A.P.C x Fitizzy: innovating and staying unique, right down to the choice of size
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A rebellious spirit for 30 years
Founded by Jean Touitou, A.P.C has had that offhand air about its artistic lines right from the 1980s. Going against the grain, standing apart and lasting through the decades: that is what the French label can lay claim to today, having grown to all four corners of the world.
In its collections, A.P.C (a.k.a. l’Atelier de Production et de Création) sets itself apart with a timeless, classic streak. Understated pieces, straight cuts, minimalist prints…. Discreet at first glance, the brand knows how to mix chic and cool, and so becomes a source of inspiration for anyone who wants to stand out with complete simplicity.
A.P.C attracts the cool elite: a label with a huge power of influence and social recognition for every aficionado of understated cool. Benjamin Simmenauer, a professor at the Institut Français de la Mode, even says that A.P.C customers “have made those initials the symbol of good taste and of their command of the codes, without any need to resort to showing off or to logos”.
Working on the lines and the image
A.P.C came into being with a first ready-to-wear collection designed for men. With lines close to workwear, verging on military uniform, its straight cuts stood in sharp contrast to the eccentricity of the trends of the time. That was all it took for Jean Touitou to win over a female audience, which demanded a collection inspired by the menswear line the very next year.
The designer has always kept a pared-back world in mind, in his pieces but also in his brand image. Frozen in time, as it were, the A.P.C world gives off an air of nostalgia and of the avant-garde. Whether in its mood shoots or its product shoots, the colours and the compositions are perfectly balanced.
Keen to draw its audience ever deeper into the A.P.C atmosphere, the brand goes as far as working on its stores and its in-store sales teams in a way that is harmonious and personalised to each location. Paris, Melbourne, New York: every A.P.C store has its own character.
From Paris to Tokyo by way of Sydney, the A.P.C teams are ambassadors for the brand
Staying unique in innovation
Shopping on A.P.C’s e-commerce site means carrying on inside an immersive experience, just as in a physical store. Strongly marked by its own approach to web navigation, the brand’s site opens up to us like a fashion book, where every product category appears on the first page and comes with an image.
The retailer then arranges its products by colour. Like a book of trends and inspiration, www.apc.fr gives an overall view of its world. With this unique architecture, the brand is innovating in online shopping habits. The A.P.C customer enjoys a purchase journey that reflects the brand world from the beginning of the visit right through to the end.
And it is in that spirit that Fitizzy integrated its plugin into the brand’s site. Personalised 100% to A.P.C’s graphic guidelines, our e-commerce solution has taken up the visual codes of this timeless, one-of-a-kind label. A world to dive into, to discover collections that sit outside time and a size recommendation solution suited to everyone.
Would you like to know more about our e-commerce solution? Our team is at your service!
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