The Closet: combining packaging, eco-responsibility and customer experience

In 2014, from the desire to revolutionise traditional modes of consumption, an e-commerce site with an innovative concept was born: Le Closet.The principle? To offer clothing rental, in the form of a monthly subscription, which gives access to an unlimited dressing room, shared between thousands of women. Users choose the clothes they wish to receive by parcel, and have the possibility of sending them back when they wish, or buying them at a preferential rate. At Le Closet, a piece of clothing has an average of fifteen lives, before most of the time being kept by a user who has a crush on the item: this is a way of making the fashion industry evolve towards more responsible modes of consumption. Since it was first set up, Le Closet has been keeping two main things in mind

• The customer experience, an essential element in making innovation part of consumers’ usual practices
• Eco-responsibility, an increasingly important topic as customers become more aware of the environmental impact of their consumption

two crucial issues, which are felt in the brand’s packaging history.

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an end-to-end e-commerce customer experience

Aware of the business impact of the customer experience, Le Closet works on the way its users experience the brand, from their first contact on the website to the delivery of their box

• The UX of the website and mobile application are very well thought out, with educational elements that help explain the concept
• The delivery times are designed to satisfy customers
• A gift is sent in the 3rd package that subscribers receive
• A loyalty system allows regular customers to benefit from additional advantages
• The after-sales service is very reactive, in order to accompany the customer in her process
• Small gifts by email are regularly delivered to users

Notre site propose un service très innovant, expérientiel en soi. Souvent, nos clients n’ont jamais loué de vêtements du quotidien avant ! Chaque moment vécu avec notre marque est donc très important, et l’expérience client est au centre de nos actions, notamment pour nos nouveaux clients.

Lucinde Savatier, responsable marketing chez Le Closet

Un emballage pensé pour l’unboxing

Parce que les box sont centrales dans l’expérience vécue par les clientes du Closet, la marque s’est employée, au fil des années, à les améliorer. Le but ? Créer un unboxing à l’effet “waouh”.

L’objectif de notre emballage, désormais, est de donner la sensation à nos utilisatrices qu’elles ouvrent un joli cadeau, rempli de vêtements bien pliés à l’intérieur.

Lucinde Savatier, responsable marketing chez Le Closet

Les premières box du Closet,à l’ époque où l’ entrep

• Relaying the publications on their social network accounts, to give them more visibility with their existing community
• Integrate the most beautiful visuals of the users into their communication, to give a glimpse of the pretty boxes opened, filled with beautiful products

des visuels issus des utilisatrices elles-mêmes, c’est tout de suite porteur du concept ! Nous intégrons régulièrement à notre site et à nos publications sur les réseaux sociaux ces posts d’unboxing.

Lucinde Savatier, responsable marketing chez Le Closet

Vers un emballage plus éco-responsable

Courant 2019, Le Closet constate que le message éco-responsable porté par les valeurs de la marque faisait de plus en plus d’adeptes… mais que l’entreprise continuait à créer des déchets, via l’emballage.

De plus, les équipes remarquent que certaines clientes, au lieu d’utiliser la pochette plastique qui leur était fournie pour le retour de leurs vêtements, réutilisaient la box d’envoi pour les renvoyer.

La décision est prise : Le Closet décide de travailler sur un emballage plus éco-responsable, en phase avec les attentes des consommatrices, et essentiel pour la planète.

• To resist multiple washings, necessary between each new sending
• With seals on the zip of the pouch to secure the contents
• With a window to insert the packing slip, without using adhesive, but allowing the carrier to easily scan the barcode

thanks to this sustainable pouch, the unboxing trend is picking up again, and Le Closet is once again receiving many testimonials from its users via social networks.

When you receive Le Closet’s sustainable pouch, you know that you are dealing with a product that is not disposable, that lives on beyond the person… just like Le Closet’s clothes themselves! We are starting to think about our packaging for tomorrow towards a zero waste objective, but always with this initial wonder, in addition to the sustainable side, which brings meaning and value.Lucinde Savatier, Marketing Manager at Le Closet