How this firm Roubaix is ​​driving the development of latest knitters

A “wall of wool” is invited to the Storage, in Lille (North), for one month originally of the 2022 faculty 12 months. (© Amandine Vachez / Lille information)

For the reason that mid-September 2022while you go to Phildar’s web siteuncover a new platform : tailored to furnishings and within the period of time. This is among the novelties of the corporate PP & Co yarns, fusion of this historic knitwear model and Penguin. The objective: to adapt to traits in “new knitters”who had 40,000 on the northern firm final 12 months.

Create the occasion

We had been already speaking about it in 2021: PP Yarns & Co is finishing up a complete reflection to fulfill the expectations of the present knitwear market. That’s to say, use her experience in yarn to fulfill present knitters.

“Greater than 15% of latest prospects are on common 35 years outdated,” says the corporate, which has lengthy seen a renaissance for the observe. “We’re not within the picture of the grandmother who makes shapeless sweaters. Younger individuals are getting nearer! And I need to make trend fashions, “notes Eric Vandendriessche, CEO of PP Yarns & Co.

The corporate’s workers are exploring numerous avenues, which they intend to proceed satisfying its long-standing prospects and attracting and retaining new ones.

It’s about creating the occasion, with conferences, workshops … For the time being in Lille an ephemeral store for knitting methods and yarns (crochet, tufting, and many others.) is about up within the Storage. The chance for the PP Yarns & Co staff to take inventory of the corporate’s tasks.

On-line and in-store

Eric Vandendriessche enthusiastically broadcasts what steps have been taken within the renewal of the historic Northern model: “We now have modified our visible id, our animation on social networks, and likewise the catalogs. “

Added to this was the opening in April of a brand new technology “Happywool” retailer in Toulouse. The store situated in a former Phildar store brings collectively a number of manufacturers. It has a “wool wall”, a haberdashery part and an area to take a seat right down to knit or seek the advice of the catalogs. This take a look at, which has met with nice success, goals to extend tenfold elsewhere in France.

Video: presently on Actu

One other milestone reached, in mid-September: the opening of the brand new Phildar web site, tailored to cell use and extra intuitive. Due to this fact, the model presents an excellent presence each on-line and in individual. “We won’t do with out bodily shops [Il y a actuellement 1000 points de vente en France, dont 500 de boutiques indépendantes et 500 dans des chaînes spécialisées, NDLR]. There are prospects who need to see, contact the thread. And at this time we won’t do with out the online ”, describes Eric Vandendriessche.

After all, the historic providers of the Phildar model stay related, comparable to phone help from consultants. “There can be video conferences quickly,” broadcasts the corporate. That is along with the Wool College (on-line faculty), and the QR codes on the catalogs, to assist in the conclusion of every mannequin, and even of a selected level.

Until 1 October 2022, activities around the yarn are in the foreground, at the Garage in Lille (North).
Till 1uh October 2022, actions across the yarn are within the foreground, on the Storage in Lille (North). (© Amandine Vachez / Lille information)

A extra fashionable picture

No extra old style haberdashery, no extra “worn” yarns and fashions: PP Yarns & Co desires to navigate what’s fashionable. The corporate bases this on an Opinion Method examine, revealing that: one in two individuals in France discover that knitting is fashionable.

34% of individuals underneath 35 knit, of which 32% are males. The emotions round knitting are that it contributes to well-being (soothes) and that it’s virtuous (limits extreme consumption).

To reply to this market, the corporate has considerably modernized its catalogs: new life for Phildar’s (templates, themes and layouts), a younger, enjoyable and colourful tone for Penguin’s. “We inform tales in these catalogs”, we clarify to the communication workplace.

An effort est aussi fait sur les produits en eux-mêmes: “On suggest des fils fantaisie, pour compléter nos collections, on va maintenir les prix cet hiver, et on a à cœur de développer toute l’offre RSE”, guarantee l’ company. “We additionally work on nomadic knitwear and have launched a particular crochet catalog, which has labored properly,” provides Eric Vandendriessche.

Approach, time, networks: the whole lot to take off the brakes

On the identical time, PP Yarns & Co tries to take away the obstacles across the observe revealed by the Opinion Method examine: method (not all the time simple to know / purchase) and time. The playing cards are simplified, the instances of realization of a piece are detailed, with the codes to know the issue. “We will even be placing our video tutorials on YouTube, free of charge,” is introduced.

Collaborations with well-known companions are additionally developed. For the Tricoter’pleased occasion, for instance, workshops are often supplied by influencers or creators specializing in numerous yarn methods. The corporate surrounds itself with younger fanatics (particularly on TikTok), to achieve an excellent youthful viewers.

The model additionally desires to develop solidarity operations. For instance, he created a restricted version crochet equipment for seabird conservation with Nausicaá, and is getting ready a “Christmas quilt problem” with the Oscar Lambret Heart and the Abey, to donate the little characters to a orphanage in Colombia and the kids of the middle. PP Yarns & Co makes it clear: it desires to turn into a “mission-driven firm”.

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