By  on April 26, 2010

Etam Developpement is preparing for an eventual face-off with Victoria’s Secret by injecting more glitz into its DNA, but sees European competitors and the need to be more nimble as its biggest short-term challenges.

The $1.42 billion Paris-based textile company, which designs and sells lingerie and women’s apparel through its Etam, 1.2.3 and Undiz retail chains, has adapted the glamour-based marketing strategy of Victoria’s Secret and is ramping up e-commerce in a push to be “the European leader in lingerie,” said Laurent Milchior, co-managing director of the Etam Group.

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