Influencer affiliate marketing regulation: unlock high-roi growth

Maison Stella & Suzie is a fashion house built on a true love story with style.

Maison Stella & Suzie is a mid-range women’s ready-to-wear brand founded by Margaux Minguez Lahana with the support of her husband. Every piece is imagined, sketched, and developed in Toulouse by the founder and her design team, creating distinctive yet accessible clothing meant to be lived in and passed down. The brand’s universe is shaped by a desire for travel, a warm southern accent, and the promise of a new day, featuring lightweight fabrics, sunny prints, and airy silhouettes designed for getaways. Welcome to Maison Stella & Suzie…

The challenge: objectives and constraints

The primary focus was to transform a traditional influencer approach into a performance-driven acquisition channel:

• Overcoming strategy limits: the brand’s influencer strategy was reaching its limits due to high fixed-fee collaborations and a major difficulty in tracking actual sales.
• Streamlining operations: a strong desire to simplify internal workflows and reduce unnecessary intermediaries.
• Data-driven management: making it easier to accurately measure the performance of content creator partnerships to steer the budget based on ROI.
• Regulatory alignment: launching the program in february 2023, right alongside the adoption of the french influencer law on june 1st, 2023.

The means: levers tested

To ensure complete control over brand image and equity, the framework relied on a single, powerful channel:

• Influencer marketing (a program 100% based on content creator partnerships).

The strategy: tactical activations

The execution focused on building a qualitative, direct, and transparent relationship with creators:

• Private pan-european network: creating a private pan-european program where the brand maintains total control over every content creator who applies.
• Historical partner onboarding: providing dedicated support to seamlessly migrate the brand’s long-standing influencer partners onto the new performance model.
• ROI-driven adjustments: measuring and analyzing ROI data to deploy bespoke influencer strategies tailored to each new collection launch.
• Bespoke gifting tiers: personalizing product gifting strategies based on creator profiles, styles, and historical performance.
• Driving organic recurrence: encouraging creators to post regular, spontaneous showcases of products they already own, ensuring steady long-term visibility and a predictable, regular income stream for them.