French fashion brand Sézane has recently opened a pop-up store in San Jose’s Santana Row, marking a unique one-year presence in the area. Unlike typical short-term pop-up stores, this one is humorously referred to as a “slow pop-up” by consumers due to its extended duration. This extended model allows Bay Area shoppers more time to explore the Parisian brand, without the usual rush associated with limited-time events.
Founded in 2013, Sézane began as an online-only brand known for its simple yet refined tailoring, offering mid-priced clothing that embodies “French style” in everyday wear. The opening of this pop-up store in San Jose signals Sézane’s desire to strengthen its presence in the U.S. West Coast market. With product prices falling between fast fashion and luxury brands, Sézane offers items priced around several hundred yuan—higher than fast-fashion labels like Zara and H&M, but significantly more affordable than Parisian luxury brands.
Opinions on the pricing vary. Some customers appreciate the brand’s superior design and craftsmanship compared to fast-fashion alternatives, finding the price justifiable. One customer mentioned, “The clothes are more finely crafted than fast-fashion brands, the fabrics are of better quality, and they are still cheaper than designer brands, so I find it worth the price.”
On the other hand, some consumers feel the prices are too high, particularly for younger shoppers accustomed to fast-fashion prices. A basic sweater, priced at two or three hundred dollars, may not seem appealing to some, even if the quality is good. Some have mentioned that they would prefer to wait for a discount before making a purchase.
The Sézane pop-up store reflects the brand’s signature “Parisian apartment” aesthetic, featuring warm-toned lighting, wooden furniture, and neatly arranged clothing that evoke a French ambiance. However, unlike traditional stores, the pop-up does not stock a large inventory, and customers can have out-of-stock sizes shipped directly to their homes.
Sézane’s San Jose pop-up arrives amid a shifting retail landscape. Santana Row has seen an influx of mid-range and high-end brands, yet rising rents and the growing preference for online shopping have made offline retail challenging. The Bay Area is home to both affluent consumers who enjoy luxury goods and shoppers who gravitate toward more affordable options. Sézane’s positioning, straddling these two markets, will determine whether it can establish a lasting presence in San Jose.
As the “slow pop-up” store continues its operation, it offers Bay Area consumers not only a chance to discover a French fashion label but also an opportunity to experience a new shopping model.
