Despite their prices, jeans made in France find their audience. Since November 2022, Jules has already sold 6,000 jeans made in the FashionCube Denim Center factory in Neuville-en-Ferrain (North) inaugurated in February 2022, about twenty kilometers from its head office located in Roubaix. “It is a volume in line with our objectives”says Franck Poillon, general manager of Jules.
The brand, which operates 550 stores, will pursue this strategy by developing a line of 19 garments made in French workshops. Among them, in addition to his jeans called the « Five Nine”, include sweaters, hats and sweatshirts. But this line will not include suits or shirts, for want of finding manufacturers in France. The list of manufacturers has not yet been finalized. But, already, to support sales of this line, the brand is considering installing “made in France” shelves in 150 to 200 of its French stores by the end of the year.
The distributor, which is vying with Celio for the leading position in the men’s fashion market, will however have to increase the prices of its jeans made in Neuville-en-Ferrain. Because the cost of these jeans initially sold 59.59 euros, or about 30 euros more than the average price of jeans sold in France, is more expensive than expected. Soaring cotton and energy prices are not the only culprits. The cost of labor and the time spent making clothes in this factory employing employees undergoing retraining are higher than forecast.
A “business with a mission”
In winter 2023-2024, the price of these jeans should increase “from 10 to 20 euros”believes Ericka Joffrin-Cadix, a “mission-driven company”, Director of Collections and Purchasing. According to him, at nearly 80 euros, it would remain at a price accessible to the greatest number. And its distribution will be extended to the entire network in France, ie 400 points of sale. Everything will be supported by campaigns. Jules hopes to sell 100,000 garments made in France by 2025.
The continuation of this strategy comes a few months after a cyberattack which complicated the end of its 2022 financial year. The brand owned by the Mulliez Family Association (AFM), however, claims to have stabilized its activity at around 500 million euros in turnover. ‘business. And the first three months of 2023 are up 8%, according to Mr. Poillon.
In February, Jules (1,795 employees) became a “company with a mission”, in particular by imposing on itself the duty “transforming the fashion industry” by working to relocate its production “closer to its customers”. This change in status falls within its objectives of sustainable development and reduction of its environmental footprint. In 2026, Jules claims that a third of its collections will be manufactured by close import, compared to 17% today. The brand also encourages its customers to “consume less and consume better”. Since 2019, its purchase volumes have declined. “Nearly 2,750,000 pieces” were produced less.
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