According to the brand’s new signature, which will be officially introduced to the public on the weekend of March 20, the start of spring, “Everything starts in the Spring”. This signature is accompanied by a new, more refined and digitally adapted typography, such as the new logo poetically titled “P heart”. The new Printemps brand platform is also characterized by a bright green colored charter.. “We needed to reinvent ourselves to regain our authenticity.Jean-Marc Bellaïche, President of Printemps Group, explains. For years we had spread ourselves very thin. Sedimentation: we added too many layers, which caused us to lose the initial relief.“
31% increase in online sales
A shock of simplification, accompanied by a shock of marketing investment not seen since 2015 and the foundation’s 150th anniversary. “Since then, attacks, strikes, yellow vests and the pandemic… The drop in traffic slowed down investments, and we entered a negative spiral.A negative spiral, especially with the restructuring plan, resulted in the closure of three stores in 2021. The group currently manages 29 businesses in France, four of which are franchises. It managed to save all these Citadium brands. We aim for new generations.
Closing its fiscal year on 31 March, the group does not report any turnover and cites the aforementioned difficulties to justify the impossibility of comparing it with the 1.7 billion euros made in its last full year, the 2018/2019 fiscal year. Still, 2021 allowed Printemps to gain some color. Although traffic is still down 30% compared to the 70 million customers observed in 2018, sales increased 38% compared to 2020, but decreased 12% compared to 2019. That’s enough to outrun the market, says Jean-Marc Bellaïche. Part of this is explained by the dynamism of sales to local customers, whose traffic increased by 10% at the group level and 15% at the Printemps Haussmann level. “These figures should be compared to the average 2% increase in the market.” points to Jean-Marc Bellaïche, resulting in an increase in market share. Local customers now account for 75% of sales, halved before the pandemic. Printemps, which lost some of its Chinese customers and Japanese and Korean customers, carried out communication activities for Middle Eastern and European tourists with an increase of 23% in the number of visitors from these regions, as well as American tourists whose traffic increased by 53%.
The second reason given to explain Printemps’ relative performance compared to the market: the digitization of the offering is bearing fruit and currently accounts for 11% of the brand’s sales, with digital sales up 31% compared to 2019. omnichannel turnover increased by +52% : “In particular, we can highlight the work of our personal shopper who advise our customers and bring them to the site using channels such as chat, video or WhatsApp. There is also the development of in-store tablets”, quoting the store’s founder Jules Jaluzot, pointing to the head of the group, who took the opportunity to remember that innovation is one of its hallmarks: “Everything is new, fresh and beautiful at Printemps, just like the “Au Printemps” title. These words made us do our introspection and remind us that innovation is our DNA. Spring, hatching, surprise time!” From this sentence, the new management derives an ambition: “We want to make Printemps an important and unforgettable destination, day after day, wherever we are”. Printemps was the first store to have electricity, use Eiffel structures, install elevators and even offer sales to its customers.
Festival of new retail concepts
For the first time, this theme invites itself as the main motif of the communications accompanying this new brand platform: “First date; first dilemma; first crack; first second hand purchase…” From the scope of the offer to the personal shopping service and even The “7. heaven”, those who, when the supply is in balance, come to buy secondhand as well as to sell old items. To showcase its new colors, Le Printemps has an “aggressive” launch schedule, in the words of its president. It includes a 360° communication campaign, press and digital (screen, VoL and social media). It should generate 320 million online impressions. There is also a large national billboard plan: 1,700 large-format billboards, 600 totems, 250 kiosks, as well as 64 blocks and 109 digital billboard displays on the Paris metro platforms will be mobilized between March 16-29.
But the centerpiece of the device remains The Spring Festival is a premiere that promises to mark the minds of retail enthusiasts. : All stores of the group will offer free entertainment and activities to their customers on the weekend of March 19 and 20, the official day of spring. In partnership with Deezer, Haussmann will host a showcase of artists including Eddy de Pretto, and will also host marching bands or gospel groups on the pedestrianized rue Caumartin for this event. we can also quote 6-metre-high climbing wall visible on the fourth floor of the exterior dedicated to the Old CamperIt is a brand that Printemps strengthens its ties with besides exhibitions, workshops and sports performances in all its stores in the region.
This Festival will also be an opportunity to showcase new Printemps offerings. We will keep 500 special references developed with the suppliers and partners of the brand, reminding the breadth of the product range. 300 of these are available online. Printemps is also making its way into new digital apps with a store set up in partnership with American company DressX.This will make it possible to discover special virtual clothes that customers can acquire to wear on social networks. An NFT drop will be made with randomly selected customers, which some “First step into the world of cryptocurrencies“, according to Jean-Marc Bellaïche. Finally, new interactive virtual windows will open for the first time, allowing passersby to discover silhouettes transformed into a “flower woman or man”.
This is an occasion to remember that Printemps aims to be a place that is transactional as well as emotional, as evidenced by the launch of a number of new shopping concepts that will evolve over time. Under the legendary Printemps dome, the 6th floor has been transformed into a beach. Dedicated to the world of beachwear and swimwear, the venue welcomes you to a new restaurant space opened by chef Elvira Masson, a former journalist and critic who signed her first menu. “Themes and chefs will follow each other with the introduction of a winter theme this fall“, says Karen Vernet, Managing Director of Printemps. While the 7th-floor terrace is also regularly renovated, there is a green cafe that houses the roasting workshop and even an area set up with the Machi-Machi brand around the bubble tea as it emerges. The upcycling approach is also reinforced by the opening of a meeting space between clients and young designers on the 4th floor, in partnership with Campus Mode.. Projects can be funded by clients through partnership with Kiss Kiss Bang Bang. Finally, there are areas dedicated to Beautyfood, massage and inner comfort. Some will have the opportunity to be rejected in the area.