France: Eric Bompard updates brand platform in face of competition17.10.2017 France: Eric Bompard updates brand platform in face of competition
Journal du Textile, 17 Oct 2017, p.16-17:-
Cashmere specialist Eric Bompard has changed its brand platform from the little white goats it used for ten years to images of people, with the slogan "soft is the new strong." The new campaign, carried out by Betc Luxe, is meant to help the brand stand apart from the growing competition, and can be seen on television and social media. The campaign portrays models who are both soft and strong, in an effort to demonstrate the creativity and expertise of the brand, and to tell a story. Eric Bompard sold 400,000 products in Europe in 2016, making its the leader in cashmere for the region. Its online store, run by Mazarine Digital, produces the largest turnover. The brand numbers 57 stores, ten of which are outside of France, and releases two collections per year, totalling around 250 pieces. Concerning logistics, the company relies on the Bext warehouse software from Infflux and the YourCegid Retail Y2 ERP solution in order to improve supply chain efficiency and reactivity. Eric Bompard hopes to increase productivity on its online sales supply chain, which does not yet have its own stock. Eric Bompard reported a turnover of EUR 67mn (USD 80.05mn) in 2016.