The SMCP guide for building a modern affordable luxury brand

The next stop for fashion? According to Parisian brands group SMCP—who has found success with the Sandro, Maje and Claudie Pierlot labels—that’s “accessible luxury.” Accessible luxury exists between the luxury and fast-fashion brands on the spectrum. SMCP says creating its labels is possible due to a combination of high-quality clothing and a quick production cycle, which lasts about three months. Speed is key in fashion when it comes to being in the right time at the right place: brands want to reach consumers with relevant offerings.

Vivaldi CEO and Founder Erich Joachimsthaler agreed with the fashion industry’s need for speed, telling Glossy, “Speed has always been the bane of the fashion cycle over the years. It’s not just Zara, it’s how we all shop these days.” SMCP’s strategy doesn’t just involve a quick production cycle but also a vast network of stores and a global online presence that delivers clothing to consumers. The company is also vertically integrated, so the lack of reliance on wholesalers keeps it nimble in the fast-changing industry. Its strategy acts as an example to many brands currently experiencing struggling sales, but SMCP promises even more growth for themselves.