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.
Please don’t
hesitate to react! It could be very interesting to share our ideas J
I appreciate Comptoir des Cotonniers for basics, nevertheless, it's true we can find similar products among competitors such as Zara or United Color of Benetton, for a less expensive price.
RépondreSupprimerMoreover, I regret that the category of less classical clothes isn't larger than what the brand offers today : 30%.
I would be curious to know the pourcentage of 20 years old women who buy clothes among competitors such as Maje or Sandro instead of Comptoir des Cotonniers.
Do you have this information?
I always have a particular feeling when I am shopping (or even looking) in their stores : they have a particular smell, the same perfume in every store. This perfume reminds me when I was a kid, the type of perfume for children, a light eau de toilette.
RépondreSupprimerYou also feel confortable in CDC's stores as the surface is not big, they use bright light, white walls and ceiling. ALways the same design everywhere. The clothes are as well always folded correctly, it is a proof for their brand positonning.
They are increasing their positionning around the world. For example, they have a store in East Village in NYC, as other French brands do (Zadig & Voltaire, APC, or Sandro & Maje soon).
And obviously, the store is exactly the same as in France.
However, I think that even if they have nice clothes, the price is quite high for the quality. It is good quality, but I don't think it worth the price...
You were right when you were saying that you could still wear the same CDC clothes the year after. When I am shopping to a CDC factory store, I do not see a gap between their last collection and what we could wear now!