NEWS COVERAGE - FRANCE - April 18th 2017 Business Sweden In Paris
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CONFIDENTIAL FOR INTERNAL USE WITHIN CLIENT COMPANY ONLY NEWS COVERAGE - FRANCE ECONOMY AND BUSINESS NEWS FROM THE PAST WEEK April 18th 2017 Business Sweden In Paris
THE RETURN OF SCA ON THE FRENCH DIAPER MARKET
20 years after the disappearance of SCA on the French diaper market , SCA returns
with its brand “Lotus Baby” in French supermarkets in May 2017. The launch will
be supported by a full marketing campaign.
Lotus is in France a well-known brand, and at least one Lotus product can be found
in 50 % of French homes. SCA is now adding a full-range of baby products to the
Lotus brand family.
“Lotus Baby” competes in the same price category as the most important player in
the diaper market : Pampers. Pampers has today a 60 % market share within this
field of products.
SCA has ambitious plan to reach a 10 % market share within one year. FRANCE 2016
In France SCA is already well know for its brands : Demak Up, Nana and Okay.
France is today the 4th largest market for SCA. - 785 000 births
- 1,93 births per woman :
BUSINESS OPPURTUNITY FOR SWEDISH COMPANIES the 2nd highest fertility rate
France has the 2nd highest birth rate in Europe (after Ireland) in Europe
785 000 births in 2016
2,6 billion of diapers sold every year
…making France a promising business opportunity not only for diaper
companies but other baby (and children) products
LES ECHOS, INSEE
BUSINESS SWEDEN 19 MAY, 2017 2
IKEA AND COLETTE IN AN UNPRECEDENTED COLLABORATION LARGE-SCALE DISTRIBUTION MEETS LIMITED EDITION After many successful collaborations between H&M and various luxury designers, IKEA is partnering with famous designers and stores, such as Tom Dixon. Until May 6th, the Swedish giant is also making itself at home at the well-known Parisian concept store, Colette Inspired by a Japanese model, Colette has for the past 20 years showcased alternative brands and objects that cannot be found elsewhere in the French capital Until April 1st, the Ikea Art Event will be on display, with twelve exclusive posters representing France as seen by artists from around the world. These posters will then be available in Ikea stores. International artists will also present performances aimed at expressing their vision of the IKEA brand. Colette's renowned “water bar” will be fully decorated with Ikea furniture and tableware. The renowned blue IKEA bag “Frakta” will sport for the occasion the colors of Colette - ie blue peas. By 2018, they will further launch of a capsule collection called “Ikea x Colette x Darcel” This partnership is an opportunity for its organizers to closely associate two brands that perceive themselves as having an "unconventional spirit". LE FIGARO MADAME BUSINESS SWEDEN 19 MAY, 2017 3
THE FRENCH ARE FASCINATED WITH ACNE ACNE STUDIO HAS WITNESSED A CONTINUOUS SUCCESS AND IN FRANCE OF ALL PLACES. France home to la Haute Couture and a glamourous side to the prêt-à-porter, has fallen for the undeniable but very pragmatic "coolitude" of Acne Studios. With very exclusive addresses such as Palais Royal and Quai Voltaire, the brand however isn't seeking to dress the rich and famous, but rather the pragmatic and understated hipster. Founder and creative director Jonny Johansson insists he appreciates "the individuals who create, and spend their life in studios". "I do not like stars, I prefer people in the shadows, those who, behind the curtain, invent beautiful things." The hallmark of the brand are the very simplistic jeans. No tears, no logos, little washed-out effect and basic colours. However the brand is not cheap. In the Parisian department store Le Bon Marché, Victoire Raillard, head of purchasing in women's fashion, sees the clientele "seduced by this blend of luxury and contemporary" The Swedish label surprises again by replacing its many bestsellers with only 3 new models for men and women, under the label “Blå Konst” From many to few, Acne is not seeking to cater to all tastes and trends but instead to create something basic and timeless. Patricia Romatet from L'Institut Français de la Mode IFM, believes that Johansson invented "a model that is not for general public, and that gives the impression of breaking the codes". And that's what works. LE FIGARO BUSINESS SWEDEN 19 MAY, 2017 4
AN AUTOMOTIVE BONUS-MALUS SYSTEM IN SWEDEN
In order to get Swedes to choose fuel-efficient cars with low carbon emission, the
Swedish Government has proposed a new bonus-malus system to enter into force
July 1st 2018 : THE MOST BOUGHT CARS IN SWEDEN
4 French brands in TOP 20
A system to reward low carbon emission cars with an increased bonus and to
penalize high carbon emission cars with an increased carbon tax. 1. VOLVO 20,01 %
Increased bonus from 40 000 to 45 000 SEK, creating a range of bonus from 2. VOLKSWAGEN 14,60 %
7500 to 45 000 SEK when buying an environmental friendly car (electric or
hybrid). 3. BMW 5,93 %
Increased carbon tax of vehicles with an emission of 95 gr/km or more. Nine 9. RENAULT 3,72 %
out of ten cars are going to be effected by this new proposal based on last
year’s car sales.
11. PEUGEOT 2,91 %
Critical voices mean that the raise of 5 000 SEK (from 40 000 to 45 000 SEK) is 19. DACIA 1,35 %
not enough to get Swedes to buy electric vehicles and that the punishment is not 20. CITROËN 1,26 %
large enough to decrease the use of higher carbon emission vehicles.
Source : BilSweden (2016)
In the top 20 list of most both car brands in Sweden, there are four French
brands. This new proposal of a bonus-malus system will create potential
possibilities but will also put pressure for the automotive companies.
SVT, BILSWEDEN
BUSINESS SWEDEN 19 MAY, 2017 5SOURCES Bilan démographique 2016. INSEE. https://www.insee.fr/fr/statistiques/2554860 Chapuis, D. (2017) Le suédois SCA s’attaque à Pampers. Les Echos. Available at : https://www.lesechos.fr/industrie- services/conso-distribution/0211905308654-le-suedois-sca-sattaque-a-pampers-avec-lotus-baby-2074797.php Duguet, B. (2017) Ikea s’invite chez Colette pour une collab' inédite. Le Figaro Madame. Available at : http://madame.lefigaro.fr/deco-design/collaboration-etonante-ikea-chez-colette-future-collection-230317-130639 Elfström, C. (2017) Nio av tio bilar kan få höjd skatt. SVT Nyheter. Available at : http://www.svt.se/nyheter/inrikes/utslappsvarstingar-far-chockhojd-skatt Martin-Bernard, F. (2017) Acne Studio réinvente ses jeans, Le Figaro. Available at : http://premium.lefigaro.fr/mode- homme/2017/04/04/30007-20170404ARTFIG00029-acne-studio-reinvente-ses-jeans.php Ghys, C. (2017) Acne Studios parie sur ses jeans « Art bleu ». Le Monde. Available at : http://www.lemonde.fr/m- gens-portrait/article/2017/04/12/acne-studios-parie-sur-ses-jeans-art- bleu_5110317_4497229.html#4AVh78kRGdGiag1J.99 BUSINESS SWEDEN 19 MAY, 2017 6
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