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 2008 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. In 2009, all
countries will adopt the
communication strategy designed
around the image of the muse, Natalia
Vodianova, and will benefit from her
worldwide fame. She will contribute 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 2009 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 in the second half
which finished with an 18.6% increase
at constant store level. The Group
included 2,131 sales outlets in China at
the end of 2008. Around 500 stores
revamped for the new concepts
realized significant increase in sales for
the year.
