Maison 123: combining influence, brand image, and performance

Celya Thevenin, Head of Press & Influence, Maison 123

Could you introduce Maison 123 and explain your main challenges when considering affiliate marketing?

Maison 123 is a women’s fashion brand with an elegant and contemporary positioning. Each season, the brand introduces new collections and deploys an inspiring universe, designed as a holistic experience from creative concept to in-store experience.

When considering affiliate marketing, our main challenge revolved around return on investment (roi). We wanted to build a strategy primarily focused on influencer marketing, supplemented by select media publishers, while deliberately avoiding discount code and cashback portals.

Why choose affiliate marketing at that point, and why launch it with Affilae?

Choosing affiliate marketing came from a desire to test the channel’s potential for an already established brand that needed a fresh challenge. The goal was to measure what this channel could deliver without diluting our brand equity through promotional codes. At the same time, we wanted to optimize our influencer campaigns using a performance-driven approach and a finer selection of creator profiles.

As for Affilae, it was the platform that came up most frequently during our discussions, particularly from influencers themselves. The choice naturally made sense.

Which partners were prioritized during rollout?

The program focused primarily on creator profiles, complemented by selected media outlets to support a refined fashion affiliate influencer strategy.

What made the real difference in program management?

The support from Zoé and Corentine helped us structure the program more effectively on a daily basis. Affilae’s value was especially felt in scouting talent, accessing data, and building direct connections with creators.

Because Affilae was already in direct contact with content creators, reaching out to them through the platform was much smoother. This allowed us to identify hidden gems, gain operational agility, and avoid wasting time on inconclusive tests. Our international development also gave us access to broader publisher listings.

What key results have you observed?

The first noticeable evolution was the quality of the activated creator profiles. On the performance side, the results highlight:

• +164% in pure web affiliate revenue
• +381% in conversions
• +406% in click volume
• +350% in roi

(comparing 2025 to 2024)

What advice would you give to a brand still hesitating to launch?

Dedicated account support makes a real difference, especially when internal teams are lean. Even with a strong knowledge of the market, having dedicated partners who master the platform, hold actionable performance data, and bring concrete visibility to new opportunities remains invaluable.

Want to learn more? Discover the full business case : Maison 123 x Affilae