400 Leads in 3 Days –
Le Temps Des Cerises @ Digital Fashion Week

Le Temps Des Cerises is a French brand selling in 1200 retail stores worldwide. They decided to join the second edition of the Digital Fashion Week in January 2021 and Fashion Cloud has interviewed Valentin Zanin (Board Member and Export Manager, LTDC) to talk about how he experienced this event.

Fashion Cloud: Why did you participate in a digital fair?

Zanin: We don’t know any brand that has not reviewed their digital strategy in 2020, including Le Temps Des Cerises. Like many others, we were looking for a digital alternative to fairs that got canceled due to the pandemic and the resulting lockdowns. The first time we participated was a great experience. An encouraging start of how digital initiatives can add value to the wholesale community. After the success of the Digital Fashion Week in June 2020 Le Temps Des Cerises decided to join the second edition of the Digital Fashion Week in January, 2021. We expected some visibility and leads in other international markets such as BENELUX and DACH, where Fashion Cloud is strong.

Fashion Cloud: What did you need to prepare for the Digital Fashion Week?

Zanin: For Digital Fashion Week you have to make a brand video. We were able to use the content we’ve produced post the event in our communication. Generally speaking we could see all brands were experimenting and learning. It’s new territory. Covid has been an additional motivation for us, we accelerated our digitization by switching from lookbook photos to videos. We were delighted to share this content during Digital Fashion Week. We also shot great videos about our company and our know-how in denim.

Fashion Cloud: What benefits did you get by participating?

Zanin: Of course we didn’t really know what to expect. Both the leadist as well as the clear report with numbers reviewing the event positively surprised us. But more importantly, the good leadlist made it easy for us to follow up and try to get physical appointments in the showroom after Digital Fashion Week.

We had 400 names, so actually above the 350 average for all brands. For the next edition we’re motivated to invite our existing customers and prospects even more actively. Especially because travel restrictions are still a reality at the moment, so this may be an opportunity we have to show our business customers our new collection.