An iconic fashion brand has avoided liquidation and is currently doing everything it can to restore its image. Enough to attract new customers!
In the fashion department, it’s carnage! San Marina, Minelli or Camaïeu… Many brands are closing their doors due to lack of profits. Fortunately, one of the favorite brands of teenagers seems to have found a way to revive its business. After being placed in receivership in the summer of 2023, the label is now in the hands of a group of Chinese investors, determined to offer new offers, hoping to conquer new consumers.
Good news for the loyal customers of this French brand, known for its pieces adored by young people and its mini prices. A safeguard plan intended to revitalize the operations of the brand has been validated June 13, 2024. While the company had to cut 75 jobs during 2023, it would now experience a second wind. At the helm? Two executives from the chain, as well as one of their Chinese suppliers, Shanghai Pure Fashion Garments Co Ltd. This Franco-Chinese alliance explains that it wants to broaden its customer target, until now positioned on 10-14 year-olds, by targeting more 15-19 year olds and 20-24 year olds. In addition, the clothes will tend towards a more fashionable, less basic style and some Korean cosmetics will also be available in store. A new era in perspective!
So what is this brand so popular with teenagers that narrowly escaped bankruptcy? It is the label Don’t Call Me Jennyfer, previously known simply as Jennyfer. Crop tops, cargo pants, denim jackets… The group follows trends closely. There is no doubt that these new offers will appeal to customers.