The people behind Essentiel Antwerp
Pauline
We met up in Paris with Pauline Baverey, our Sales Manager / PR Coordinator of France, Suisse & Export.
She talks about her job, her not-so-typical workday and how she sees our brand evolving in France. To top it off, she’s giving us insider tips of where to go to in Paris.
What do you do at Essentiel Antwerp?
Pauline — My job at Essentiel Antwerp is quite diverse, as it combines commercial, communication and marketing functions. First of all, I focus on the commercial developments in France and some other foreign countries. I’m responsible for the turnover, the growth of the brand and the relationship with our commercial partners and retailers.
The other part of my job includes the media outreach of Essentiel Antwerp in France. Together with the PR team at the Headquarters in Antwerp, we aim to create a strong and unique brand awareness among the French customers.
How did you enter the world of fashion?
Pauline — I always knew that this was the sector I wanted to work in! It was only after a Law degree, which I wasn't really interested in, that I decided to take control of my life and finally pursue my passion.
I am passionate about all aspects of the fashion industry such as the business aspect, the development of the brand and its distribution, obviously. On the other hand, the creation, design and development of our new collections also really interest me. I must admit that this has something to do with my genes. Both my mother and grandmother were seamstresses, so they learned me all there’s to know about materials, fabrics and cuts. I have always been fascinated by this know-how that makes you start with an idea and end up with a garment.
"Our quote "Welcome to our beautiful chaos" sums up some of the daily, chaotic situations, but it particularly resonates with me. I grew up in a multicultural Franco-Spanish family with Italian and Portuguese aunts and uncles. So believe me when I say that I am very familiar with chaos."
What's it like to work for a Belgian brand?
Pauline — It's really a pleasure to work for a Belgian brand. Our quote "welcome to our beautiful chaos" sums up some of the daily, chaotic situations, but it particularly resonates with me. I grew up in a multicultural Franco-Spanish family with Italian and Portuguese aunts and uncles. So believe me when I say that I am very familiar with chaos.
As I am working for a Belgian brand, I must admit that I love the naturalness, simplicity and sincerity of my colleagues. I also admire the open-mindedness and the ability to think together within our brand.
What does your typical workday look like?
Pauline — A typical workday does not exist at Essentiel Antwerp. The year is divided into several periods. During a season, I invite a lot of customers in our Paris showrooms and visit our partners all over the country. This allows me to be as close as possible to the stores, our retailers, our customers and the French market in general. In addition, there is the PR part, which mostly consists of meetings with press, influencers, journalists and the media.
Of course I also have “quieter” moments where I can sit behind my desk to develop reporting like market analyses and development plans in order to provide my colleagues with a global but accurate picture of my markets.
"As I am working for a Belgian brand, I must admit that I love the naturalness, simplicity and sincerity of my colleagues. I also admire the open-mindedness and the ability to think together within our brand."
What's the most exciting part of your job?
Pauline — I think the most exciting part of my job is to start from scratch and design a commercial and communication strategy to develop the brand awareness and make it stand out in the different markets. To do this, you need to be commercially rigorous and on the other hand, you also need to be creative and resourceful. These are values that are very important to Essentiel Antwerp as well.
From a strategic point of view, it's also exciting to analyze the data that has been collected from our partners in order to create the most appropriate and effective strategies. This allows us to further develop the relationship between our brand and our partners and to imagine how it will evolve in the short & medium term.
What does Essentiel Antwerp bring to the French fashion market?
Pauline — We bring a joyful and festive take on fashion while trying to keep the humility that characterizes the brand and its customers. At Essentiel Antwerp, we aim to have fun in our dressing room. We tend to create a kind of fashion therapy where there are no rules, no judgments, just FUN. Our atypical vision- which sometimes differs from the French standards - allows us to have a different offer through our unique color shades and surprising combinations.
What's your ambition for Essentiel Antwerp in France?
Pauline — My ambition is to further expand the brand awareness of Essentiel Antwerp in France, my ultimate goal is to get it as close as possible to the level of awareness it enjoys in Belgium.
"I think the most exciting part of my job is to start from scratch and design a commercial and communication strategy to develop the brand awareness and make it stand out in the different markets."
PAULINE'S FAVORITE HOTSPOTS IN PARIS
FOOD
Magniv / Bar Restaurant / Paris
37 bis Rue du Sentier
Marché des enfants rouges
Rue de Bretagne
WELLNESS
Institut Little Biceps
face massage, drainage Renata França
59 Rue du Temple
DRINKS
La Casbah
20 Rue de la Forge Royale
Le Carmen
34 rue Duperré
BAKERIES
Babkazana
65 Rue Condorcet
Bontemps La Pâtisserie
57 Rue de Bretagne
ACTIVITIES
Paris Saint-Germain Football club
Parc des Princes, 24 Rue du Commandant Guilbaud
Electric boat rental
Available in Paris, Strasbourg, Lille, Meaux
