Adidas and Puma should follow in his footsteps

The idea seems so obvious that one wonders why it did not started earlier on the market. Attractive, first French sporting goods sign exclusively devoted to women, has officially opened its first point of sale on 1 September. In fact, the boutique located ideally at the level 2 of the Forum des Halles in Paris, just at the exit of H & M, small boat and next Nocibé (44 million people spend every year), began its commissioning in August period. The balance sheet is already positive, with 300 visitors per day and an average basket of 70 to 80 euros. "After seeing passing young women on the lookout for new products, we observe the advent of sports for technical equipment", book Nicolas Deconinck, Director of the project of the Attractive sign.

Shop, designed as a dance with the wall bar, blond wood on the ground floor and ice, is beautiful to the brands of sport. Showcase, Nike Women right and left the Adidas line created by Stella McCartney. In the shop, a Repetto and mind sports. And an offer proposed by universe: dancing, fitness, yoga, stretching, outdoor and swimming not to mention a specific to the practice of sports lingerie RADIUS.

What meet 42 suppliers and the heavy weight of market unfortunate to be as little value in the sport chains traditional and delighted to find a concept to measure their efforts of seduction toward la gente féminine. Nike has even launched sixty Nike Women's corner within the networks of independent, 30 in Go Sport to overcome the lack of distributor adapted. Adidas and Puma should follow in his footsteps. Suddenly, Nike and Adidas, which were of women a priority target, followed suit to Attractive.

Create the event

The two brothers contractors, Nicolas Deconinck, 25, a graduate of Sciences po, and Christophe, 30 years, former Director of store in Go Sport, chaperonnés by Eric, their father, consultant for the market of sport and Director of Marketing & Business, so well studied the issue. "The concepts dating from the 1970s and 1980s are predominantly male." However, buyers are rather procuring (33 of the sporting goods are purchased by women), come to equip a son, husband or friend. Our only competitor is Citadium, more oriented on fashion and sport. Already, major brands such as Nike or Adidas target women with special collections for one or two years. "In a market saturated man, the woman needed as a new growth relays", concluded the two partners, joined by a Creative Director, Stéphane Goddard, 37 years, former DDB advertising agency.

As for the time being, it would be rather mode signs that make the placing on the market. Located on the route of the races of the women in contrast to the sport, often eccentric stores on the outskirts of cities, the H & M, Gap, or Zara provide the sports in sympathetic outfits. At the time, Attractive cleverly blend mode and technique. Thus, for delightful small signed hats Adidas alongside of ballerinas Repetto, ultra-tendance, jogging shoes or clothing textile technical. Sunglasses and bags prominently next competition swimwear. In total, fifteen marks are present. "We would like to term launch trends and products in limited series not found elsewhere", says Christophe Deconinck.

The recipe, already well established in the Parisian fashion boutiques, works. For evidence, there is already more reservation of baskets Converse Tweed to the mordorés reflections almost not found elsewhere and outputs confidential Edition. But young entrepreneurs have also other ambitions: develop a line of cosmetics adapted to the practice of sport, sport bags integrate a more glamorous design taking into account of new addictions such as MP3 to be a pocket of specific protection and especially open to other shops, i.e. 12 stores in five years, more franchises.

Buff of marketing, Nicolas Deconinck is ideas from co-branding as well with marks of sport than others, unfamiliar in the universe of the sport but well known to the clients. "Must be an attractive atmosphere and who speaks them to at the outset of what they already know," said the young man. The event should chant the year otherwise than by the equation of the seasons. Laure Manaudou performance will be an opportunity to set up an event with the mark of Jersey Arena at the Olympic pool of les Halles. Same thing with Nike that starts body lost dance with Club Med Gym to prove that the sport still feminine and playful. A concept like as Fnac where sellers are advisors, the vendors of Attractive each hard practise one of the disciplines including equipment is present in shop.

By throwing an eye in the Anglo-Saxon, the two brothers know that they are in tone: 600 stores Lady Footloocker in the United States, 30 Sweaty Betty (sport au Féminin multi-brand) created five years ago in London, two active She, installed in London Internet sales sites. An air of the time that sharpens remained behind French appetites: in the magazine "It", Sport 2000 inserted a small catalogue of his wife fall-winter collection and spent this year 20 of its sales surfaces. Lafuma reviewed sections of its doudounes this winter by digging the size and has, also, its small catalog called "look-book". Attractive hope to cap to the pole with its noisy slogan "I am more attractive than you" in the great tradition of the fashion brands type Kookai with his statement "I am not pretty, I am worse." An initiative which launches on the market a new competition, the sport au Féminin, specific practices and equipment.