FashionCube opened a jeans factory in Neuville-en-Ferrain, in the North, to provide Julius and Pimkie stores. The first deliveries are planned at the end of April.
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The purr of the Brother sewing machines is irregular. The washing machine does not turn yet. That of withdrawal is not connected. But already about twenty seamstores are at their post in the Fashioncube Jeans’ Factory inaugurated on Tuesday, April 5, in Neuville-en-Ferrain (North). The structure, which oversees Juli Clothing Signs, Pimkie, Bizzbee, Grain of Malice and Redgorge Lingerie, has increased three million euros in this fashioncube Denim Center, with the support of local communities.
His president, Erwan Pielle, recalls how much “it took a little madness, courage and determination” to get this factory out of the ground, in one of the cradles of the textile in France than years of relocation have Dispedrol. And most importantly to make the pants, in a recycled cotton and polyester canvas, woven in Turkey, to reach a selling price from 40 to 60 euros in store.
The first jeans made in Neuville-en-Ferrain will be delivered at the end of April to the Julius sign, which, with Celio, compensates for the number one of the male fashion vendors in France. Baptized the “five nine”, it will be sold at a price of 59.59 euros.
Model says “Ethics”
Will he meet his audience? The French French market is dominated by two actors: the American Levi’s, the first brand of five-pockets, and Kiabi, first sales circuit of jeans, which, with price prices of the order of 10 euros, roll up near 9% of volumes in the hex. Thanks to a production predominantly in Asia, the “average price of jeans of men is 32.20 euros,” adds Hélène Janicaud, head of the study at Kantar in the clothing market.
Despite the importance of small prices, the leaders of Jules believe that the French customer is now ready to spend more to reduce his environmental footprint thanks to “French manufacture and better quality”. Pimkie should follow at the end of the year.
Brands 1083 and Tuffry workshop paved the way for this jeans made in France, with models sold more than 100 euros. According to Kantar, 16% of buyers have borne their choice on a “ethical” model, that is, made in an organic cotton in 2019. “In the space of two years, the number of consumers for These models have been multiplied by three “, esteem M me janicaud.
From then, the bet of Jules would be less risky than it seems. Especially since the 450 stores already sells models at 49 euros. Customers “will be ready to put 10 euros more for jeans manufactured in France”, Estime Erika Joffrin-Cadiz, director of the offer within the sign. “It will take time. It’s a teaching issue to make you understand the interest of buying Made in France”, admits Jean-Christophe Garbino, General Manager of FashionCube.
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