Meet the designer, Marie Gozard

Internationally inspired. Well established in the landscape of accessory brands,Storiatipic and its 13 years of collections are a reflection of the career of its founder Marie Gozard. Born to a French and Italian family, her European roots gave her a taste for travelling and discovering new cultures and horizons, until she landed in India where she lived for a few years. The brand, which has become the leader in France in accessories, particularly for its scarves, is distributed in more than 400 French points of sale and about 350 internationally, and highlights the designer's experiences and journeys. Each collection and each model has its own story. A mix and match of figurative patterns and designs, interweaving noble materials and complex weaving patterns in a thoughtful and colorful mix. This attraction to different cultures and their textile know-how is reflected in her work, both on the brand's emblematic scarves, but also on other accessories, as well as on ready-to-wear. By granting from ancestral know-how to the latest trends, Marie Gozard is constantly reinventing herself.

Colourful, colourful, variegated... These creations are produced according to the inspirations that Marie Gozard gleans during her travels, guided by her instinctive curiosity. Every year, a new fad fascinates her and is expressed in her patterns or collection themes. From its first steps, the brand was thought of as international, just like its creator. "To see the future, you have to know where you come from." The designer claims to draw her inspiration, both from everyday life and traditions, in order to create a perennial object, up to date. Regularly, the teams of Storiatipic go to India, not for the low price of labour and production, but for the ancestral textile techniques that irrigate the collections, readapted to modern pieces to correspond to Western tastes. The emblematic pieces are the scarves woven in noble materials, such as a blend of wool and silk, giving the touch a thick texture that remains supple thanks to a special weave. The brand's primary identity is these very colorful scarves whose patterns attract the retina and sign its DNA, with handmade embroidery that makes sales explode. These patterns are also available on bags and ready-to-wear. Each pattern is invented from scratch and then renewed each season, creating unity in these lines.

A fervent supporter of salons, Marie Gozard began frequenting them from the beginning of the brand. Who's Next is an unmissable event in its calendar, punctuating the production year with the September and January sessions. A special event for Storiatipic : "It is the leader in ready-to-wear in our opinion, especially since it allows us to take direct orders." Beyond a biennial event, this is the moment when the brand shows the campaign visuals and launches the upcoming collection. The challenges present are diverse but the main thing is to continue to surprise your customers each season, in order to build their loyalty while creating new designs. The ambition is also to develop the turnover of ready-to-wear that they have launched for 4 seasons, as well as to find a balance between winter and summer turnover since the flagship product, the scarf, is the star of the cold seasons; The work on the ready-to-wear range will make it possible to balance this.

storiatipic-4

An eco-responsible future. The brand is shaping a near future in terms of social and environmental commitment to production. The main challenge is to be able to establish the traceability of products. The "Hummingbird Program" that the brand has established, evokes the small drop of water carried by the hummingbird which also participates, on its own scale, in extinguishing the fire that would be extremely polluting mass production. The brand observes its production under the magnifying glass and the selection of companies is particularly meticulous in terms of colouring, treatment of the water used and dyeing of the fabrics. The social aspect is also studied and suppliers are asked to comply with the standards within a period of two years, in order to meet the criteria of certifications. The second challenge lies in the management of products once they have been sold, i.e. the recycling of materials, a long-term project. For Marie Gozard, one of the biggest obstacles on a daily basis is to explain why we travel to India: for the know-how and the beautiful materials and not the knock-down prices! In addition, it would be a question of educating the customer on the production chain and the cost of quality products in order to stem the obsession with the certified "Made in France".

With 13 years of experience, the founder advises a young brand to stand out from the offer on the market with a truly original concept. Surround yourself with key players and attend trade fairs, real pools of opportunities and various supports both for communication and the commercial aspect in order to project yourself and anticipate your needs. The name of Storiatipic evokes this correlation between a good "story telling" that surrounds the brand and the asset of difference: the atypical. This experience of Who's Next 2020 was rich in meetings, various exchanges with prospects, but also in terms of transmission and support towards young brands to whom the team – almost a family – follows and gives sound advice. The future for Storiatipic will be under the sign of environmental awareness: their brand new site will offer an outlet in order to reduce the carbon footprint.

Article link: here

https://whosnext.com/fr/