Presentation Marketing the Kooples

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Presentation Marketing the Kooples

Un concept marke-ng eﬃcace mais limité …

13 octobre 2010

De Villepin -‐ Gutharc -‐ Mar8ni

1

Sommaire  La naissance du concept  Le marché : cible et concurrents  Le marke6ng mix  Forces et faiblesses  Conclusion et recommanda6ons 13 octobre 2010 De Villepin -‐ Gutharc -‐ Mar8ni 2

Une histoire de famille -‐ 1972 : Tony Elicha fonde Créa6ons Nelson. -‐ 1995 : Naissance de Comptoir des Cotonniers. -‐ 1997 : Campagne publicitaire mère-‐ﬁlle. -‐ 2001 : CA = 25 millions €. -‐ 2004 : CA = 58 millions €

(+ 130 % en quatre ans !) -‐ 2005 : Cession de Comptoir au groupe japonais Fast Retailing pour 80 millions €. -‐ 2008 : ouverture du réseau The Kooples à Paris par Alexandre, Laurent et Raphaël Elicha en pleine crise du secteur : un atout

13 octobre 2010 De Villepin -‐ Gutharc -‐ Mar8ni 3

13 octobre 2010

De Villepin -‐ Gutharc -‐ Mar8ni

4

De Comptoir Des Cotonniers… 
Spécialisée dans le prêt a porter féminin, moyen/ haut de gamme (prix moyen= 105€)  Authenticité, simplicité, sobriété avec une pointe d’originalité pour des lignes intemporelles  Près de 300 points de vente en France et 130 à l’étranger  Tandem mère-filles à la base du concept marketing
Ventes Détail TTC en milliers d 'euros

13 octobre

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