How Zadig & Voltaire diversified their international marketing mix

Zadig & Voltaire is a French readyto-wear brand created by Thierry Gillier in 1997. Zadig & Voltaire embodies the image of a new French luxury—both unconventional and accessible.

The brand is present in 30 countries globally with over 300 boutiques in every continent. Today, Zadig & Voltaire want to develop their omnichannel activity by providing more digital services in-store, giving customers a 360° experience, and bringing physical and digital retail together.

Industry

Fashion
Type

Brand
Market

International
Size

1,000 employees
Revenue

200 million euros
Used by

Acquisition Manager
Product used

Accelerating digital strategy and increasing online visibility

more investments in Google Shopping since 2017 via Lengow

12%

digital traffic is generated via Lengow

countries receive the product catalogue

Challenges & objectives

Initially, Zadig & Voltaire were mainly focused in search optimization and used Lengow for its affiliate platforms. The initial marketing mix was far from being as developed as it is today, and the brand only diversified advertising in small ways.

Zadig & Voltaire drew on Lengow’s expertise to expand their marketing mix and use innovative and personalized dynamic ads (Google, Facebook, etc.)

Solutions provided by Lengow

Since 2017, the brand has been distributing its products via Lengow. 4 employees use Lengow daily to set up the various campaigns (2 based in France for Europe and 2 in New York for the US market). Thanks to the Magento plugin, Zadig & Voltaire were quickly connected to Lengow and present on retargeting, affiliate platforms, Search and Dynamic Ads on both Google and social networks. The brand currently sends 8 feeds, each containing more than 10,000 products, to channels in the US and Europe (UK, Belgium, France, Spain, Italy, Germany, and the Netherlands).

Zadig & Voltaire use many tools available on the Lengow platform. In particular, automatic rules are used, e.g. to only highlight products that have sufficient stock or only send discounted products. The brand also uses Custom Labels on Google Shopping to segment their collection according to category or price. Zadig & Voltaire also use the “additional sources”’ tool to push their top 100 strategic products.

Last but not least, the fashion label can rely on Lengow’s responsive customer support team.

We have significantly expanded our marketing mix over the last three years by diversifying our strategy across 10 European markets. Lengow has accompanied us in this process and today enables us to easily adapt tailor-made advertising to markets and local consumer habits

Allison PICODOT

Acquisition Manager

Zadig & Voltaire

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