A first live in 5 days, the crazy bet of Envie de Fraise

For this very first episode of our new show "Silence ça caaste" dedicated to Envie de Fraise, an emblematic brand of maternity ready-to-wear, we went to the brand's headquarters, La Roseraie, to follow the teams during the shooting of one of their Live. In this episode, the different core businesses of the brand will follow each other and give us their vision on Live Commerce.

The history of the brand Envie de Fraise

Paris, 2006. Pregnant with her first child, Anne-Laure Constanza discovers that it is difficult to dress well when expecting a child. She began to dream of elegant and comfortable clothing for pregnant women, to be worn both during and after the pregnancy. Rather than continuing to dream, Anne-Laure launched the first digital fashion brand in France, with one obsession: to offer a durable and desirable maternity wardrobe, at fair prices, ready to wear all the time and for a long time. Since then, Envie de Fraise has been revolutionizing maternity fashion, driven by the desire to accompany women through one of life's most beautiful and upsetting moments: motherhood! Pregnancy dresses, pregnancy jeans, pregnancy pants, nursing tops... In 15 years, their collections have been worn by hundreds of thousands of moms around the world, including many celebrities: Natalie Portman, Anne Hathaway, Bérénice Bejo, Gwen Stefani, Mila Kunis, Serena Williams...

"Live allows us to have interaction with our community, they are super responsive on social networks, including on our site to ask us lots of questions - where are our products made, are they comfortable, how can we wear them - these are pretty technical products so it's important for us to be able to explain the specifics to them, which makes them great maternity products; that's why we can produce this type of content and capitalize on it to better explain all our expertise." Yann Kerhuel, Brand Director

Key points

• How the entire Envie de Fraise team integrated the challenges of Live Shopping into the deployment of their sales animation strategy, in record time thanks to incredible team cohesion and an agile mode.
• How this experience has allowed her to strengthen her customer relationship with a community of very active customers in the chat and on social networks.
• How Live allows it to reaffirm its position as a maternity expert with collections designed for the well-being of pregnant women.

Context

As the leading pure player in maternity clothing, Envie de Fraise wants to revitalize its digital presence and reaffirm its position as the leader in maternity wear. Despite the presence of two physical stores in Paris, in the 2nd and 17th arrondissements, the majority of the brand's sales are made on its e-commerce site. The brand therefore contacted caast.TV to start thinking about its digital strategy, while capitalizing on the commitment of our very active communities of customers

The solution

Envie de Fraise decided to set up a Live Shopping operation and approached caast.TV's technical and strategic support solutions to help them in this mission. Envie de Fraise's first Live Shopping event was carried out in 5 days: from briefing to technical deployment, through communication and rehearsals to D-Day. This first multi-broadcast Live Shopping event was a real success to present the different products of the brand: iconic models and essentials of the maternity wardrobe.

Organize regular Live Shopping sessions to animate their community of customers.

• Announcement story on Instagram
• Creation of the event on Facebook 
• Multi-diffusion on the website and Facebook page
• Themed Lives for each commercial highlight
• Replay accessible from the dedicated product pages
• The Lives are broadcasted on a dedicated landing page on the Envie de Fraise e-commerce site, as well as on the brand's Facebook page