Home » Etam: “this NFT has allowed us to establish an ultra-privileged relationship with the brand”

Etam: “this NFT has allowed us to establish an ultra-privileged relationship with the brand”

by Tim

Etam has already launched several initiatives in Web3 in 2022, including a series of 5 special pieces published in the form of non-fungible tokens (NFT). To understand what motivated the fashion brand to venture into Web3, we asked Céline Wargnier, communications and events manager at Etam, a few questions.

Etam launches into NFTs

On September 27, 2022, the 15th edition of the Etam Live Show took place at the National Archives in Paris, and was broadcast on social networks and on television. For the occasion, the fashion brand created 5 collector pieces edited in 50 non-fungible tokens (NFTs)

In total, 114 unique and numbered NFTs were sold by Etam. A success, especially since the purchase price was 190 euros, compared to 50 euros on average for this type of product in shops.

To ensure its first steps in the world of Web3, Etam has joined forces with the French start-up Cohort. With a recent fundraising of €3.2 million, this start-up offers an all-in-one solution to support brands in their NFT-related projects.

In order to learn more about the place of Web3 and more specifically NFTs within the fashion industry and to get feedback on a first successful initiative, we had the opportunity to talk to Etam’s communication and events manager, Céline Wargnier.

1. What were your motivations at Etam for launching Web3?

In May 2022, we initiated a first Web3 experience on the occasion of our cruise fashion show, where we offered our audience the possibility to become the owner of a chapter of Etam’s history by acquiring one of the 40 virtual silhouettes of the show, with all the associated advantages and benefits. We have seen a very good response to the subject from our customers, with 8 customers in particular being able to access the so-called “signature” silhouettes on sale at 500 euros.

Given the interest of this first initiative and the initial qualitative feedback from our clients, we wanted to go further and invest in the metaverse to create an even more “unique” experience at our Live Show event in September 2022. The idea was to create the phenomenon of rarity on an exclusive “NFT collector” sales experience of 5 pieces entirely created for the occasion and modelled in 3D, numbered in 50 copies each.

Etam's NFTs collection preview

Etam’s NFTs collection preview


2. What motivated customers to buy these NFTs? What was their feedback and satisfaction with this project?

Through this NFT, customers obviously benefited from the virtual experience, but also from the physical product in their size within the limit of 50 copies. This NFT also and above all enabled the establishment of an ultra-privileged relationship with the brand, whether it be personalised shopping during the end-of-year celebrations or the creation of a customised piece for the customer. These experiences have been unanimously recognised with the awarding of the so-called exclusive piece and 18 positive feedbacks in shops, notably following the support of the personal shopper

3. From Etam’s point of view, have the NFTs enabled you to better understand your customers’ buying behaviour?

For Etam, it’s a new relationship we’re building with our customers that I would describe as premium and personal. This is the paradox of Web3, where everything is digital. We have attracted men – the clientele being rather female-oriented – and recruited new customers who were not part of the Etam community. This clientele is mostly younger and more digitally oriented. Finally, we found that the average basket is much higher than usual at Etam.

4. Are you already thinking about ways to offer digital versions of clothes bought by your customers at Etam and make them usable in the metaverse, on an avatar for example?

We are thinking about an immersive experience but not yet totally digital. Our customers are not yet ready to switch to a 100% virtual identity, and that’s the whole point of working with Cohort. They allow us to practice the metaverse while still surfing on the benefits of physical products.

5. Web3 opens up a new field of possibilities for interacting with customers and building loyalty. Are you thinking of introducing other benefits for your NFT holders (discount vouchers, loyalty card, etc.)?

Completely, Web3 allows us to challenge the relationship between the brand and its customers and to adapt a tailor-made experience adapted to the type of customer. For the moment, we have already put in place new advantages by offering tickets to the next fashion show to NFT holders. This raises the level of interaction between us, Etam, and our beneficiaries. The customer becomes a member of a select community

6. This collection of 50 NFTs was not really your first step in Web3 since you had already proposed in the past the possibility to buy a passage from one of your fashion shows in NFT. How do you think these kinds of initiatives (linked to NFTs and the metaverse) will revolutionise the fashion industry in the future?

These initiatives strongly question the idea of the mass market (or “marché de masse” in French, this refers to a market where a large number of end consumers are produced on a large scale). The customer now wants to be considered. They want to be treated with privilege according to their status and loyalty. They do not want to be just another number in a customer file. In this sense, the NFT approach allows us to offer more than a product, a truly exclusive experience. This generates a sense of singular belonging to the brand for the customer.

7. Do you have an exclusive offer for Cryptoast to end this interview?

We look forward to seeing you at our next cruise show to live the next Etam 3.0 experience…

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