Multi-Generational Strategy Marketing

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Multi-Generational Strategy Marketing

By | Feb. 2013
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Comptoir des Cotonniers is one the biggest French brand of clothing medium-high range. This company has essentially succeed thanks to their multi-generational strategy marketing. The company was created in 1995 in the south of the France by Tony Elicha, a self-made-man who created his first clothing company in 1972 (aka Créations Nelson). The brand began to thrive with his first commercial campaign based on the meeting of two kind of generations : the mothers and daughters. In my opinion, Comptoir des Cotonniers is a good example of multi-generational marketing strategy because the brand evolves at the same time that the generations follow.

Two years after its creation, the company launched in 1997 its first commercial campaign around the concept mother-daughter : the brand provides clothing for both mothers and daughters with the same quality and the same models of clothes. The age cohorts targeted at this period were the Boomers (for the mothers) and the Gen X or Gen Y (for the daughters). The advertising strategy was to propose a range of clothes able to please both mothers and daughters and induce the coming in the same time of both of them in the shop. The purpose of this marketing campaign was to sell in the same time modern clothes for two generations of consumers and create a sharing time between mothers and daughters. The concept was a huge success and the brand became fast the place to be for shopping with your mum.

The mothers has liked the quality of the products : the main raw material is the cotton (Cotonniers means cotton plant in French). This is a relevant characteristic for the Boomers because the Grey market Generation was customers of this tissue and known its proper quality. For instance, my grand-mother who was born in 1924, had the habit to make the clothes for her children by using only cotton. This material is cheap, solid and manageable to sew. For her, this was the cheaper on the market and the more solid to make clothes. Comptoir...

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