Jules in full transition to please these gentlemen more
Jules, the brand that is spread today around 603 stores around the world (11 countries), announces today, in any case, take a new turn to change the image of its brand.She announced this morning in Paris, during a press conference, take her first steps in the "Zero Waste" at the time of a great textile mess in the fashion industry and want to better know his customers, indeploying new data tools, internally.
If many of the Jules and Brice brands have closed in the face of the new challenges of retail and in the face of cost reduction, a group transformation, more precisely carried on the Jules brand, has been underway for two years.New logo, new green concept, best support in the customer purchasing journey, CB News reveals the new strategy of this reference of male ready-to-wear belonging to the northern group Happychic (Bizzbee, La Gentle Factory, etc.)).
Zero Waste, supply chain and cotton jeans
Among the challenges undertaken by the brand, whose history began in 2000 and which prides itself on having a turnover of 500 million euros, that of being above all an ecological aim, limiting fromToday, the impact of its production to preserve the environment."Fashion is a polluting industry that produces more than demand.We therefore wanted to invent a new brand model by leaning over the Zero Waste, "explains Jean-Christophe Garbino, CEO of fashion3 (Mulliez ecosystem which brings together Pimkie, Orsay, Grain de Malice, Rouge Gorge and the Happychic group) andJules.Objective therefore, beyond the deployment of a new greener logo, in the blink of an eye to this commitment entrusted to Air Brussels, with the signature "Men in Progress", rethink the whole chain, from the creation of parts to thesale, via production and the logistics department.And no longer offer free bags.
Also, efforts should materialize from the production process of parts (mainly denim jeans) to reach a overcome of 600,000 pieces produced less on 25 million."Concretely, this involves detecting good trends for a fair amount of products, better communication with suppliers, by traceability and transparency on the value chain.The profit will come then!", Complete Liz Simon, Chief Product Transformation Officer at Fashion 3, after having worked for thirty years in fashion and today convinced that this multitude of initiatives would reduce by two, the creation time produced."It takes 40 weeks of creation, between design, 3D design and other stages and we could go to only 21 weeks by saving 40%".
In terms of collections, whether formal or sportswear parts, the concept of "substantable" should soon be illustrated through less "greedy" jeans in winter collections, 72% of the impact coming todayHui of the use of raw materials (for Jules).But if these materials come from Pakistan or were bought in Bangladesh and that 10% of the production of jeans are made in Turkey, the teams assure that everything is "traced" and that the washing of the tissues is done on ozone.What to please those who follow with attention what is said on the Fashion Pact.The brand also wishes, in this sense, to deploy a site for everything related to the second hand, on which it will be possible to resell its clothes.
Stay accessible and attractive despite everything
"There is a gap between the de-consumption movement and the battle of promotion but we do not want to spoil products, nor sell off.We rely on data for this to find out what we will need, depending in particular on the product ranges, "continues the manager, however, insisting on maintaining a textile quality of products and price accessible for consumers;A predominantly male target (around 70%), however made up of around 30% of women (buying for men) which invests around an average basket of 25 euros.Goals sought by the brand beyond this “stretching price?”Reclaiming the market after a bad time, remaining attractive to its customers that it wishes to expand (currently made up of 25-45 years) and to face competition, marked in particular by the emergence of "digital brands".
Retain men everywhere in France
But without the development of internal data tools, impossible to achieve it, even less internationally.Also, Jules is in reflection on a merchandized customer journey and is preparing to test geo-localized offers for his customers in order to offer him relevant purchasing experiences adapted to his needs."Data will allow us to know the attendance of a small city center store, just like that of a shopping center store, which is a catchment area, a competitive area but also appreciated by students.This also helps to avoid carbon round trips from logistics and sizes from one store to another.Consequently, we improve replenishment, ”adds Pingki Houang, Chief Executive Omnichannel at Fashion3, passionate about figures and data that would like to be able to predict sales at Jules.
Seduction operation in Bordeaux
Other projects for Jules, which will gradually merge with the Brice brand for budgetary optimization reasons, 7 new locations in France in the coming months.Starting with the inauguration of a sales area of more than 200 m2 in Bordeaux, located rue Sainte-Catherine (near a Brice store).The latter, designed with the expertise of the Malherbe agency will open on October 30 around a recycled design (recycled clothing bricks), to illustrate the concept of "Zero Waste".Finally, Jules will unfold in Sables d'Olonne, the regionalization of the brand being the priority of the teams before its international expansion.However, are to be expected, secondly "23 openings in the first half", confirms Jean-Christophe Garbino without detailing their location.This is without counting on the release of thematic collections or personalized pieces at certain key moments of the year (Christmas, Father's Day, etc ...), which create a lot of online traffic and on shelves ...
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