French fashion brand Sézane recently opened a one-year pop-up store on Santana Row in San Jose. But unlike ordinary short-term pop-ups, this store is nicknamed a “slow pop-up” by consumers because it is expected to operate for a year. This model gives Bay Area consumers more time to engage with the Parisian brand without the pressure of flash sales.
Sézane was founded in 2013 and started with an online sales model. It focuses on simple tailoring and mid-priced clothing. The brand emphasizes “French style” daily wear. The choice to open a pop-up store in San Jose this time means that the brand hopes to further contact the US West Coast market. Sézane’s products are priced between fast fashion and luxury brands. The prices are around a few hundred yuan, which is much higher than the prices of fast-moving consumer brands such as Zara and H&M, but still far lower than the prices of luxury brands in Paris.
Consumers have mixed opinions on price. Some customers believe that Sézane’s design and tailoring are better than ordinary fast fashion brands, so the price is acceptable. One customer said: “The workmanship of its clothes is finer than that of FMCG brands, and the fabrics are better. The price is cheaper than designer brands, so I think it’s worth it.”
But some consumers think the price is too high, especially for young people who are used to fast fashion. A basic sweater costs two to three hundred dollars. Even though the quality is good, the price is not that attractive compared with some niche brands. After trying it on, some customers said they would rather wait for a discount before considering purchasing.
The decoration style of the Sézane pop-up store continues the brand’s consistent “Paris apartment” concept, creating a French atmosphere with wooden furniture, warm-colored lighting and neatly arranged clothing. But unlike traditional clothing stores, there is no large inventory in the store and no suitable sizes that can be mailed to your home.
Sézane enters the San Jose market at a time when the retail environment is undergoing an adjustment. Santana Street has attracted more and more high-end and mid-range brands in recent years. However, high rents, coupled with the shift of consumer shopping habits to online, make offline retail operations challenging. The Bay Area has both high-income groups who are willing to consume luxury goods, as well as consumers who prefer brands with more affordable prices. Sézane is positioned between the two. It will take time to see whether Sézane can gain a firm foothold in San Jose.
Currently, this “slow flash” store is officially operational. For Bay Area consumers, this is not only an opportunity to get in touch with French fashion brands, but also an attempt at a new shopping experience model.