Schott, the renowned brand known for its bomber and leather jackets, is preparing for an exciting few months in Europe with a series of collaborations that aim to enhance its brand recognition. JAJ, a French company led by Bruno Dauman, has partnered with denim label Lee to incorporate their innovative denim fabric into a flight jacket and a varsity jacket. Furthermore, Sacaï and Saint Laurent will reinterpret Schott’s iconic perfecto jacket in the latter half of the year. After the summer, collaborations with the young brand Walk in Paris, as well as the 50th anniversary collection with Smiley, will hit stores.
Despite the current challenges in transportation and logistics globally, the CEO of JAJ remains optimistic about Schott’s position in the market. He believes that the brand’s iconic status has made it more resilient to the uncertainties of the past two years, as consumers are seeking out trusted and established brands. Schott has successfully embraced the 90s trend to rejuvenate its image without alienating its existing customer base. With products priced from 150 to 2,000 euros, the brand now caters to a diverse clientele, ranging from college students to senior executives.
After experiencing a decline in sales in 2020, Schott saw a remarkable rebound in 2021, achieving a 20% growth in sales, amounting to €24 million, compared to 2019. The brand attributes this success to the trust and support of its wholesale partners, who contribute to 80% of its business. Schott’s commitment to quality and efficient logistics has solidified its reputation in the market. Notably, 70% of its turnover comes from pieces with sleeves, highlighting its expertise in this category.
To support its growth, JAJ recently relocated its operations to new premises in Montreuil, east of Paris. The company sold its previous offices to finance its expansion plans and moved into renovated workshops. The new facilities offer a spacious and well-lit space, featuring a large glass roof overlooking a 200 square meter showroom. This showroom will display the brand’s future collections, increasingly incorporating sustainable materials like recycled nylon by 2023.
Schott has successfully catered to French and European customers through various retail channels. Alongside established partnerships with multi-brand and department stores in France and Europe, such as La Rinascente, El Corte Inglés, Peek and Cloppenburg, and Selfridges, the brand has also collaborated with online retailers like La Redoute and streetwear players such as Wethenew, BSTN, and One Block Down. Additionally, Schott operates its own network of stores, with locations in Paris, Lyon, Toulon, and Lille, and has plans to open new stores in Marseille and Noisy-le-Grand to further expand its physical presence.
With strategic collaborations, a focus on quality, and an emphasis on sustainability, Schott is positioned for continued growth and success in the European market. The brand’s ability to adapt to evolving trends while staying true to its heritage has solidified its position as a trusted and iconic fashion label.
Useful links to the article:
– Schott: Official website of Schott, where customers can explore the brand’s collections and find more information about their products.
– Store Locator: A tool provided by Schott on their website to help customers find their nearest Schott store, allowing them to experience the brand’s offerings in person.
