The context
The women’s fashion pure-player Sézane, which also sells men’s fashion (since 2016), decoration products (2023) and children’s fashion (2024), had, at the end of March 2026, 9.5 million monthly active users (Similarweb). If the e-retailer, natively digital since its launch in 2013, favours technological tools developed in-house to master an e-commerce platform, it switched to AWS in 2020 for a website hosting. According to Lucie Clair, Product Owner at Sézane, “the choice of AWS was linked to the need to support traffic of some 10 million visitors per month… a figure that is not linear, with peaks in visits mainly on Wednesdays and Sundays.”
The Sézane team also decided to temporarily create a dedicated AI team to ensure a right prioritisation and advancement of AI projects and avoid a risk of being drowned in an innovation pipeline.
The objectives
For Sézane, which is also B-Corp certified, the business objective was twofold. “We wanted to improve our brand visibility on search engines, stated the Product Owner. Indeed, Sézane has a strong brand image, and we can see this in our search results: on Google, 83.7% of our SEO traffic includes the brand Sézane as a keyword.
