GMS: a strategic lever for ready-to-wear brands

(By Bernardo COCILOVO, Sales Director – DUTEXDOR Group)

Reconciling brands with mass retail

In the collective imagination, large and medium-sized stores embody a world of volume, accessibility, and sometimes concessions on image. Many ready-to-wear brands are reluctant to take the plunge, fearing that they will "trivialize" their identity or devalue their positioning. However, in an economic context marked by declining purchasing power and rising digital competition, supermarkets are now emerging asa strategic growth lever.

Every week, more than 90% of French households visit a supermarket chain. This network, unique in Europe, represents an unparalleled opportunity for visibility and distribution for brands that are able to evolve within it methodically and judiciously. But you still need to know how.

DUTEXDOR expertise: transforming distribution into strategy

For more than 30 years, theDUTEXDOR Grouphas been supporting brands in their development in the mass retail market. This expertise is based on a simple conviction:success in mass retail cannot be improvised. It is necessary to understand the specific characteristics of each retailer, adapt the offering without compromising the brand, and master the entire value chain, from sourcing to product presentation.

It is this tailor-made approach that has enabled us to collaborate with strong partners such asTeddy Smithand, more recently,DDP. These two iconic French ready-to-wear brands chose DUTEXDOR for their entry into or redeployment in supermarkets, convinced that visibility and brand consistency could go hand in hand.

"GMS is not a threat to a well-supported brand. It is an opportunity to conquer new markets, provided that you apply high standards, discernment, and respect for your brand's DNA."–Bernardo COCILOVO

A model based on balance and consistency

The DUTEXDOR model is based on a clear principle: every brand is unique, and every distribution strategy must be too. To achieve this, we developexclusive collectionstailored to each network,high-quality locationsthat showcase the product, andtargeted communication plansto enhance desirability.

Our role is to ensure that a brand's entry into supermarkets isa natural extension of its identity, rather than a break with it. It is this balance between accessibility and aspiration that allows brands to become firmly established in consumers' daily lives without losing their uniqueness.

Conclusion: GMS, a driving force for the future of bold brands

At a time when purchasing habits are becoming fragmented and traditional channels are being redefined, supermarkets appear to be astrategic area forrenewal. Far from being a constraint, they can becomea lever for growth, brand awareness, and modernity, provided they are designed with high standards in mind.

AtDUTEXDOR, we are convinced that the future of ready-to-wear fashion will be built on a combination of proximity, performance, and meaning. And it is precisely this conviction that we bring to life every day, alongside the brands that place their trust in us.