The group, which intends to accelerate internationally, has just launched in the United States.
Rising production costs, falling customer purchasing power: the equation is not simple for lingerie professionals. The Etam group, the number one in the sector in France, had to resolve to raise its sales prices by 6% to 7%, depending on its brands – Etam, Undiz, Livy, Ysé, Maison 123. Sea freight costs, if they have fallen somewhat recently, they remain at a high level. The prices of raw materials such as cotton (+70% in one year) or polyester have soared.
Read alsoEtam: and my breasts, do you like them?
And the increase is even greater for their organic or responsible versions, which the group uses en masse – 60% of its offer is CSR, i.e. includes products in which at least half of the fibers are organic, natural or recycled. “Nevertheless, we have maintained our first prices. On these products, we preferred to reduce our margin, to continue to serve our customers.insists Laurent Milchior, the co-manager of this family group.
These tensions around purchasing power, combined…
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