International development
A major player in local markets
The Group has significant strengths to
respond to the worldwide crisis: a large
offer of lingerie and ready-to-wear
apparel, proven distribution savoirfaire,
strong brand identity and local
market recognition. International sales
have thus increased in volume,
sales revenue and number of stores.
Each name has professionalized the
branding of its image internationally
thanks to close collaboration with local
partners in the various countries.
Marketing and retailing know-how
have been combined. All
countries adopt the
communication strategy designed
around the image of the muse, Natalia
Vodianova, and benefit from her
worldwide fame. She contributes to
the reinforcement of Etam’s
international visibility.
The Group encourages its partners to
continue to develop more stores in
order to become a significant player in
each local market by profiting from
their knowledge of the brands. New
store openings take place in city
centers and shopping malls with
boutiques using the new Greenwich
design for ready-to-wear and the new
experimental concept in Paris, rue de
Rennes for lingerie.
While the Etam Group decided at the
end of 2008 to discontinue the joint
venture created in India in 2006,
progress in Eastern Europe has been
particularly positive with openings in
Georgia, Slovenia and Albania.
Openings are planned in the
Middle East, Dubai, Oman and Abu
Dhabi for Etam and 1.2.3.
China: a clear rebound
In China, the Group clearly rebounded following a management change. The three ready-to-wear brands were repositioned: Etam (city, elegance), Weekend (nature, femininity) and ES (youth, active, campus). The positioning of Ehomme was also adjusted (urban, relaxed). Lingerie which is represented by 70 sales outlets as of the end of 2008 will be developed extensively in 2009. A method of constructing collections was developed around fashion figures and with strong retailing at sales outlets. Four new store concepts were launched which were derived directly from models perfected in France for Etam. All of these actions together permitted the rebound of business. The Group included near 3,000 sales outlets in China at the end of 2010.
