Showroomprivé taps influencers in new ‘ShowroomBy’ collaborations

By

Matthieu Guinebault

Translated by
Nicola Mira

Published
Mar 23, 2023

Online content creators will periodically feature on Showroomprivé to present their curated product selections in surprise drops. Instapreneur Sabrina Cesari, with her 466,000 followers, will feature in the first ShowroomBy session, on Friday March 24.

With no prior warning, Showroomprivé will showcase about 60 products selected by Cesari among those that are due to arrive on the event sales site in the coming weeks. 

The products will be split in two drops, with about 30 of them presented on Friday March 24, and another 30 expected in the course of next week. The first ShowroomBy session will focus on womenswear, home decoration products, and childrenswear, since Cesari is currently pregnant with her second child.

The initiative will also include a prize draw on the selected influencer’s Instagram account, with a €1,000 shopping voucher as first prize. Participants will need to follow, like and comment on Showroomprivé’s Instagram posts (Showroomprivé has 186,000 followers). For the event sales site, the operation is an opportunity to boost sales, online traffic, and social media standing. Not to mention growing its trend-spotting reputation.

New brand identity coming soon

ShowroomPrivé, which focuses chiefly on women’s fashion, is planning to schedule future ShowroomBy sessions at the rate of about one every two months, tapping influencers with a variety of styles and audiences.

Albert Prénaud, Showroomprivé’s chief marketing officer, is the brains behind this new kind of collaboration, unprecedented for the group. Prénaud joined Showroomprivé in October 2022, after leaving Parisian advertising agency BETC, a specialist in full-service campaigns, where he was deputy managing director. In a few weeks, Prénaud will present ShowroomPrivé’s new brand identity.

In 2022, ShowroomPrivé’s business volume fell to €939.6 million, down 6% on the previous year but up 9.6% compared to pre-Covid levels. Revenue in 2022 fell by 9.2% to €657.4 million, but increased by 6.8% compared to 2019.