In the textile sector in general and sports in particular, the big brands tend to produce in Asia to lower their costs. An approach that today is increasingly wrong with consumers, especially with the youngest.
Puma France seems to have understood it well and is playing the “Made in France” card. In fact, the French subsidiary of the German group will offer a collection designed and manufactured in France that will be exclusively distributed by Intersports stores.
In the program of this limited series (21,000 pieces) that will be available from June 7 to 30, 13 models of t-shirts, hoodies, women’s leggings, unisex jogging and men’s shorts.
Shared cost between the brand, the manufacturer and the distributor
The manufacturer insists on this almost entirely French approach (weaving, dyeing, cutting, assembly) that goes beyond the criteria of the “Origine France Garantie” label that can be placed on garments simply assembled in France but cut in China or elsewhere. places.
“This collection represents an unprecedented approach for the brand, because it is the first time that so many stages of production have been carried out locally; therefore, this collection is positioned at the forefront of all existing labels today to promote production in France (Made in France, Origine France Garantie), an approach to which Puma wishes to actively contribute”, can be read in a press release.
To achieve this, Puma relied on its partner Chamatex Group and many French textile players, “possessing unique and complementary skills” such as Toptex Cube for project management and sponsorship, Henitex for weaving, TAD for dyeing, VTD for cutting and Boldoluc, Essentiel Industry, Contino and Archer for clothing.
In fact, only the raw material, organic cotton, is not French: it comes from Italy and Turkey.
Puma France will go “even further”
And despite this more expensive approach in terms of production costs, Puma will offer these products at relatively affordable prices: between 35 and 79 euros. A possible rate because “the producing partners are united on French territory, shipping distances are limited and the logic of the short circuit makes it possible to adjust production volumes in an agile manner.”
But also thanks to the distribution of costs between the brand, the manufacturer and the distributor.
“The moral of this story is perhaps that all stakeholders agree to have lower margin levels,” he explains to the Parisian Gilles Réguillon, president of Chamatex who admits not “earning much” in this operation.
But for Chamatex, like the other French subcontractors mobilized in this operation, the success of this limited series could open the door to future larger orders from Puma.
“In sport, we support the team of our district, of our city, of our country; today we support the French team of the industry. It is the culmination of a project started with my predecessor Richard Teyssier, but it is also a beginning: we want to continue in this logic and go further, supporting the growth of our producer partners and thus improving the know-how of the French industrial fabric”, Christophe Cance abounds.
Source: BFM TV
