Bellerose : Second-hand model launch

In 2022, Bellerose needed to respond to shifting consumer behaviors and growingdemand for more sustainable fashion models, while staying true to the brand's identity.

Weak signals showed a rising interest in second-hand fashion, not only for economic reasons but also as a way to extend the life and value of garments. This opened the opportunity to create Bellerose Second Hand, a model rooted in circularity, aligned with the brand's DNA, and positioned as a natural extension of its lifestyle.

An augmentation from €0 to €150k revenue in less than 12 months and a €200k additional first-hand sales driven by the closed-loop model. Concept also reinforced Bellerose's sustainable positioning by proving commercial potential of circular fashion for the brand.

• Designed the second-hand business model and secured key partners to bring it to life
• Defined the positioning, marketing narrative, and activation strategy
• Led the launch and communication rollout across all channels