ISTITUTO MARANGONI PARIS TOGETHER WITH MONOGRAM FOR SPECIAL PROJECTS

The students from both Master Fashion Buying & Merchandising and Master Fashion Styling, Creative Direction & Digital Content had been chosen by Monogram to create several dedicated projects to the brand expansion.

Founded by Beverly Sonego in 2010, the online consignment shop of luxury goods Monogram proposes sell on consignment a selection of luxury second-hand products "at the right price". Indeed Monogram "seeks out and curates the best of vintage and luxury to make it accessible to all". By making second-hand the first choice of its customers, the brand encourages the long-term purchase of high-quality products, supporting circularity in the industry.

After making its entry into the physical world with the (Re)Store space at Galeries Lafayette, last December the company opened its first physical shop, MonogramLab, a stone's throw from the Arc de Triomphe, offering a carefully curated range and a selection of services. This is why Monogram would like to develop its activity abroad by opening a concept store for its Belgian customers in the outlet village of Maasmechelen without renouncing its DNA. A mission given to the students from Fashion Buying & Merchandising that need to assist the brand in the early stages of planning and rolling out its assortment and services.

On the other hand, Monogram has identified that GenZ, are prescribers of second-hand luxury goods: 223 million consumers have purchased or are open to purchasing second-hand goods in Europe alone. By 2030, Generations Y, Z, and Alpha (those under 13) will become the biggest buyers of luxury by far, representing 80% of global purchases. The younger generations are reflecting “a more precocious attitude toward luxury” than older generations. Gen Z consumers are starting to purchase luxury products at age 15, three to five years earlier than millennials did.

Regarding those figures, the students from Fashion Styling, Creative Direction & Digital Content are being asked to give their insight and research into the second-hand luxury market, to propose a future-forward communication campaign and short fashion video for Monogram Paris to lead in the second-hand luxury retail landscape, targeting these new generations. A great opportunity to dive into the future market and invent new perspectives of creation.