How did this French-Moroccan designer go from selling clothes in his mother's living room to building a 40 million euro a year luxury fashion brand, Casablanca?

@thenumbersgame1

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Selling · Other Product

Casablanca

Why it worked

The video effectively tells a compelling rags-to-riches story of a fashion designer, blending personal narrative with business success metrics. It uses visually appealing content and celebrity endorsements to showcase the brand's desirability and market impact.

Summary

This video chronicles the rise of Charaf Tajer's luxury fashion brand, Casablanca. It details his journey from humble beginnings to a multi-million euro business, highlighting his unique design aesthetic and strategic growth.

Structure

1Introduction to Charaf Tajer and Casablanca's success
2Background and influences of Tajer
3Founding and early growth of Casablanca
4Brand's aesthetic and market impact
5Business growth and expansion
6Current retail presence and future outlook

Product placement

Casablanca brand clothing is shown throughout the video, including silk shirts, play sets, and other garments. The brand's name is displayed on screen and mentioned in the narration.

Original caption

📊French-Moroccan designer Charaf Tajer built Casablanca, a €40 million a year fashion brand from his mums living room. #business #founder #fashion #clothingbrand

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On-screen text

THE NUMBERS GAME did this designer selling mother's to €40 MILLION a year luxury brand Casablanca Charaf Tajer Paris parents grew up cultures French and North colour classically trained school road map Casablanca streetwear Pigalle co-founded nightclub Le Pompon fashion and collecting a network In 2018 at 37 launched with €3,000 for Paris Week appointments living His idea different luxury holiday Silk shirts tennis courts Travel Optimism immediately play-sets a uniform at DJ booths worldwide Worn by Kendall Jenner Gigi Hadid Burna Boy scaled Revenue surged past €40 MILLION at triple rates 80% of customers 32 The US became the biggest Casablanca employs people stocked by Mr Porter Net-A-Porter Selfridges Galeries And now retail Casablanca opening flagship Paris's Faubourg Honoré cementing from cult luxury

Transcript

How did this French-Moroccan designer go from selling clothes in his mother's living room to building a 40 million euro a year luxury fashion brand, Casablanca? Meet Charaf Tajer. Born in Paris to Moroccan parents, Tajer grew up between cultures, French luxury and North African color. He wasn't classically trained, no fashion school, no road map. Before Casablanca, he helped build streetwear label, Pigalle, co-founded the Paris Night Club Le Pompon and through fashion, music and night life collecting one thing, a network. In 2018 at 37, he launched Casablanca with 3,000. For Paris fashion week, he held appointments in his mother's living room. His idea for clothing was different, luxury that felt like a holiday. Silk shirts, tennis, sunsets, travel, optimism. It hit immediately. Casablanca's silk play sets became a uniform at DJ booths and fashion weeks worldwide, worn by Kendall, Gigi Hadid and Burna Boy. The brand scaled fast, revenue surged, turnover past 40 million euros, growing at triple digit rates, around 80% of customers are under 32. The US became the biggest market. Casablanca now employs about 60 people and is stocked by Mr Porter, Net-A-Porter, Selfridges and Galeries Lafayette and now retail. Casablanca is opening its first flagship on Paris's Faubourg Saint Honoré, cementing its from cult brand to luxury house.