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Published
Mar 29, 2016
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Gossard set to expand in France

Published
Mar 29, 2016

Gossard will soon be one hundred years old, and already has a history with France. The British lingerie brand has always been available across the Channel, and has operated a Paris office for the last four years, but it is altogether poorly represented in the country. The brand now intends to remedy this situation, making France one of its prime targets for international expansion.


An image for ‘Glossies', one of the regularly available lines - Gossard


The new attack plan for the French market rests on several points, the first of which is to regain physical contact with customers. Gossard is in fact available extensively on e-commerce sites, but it is sold only by some fifteen physical shops in France. It will thus be necessary to add to the network, with priority given to department stores for their visibility. Talks have begun with some of the latter, and representatives has also been sent out to make a start eastward.

Gossard also wants to stimulate good memories in its French clientèle, by advertising. The brand is employing the services of a p.r. agency again, and is planning a first poster campaign, at least in Paris, for the end of 2016.

"International sales currently account for 60% of Gossard's revenue, a figure which must increase," said General Manager Elise Recour. "France and Germany are our two priority countries, but we also intend to strengthen our positions in Poland, Turkey and the USA," she stated.

The brand had previously worked on its range, which was markedly influenced by British culture, to offer lines with a more international appeal. The regularly available and basic lines too have been bolstered in this direction.
 

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