KIM 203: Production Management and Merchandising

(Fashion Design)

Project: BRAND ANALYSIS

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Course Instructor: Bushra Nuzhat Ika

 List of Group Member
1 21281041 MD. MONIRUL ISLAM

2 21281007 HIRA CHKMA

3 21281010 RIAD BADSHA

4 21281037 MD. RIPONUR RAHMAN

5 21281032 RIFAT HASAN

6 21281070 MD. MEHEDI HASAN

 Founder Xavier BIOTTEAU
CEO Philippe THERACHE
Established in 1991
49100 St-Pierre-Montlimart
Headquarters Pays de la Loire, France
Ready to Wear
Products Accessories
Footwear
Points Of Sale 454 in France and Abroad
A specialized retailer, the Gémo brand is Total Employees 4000
part of the Eram Group, created by the South-East Asia, India and China,
Biotteau family and still anchored in their Suppliers with a smaller number in France
and near the Mediterranean Basin
original home of Maine-et-Loire. As Gémo
embarks on its thirtieth year, the business Turnover € 873 million
has launched a group strategy of “Prêt-à- Owners 100% family shareholders
Vivre” (Ready to live) affirming their Items of clothing
45 Million
ethos of simplifying everyday life for sold
families by offering a wide range of Accessories sold 18 Million
quality shoes, clothing, and accessories Pairs of shoes sold 20 Million
under the same roof at affordable prices. https://www.gemo.fr
Website
https://www.groupe-eram.com
The |Group (GROUPE ÉRAM)

5
A connected and responsible Group of 8 affordable FASHION
BRANDS
Éram is the French leader in high street and shopping center shoe
retail. Éram is also a favorite consumer brand. In 2018, it was voted the
Best Chain Store in France in the shoe and leather goods category for
the 3rd consecutive year.
Points of Sale: 220, Employees: 900

BOCAGE hunts out and designs shoes that are daring, easy to wear,
and enriched with that little extra for the soul that makes them unique.
30% of shoe collections are made in France at the historic factory in
Montjean-sur-Loire.
Points of Sale: 121, Employees: 350

TBS the French brand with a nautical look, since 1978. An essential
brand for ready-to-wear, all TBS shoe and clothing collections are
designed in France. Since its creation within the Eram Group in 1978,
the brand has been designing shoe collections. In the early 1990s, its
range broadened with the arrival of two lifestyle clothing lines:
women’s and men’s casual wear and sportswear.
Points of Sale: 42, Employees: 185
Mellow Yellow Trendy shoes and fashion accessories. Mellow Yellow
is a lively and feminine brand. Mellow Yellow toys with fashion by
offering trendy, hip and colorful collections.
Points of Sale: 31, Employees: 50

French brand created in 2009 engage its generation against global

warming. Pioneer since its creation, FAGUO measures its CO2
emissions with a carbon footprint, reduces them by using recycled
materials, and offsets the remaining emissions by planting a tree for
each piece made.
75% of FAGUO products are made with recycled materials.
1.7M+ trees planted in 300 FAGUO forests.

Parade, in work mode since 1978. Eram Group’s only safety shoe
brand, which is the major actor in the PPE market, highlighting design
without compromising safety measures.
Employees: 110, Clients: 4500

It is a registered brand of the Eram group. The brand called “Les

Tropéziennes par M. Belarbi” was created in the early 1980s in the
hippest village on the French Riviera.
Points of sale: 1900, Exporting countries: 42
OBJECTIVES:
Faithful to its DNA, GÉMO is pursuing its development by focusing on 2 key
objectives:
• Exemplary customer relations throughout the buying experience
• An offer recognized for its style / quality / price Choosing Gémo means

MISSION:
Our mission is to meet the desires and requirements of every family through our affordable
fashion collections: shoes, clothes and accessories.
GÉMO has become an essential name in French fashion and the brand’s success is based on a
store design dedicated to a pleasurable and comfortable purchasing experience and the
expertise of its teams on the lookout for the latest TRENDS.

Gémo intends to maintain their position as a leader in this sector, with a goal of opening 100
stores internationally by 2025 and continue their growth in Sub-Saharan Africa.
International scope
This year 2022, GÉMO took place 1st position in the Capital Magazine ranking of the best
e-commerce sites in the mixed ready-to-wear category.
 Factories/Suppliers
Suppliers are from South-East Asia, India, and China, with a smaller number in
France and near the Mediterranean Basin.
Gémo products are manufactured in more than 500 fully compliant factories.
Details are in the PDF.
In Bangladesh, no. of active factories is 55.
 Focuses on families with young children, young
women, pregnant women, large size ranges or
even babies.
 Committed to-
• Getting dressed easily on every season
• Modernization and centralization of e- reservation
• Shop-in-shops and corners in local stores
• Evolution of eco-responsible GÉMO program
 ATTRACTIVE GÉMO COLLECTIONS COMBINED WITH
Gémo’s Ready to live concept MAJOR
also offers BRANDS
a large collection of
licensed textile items, shoes, and accessories in particular major
sports brands (Adidas, Puma, Umbro...) and shoe brands (Vans,
Isotoner, Copacabana, Pierre Cardin).

Ready to live, it's also

ready to take advantage of
clothes from a thematic or
coordinated collection in
order to create your own
look. Lulu Castagnette and
Camps United is one of
these leading brands.
“Do good and do it well” Said Albert-René
Biotteau , founder of Eram almost a century
ago, and grandfather of Xavier Biotteau.

4 pillars towards ever greater sustainability:

1) Living together better
2) Designing better
3) Producing better and
4) Distributing better.

In order to offer more sustainable

fashion to the customers, an eco-
design approach is adopted for the
development of collections.
 Methodology for saving the ENVIRONMENT
An environmental calculator validated by
AFNOR to show the environmental impact of
the products following 3 indicators:

1. Climate change
2. Resource depletion
3. Water eutrophication

These studies are called product life cycle

analyses (LCA) and are therefore at the heart
of the eco-design approach.

Responsible Materials
1. Certified organic cotton
2. Certified recycled polyester
3. Washes that are more respectful of the
environment
4. Viscose labeled LENZING™ ECOVERO™
 TERRITORIAL DEVELOPMENT AND SOCIAL
RESPONSIBILITY
A French family business anchored in the territory of
Mauges always had the will and the desire to make
this region prosper and to help the eco-system around
them.

The 4th generation of the Biotteau family confirms

this commitment with the creation of the Albert
Marie endowment fund. This fund aims to support
sustainable and responsible transition projects that
make sense in the fashion industry.
 Since 2015, Gémo has been committed to UNICEF France in favor of children's rights.

This partnership comes to life

through solidarity rounding
campaigns. Customers have the
option when paying for their
purchases by bank card, of
rounding up the amount of
their basket to the next Euro for
the benefit of UNICEF.

From April 27 to May 28, 2022,

a campaign is going on at the
Gémo shop to address the
impact of climate change on
children in Bangladesh.
 Groupe Eram in collaboration with Bangladesh Fire Service & Civil Defence (BFSCD) has handed
over certificates to seven factories for their efforts and measures to ensure fire safety.

In the continuity of group commitments, in 2019 initiated a certification process in co-creation

with the firefighters in Bangladesh and are the FIRST BRAND in the world to have developed a
local solution for securing our partner factories. By 2025, planning to reach 60% of our fleet
certified in Bangladesh.