In this episode of La Loupe, Thibault Marotte, journalist in the Economy department of L’Express and Céline Delbecque, from the Society department, dissect the business model and the social influence of the French’s favorite store.
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The team: Charlotte Baris (presentation), Mathias Penguilly (writing and editing), Jules Krot (production).
Credits: Thibault Marotte, “Zidane” by 13 Block (Elektra France/Warner), “Artengo” by Stavo (Elektra France/Warner), “Veste Quechua” by Jul (D’or et de platinum), RTL
Music and dressing: Emmanuel Herschon/Studio Torrent
Image credits: The Express
Logo: Anne-Laure Chapelain/Benjamin Chazal
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Charlotte Baris: Like more than a third of French people this year, you have made a resolution for the year 2024: to get back into sport. And like many French people who return to physical activity after several months (or even several years), you have decided to re-equip yourself.
So, head to a large general store where you can find everything you need to do sports. A store whose sign displays nine white letters on a blue background and whose sound signature is instantly recognizable… I am of course talking about Decathlon.
To keep those famous back-to-school resolutions, you might buy the latest Kipsta or Kalenji sneakers, an Artengo racquet or a Nabaiji swimsuit. You may also add a Domyos sweatshirt to your basket. And then, when you go home, you will slip your items into a Quechua bag, before getting on your B’Twin bike.
The table is surely a little exaggerated, but it has the merit of showing you the omnipresence of the brands of this juggernaut of sports commerce. So much so that Decathlon has today become one of the French’s favorite stores. And it’s his model that we dissect in this episode of La Loupe…
For further
Raphaël Llorca: “Decathlon is not aware of its weight in French public opinion”
Barbara Martin Coppola, CEO of Decathlon: “Profitability is not the priority objective”
Decathlon, a French passion: why the brand “appeals to all generations”
Decathlon: its ambitious plan to conquer China
Decathlon: the manufacturing secrets of the French favorite brand