• After the judicial liquidation of Camaïeu, the former leader of women's ready-to-wear in France, the clothing industry is navigating between concern and hope.

  • "The case of Camaïeu should not hide the strength and capacity for innovation of companies in the sector", considers the president of the Alliance du Commerce, which manages the major clothing brands.

  • Another northern brand, Pimkie, is also in turmoil with the announcement of the sale of its chain of stores in June.

Who's next ?

On Saturday, the 511 Camaïeu stores definitely lowered their curtains.

After the judicial liquidation, pronounced Wednesday, by the Commercial Court of Lille, against the former leader of women's ready-to-wear in France, is the clothing industry worried?

For Yohann Petiot, director of the Alliance du Commerce, a union which manages, among other things, the clothing sector, the case of Camaïeu was special.

“When you have such a high debt, you are forced to spend your profits paying it off and you fall behind in your transformation,” he explains.

When the cycle seizes up even more with the situation of yellow vests and Covid-19, it is difficult to get out of it.

»

Pimkie also in turmoil

And Yohann Petiot to alert: "This example nevertheless shows that the public authorities must loosen the grip of the guaranteed loan for the State".

A PGE which had not been granted to Camaïeu.

“We must extend the repayment period if we want to avoid other bankruptcies of companies which restart, but too slowly in relation to the repayment deadlines.

“, specifies the president of the Alliance of Commerce.

Because the observation is far from rosy.

Between 2010 and 2020, the sector suffered a sharp drop in turnover.

And other brands have been in turmoil for several years.

At the forefront of which is the northern company Pimkie.

The management officially announced, in June, the sale of its chain of stores.

And the 1,500 employees live in fear of an epilogue similar to that of Camaïeu.

“The closing of the sign inevitably creates a psychosis”, testifies Valérie Pringuez, former employee of the company, become parliamentary assistant.

According to her, “the difficulties of ready-to-wear are real”, but she believes that “the Covid-19 crisis is a pretext which companies take advantage of to lay off workers”.

“The problem is also bad management, she accuses.

The outsourcing of logistics services often leads to a poorer quality of service and employees are asked to make money without giving them the means.

By not sending on site the articles that the customers claim, for example.

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Social networks at the heart of the strategy

Should we see the programmed end of the big brands, unable to adapt?

“The case of Camaïeu should not hide the strength and capacity for innovation of companies in the sector, puts Yohann Petiot into perspective.

The majority have passed the milestone of digital transformation, eco-design and store renovation, which have become the key to success.

»

According to him, “digital now represents 20% of the market share”.

“You have to be there, with very precise stock management tools and efficient logistics,” he emphasizes.



A turn that seems to take more easily independent brands that depend on the Federation of women's ready-to-wear.

His spokesperson is optimistic.

“Many of our brands put social networks at the heart of their strategy, apply co-creation with consumers and develop the second-hand market, reports the federation.

And these new practices work pretty well!

»

Economy

Liquidation of Camaïeu: How did we arrive at the layoffs of 2,600 people?

Economy

Camaieu placed in receivership by the Commercial Court of Lille

  • Ready to wear

  • Clothing

  • Economy

  • Bankruptcy

  • Lille

  • Hauts-de-France