After difficult years, this famous French fashion brand returns with a new style that seduces.
As we know, the clothing market is under tension. Times are hard and the French are increasingly paying attention to their expenses. And when it is necessary to cut, it is often the fashion budget which knits first. Added to this is the explosion of online sales and the second hand. Consequence, layoffs and shop closings are linked. André, Jennyfer, names that we know by heart gradually disappear.
Fortunately, some brands have found the parade to survive. Like Camaïeu, this emblematic French brand that was thought to be disappeared rebounds this spring 2025.
Created in Lille 54 years ago, the brand vibrated the teenagers in the 2000s with its colorful and affordable pieces. We are talking about Pimkie of course. Today, the brand is experiencing a real rebirth. Its turnover increases by 20 % in the first quarter of 2025, according to France Info. His secret? A radical strategic turn. No more teenage parts, it now offers clothing, accessories and even perfumes to women aged 20 to 45 at affordable prices by limiting references (1200 per season against 1700 before). We loved him when we were fifteen, we still love her today: Pimkie speaks to all women, regardless of their age. As proof, this spring-summer the collection is inspired by Sicily and offers sunny and easy-to-wear parts at the office as at the beach, with prices ranging from 9 to 49 euros.
But where to find a Pimkie store? Do not worry, if most have closed, 189 addresses are still open and should be renovated or transformed. At a time when many signs are betting on digital, Pimkie, she wishes to strengthen its sale in physics. She always believes the pleasure of trying, touching and seeing herself in real life in a mirror. As proof, she has just announced that she is positioning herself to buy a hundred Jennyfer shops. To this will be added a strengthening of its loyalty program with promotional operations and advantageous cards.
Thus, in a crisis market, Pimkie relies on the essentials: simplicity and proximity and it pays. A Renaissance that shakes up the codes. An example for all French fashion.
