How Deeluxe combines Who’s Next and Fashop to grow its retail network
We sat with co-founder Jean-Michel Sanchez to talk about the brand’s wholesale strategy.
With 1,200 points of sale worldwide, and more than 20 years of experience in the “casual chic” ready to wear that defined the style of the 2000s, Deeluxe owes its success to a clever mix of flair for trends and a meticulous wholesale strategy. Among some of the biggest booths at Who’s Next, the brand is also one of the trade show’s most loyal exhibitors. As the WSN group recently acquired Fashop, a B2B prospection platform focused on wholesale distribution, Jean-Michel Sanchez gives us his thoughts on this tool and the development opportunities it gives to a brand such as Deeluxe.
As a long-time Who’s Next exhibitor, what does the trade show represent for Deeluxe today?
We’ve been attending for 20 years, because the trade show has remained a reference. We started with menswear and gradually expanded our presence with the women’s collections. We now have two large booths that allow us to maintain strong visibility in the sector, season after season.
Tell us about Fashop: what are your thoughts on this tool?
Fashop is above all a good prospective tool, which a part of our sales team uses and on which we’ll be focusing more in the future. Its alliance with Who’s Next is interesting because it could allow for an even richer database of retailers for its clients.
How do you use it exactly?
We use it to identify sales prospects, through mailing campaigns organized by regions and specialized sectors. It allows us to target towns where we have little or no presence, and to direct our sales teams towards these areas where our potential might have been overlooked.
So Fashop allows you to identify new markets?
Yes, especially outside the big cities. Fashop’s mapping has allowed us to consider towns with 20 000 inhabitants that we don’t necessarily pay attention to, but which can actually be very relevant for our distribution.
