Published
Update
Video duration: 5 min
Judicial liquidation of Habitat: economist Michel Ruimy points the finger at inflation and “strategic errors”
Judicial liquidation of Habitat: economist Michel Ruimy points the finger at inflation and “strategic errors” – (FRANCEINFO)
The Habitat brand should see its liquidation pronounced on Thursday December 28 by the Bobigny court. Michel Ruimy, economist and professor at Sciences Po and ESCP, sheds his light on the 12/13 info set.
While 315 employees could lose their jobs, Habitat officials blame their financial difficulties on inflation. For Michel Ruimy, “inflation is partly the cause of difficulties” but she “is part of a much broader problem of change in consumer consumption behavior, which favors certain practices such as the Internet“He prefers to talk about a conjugation.”strategic errors“and elements”more cyclical, such as inflation.
The big brands “did not believe in e-commerce”
“Most of the major brands have remained on traditional sales methods, in stores. he adds. The economist highlights a lack of anticipation on the part of these major brands.to the extent that it is a strategic error not to have believed in the growth of e-commerce“.
As for ready-to-wear brands, like Go sport or Camaïeu, which are disappearing one by one in France, “the crisis has been brewing since 2015”. “With Covid, some of these brands have benefited from aid guaranteed by the State, which has allowed them to more or less survive. And today whatever it costs has stopped, and they have to repay and can no longer do so.” concludes Michel Ruimy.
