Choupette, a high-quality, mid-price children’s fashions company is finding a ready market for its desirable range of products
There is a tendency nowadays to search for innovation: new brands, new prices, new design. In the world of children’s fashion, this trend is confirmed by the Pitti Immagine Bimbo exhibition.
Anastasiya Vasilkova, Business Development Director TM Choupette, told Global Franchise about the results of Choupette’s participation in the exhibition and also answered questions about the development of a new concept for the international market.
What makes Choupette different from many other children’s brands?
Choupette was founded in 2007 as a manufacturer of clothes for children aged 0-14 years. Translated from the French, Choupette means ‘little baby,’ or literally, ‘sweet baby found in a cabbage’! During its 10 years of existence, the Choupette brand has won the hearts of customers all over the world and has even found favor with those with the most stringent standards.
Today, the company’s design office works in cooperation with a London fashion agency. We have two of our own factories and also we work with 20 factories on contract terms. The factories produce clothes, shoes and bedding especially for children.The company has five of its own stores and 86 franchisee-operated retail stores worldwide. Every item produced is manufactured to the highest and most rigorous standards.
A distinctive feature of Choupette’s products is a very close attention to quality. But quality is a characteristic that the buyer can only experience when the customer comes into actual contact with the goods. For this reason, great emphasis is placed upon design. A customer will always be drawn first to a product by its look and Choupette’s look is informed by a bright, expressive and memorable design. Despite high standards of design and manufacture, Choupette’s products are sold at an affordable, mid-price level. The combination of reasonable price and high quality is the key to the brand’s success.
What difficulties can the franchisee expect?
None. Earlier, for example, everyone was afraid of problems with logistics, but these problems have been surmounted. We now transport goods through the transit warehouse in Düsseldorf. In addition, the head office is very supportive of its franchisees. Franchising is a business partnership between franchisee and franchisor. Always-available Head Office support with a personal manager is essential especially during the franchisee’s early days of trading. In the early days, we adopt a very much hands-on approach, gradually stepping back and letting the franchisee take complete control as the new partner becomes more confident, professional and experienced.
What are the other advantages of franchising with Choupette?
Taking on a franchise within a proven operation reduces risks substantially. By joining Choupette, partners reduce risks still further. Every partner receives initial training and permanent operational support with his or her personal manager. There will also be periodical additional training and seminars. The franchisee soon becomes part of a proven system of operations. We offer a concept with products and services that have sold successfully. Our partners have solid experience to draw upon.
Our franchisee experiences only a short learning curve, because they have the assistance of a franchisor with a great deal of experience in successfully starting new operations. The owner and his personnel often get on-the-job instruction. And more importantly, our partner’s chances of failure are lower with the franchise operation, because of the experience, expertise and proven resources that support partner’s business. Franchises succeed at the rate of 90%.
How much is needed to become a franchise owner?
60 — 80,000 euros. Most of this amount is an investment in the goods for the season. As a franchisee you will generally receive valuable, ongoing business support, including site selection, design of premises and internal merchandise plan, consultation on product, initial and ongoing seasonal training, marketing, new technology and access to the franchisor FTP server where you can find all stationery and marketing materials. You will also be provided with your own support manager.
How was Choupertte received at the Pitti Immagine Bimbo exhibition?
We recently returned from the Pitti Immagine Bimbo exhibition, where they were convinced that Choupette is moving in the right direction. Our models aroused great interest among buyers from different countries. As I said, we are in such a niche that we manage to combine high quality products and a very attractive price. Another advantage of Choupette is the assortment matrix of the brand and regular updates of the collections, which offer more than 500 articles per season.
In other words a visit to Pitti Immagine Bimbo was successful for you?
Yes, we are very pleased with the results. First of all, we realized that we perfectly fit into the European market. We received many excellent reviews from buyers, retailers and fellow manufacturers. There was great interest both from buyers and from the showrooms.
“We have worked with Choupette for more than five years. We opened our first store without any experience in business. I am grateful for the support, mentoring, and advice on management and particularly to Choupett’e’s administrative personnel, namely Anastasiya Vasilkova. With Choupette’s assistance, we work, learn and constantly progress. I would like to mention the highly competent job performed by Choupette’s managers who work with franchisees. They share your problems. The most important thing is that we believe in a future with Choupette” Anna Zaharyan, Master Franchise owner of three stores in Armenia.
AT A GLANCE
Name of franchise: CHOUPETTE
Established: 2007
Number of franchised outlets: 95
Location of units: Trade malls and street retail stores
Investment range: 60-80.000 euro
URL: www.choupette.ru
Contact: pochta3333@mail.ru +79037664544
