The pre-re-entry marketing campaign launched by the ready-to-wear brand Jennyfer ends this Wednesday, August 25. An innovative principle: for a product, three prices to choose from and it is the customer who chooses. A success with teenagers, as with parents.
“Each year, renewing the wardrobe of my three growing daughters costs me between 300 and 500 € at the start of the school year”. For this 38-year-old mother, the marketing operation is timely. This year, she decides the price of the jeans she buys for her daughters. The Jennyfer ready-to-wear brand, recently renamed Don’t Call me Jennyfer, launched the “one product, three prices to choose” operation a week ago, which ends on Wednesday 25 August. “You don’t choose your teachers, but you choose the prices”, sells the leading brand among 10-14 year olds with a 16% market share. An initiative that made people happy …
“At the start of the school year, you have to be stylish!”
Issra, 11, will be starting 6th next week. So for its arrival in the grain bath, no room for error: “You have to be stylish!” This year the challenge will cost less. “I bought pants and I chose the cheapest price, € 9.99”, rejoices Léa, 15, who is going back to school in a few days.
If teenagers are overexcited in the shelves of the store rue Saint-Rome in Toulouse, mothers do not hide their satisfaction in making children happy, without breaking the bank: “Each year, the back-to-school budget is around € 500 and clothes are there. hold a big place. Léa is a teenager so she often renews her wardrobe, and the wallet cannot follow. clothes.
“Helping our customers to equip themselves for the start of the school year”
The brand is not the first to innovate with this principle of “Pay what you want”. Initiated by rock band Radiohead for their downloadable album In Rainbows in 2007, the system has now been developed in multiple sectors, such as hotels, restaurants and clothing distribution.
Three prices to choose from for the same product.
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For Jean-Philippe Evrot, director of Jennyfer, it is a successful bet. In one week, the brand has dressed more than 250,000 young girls. “In this context of the health crisis, we knew that it was complicated for teenagers to have pocket money, to do little extras. We therefore wanted to be present when our target needed the most. us and that it must equip itself: back to school, ”explains the director.
Émeline, sales clerk at the rue Saint-Rome store, confirms the success of the marketing campaign: “It was madness”. If initially “a lot of customers don’t believe it, think it’s a joke”, then sometimes they are willing not to pay the lowest price. “I ask customers what the product is worth to them, and they admit that € 9.99 is a very low price, and therefore pay € 14.99,” Emeline says, as surprised as her customers.
“More than clients, we want fans”
The brand wants to offer fewer and fewer sales, because, for it, summer and winter sales generally come at a time when teenagers do not have a particular need to consume. “There, we intervene at the right time, we do not push for overconsumption, there is a real utility for the start of the school year,” the director is satisfied.
The main objective of the operation, however, is to strengthen the link and build customer loyalty. Jean-Philippe Evrot admits it: “More than customers, we want fans”.
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