Large retailers had launched the movement in the spring with Leclerc and its anti-inflation shield or even Carrefour and its “tight prices” then “blocked”, the two brands committing in this way not to touch the prices of certain their products despite a highly inflationary environment. In this fall, it is the turn of the textile sector to make similar commitments.
Primark, the Irish clothing specialist at low prices which has twenty stores in France, drew the first at the end of August by announcing “to maintain the prices of more than a thousand of its essential products for children”, indicates teaches it. Throughout the fall, you will find on the shelves long-sleeved t-shirts at 2.50 euros, dresses at 6 euros or even quilted jackets at 18 euros. “For now, this price freeze applies to the fall-winter ranges, but we do not rule out renewing this action for the spring-summer children’s collection,” Primark tells us.
“A lot of work on our margins”
Its competitor, Kiabi, one of the leaders of the clothing market in France, has also just launched an operation of the same kind called “Price blokés”. Signage to be found on a total of 140 garments sold in stores and online. “We undertake not to increase the price of certain products in the range Our essentials, translates Ornella Gallo, Kiabi’s communications director. And this throughout the fall-winter season. »
In details ? The fleece jogging for children will remain at the price of 5 euros, the plain polo shirt for men at 6 euros or the zipped sweatshirt for women at 10 euros. “Fashion at low prices is in our DNA. And this promise is even more relevant in this context of soaring prices, she continues. To maintain it, we are therefore doing a lot of work on our margins, knowing that we also benefit from a volume effect during our negotiations with suppliers, which allows us to guarantee fixed prices over time. »
Behind this marketing discourse, these brands, positioned on “the entry-level segment” also defend (and above all) their market share in a context where “the price sensitivity of consumers is very strong”, points out Emmanuel Le Roch, delegate General of Procos, which brings together more than 300 brands, all sectors combined (excluding food). “They have to show that they are able to hold the prices. Otherwise, the risk is that consumers will turn to discounters,” he continues.
Up to 10% increase in shelves
Especially since the French, “faced with so many increases in food, fuel, electricity, are now making trade-offs against clothing purchases, analyzes Gildas Minvielle, director of the Economic Observatory of the French Fashion Institute. In this highly contested low price segment, the slightest increase has an impact and can be seen immediately. »
However, it is difficult to escape it when the clothing sector has been suffering for nearly two years from a surge in the cost of raw materials (cotton, polyester and acrylic in particular), transport and today energy. “It will be smoothed over the year. But at home, on the other departments, we can expect an average increase in our prices of 5%,” warns Ornella Gallo of Kiabi. Overall, in 2022, the price increase in textile brands should reach 10%, according to Gildas Minvielle. “And unfortunately, this is only the beginning as the energy crisis risks weighing on our businesses”, worries Emmanuel Le Roch.