How SMCP is accelerating international expansion with Newtone’s AI-powered content that performs from day one
With tight seasonal product launches, the French fashion group started to use Newtone to scale content operations —without sacrificing voice or quality.
Industry: Fashion
Headquarters: Paris, France
Company size: 5,000-10,000
"We were looking for a solution that would allow our teams to be fully autonomous, while ensuring the fast and consistent creation of our product content, in all languages and on all our channels"
Jérémie Amsalem
Head of Digital Transformation @ SMCP
Company
Listed on the Paris stock exchange, SMCP is a leading European fashion group that embodies the essence of Parisian elegance and contemporary sophistication. With a portfolio of four prestigious brands—Sandro, Maje, Claudie Pierlot, and Fursac—the group has established itself as a reference in accessible luxury fashion. Generating €1.3 billion in revenue and employing 7,000 people across four continents, SMCP continues to inspire a global clientele with collections that blend timeless French craftsmanship with modern lifestyle. Each brand under the SMCP umbrella stays true to its unique identity while sharing a common vision: making Parisian chic accessible to style-conscious customers worldwide.
Challenges
Volume at scale: Managing 2,000+ product descriptions per season across four premium fashion brands (Sandro, Maje, Claudie Pierlot, Fursac)
Multi-market complexity: Need for high-quality content in multiple languages for international marketplace expansion
Speed vs. quality trade-off: Manual content creation was too slow; template-based approaches sacrificed brand voice and SEO performance
Costly translation workflows: Traditional translation processes were expensive, time-consuming, and inconsistent across markets
Results
Instant content generation: Product descriptions that previously took days are now created in minutes with AI-trained on each brand's unique voice
Native multi-language deployment: Content automatically generated in 40+ languages with localized SEO optimization, not post-translated
Performance from day one: SEO-engineered content that ranks immediately, with no post-production optimization needed
Team autonomy: Marketing teams empowered to generate on-brand content independently, eliminating bottlenecks and external agency dependencies
Consistent premium experience: Brand voice and quality maintained at scale across all international marketplaces and channels
Context of growth and innovation
SMCP, a French ready-to-wear group that includes the brands Sandro, Maje, Claudie Pierlot, and Fursac, is pursuing international expansion. To support this growth, the group has expanded its sales channels, particularly through international marketplaces and new locals, and has embarked on an ambitious digital transformation.
The challenge wasn't just volume—it was maintaining the desirability and premium positioning of each brand while scaling content production across dozens of markets simultaneously.
Challenges successfully met
Faced with managing over 2,000 product sheets per season and the need for rapid, consistent distribution on various marketplace platforms, SMCP successfully turned its challenges into opportunities:
The content bottleneck: The creation, translation, and distribution processes were redesigned for greater flow and efficiency. Time-to-publication fell from months to hours.
Seamless team collaboration: Cross-functional visibility of product data and content was enhanced, allowing digital and marketing teams to be more agile and responsive.
""We had to manage both the volume and the specific requirements of each channel, while maintaining a flawless product experience. Thanks to automation, we met this challenge."
Jérémie Amsalem, Head of Digital Transformation at SMCP
Speed without compromise
What previously required days of copywriting, review cycles, and translation coordination now happens in minutes. The AI instantly generates complete product descriptions—maintaining each brand's unique voice and style—directly from product data. The rapid adoption of Akeneo and Newtone is a testament to their simplicity and relevance for the teams.
Brand voice at scale
Through guided AI training sessions, Newtone learned the distinct personality of each SMCP brand. The platform consistently reproduces Sandro, Maje, Claudie Pierlot, and Fursac distinct tonof-voice — automatically, across every product and market.
"The solution's simplicity facilitated its adoption and allowed our teams to gain autonomy."
Jérémie Amsalem, Head of Digital Transformation at SMCP
Concrete and lasting results
Measurable business impact
Time-to-market: 90%+ reduction in content production cycles
Content volume: 2M+ words / year generated across SMCP brands
Market coverage: Simultaneous content deployment in dozens of international markets
Team efficiency: Marketing teams reallocated from content coordination to strategic initiatives
Scaling with confidence
With Newtone powering its content engine and Akeneo centralizing product data, SMCP has built a scalable foundation for continued international growth. The group can now enter new markets with confidence, launch seasonal collections faster, and maintain its premium brand positioning across every customer touchpoint.
As SMCP continues its digital transformation, the partnership with Newtone and Akeneo ensures the group stays ahead of market evolution—delivering content that performs, at the speed modern commerce demands.
