Guillaume Gibault admits this: “Manufacturing in France is very complicated. » The founder and president of Slip français knows a lot about this. In 2021 and 2022, the manager of an underwear brand produced in France notes that its turnover has decreased (10%). In the question? His products were sold at a very high price. consumers, they faced a decrease in purchasing power due to inflation they struggle to keep up.
After that, the entrepreneur changes his strategy. It cuts the price of its classic briefs in half: from €40 to €20. At the same time, it increases the production volume to minimize the cost. “Within a year, we went from producing 2,000 to 400,000 pairs of underwear,” he said. cooperates with Galeries Lafayette and Monoprix also allows you to distribute its sales to the general public. “It’s a way to attract consumers who don’t shop online,” he said. The result: saw a 15% increase in activity last year.