What future for the ready-to-wear brand Jennyfer?

The crisis of ready-to-wear brands continues. Barely out of a period of receivership, Jennyfer, the brand turned towards adolescents, is finally placed in liquidation.

Jennyfer is 15% market share on the 10-14 year old age group in France. Explosion of costs, changes in the textile market, increasingly aggressive international competition, drop in purchasing power … multiple factors have made the brand’s economic model and management uninformed: impossible to continue the adventure. With compulsory liquidation, it is around a thousand employees who find themselves on the tile.

Decision taken by the Bobigny Commercial Court but with continuation of the activity until May 28, the date on which any offers of the brand takeover will be examined. Already placed in receivership in June 2023, Jennyfer announced that he was released about a year ago thanks to an investor who had brought fifteen million euros. But that was not enough to save the ship despite a new identity and the adventure will have turned short.

This new failure illustrates the ready-to-wear crisis that has been hitting France for several years already. The Dutch fashion brand C&A, established in France for more than fifty years, announced in mid-March a new plan with the key more than 300 layoffs. And the other affected brands are numerous: André, Gap, San Marina, Minelli, Camaïeu, Kookai, Kimkie, Princess Tam Tam, to name a few. Brands that have suffered from an explosive cocktail, between covid pandemic, increase in energy prices, inflation, etc.

But real evil is to be found on the side of Asian competition at low prices. An ever stronger competition, especially through the “fast fashion”, fashionable fashion, in a way, with constantly renewed collections, which encourage ever faster consumption on products made voluntarily obsolete. A concept skillfully maintained in particular by internet platforms like Shein and against which store sales can struggle with difficulty, unless the consumer makes resolutely different choices and does not succumb to temptation.