BRAND
PROFILE
SPARKLING PARISIAN GIRLS
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Press Agency
51 Rue des petites écuries
75010 Paris
+33 (0) 1 42 21 36 36
[email protected]
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Apologie
Table of Contents
I.
Apologie: a fairy tale
II.
The Autumn Winter
2015 – 2016 Season
III.
Some indiscretions for
Summer 2016
IV.
The tandem of shock
V.
The positioning of a
dedicated shoemaker
VI.
The positioning and
environment of the
brand
VII.
A particularly rich
universe of
communication
VIII.
Apologie’s Identity
IX.
Our partners
X.
Contact Apologie
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It was with muffled steps that Apologie tip toed when, in
2012, Olivia Cognet decided to tell her own stories, after
having drawn those of Mugler, Carven, Sonia Rykiel and
Lanvin. She immediately distinguished herself by her
creativity, an expertise and a freshness which confer upon
her line of shoes this unique style, borrowing from the
classical while at the same time eyeing the contemporary.
Sophie Viot Coster followed in the footsteps of Olivia in
2014 as Managing Director, making for a brilliant duo that
is quickly growing.
Step by step, the identity of Apologie takes on Parisian
looks, for the shoes are imprinted with a "je ne sais quoi"
mischievous elegance. Fast approaching, and like Dorothy
in the Wizard of Oz, Olivia’s shoes very quickly develop the
power to confer, as if by magic, a (super-) natural grace
upon women. Like a vair shoe revisited the surreal sauce:
an espadrilles wink, the kisses of slippers, the waves of
pumps, everything harmonizes around round ends,
squares that sit alongside babies with high heels or
sneakers that are for girls only.
Apologie is a story in the making of a pas de deux Frenchstyle, choreographed by a tandem of girls, for girls who
love shoes.
Sparkling parisian girls !
I. A FAIRY TALE
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Apologie
II. Fall — Winter / .15-16
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Summer /.16
III. Spring Summer / .16
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Apologie
•
Apologie launches its first shoes accessories for
Summer 2016... To the greatest delight of the ladies!
Jewelry that goes down to the feet of women and
walks in the footsteps of the surrealists. They come
in knots, balls, or hearts for a shock... and chic
effect!
•
Hand-made by artisans from Florence, they are
finished in galvanized brass and light gold. They
cling merrily to shoes, sneakers, and straps, thanks
to clips or laces. So no excuse not to rush on
Apologie’s shoes’ jewelry!
Shoes accessories
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OLIVIA COGNET, FOUNDER AND ARTISTIC DIRECTOR
Olivia Cognet is passionate about shoes.
A nascent passion since childhood, that she formalized
through a curriculum related to fashion that end at the Villa
Arson, the French pilot school of contemporary art.
At barely 21 years old she found herself entrusted by JeanCharles de Castelbajac with his complete collection of
accessories. What then followed was a collaboration of five
years which led her to work closely with prestigious houses
such as Robert Clergerie or Charles Jourdan. This
experience would enable her to master among other
things, the complete production cycle of a shoe: from the
technical drawing, from the idea to the completion ... From
the tanneries to the sole makers by passing through the
manufacturers of heels of and other suppliers. She then
took flight and continued her career by moving among
different high end PAP houses such as Sonia Rykiel or
Carven, thereby perfecting in her achievements her
attention to detail and elegance.
She channeled these ideas in several projects, never
ceasing to draw, to invent. So she naturally chose to
become a consultant for others (Lanvin, Carven, Sonia
Rykiel, Mugler, Tara Jarmon, Cacharel, Léonard ...) to
create and develop collections of accessories applied to
very different universes. This practice is a laboratory in
which a minding of the market and of trends is essential.
With all these experiences, she launched her own line of
shoes: "APOLOGIE"
IV. The tandem
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Apologie
SOPHIE VIOT COSTER, GENERAL MANAGER
Of shock
•
Sophie Viot Coster is 38 years old and is one of
those women who is convinced that taking action is
a guarantee of freedom. A graduate of EDHEC in
2000, she began her career as a consultant in an
organizational consulting firm. In the projects she
led, she was pleased to be a kind of Orchestra
Conductor, coordinating the intervention of various
contributors, testing her ability to adapt ... No day
was the same and human contact was the center of
all her challenges. And yet at the bottom of her bag,
there was always a blackened "special concept"
moleskin in which she put aside her ideas and
sketches to later refine.
•
She founded the network Les Cireurs in 2012 and
integrated as well the world of shoes. Her meeting
with Olivia in January 2014 gave her the opportunity
to continue the adventure by joining an up and
running team. She brings her demands as well as
her skills to the development of the brand.
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Apologie
V. The positioning of
a dedicated
shoemaker
VI. The positioning
and the environment
of the brand
As much by the composition of its collections as by the
management of its manufacturing, Apologie is a committed
specialist brand: a Parisian shoe brand, inspired by the
codes of luxury. Each collection presents about thirty
models, from the espadrille to the boot, passing via the
sneakers and through the heels. Made in Italy, Portugal &
Spain, the shoes are designed by renowned manufacturers
chosen for their demand of the highest quality.
A positioning in the "contemporary"/ affordable luxury
segment. Alongside Carven, Avril Gau, Tila March, Sophia
Webster, Kenzo, Repetto, Sigerson Morrison, See by
Chloé, Kurt Geiger, Opening ceremony, Marc Jacobs,
Charlotte Olympia .... Apologie finds its place among the
beautiful multi-brands & department stores. The brand has
seduced Isetan, Tomorrow lands, Level Shoes District,
Poste Mistress, Galeries Lafayette, Garrice.
From Asia (Japan, Korea, Singapore, ...) to Europe (UK,
Italy, Switzerland, Finland, ...) through the Middle East
(Lebanon, Israel, Emirates ...) Apologie has linked its home
territory which is France by offering its products in the most
beautiful cities: Paris, of course, but also Aix, Marseille,
Bordeaux, Monaco, Cannes, Saint Rémy de Provence, etc.
Apologie is the brand of Cinderella: "Evidence that a pair of
shoes can change your life."
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VII. A particularly
rich universe of
communication
On the site are dancing shoes, the Apologirls pose, the
months pass and the Apologie universe expands.
Each month, under the artistic direction of Olivia Cognet,
these winks delight the fans!
The press seizes the opportunity and the publications burst
forth!
Apologie
Campaign extracts Summer / .16
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Apologirl Leslie David
Summer /.16
Apologie
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Apologie
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VIII. Apologie’s
Identity
Apologie : French SARL, 11/02/2012 in Paris
SHARE CAPITAL : 40 800€
– Olivia Cognet 68%, FOUNDER
– Sophie Viot Coster 30% CEO
– Fabrice Policella , à 2% PARTNER
Trademark in Europe Japan, China, Russia, USA
IX. Our partners
Apologie
X. Contact
Apologie
2 Rue des Haudriettes 75003 Paris
+33 (0) 9 83 40 72 32
[email protected]
www.apologie-paris.com
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