Etam – Cohort

40 NFTs

offered or sold

500€

a piece

30x

demand over supply

About Etam

Etam is a French lingerie brand— #1 in France– which aims to become the favorite French lingerie brand for women worldwide. For over 100 years, the brand has been using its know-how and innovation to lift up women and make history with them. With 1,035 points of sale in Europe, and more than 1,300 worldwide, Etam continues to spearhead innovation to consistently surprise its customers and reinvent itself.

“Cohort is the ideal partner to democratize NFTs. Our clients were able to benefit from an exclusive experience, mixing the physical with the digital. It was an incredible first success that only makes us want to replicate it.”

Céline Wargnier

Brands and Comms

Supercharging the Etam Live Show with NFTs

Each year Etam live shows are unique opportunities to unveil the centuries-old know-how of its craftspeople.

To present its 2022 Swimwear collection, Etam organized a Cruise Fashion Show in Corsica. At the event, 40 iconic silhouettes were paraded on a catwalk submerged in water. Cohort helped Etam transpose these 40 silhouettes into NFTs. 32 "numbered silhouettes" NFTs were offered via a contest, and 8 "signature silhouettes" NFTs were sold to benefit a charitable cause.

Each NFT encapsulated the digital and physical elements of the silhouette (stylists' sketches, polaroid of the catwalk, home-delivered swimsuit, etc.) as well as exclusive benefits with the brand.

The perks and benefits that the NFTs unlock:

Addict Status: free delivery, returns without receipts, exclusive sales, VIP store events, and more
The swimsuit worn by the model in the customer’s size
Access to videos of the model wearing the swimsuit
Exclusive invitation to Etam’s flagship runway show that year

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A new way to improve customer engagement

Etam is always looking for innovative ways to improve the quality of its customer interaction online. The brand decided to launch NFTs with Cohort to enter a new era of digital engagement, where customers are directly associated with the brand and invited to own a chapter of its history.

Etam sought first and foremost to address "all women", in line with their current daily commitment to diversity. In order to do this, Etam chose Cohort. Cohort has made it a priority to offer an accessible user journey for all, as the founding team believes that simplicity is the key to adoption in web3.

“Cohort is the ideal partner to democratize NFTs. Our customers were able to benefit from an exclusive experience, mixing the physical with the digital. It was an operation where we pushed ourselves to the limit to revisit customer relationships, through a playful and win/win approach. In a matter of hours, our contest had more than 1,000 participants and the paid campaign was sold out. It was an incredible first success that only makes us want to replicate it.”

Céline Wargnier

Brand and Comms

A highly popular campaign

The Etam community was very enthusiastic about the campaign: the contest saw 1,000 entries in just a few hours, and the paid campaign sold out with a temporary sale on the brand's accounts.

Etam rose to the challenge of accessibility: the NFT holders in question are women of all ages, across France.

The promise of a simple user experience was fulfilled, with very limited support needed to assist holders in obtaining their NFT and accessing the exclusive benefits.