The challenge of the jeans at 59.59 euros made in the North

The humming sound of Brother sewing machines is irregular. The washing machine is not working yet. The wash is not connected. But already about twenty seamstresses are at their posts at the FashionCube jeans factory inaugurated on Tuesday, April 5, in Neuville-en-Ferrain (North). The structure, which oversees the Jules, Pimkie, Bizzbee, Grain de malice and RougeGorge Lingerie clothing brands, has invested three million euros in this FashionCube Denim Center, with the support of local authorities.

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Its president, Erwan Punelle, remembers how “It took a bit of madness, courage and determination” to get this factory off the ground, in one of the textile cradles in France that years of relocation have damaged. And above all, to make these pants, in a recycled cotton and polyester canvas, woven in Turkey, to reach a sale price of 40 to 60 euros in stores.

The first jeans made in Neuville-en-Ferrain will be delivered at the end of April to the Jules brand, which, with Celio, competes for the number one position among menswear sellers in France. Baptized as the “Cinq Neuf”, it will be sold at a price of 59.59 euros.

“ethical” model

Will you know your audience? The French jeans market is dominated by two players: the American Levi’s, the leading five-pocket brand, and Kiabi, the leading jeans sales channel which, with a minimum price of around 10 euros, has gained almost 9% of the volumes in France. . Thanks to production mainly in Asia, the “The average price of men’s jeans is 32.20 euros”adds Hélène Janicaud, Kantar’s head of research on the clothing market.

Despite the importance of low prices, Jules’ management believes the French customer is now ready to spend more to reduce its environmental footprint thanks to “French manufacturing and best quality”. Pimkie should follow by the end of the year.

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The 1083 and Atelier Tuffery brands have paved the way for these French-made jeans, whose models sell for more than 100 euros. According to Kantar, 16% of buyers have chosen a model called “ethical”, that is, made of organic cotton in 2019. “In two years the number of consumers of these models has tripled”I love MI Janicaud.

Therefore, Jules’s bet would be less risky than it seems. Especially since the brand with 450 stores already sells models at 49 euros. Customers “You will be willing to pay 10 euros more for jeans made in France”estimates Erika Joffrin-Cadix, director of the offer within the brand. “It will take time. It is a real educational challenge to make people understand the interest of buying made in France”, admits Jean-Christophe Garbino, managing director of FashionCube.

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