2023-10-15 12:11:04
NARRATIVE – The Vivarte group, a French clothing giant twenty years ago, disappeared in 2021. In turn, its emblematic brands are falling, victims of the textile crisis and their underinvestment.
Who remembers Vivarte? At the time of its splendor, the group was a fashion and footwear empire, which reigned supreme over the most emblematic French mid-range brands of the 1990s and 2000s: Naf Naf, André, Minelli, San Marina, Chevignon , Kookaï, Cosmo Paris… About ten years ago, this giant had a turnover of 3 billion euros, thanks to a galaxy of around twenty brands. Employing more than 20,000 people, its 5,000 stores provided a network throughout France, in city centers and the outskirts. On the same street, consumers passed, often without knowing it, from one Vivarte group store to another.
“From the 1980s until the early 2010s, the group was a key player in fashion in Franceremembers Céline Pagat-Choain, associate specialist in distribution and fashion at Kéa, a strategy consulting firm. The sector at that time was changing, with traditional multi-brand stores (selling clothing and shoes from several brands, Editor’s note) giving way to brand names (one brand for a single brand, Editor’s note). In the city center and then in the shopping center, these have accelerated openings to meet the appetite of the working and middle classes, with an accessible and renewed fashion offering.”
Until the beautiful mechanics start to break down…
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