A la Second
Innovating Sustainable Dancewear Solutions
Introduction
A la Second carved out a niche in the sustainable fashion landscape as the premier online secondhand store dedicated to dancewear.
Recognizing the rapid turnover in dancers’ wardrobes, A la Second was established to counter the wasteful cycle of dance apparel disposal.
By connecting the dance community with a curated collection of high-quality, preloved items, A la Second ensures accessibility, affordability, and a reduced environmental footprint. This pioneering initiative represents a significant shift from fleeting fashion trends to a model of conscious consumption.
Roles and Project Dynamics
- Roles: Co-Founder, Strategist, and Designer
- Team: Collaborated with two fellow professional dancers, Camille Chanial & Blanka Paldi
- Time: Concept to market in about 1 year
- Deliverables: Business Strategy, User Experience Design, Platform Development
Framing the Challenge
In our journey toward transforming dancers’ wardrobes into sustainable fashion statements, we confront two pivotal questions that drive our innovation and dedication:
Customer Journey
Brand Evolution
1. Aesthetich Growth
Initially embraced for its eco-conscious ethos, A la Second has refined its visual and operational identity to align with contemporary expectations.
The transition from a handwritten logo to a more refined and elegant typography reflects a broader commitment to professionalism and modernity.
Simultaneously, the color palette and photographic style have evolved from vintage tones to cleaner, more sophisticated visuals that highlight the premium quality of the offerings.
2. Performance Indicators
Net Sales Growth:
A 54% increase in one year, illustrating a strong market acceptance.
Order Volume:
A 36% rise, showing an expanding base of loyal customers.
Future Directions
Brand collaboration
A la Second aims to collaborate more with renowned dancewear brands to resell defective or unsold items. This benefits brands by reducing waste, showcasing their sustainability commitment, and reaching a broader audience.
marketplace
Our goal is to develop a marketplace where both dancers and non-dancers can connect, buy, and sell directly through our website. We’re introducing dance fashion to the mainstream, showing how dancewear can stylishly complement everyday outfits.
Pop-up stores
Following our successful pop-up events in Stockholm and Berlin, we are excited to announce our next event in Paris, further blending dance with everyday fashion. This initiative may pave the way for a future store opening.
Community impact
A la Second’s commitment to sustainability has resonated deeply within the dance community, garnering endorsements from both amateur and professional dancers. The service has become a trusted source for dancers seeking quality and sustainability.
Key Learnings
- UX/UI & WordPress: Refined website design and functionality to improve user experience, managed using WordPress for optimal performance.
- Sustainability Initiatives: Focused on integrating sustainable practices within the business model, contributing to environmental responsibility.
- Content Creation: Developed engaging content for digital platforms, enhancing brand visibility and community interaction.
- Customer Engagement & Events: Boosted customer interaction and loyalty through successful events and direct engagement strategies.
- Sales Strategies: Implemented sales techniques that align with our sustainable approach, increasing revenue and market presence.
- Data Analysis: Utilized data analysis to inform decision-making, track performance metrics, and identify opportunities for growth.