d-e803-4996-a483-d09eb53bbd2c-2-1024x208.png\" alt=\"Logo of Asphalte\" width=\"512\" height=\"104\" \/><\/figure>\n<p class=\"has-link-color\"><a title=\"Asphalte\" href=\"https:\/\/www.asphalte.com\/\">Asphalte<\/a> is a company based in Bordeaux, originally specialized in ready-to-wear for men. Its founder, William Hauvette, has managed to develop a very high level of brand loyalty, with <strong>75% of its customers repurchasing a product within 24 months<\/strong>. This is the perfect illustration of the concept of community. However, this community can only aggregate around a strong value, and Asphalte has understood this perfectly. The company claims its <strong>eco-responsible<\/strong> philosophy. Quality clothing that is cheaper than elsewhere and designed to last: that is the promise. Stocks have nearly disappeared since clothes are only produced after the closing of a pre-order campaign. Even more original is the <strong>brilliant idea of co-creation<\/strong>. Customers fill out a questionnaire to help the brand determine the clothes for the upcoming collection. <strong>The concept of &#8220;consum\u2019actors&#8221; has never taken on such a dimension.<\/strong> Thanks to these values, which are the brand&#8217;s standards, success remains unwavering. <strong>Asphalte is now successfully entering women&#8217;s ready-to-wear and has solid ambitions for international expansion.<\/strong><\/p>\n<h3 class=\"has-large-font-size\">Balzac Paris<\/h3>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" class=\"wp-image-594\" src=\"https:\/\/blog.fitle.com\/wp-content\/uploads\/2023\/10\/logo-balzac.png\" alt=\"Logo of Balzac Paris\" width=\"306\" height=\"122\" \/><\/figure>\n<p class=\"has-link-color\">The bow tie. That was originally the niche of <a title=\"Balzac Paris\" href=\"https:\/\/balzac-paris.com\/\">Balzac Paris<\/a>, a small family business founded in 2014 by a trio of entrepreneurs. Committed to <strong>an eco-responsible approach<\/strong>, the company has climbed all the rungs of success. It has even become a <strong>&#8220;mission-driven company&#8221;<\/strong> by agreeing to donate a portion of the profits from certain products to Emma\u00fcs. Balzac Paris relies heavily on feedback and wishes from its community. It must be said that Chrysoline de Gastines, co-founder and former community manager at &#8220;Marie-Claire maisons&#8221; and &#8220;Marie-Claire id\u00e9es,&#8221; has a deep understanding of social media and digital communication. Balzac Paris, which has recognized the benefits of the <strong>size recommendation tool developed by Fitle<\/strong>, continually diversifies its activities: men\u2019s and women\u2019s ready-to-wear, leather goods, and a project for cosmetic products in 2024. In 2022, it opened its first store in Paris, signaling that <strong>DNVBs are also capable of transcending their own codes.<\/strong><\/p>\n<h3 class=\"has-large-font-size\">S\u00e9zane<\/h3>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" class=\"wp-image-591\" src=\"https:\/\/blog.fitle.com\/wp-content\/uploads\/2023\/10\/Logo-sezane.png\" alt=\"Logo of S\u00e9zane\" width=\"500\" height=\"350\" \/><\/figure>\n<p class=\"has-link-color\">This relatively young company was founded by Morgane S\u00e9zalory in 2013. By betting on a strong customer relationship, <a title=\"S\u00e9zane\" href=\"https:\/\/www.sezane.com\/fr\">S\u00e9zane<\/a> fully utilizes social media. The number of photos or videos posted by satisfied customers is countless. A brand couldn\u2019t hope for better publicity. Morgane S\u00e9zalory also masters <strong>marketing codes<\/strong> by offering two annual collections and monthly collections with very limited quantities. This winning strategy triggers <strong>impulse purchases<\/strong>\u2026 The opening of the <strong>&#8220;S\u00e9zane Apartments&#8221;<\/strong> for direct sales further<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you know what a DNVB is? If you don\u2019t (yet) know the meaning of this acronym, there\u2019s no doubt you are familiar with some of them. These independent companies,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":2553,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[],"class_list":{"0":"post-3316","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fashion"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The 5 most powerful Fashion DNVBs in France - Fitle.com<\/title>\n<meta name=\"description\" content=\"Independent companies known as \u201cDigital Native Vertical Brands\u201d have emerged on the Internet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fitle.com\/en\/the-5-most-powerful-fashion-dnvbs-in-france\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 5 most powerful Fashion DNVBs in France\" \/>\n<meta property=\"og:description\" content=\"Independent companies known as \u201cDigital Native Vertical Brands\u201d have emerged on the Internet.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fitle.com\/en\/the-5-most-powerful-fashion-dnvbs-in-france\/\" \/>\n<meta property=\"og:site_name\" content=\"Fitle.com\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-06T14:45:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-22T18:32:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fitle.com\/wp-content\/uploads\/2024\/05\/Illustration-DNVB-1024x576-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charles Nouboue\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charles Nouboue\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/\"},\"author\":{\"name\":\"Charles Nouboue\",\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/#\\\/schema\\\/person\\\/e8421185776d0f2cf6418e0859b33bba\"},\"headline\":\"The 5 most powerful Fashion DNVBs in France\",\"datePublished\":\"2023-10-06T14:45:30+00:00\",\"dateModified\":\"2024-10-22T18:32:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/\"},\"wordCount\":1027,\"image\":{\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/fitle.com\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/Illustration-DNVB-1024x576-1.png\",\"articleSection\":[\"Fashion\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/\",\"url\":\"https:\\\/\\\/fitle.com\\\/en\\\/the-5-most-powerful-fashion-dnvbs-in-france\\\/\",\"name\":\"The 5 most powerful Fashion DNVBs in France - 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