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San Marina was placed in compulsory liquidation on Monday by the Commercial Court of Marseille. Like the shoe brand, Pimkie, Camaïeu or even Kookaï had to close their doors, overwhelmed by digital technology.
The 163 shops in San Marina across France lowered the curtain on Saturday, while the Commercial Court of Marseille (Bouches-du-Rhône) placed the brand in compulsory liquidation on Monday February 20. After Kookaï, André, Camaïeu or even Pimkie, the list of declining ready-to-wear brands is getting longer. In question: inflation, the cost of rents, the consequences of the health crisis, but not only.
The brands that are disappearing have also missed the digital shift. “They missed several checks, the first is that of community work, because a good brand is above all a brand that has a strong community. Social networks are essentialanalyzes Yann Rivoallan, president of the Federation of women’s ready-to-wear.
High-end boutiques fare better
Conversely, high-end boutiques are not experiencing the crisis. “We have been thinking for six, seven years of an important digital strategy. You have to draw the outline of your brand, make it desirable and communicate it as such”, says Isabelle Guichot, general manager of the SMPC group, which notably owns Maje. In the midst of the ready-to-wear crisis, his group is posting record turnover in 2022.
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