Sandro is a contemporary French brand with limited distribution in the United States. The shop-able Sandro website is a necessity for many Americans because of its limited brick-and-mortar stores. It aids in creating the brand image for Sandro through its extensive lookbook.
Sandro targets the Millennial Generation, who live primarily in urban areas. Although the customer may be married, it is more likely that they are single and dating. Sandro customers live a "downtown lifestyle," meaning that while they work hard in their budding careers, they also enjoy spending quality time with friends (usually at a bar).
While Sandro often exudes classic romance that many Americans associate with "French," Sandro also marries quirkiness and "je ne sais quoi" polish without looking too contrived.
Also, there are many classic pieces with an edgy twist.
The brand shows its sense of humor through its jackets with animal-faced intarsia...
...and its seriousness through its classic blazers and tweed shorts and jackets.
Sandro does not show a plethora of colors; instead, choosing two to three hues.
The pieces are meant to be mixed and matched to create the "je ne sais quoi" look.
Sandro competes with Zadig & Voltaire and Maje, two contemporary French brands. While Zadig & Voltaire, Maje, and Sandro are all distinctively French in their styling, Zadig & Voltaire is the "rock star child" of the three. Zadig & Voltaire features many skulls in their designs, and is more decidedly edgy than Sandro. Additionally, the merchandise is more casual than Sandro.
Maje is the Parisian take on the Upper East Side: she is fashionable and put-together, but unlike in New York, there is always something "wrong" with her outfit: her hair is messy, or her shirt is un-tucked. Finally, their merchandise lacks the sense of humor and casual styling of Sandro.
For the majority of the Sandro customers across the United States, the website is necessary because of the limited distribution of Sandro products throughout the country. The line is only carried in select Bloomingdale's on the east and west coasts, and the brand only has three stand-alone shops in NYC.
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