Counter of the Cotton

by | November 3, 2016

Between smart basics and trendy small pieces sprinkled with timeless des Cotonniers the desk collections we offer a cloakroom suitable for urban needs. In 10 years, the brand has managed to make the “counter of the cotton” a must for the shopping spree and teasing trends, while remaining at the heart of society through its innovative concept targeting the association mother Daughter.

While their competitors – such as Agnès B or APC – are struggling to keep up with their flamboyant beginning, Counter of the cotton continues to flourish. The genius of this label is their ability to cover their tracks, between altruistic philosophy and marketing strategy, and to translate their brand beyond the ready-to-wear … When thinking counter of the cotton is in first image of the duo mother / daughter accessory that comes to mind, more than the latest in store.

A family success story

When the sign appeared in 1995, things had been thoroughly studied and calculated. For in Elicha family textile business is in the genes. Tony Elisha is in the ready-to-wear for over 30 years: by 70 he set foot two brands – Nelson Jeans and Va Bene – in 80 it manages the distribution of products and Jackson Family 90 he deals with manufacture and distribution of Gaultier Jeans…

With its diverse and varied experiences, he designed with his wife the concept Counter of the cotton, which in 1995 is no more than a brand that offers products creators midrange style, in the vein of Claudie Pierlot, targeting the 20/40 years.

 

An innovative concept and avant-garde

For now, nothing suggests a future development of the brand. In 1997, installing a window and observing couples mother / daughter walking in the street, Georgette Elisha has an idea: propose an offer targeting both mothers and daughters, allowing them to go shopping in the same shop, without cloning, but by offering additional locker room.

At the time, the ad agencies do not believe in the concept: what girl wants to dress like her mother, and vice versa? They had not had to grasp the subtle difference between identical dress guards and common shopping offered by the brand. For its part, the torque Elisha believes hard as iron and decided to develop all their communication around this theme. They thus decided to accentuate the side family / complicity / close on their advertising campaigns: the pros models give way to the binomial mother / daughter smiling, casted for the occasion.

Therefore, the idea finds resonance with customers: she discovered very quickly that the Counter of the cotton offers a kind of mediation between two generations and not an annihilation of differences, young girls and mature women meet there and delight to find their happiness. Both wise and innovative fashion without being coarse or vulgar copied, collections are composed of 70% and 30% basics of pure fashion, while always consensual: no shock or models that lend themselves to discord…

On average sector / high-end, the company, beyond its 300 stores in France and Europe, has positioned itself at the top of ready-to-wear brands sold in department stores, like Galeries Lafayette or Spring. The concept works and profits soar, the company recorded a steady growth of over 30% each year, which is somewhat unusual.

 

A concept in tune with the times

If the Counter of the cotton shows such economic dynamism is that they were the forerunners of a trend. They were at the crossroads of a changing society where conflict parent / child was in fading. Mothers are in their thirties, they have evolved and prefer to maintain a friendly relationship with their daughter, a relationship that projects them into the same reality and that attenuates the aging one and youth on the other.

If many to adopt the concept, few apply the rules of art. Princesse Tam Tam and Les Prairies de Paris offer miniature models of adult sizes … Bis lines appear and the high-end sector is not left out: Little Marc for Marc Jacobs and Chloé have already begun in the arena .

For now, the concept of Comptoir des Cotonniers is unique in its kind, and grows abroad (Madrid, Barcelona, Brussels, Berlin, Tokyo, Seoul …) where it causes the same enthusiasm as the market French. In 2006, Counter of the cotton has been bought by a Japanese group Fast Retailing. This acquisition will enable the brand to grow faster abroad, while keeping the same spirit. Indeed, the internationalization of the brand, the risk had been losing the freshness and authenticity of the concept that has made Counter of the cotton what it is today.

Regardless where new shops will implement and whatever their number, marketing teams and stylistic always will prefer the warm side, precursor, and real family that makes Counter of the cotton is unique in its kind. It is not growing by losing his soul, but still spread a little further and a little more women collections and the spirit of the brand.

 

A development towards life style

Far from resting on its laurels, the brand plays 100% map of altruism and develops all-round initiatives combining mothers and daughters songs disks bringing together couples mother / daughter, sponsoring tennis tournaments mother team / daughter, sponsorships, literary contests and kitchen … the castings introduced each season attracting more than 10 000 applications … mothers and daughters want to look like the image conveyed by the previous campaigns feel like display openly their complicity that yesterday was none other than cheesy. Now the concept has brewed and when Anna Wintour or Carine Roitfeld appear with their offspring, it only confirms that the Comptoir des Cotonniers is far from having exhausted the concept.

Any brand in need over time to expand its product range, particularly the latter, which is actually in the dissemination of a lifestyle. There is a year a line for children was launched in test and was very well received. Since found in the collections of stores aimed at girls from 4 to 12 years. A lingerie line has also been established and Japan, and in a few months will be available to the people of Tokyo a line of accessories. The largest project is to translate the concept mother / daughter masculine. Clients claim the hue and cry, and market research confirm that men are tempted by the concept…

The small downside is the price – almost upscale – that offer the sign. Ironically, advertising campaigns affect a wide range of women, but the prices stick over a distance. The CEO of the brand justifies its rates by stating that with respect to H & M or Zara, he proposed an almost timeless clothing while following trends closely, and that its products do not come from mass production. They are designed to sew close, so stick to the times, while giving a soul to the garment and building on the finest materials.

Beyond the emotional marketing Counter of the cotton, the proposed collections are often a good year in terms of fashion, and they probably have much to do in the success of the brand…

 

 

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