Etam is one of the leading brands for fashion essentials for young, urban, modern women, attracted by the key fashion trends of the season. Its development is based on three core product areas – the key fashion pieces, basic products and accessories. Its products fall into three different categories – city wear, casual chic that can be worn both during the week and at the weekend and weekend wear. Its accessories ranges are expanding in their own right, with priority positions in store and through the existing partnership with MOA. A significant proportion of stores in Europe have undergone renovation in order to allow for more stylish displays of collections and to organise how customers move through the store. Customers can now see the whole product range as they wish and, thanks to more frequent rotations, find new items on each visit. Store windows – the main means of conveying the brand image with the sales outlet itself – focus on the fashion essentials with simple, modern decor to highlight the products themselves, which can then be found easily inside the store.
Etam has a firm anchoring in the European lingerie market and is expanding its international presence. A market leader in lingerie in France, Etam now offers resolutely products at the crossroads of manufacturing know-how and fashion trends. Work is done on details and the quality of products, in order to offer the right quality/style/price equation. Made a star, the product is now at the heart of the brand approach.
The models are designed and developed at the Etam Tech Center in Mouvaux, from the design to the product thanks to the work of passionate experts, including designers, stitchers, suppliers and technicians. This unique know-how allows the company to offer traditional lingerie-making designed in France with outstanding quality standards.
A major component in its strategy, the Etam live show has become one of the most popular events of the Paris Fashion Week. Drawing on enhanced style and marketing strategy, the event confirms that the brand has its part to play in the world of fashion and increases its desirability. Etam plays in the big league, alongside the finest luxury brands.
Its collaboration with Natalia Vodianova, the quality of the collections, the new concept So West - urban chic shopping center in the west of Paris - launched 2012-, make the brand Etam very desirable and attractive in foreign markets mainly in the Middle East and Eastern Europe.
The brand’s strengths are attractive store windows and interiors, constant development of selling space with regular updates of high quality products and a high level of customer service. Collections based on harmony and coordination are designed to fit in with women’s lifestyles in each segment (city living, formal wear, casual wear). Breaking with the trend of seasonal collections through more frequent rotation of its ranges, the brand offers its customers extensive and coordinated collections that can be delivered in a shorter time. Thanks to control of the supply chain, sourcing has been optimised, allowing for greater reactivity and flexibility. 1.2.3 has decided to focus its advertising strategy on image and the strong trends of its collections with upscale store windows and interiors and visual marketing based on simple silhouettes, all shown on the 1.2.3 website and in the women’s press. The brand has been involved in the International Fashion and Photography Festival in Hyères, supporting talented young designers. This is a long-term commitment that has proven its merits.
Since August 2007, Undiz, the new trade name of the Etam Group, has been venturing into the world of lingerie. Bold brand, novel concept, cheeky communications... but what is Undiz?
Undiz was born out of a desire to offer today's girls with lingerie for their times. Far from being a female object adorned with seductive lingerie, girls of the third millennium can take care of themselves, are independent, self-sufficient and want lingerie that matches their spirit.
Freed of traditional fashion codes, Undiz lingerie is the art of Mix & Match. Playing with fashion, expressing one's personality and imagination by mixing underwear with overwear and having the freedom to combine them in an infinite number of ways. Treating oneself often and without guilt to low-priced products that are the latest thing: that's what Undiz is!
The brand also takes a novel approach by offering a mini-collection of underwear basics for men. Today's man has a freer relationship between his body and fashion, and his underwear is no longer merely functional, it is also trendy. The masculine side of Undiz adds to its innovative character, making it a brand in step with its times.