BRAND POSITIONNING :

The products created by Comptoir des Cotonniers are designed to people betwween middle and up market. The medium price of an article is 105€.

The target : Their core target is women between 20 and 40 years old, and more specially Mother and Daughter !

They play on emotion because they want to underline the importance of the relation between a daughter with her mother. So when you buy a product at Comptoir des Cotonniers you share a moment of a complicity with your mother or with your daughter.

The strengh of Comptoir des Cotonniers is that they never renew an article from one year to the next, which allows them to avoid weariness from the customers. So a customer never finds the same article every year in a shop. This does not mean that what he bought before is not in the trend anymore! Comptoir des cotonniers takes care to create some clothes which are in the trend but which are also easy to wear again the next year.

Nevertheless, Comptoir des cotonniers have to face with some brand like Zara or H&M which offer products at more reasonnable prices. So people can go to these shops to buy some "basics" for example. This is the main risk for Comptoir des cotonniers.

Nature of product

Comptoir des cotonniers offers some clothes mainly for women. The strengh of this bran is that they offer classic and sober products. This allows for people to wear the same clothes the year after. Even if they want to create classic clothes, they also take care about fashion ! Indeed the product is not confirmed as long as they dis not see the fashion show of creators in order to be sure to be un the trend.

Comptoir des cotonniers sells its products in small boutiques in midtown or in malls, which allows them to attract more people.

COMMUNICATION STRATEGY

COMMUNICATION STRATEGY:

Between basics and other trendy clothes with an timeless touch, Comptoir des Cotonniers displays a city collection. Comptoir des Cotonniers have succeed in becoming an essential of shopping and trends in 10 years. The all integrated in the society, with their innovative concept targeting “mother/daughter”.

In fact, their communication is not based on the fact that the brand believes that mother and daughter can buy the same style of clothes but based on the concept that mother and daughter can do and have a pleasure moment in doing shopping together in the same shop where they can find clothes for both according to their tastes. Comptoir des Cotonniers wants to reinforce and axes their communication in the proximity/ complicity and family spirit when girl and mother are doing shopping. By the way, the collection displays 70% of basics and 30% of pure fashion with never taking risks with any excess in terms of fashion style of their collection (never vulgar, never shocking but only simple, wise but innovative clothes).

Al in all, the communication of Comptoir des Cotonniers is based on an emotional spirit (as all their marketing based on affective marketing), always warm, true, authentic and familial. This is what it makes Comptoir des Cotonniers a unique concept and its adding value.

Just for info: Comptoir des cotonnier work with advertising agency as BETC luxe for their comminication campaigns. So their communication is decentralised.

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Comptoir des cottoniers... A family history !

Tony Elicha decided to create this brand with the support of his wife in 1995. Today Comptoir des cotonniers is one of the famous brands in France .

Family became the suceed concept ! Thanks to Tony Elicha's wife who had the idea to develop the brand strategy around the couple : mother and daughter.

In this blog you will see an analyze of the strategy of comptoir des cotonnier. Its strenghts ans its weaknesses... Their place on this market.

So please join our blog and don't hesitate to react !