ADES: The future is female. Step up, speak out and lead this brand

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ADES The future is female. Step up, speak out
and lead this brand
1888PressRelease - ADES is the first
community-led brand dedicated to fashion
accessories. Women are in control of the brand.
They make all key decisions collectively as a
community. ADES is their brand. It's their
decisions! This is a new fashion accessory
brand that will really listen to its customers.
So much so that they will decide everything from
the type of product, to the design, to the choice
of materials and colours. The ADES brand will
then produce the accessories that have been
developed by its future community of customers.
This is a totally innovative process that
reverses the decision making pyramid by allowing
consumers to have the final word. "I want to
give power to women, to allow them to create a
brand that resembles them. ADES...it will be
their brand. It will be their decisions. The
hierarchy will be reversed. It is a form of
democracy applied to the world of business",
explains Philippe Ades, who launched the brand in
Neuchâtel (Switzerland). Born in 1978, he has a
career in marketing, notably serving major luxury
brands. Entrepreneur at heart, he wants to
contribute to reinventing the e commerce and
marketing of the future.
The brand ADES will be digital and the community
gathered on the site www.adeslifestyle.com. The
woman of the ADES community is active, and
passionate about fashion but with a soul of a
creator and an entrepreneur. Collective
decision-making will be done through an online
voting system that will define the product ranges
and refine their further development. "The
different products will be sketched in the form
of gouaches or drawings. Then these drawings will
be gradually refined according to the choices of
our community until the final validation of a
first product collection. Our community will also
approve the price tags and choose where those
accessories will be made", explains Philippe Ades.
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Once this collection has been validated by its
community, the brand ADES will launch a
crowdfunding operation to offer the possibility
to acquire the various items of this first
collection through a pre-purchase. Launched in
early March 2017, the brand will begin with
creating and gathering its customer-decision
maker community. The community involvment is
intended to be extended throughout the brand's
life, as Philippe Ades points-out "Our ambition
is to give our community the opportunity to shape
the brand. Its members will decide not only who
will be our consumer, what fashion accessories
will be launched, their design and their prices,
but ADES women will also choose the advertising
campaign and much more. We will always execute
their decisions (whether they please me or not!)."