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Sandro Fashion Brand Research Paper

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Updated: Nov 2nd, 2020


Sandro is a French brand of a public fashion company SMCP, which is currently controlled by a Chinese company Shandong Ruyi. SMCP annual revenue has been increasing over the past years, and the annual report for 2016 shows that the sales produced $939 million (Denis). The company headquarters are located in Paris, France, on 150, Boulevard Haussmann (“Welcome – New Headquarters”). Sandro’s flagship store is located in London, the United Kingdom at 137-139 Regent Street. The store carries the brand’s full collection, including men and women’s fashion, as well as accessories (Santamaria).


Sandro as a brand was created in 1984 by Evelyne Chetrite and Didier Chetrite. The company began in the Marais district of Paris and focused primarily on women’s fashion. The first retail store of the company opened on rue Vieille du Temple, Paris in 2004. The switch to a retail pure-player model allowed the company to expand its ambitions and eventually led to a network of stores across the country.

In 2007, the company produced its first male line of clothing. Called Sandro Homme, it was created by Ilan Chetrite, the son of the founders. His childhood experience of growing up in the fashion industry created a deep connection with the design, which he expressed in his work for the company. In 2009, the company acquired fashion brand Claudie Pierlot in preparation for the creation of the SMCP group in 2010. SMCP stands for Sandro Maje and Claudie Pierlot, all of which are Parisian fashion brands.

By 2011, the SMCP group had opened its 500th store and expanded to the United States fashion market. Since then, the company hit a period of rapid international expansion. In 2012, the company opened its first location in Hong Kong, and in 2013 it spread to Mainland China. By 2015, the company owned more than 1000 stores across the globe. In 2016, its digital sales reached 10% of all revenue, which showed the adaptability of the company to the advancing online retail market (“History”).

Design Philosophy of the Label

The artistic director of the female line of Sandro products is Evelyne Chetrite, and she describes her creations as unambiguous clothing for urban women looking for a discreet but eye-catching look. Her designs shaped the image of the company since its inception in 1984 since the male lines of Sandro clothing were first designed decades later (“Designers”).

The male line of Sandro fashion holds a slightly different design philosophy. These clothes combine non-conformism and chic. Among cut and fitted suits, the artistic director of the male Sandro collection, Ilan Chetrite, creates slightly oversized long coats, and other unusual designs (“Designers”).

Signature Details of a Collection

The 2017/2018 Fall/Winter collection could serve as an example of Sandro’s clothing design. The collection is designed around a concept of a “working girl,” with strong shoulders and cinched waistline. The line includes belted jackets that reflect the signature feminine focus of Sandro, while at the same time empowering the female figure (Allende).

The Target Customer

The primary customers of the brand are women older than 18 but younger than 30 years old, who are interested in accentuating their femininity while retaining the look of professionalism at work. The prices of Sandro fashion suggest that the target customer has a medium to high level of income. The target customer is presumed to have an active lifestyle, and need to express themselves through their clothing. The company primarily targets urban residents who follow the fashion industry.

Appealing Elements of the Label

The label presents a unique combination of professional clothes that could be worn in the work setting, while also focusing on unique and very feminine designs. The company provides clothing for the majority of urban activities. While the male line of clothing takes up a smaller portion of the company, it is focused on a similar need to provide both clothes for both professional and leisurely activities.

Why Do I Want to Work For This Company?

One of my life goals is to be a fashion designer in a company like Sandro. Their label is relatively new, but it quickly gained acclaim for its unique and practical designs. Their clothing not only represents the style I enjoy but also presents an image of a woman who is confident in both work and pleasure, which is precisely the image that I relate to. The fact that the company began only in 1984 allows it to avoid relying on outdated traditions in design and culture while creating highly desirable clothing. Their success shows that it is possible to make a breakthrough in the fashion industry, even for those who have little previous experience. Their philosophy, culture, and design sensibilities align with my preferred vision on fashion, and I hope to join Sandro in the future.


Sandro is a part of a large fashion company which was created relatively recently. It has been successful due to its design philosophy and careful choice of the target customer. Hopefully, I could join the company as a fashion designer in the future.

Works Cited

Allende, Mayte. “WWD. 2017. Web.

Denis, Pascale. “Reuters. 2017. Web.

.” Sandro-US, 2017. Web.

“History.” SMCP, 2017. Web.

Santamaria, Barbara. “FashionNetwork.Com. Web.

“Welcome – New Headquarters.” Sandro-US. Web.

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