The comptoir des Cotonniers extends its marketing concept on the web April 29, 2007

The feminin ready-to-wear brand Comptoir des Cotonniers, created in 1995 is famous for its advertising campaign since 1997. Like a lot of other companies belonging to the fashion universe, The Comptoir des Cotonniers doesn’t sell only a product but above all a universe, which has taken more and more place in the speech of the brand. In order to let the consumers in this universe, the Comptoir des Cotonniers considers Internet like an incontrovertible resource for the image construction and customer’s relationship.

The web site of Comptoir des Cotonniers launched eighteen months ago in the purpose to utilize the theme Mother-daughter relationships. Its name is meresetfilles.com even if the address comptoirdescotonniers.com performs too.

The website is a privileged resource for dialog between brand and its customers. The forum, opened for several weeks is a place to debate about the mother-daughter problematic. A specific address is dedicated to questions concerning the brand in order to the product doesn’t enter in discussions. In order to take part to the forum, users have to subscribe to the Comptoir des Cotonniers Club, which would contain for the moment 500 members.

In addition to the collections catalog, the website suggests updates regularly. Internet represents around 10% of the annual budget of the Comptoir des Cotonniers communication  (around € 2 millions per year).

Many projects concerning Internet are studying : a chat, new games, games on line, an animated comic strip containing adventures of the website mascot and maybe the sell on line of accessories and exclusive collections.

Results of my survey about the brand April 19, 2007

I had realized a survey about the brand Comptoir des Cotonniers and its ad campaign. For that, I used Survey Monkey on Internet and my survey was composed of ten questions: five questions about the brand and five questions about the ad campaign. Twenty four persons have answered to my survey. There were only women because Comptoir des Cotonniers sales only female clothes.

§  The first part concerns the brand in general:All respondents knows the brand Comptoir des Cotonniers.54.2% of respondents like it quite good, 41.7% like it very much and 4.2% like it just a little bit. So we can say that this brand is famous and appreciated by women aged between 16 and 60 years old.66.7% buy clothes from this brand. The frequency changes according to people but the majority buys more than 9 clothes per year. Even if the clothes of the brand are a little expensive, women buy and keep on buying.

Concerning people who don’t buy clothes from this brand, they find products are too expensive. Nobody don’t buy because of the style. Comptoir des Cotonniers products are fashionable.

§  The second part was about the ad campaign:A majority (91%) knows the advertising campaign of Comptoir des Cotonniers and 87% appreciates it, 13% have no idea about this ad campaign. This brand doesn’t use models in order to do promote its products; it uses “real” people, who are very natural. And I think people appreciate that particularly in this ad campaign.They appreciate it and they choose only positive adjectives in order to describe the ad: pleasant, beautiful, original, friendly, attractive.Concerning the idea of calling mothers and daughters, they find it very original for 43.5% of the respondent, quite good for 35% of the respondent and researched for 22% of the respondent.

An accelerated production process to chock the last trend April 8, 2007

The family organization of the Comptoir des Cotonniers has been an efficiency security since the beginning. But risk is the following thing: “like all family firms, which grow, the risk is not to succeed in crossing the cape” notably to succeed the internationalization. In order to answer to this challenge the brand engaged for four years a process of intern reorganization destined to adapt its mechanism to its ambitions.
Firstly in realizing informatics and logistic investments, which allow 240 European shops to be delivered in day +1 every day and to be restocked automatically and in improving the process of clothes creation too. Faster than before, it allows to create very late in the year. It is in fact the key of the current success of this brand.