CONTEXT
The E-artsup School collaborates with HEC to offer students from these institutions the opportunity to work together on a six-week certificate program.
Two certificates are currently available. In 2022, I obtained the Digital Transformation certificate, and this year, in 2024, I obtained the Digital Age certificate.
The aim of this certificate is to enable students from a variety of backgrounds to follow the development process of a startup.
For more information, please visit the HEC website by following this link.
As part of this program, I worked with a team including two marketing specialists from HEC, Adrien Sarg and Cyrille Kervyn, two intellectual property law students from HEDAC and Paris-Saclay University, Ann Tamalet and Christina Yammine, and a developer from Épitech, Bleuenn Cloteaux. Together, we had six weeks to create a startup.
We developed the ‘En Vogue’ project, a tool that allows clothing brands to collect competitive data on products on the market. The aim is to help them define their marketing and communication positioning strategy for their future collections.
(THE TARGET)
THE PROBLEM WE HAVE IDENTIFIED
One student in the group worked at a large luxury ready-to-wear company and identified a problem or lack of suitable tools for collection managers.
A collection manager (collection merchandiser) in the ready-to-wear sector coordinates the development and management of clothing collections. They analyze market trends, collaborate with designers to plan and optimize product assortments, and ensure that collections meet customer expectations. Their role is crucial in aligning the product offering with the brand's commercial strategy, maximizing sales, and reinforcing the company's luxury image.
These figures show that merchandisers are playing an increasingly central role in fashion companies, highlighting their growing importance in managing collections and adapting to market trends.
CAGR = Compound annual growth rate, taux croissance annuel moyen
Source: Fashion United interviews
20%
Collection managers waste time gathering market data.
Very
Monotonous
Often
Incomplete
Causes to lose
A lot of time
(PERSONA)
Thanks to Adrien Sarg's connections, we were able to get in touch with merchandisers.
We prepared a questionnaire to better understand their profession, analyze their needs, and find out what tools they currently have at their disposal.
Following these discussions, we were able to define a persona that will guide us throughout the development of the solution.
La solution web unique compilant toutes les données du marché libre pour les marques de mode
GRAPHIC CHARTER
4 features, including one killer feature
(SEARCH)
First, we have the Search feature.
It allows you to obtain information about competitors' products with a single click.
This is the Gallery view, which is the default view. All the products we searched for are listed by price or trendiness.
Trendiness is calculated using artificial intelligence that analyzes all competing products on the market in real time and creates a trend ranking.
Next, we have the pyramid display. The purpose of this display is to provide a visual comparison of the price or trendiness of products. As a result, we have less information about the products at first glance, as the purpose of this display is to show the ranking of products.
Finally, we have the results displayed in list or table form.
This display provides much more data about the products without having to open them in detail. In addition, it shows the average price, the price range since the beginning, the different colors available, as well as the name of the category and subcategory to which the product belongs.
We can also adjust the ranking of products according to all the parameters offered.
(MONITOR)
Next, we have the Monitor feature, which allows you to receive notifications when a brand launches new items or updates existing ones.
When you click on a product reported through Monitor, you will be taken to the product details page. Here is the information displayed on the product page.
(BOOST)
Then there's the Boost feature.
This feature unlocks the untapped potential of the collection with suggestions for quick wins.
(PREDICT)
Finally, I would like to introduce you to the killer feature of the En Vogue tool, which allows you to exploit the potential of prototypes to maximize the number of bestsellers.
More specifically, we can enter all the essential information about our product, and the Predict tool will show us where this product would be positioned in the market.
PROJECT CONTINUATION
(PRÉSENTATION)
If you’re interested in the project, here’s the rest of the presentation we shared with our mentors.
I didn’t work directly on this part — it was mainly prepared by the teammates who specialized in the topic: Christina Yammine, Ann Tamalet, Bleuenn Cloteaux, Adrien Sarg, and Cyrille Kervyn.
