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Brand Analysis | Techsaga Corporations
October 10, 2023
Team Techsaga

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Zadig & Voltaire – Brand Analysis

1. About the Brand:

Zadig & Voltaire, founded in 1997, is a luxury brand known for freedom, creativity, and audacity. With a 99/100 score on France’s gender equality index, the brand seeks passionate individuals to address social and environmental challenges in the 21st century.

 

a. Brand History-

Zadig & Voltaire, founded in 1997 by Thierry Gillier, is renowned for its use of luxurious materials like cashmere, silk, and leather. Unisex clothing brand 

The brand is named after an 18th-century French philosopher named Voltaire who wrote The Book of Fate (Zadig ou la Destinée). Like the brand, Voltaire was a contemporary rocker – breaking the rules and seeking new ideas.

Zadig & Voltaire advocates an “effortless” luxury. It rejects the elitist and distant attitude of the traditional luxury sector and refuses to promote an inspirational world that no-one believes they can attain.

 

b. Leadership-

Founder- Thierry Gillier and artistic director Cecilia Bönström

Chief Executive Officer– Remy Baume.

 

c. Funding/Subsidiaries:

  • Funding

  • Subsidiaries

EU,Europe,Middle east And Africa (EMEA)

 

2. About Their Social Media:

  1.     Their Social Media Presence channels 
  2.     Their Social Media Audience (Followers & Engagement Ratio)

 

Page likes- 741K

Followers-1.2 M 

Engagement: 4k-18k

Followers:102K

Engagement:

Image posts: 200-500 Likes

Videos: 250-800 Likes

Followers: 15.9K

  • Tik-tok

 

c. Their Social Media Campaigns-

  • Fall-Winter campaign

  • Spring-Summer campaign
  • VoltAIRe Programme: Main goal: Protecting the air, our shared asset. Protecting the air also means preserving our art over time and our freedom to create.

d.  Their Social Media Collaborations-

  • Publicist PR
  • Colliers is pleased to announce its successful collaboration in facilitating the opening of the Zadig & Voltaire shop in Prague
  • 2019: Zadig & Voltaire Hooks Up With Kate Moss for Handbag Line and More. Kate Moss- Katherine Ann Moss, is a British model.

 

3. Brand STP:

(Segment, Targeting, Positioning)

a. What Segment they are focusing on means who’s their potential customers in terms of psychography, demography, and behavior?

  • Psychography– Feminism with Women’s Empowerment: She is stylish, bold, socially aware, expressive, and very feminine at the same time.
  • Behavior- a daring woman who is not afraid of fashion.
  • Demography- Women aged 20 to 50 years 

b. Who’s coming on their final targeting list?

Young Women

c.  How’s they are positioning their brands in front of them

1. What is their brand positioning statement?

Accessible luxury brand

1. What are their brand taglines?

“effortless” luxury

iii. What have been their campaign slogans so far in their marketing and position statements?

Girls can do anything
Girls can say Anything

 

4. Marketing Mix:

 

a. Their Products/Inventory or inventory size

The majority of feminine products – Bags, clothing, perfumes, and accessories. And they also have kids and unisex clothing. cashmere, silk, and leather.

  • Their Products/Inventory Size- XXS, XS, S, M, L, XL
  • Their Products Avg. Pricing- $ 1500
  • Their Products Selling Method/Channels/Store- online stores, outlets
  • Their Promotional Initiatives- This is her ;This is him; VoltAire program.

 

b. Their Products Avg. Pricing-

 Around $1500 (range starts from $110 to $1500) depending on various product ranges.

 

c. Their Products Selling Method/Channels/Store-

15% Online sales, 400 stores in 30 countries

d.  Their Promotional Initiatives-

  • New York Fashion Week
  • French Fashion week
  • Paris Fashion Week
    • This is her-fragrance for female
    • This is Him-Fragrance for male
  • Girls can do anything
  • Girls can Say anything

 

5. Mission Sustainability:

a.  Sustainability towards the Community (CSR)-

Collective Commitment- With ‘The Fashion Pact’ – nature-positive, net-zero future for fashion through CEO-led collaboration

https://www.thefashionpact.org/

b.  Sustainability in their Products-

SDG goals-compliant products-

 

6. UGC – User Generated Content:

a. User Generated Content – Blogs by Bloggers

b. UGC – Reels (Found by the brand hashtags)-

#zadigetvoltaire #zadigvoltaire (instagram)

c. UGC – Youtube-

  • Perfume products have the majority of user-generated content on YouTube. For both men and women.
  • Bags-clutch

 

7. Public Relations:

a. Brand Story Coverage

8 things you didn’t know about Zadig & Voltaire – but should

Publicist PR aimed to make Zadig synonymous with luxurious fabrics like cashmere, silk, and leather, while also incorporating a playful rock ‘n’ roll twist. The campaign, featuring Texas Supermodel Erin Wasson, aimed to generate positive word of mouth among fashion editors and target users. 

b. Leaders story coverage-

  • Airmail
  • FashionNetwork.com
  • DailyMail
  • Fashion United
  • BBC
  • CB Insights
  • The Guardian
  • The World from PRX
  • Vogue
  • White & Case
  • The Fashion Model Directory
  •  Bloomberg
  • Observer.com
  • Headtopics

Publicist PR profiled Zadig et Voltaire’s heritage as a Paris-based cult brand, referencing Enlightenment-era philosopher Voltaire and the character Zadig from Voltaire’s work, The Book of Fate. The campaign focused on top fashion and luxury monthlies to generate interest in Zadig et Voltaire among key audiences. Exclusive interviews with founder Ghiller and his muse, Erin Wasson, were conducted with French print magazines specializing in fashion and lifestyle. The campaign secured profile interviews and extensive media coverage, resulting in a 20% increase in footfall for Zadig Spring Summer Collection 2011.

 

c. Products Coverages-

  • Vogue
  • W magazine

Finally, on the product side, Zadig & Voltaire is working on two fronts. First, it wants to strengthen its accessories range, introducing new shapes for handbags and clutch bags, bolstering a category that currently accounts for 35% of revenue. The goal is for the category to reach a 50% share in 2025.


8. Marketing Values (Qualities):

a. Brand values b. Products Values-

  • Freedom- is a key value of Zadig and Voltaire, echoing the philosophy of the Enlightenment. Freedom of thought, expression, and action
  • Principle of empowerment- Universal convictions of freedom and equality. brand’s take on style is feminine, masculine and unisex alike, glorifying singularity.
  •  Well- being and self-esteem are key brand principles,-Love Yourself.  Girls can do anything, which is much more than a catchy slogan.
  • Effortless- luxury without effort.
  • Consciousness- a socially-aware girl bold and beautiful at the same time.


  

9. Packaging:

a. Packaging Initiative: b. Packaging Styles-


Sustainable Product and Packaging-

Combating climate change and preserving biodiversity 

Their ambitions for 2025

  • 100% of key raw materials certified sustainable or have a reduced environmental impact
  • Zero virgin plastic made from fossil fuels
  • 100% of our packaging is made from certified sustainable, biobased, recycled, and recyclable materials.
  • 100% traced products

 

10.  Supply chain/ Sourcing:

Zadig & Voltaire has chosen to accelerate the development of certified products with ambitious targets for 2025:

  • 100% of  cotton styles are certified organically grown
  • 100% of our virgin cashmere styles are certified “Good Cashmere Standard.”
  • 100% of  virgin wool styles are certified from sustainable sources
  • 100% of  viscose is made from traced fibers sourced from sustainably managed forests
  • 100% of  raw materials are recycled from certified sources
  • 100% of the leather is from “Leather Working Groupe” certified tanneries.

 

a.  Products Sourcing-

    • Approximately 40% of our knitted fabrics are produced in China.
    • We produce between 5 and 10% of our knits in Italy. The Italian factory we work with also specializes in recycled cotton and is GRS (Global Recycled Standard) certified.
    • 90% of Zadig & Voltaire’s women’s tailored jackets have been produced in Ukraine
    • Leather from India– only from tanneries that are LWG (Leather Working Group) certified for their environmental performance. 
    • Cotton-India, Cotton voile–73% cotton and 27% viscose
  • Silk- china
  • Military cotton-China
  • Technical fabrics mastered by china-waterproof, water-repellent, and windbreaker fabrics
  • Shearling-Turkey

 

b.  Product Assembling-

Product development is much easier in China as its factories perfectly master assembly, that is to say, the techniques required to assemble and finish garments, in particular for large pieces such as outerwear.

We are Techsaga corporations having expertise in not only custom software development, consulting services, and Digital Marketing Services but also in brand analysis and devising strategies for brand promotion. Contact us now to boost your online presence. 

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