Chapter 6: communicate differently

It all starts there: changing fashion means first of all changing our relationship to it and our consumption behavior. The era of the fashion victim is over and Patine, alongside other fashion players, is proposing new habits: learning to re-love your clothes, getting away from over-consumption, thinking about repairing rather than throwing them away. To really make its contribution, Patine has therefore put in place a strategy to help its customers move towards this more responsible mode of consumption, which is not limited to Patine alone.

One of the major problems of the fashion industry is overconsumption, a consequence of overproduction. If we take care not to overproduce, our mission is also to limit overconsumption as a purchasing behavior.

Since its launch, Patine has chosen education rather than guilt to change consumer behavior. Using a speech that mixes humor, culture, pop-culture references and scientific data, Patine wants to make communication around ecology and corporate responsibility topics a good time. Patine adopts an uninhibited tone, close to her community while holding them accountable for their behavior. To educate is not to infantilize.

Like a committed restaurant with ultra-quality products: Patine fills out its product sheets with informative and exhaustive chatter. To never get your hands dirty with green washing and for the sake of transparency, as much information as possible is made available to everyone. Objective: say a lot and remain captivating to awaken curiosity and awareness.

To love your clothes for a long time, they must be of good quality but above all they must be really wanted. From our launch, we included our customers in the process of creating their wardrobe by sending them a pre-launch questionnaire to find out their tastes and desires. The Patine creation recipe is a happy medium between co-creation and creativity which allows you to create surprise and desire among customers.

The sales system, largely based on pre-orders, also allows us to recreate desire around pieces that we order knowing that they will not arrive straight away: waiting contributes to desire. Pre-orders also help limit compulsive purchases based on the fear that a garment will be a victim of its success on launch day.

We are constantly seeking to challenge our operations so that they are new, efficient, useful...and virtuous! Pre-ordering is, for the moment, the most virtuous system we have found to limit overproduction.

Pre-orders put production back at the heart of the act of purchasing clothing. We only produce pre-orders from our customers and thus avoid unnecessary stock. You can make as many pieces as you want, without getting frustrated (except for tidal waves which cause the fabric to break). This is also the best way for us to launch a new material, category or essential in the catalog: we give every chance to a new product which often took 1 year to be developed, but we do not risk any overproduction, we do not manufacture than what is ordered.

“Don't buy these jeans, recommend them”

Even if Patine is a fashion brand that sells clothes, it is not about pushing customers to buy but only letting them buy what they need and/or really want. We therefore test the right recommendation models which do not encourage unconsidered purchases but which rather help customers to ask themselves the right questions to know whether or not they should buy the item of clothing. It's contrary to the principles of capitalism but we can't do it again!

All this involves the creation of questionnaires which allow us to know to what extent clients are engaged, excited and invested in the projects as well as the analysis of these questionnaires which takes a lot of time and energy. even if we love reading you. We support customers in the purchasing process (or not! we will never force them to buy cqfd). For example: the email sent following an abandoned shopping cart does not encourage you to buy and go for it but encourages you to think by asking yourself “do you really need it?”. As for product launch emails, we write primarily and mainly to people who have subscribed to alerts to notify them of new products. Thus, we only notify interested customers so as not to spam the entire database and pollute both mailboxes and mental space.

20% of consumers say they have radically changed their behavior: sending launch and satisfaction questionnaires to our email and Instagram subscribers.

To the question "One last thing: since I discovered patina quality," 49% say they are already involved, 14% have had a radical change in behavior, 36% are paying attention little by little, and 2% are not doing so. particularly careful.

Our 5 tips to know if you're right to fall for a piece of clothing.

1• The self-quiz: Will I put it at the top of the pile in my closet? Do I already have at least 3 outfit ideas to make with it?

2• Note to self: Write a little note in your phone with all your “wanted” things. By looking at them, a natural selection will take place.

3• RTT shopping: Let a week go by without shopping. If after these 7 days you still want it, that's a good sign.

4• Conversion of the price into “pay per wear”: according to our calculations, our prices are aligned with fast fashion as soon as you wear them 3x longer or often. So to smooth out your cash flow, we cover payment costs in 3 installments with the Alma solution.

5• Ask the brand: a doubt about the size, the composition, the exchange and return times... We love talking to you on hello@patine.fr and on messenger from the site.

Merci

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CSR Report 2023 / Chapter 6: communicate differently

“Don't buy these jeans, recommend them”

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