Naf Naf

Today We are going to talk about NafNaf. We have divided our presentation in three parts. First, we’ll focus on the historical aspects with the creation, the evolution and Naf Naf nowadays. Second, We’ll move on to Nafnaf in Vivarte group and in the world. So, in the part, we’ll focus on the group Vivarte, the turnover of Naf Naf and Nafnaf worlwide. Finally, we’ll talk about he marketing of NafNaf with the store concept, the advertising and the fashion shows.

So let’s start with the historical aspects

I Historical aspects

1.           1973 : the creation ADE

So, concerning the creation. NAF NAF was created in 1973 by Gérard and Patrick Pariente as we can see on the slide. They opened their first boutique named “Influence” in Paris in 1973. But they renamed it NafNaf in 1983. The symbol of Naf Naf is a pig in référence to a famous pig in the three little pigs story.

3.       Nowadays ADE

In 2007 NAF NAF joins other brands of the Vivarte group but Adélaïde will introduce this notion in the second part. So, Gerard and Patrick Pariente aren’t anymore the shareholders of Naf Naf.

In 2010 NAF NAF goes 2.0 with the launch (lanche) of the online boutique and social network pages as Twitter, Facebook and Instagram. Thanks to this social network, Nafnaf comunicates a lot in order to lure new customer.

The kid Collection which propose a few clothes (cloze) was created for girls from 6 to 14 years old in 2012.

II NafNaf in Vivarte group and in the world

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2.      NafNaf takes over ADE

Now, we’ll focus on Nafnaf and on its financial situation.

Nafnaf is a joint stock company. Its unique shareholder was Vivarte since 2007. But, Nafnaf have a subsidiary which is Les complices. It’s a French brand which commercializes clothes for all the family. Its head quarters are located in Paris.

Naf naf knows difficulties because the group knows also difficulties. The brand Naf Naf isn’t the brand which is in good health. Infact, its turnover decrease of 2,2% against a fall of 10%, one year ago. Otherwise, we remark that its fall is less important than the past year fall. There restructuring begins to bring its first results even at the level of Naf Naf.

Nevertheless, Naf Naf is toujours en recul, but this is more weak than the previous years.

The table shows that, in 2013, NafNaf made a fall of more 4 300 000 €. Nervertheless, the brand managed to have a profit of more 36 000 000€. its financial debts have reduced because its debts move from 64 000 000 to 47 000 000€.

Moreover, NafNaf has already knew a recovery plan (plan de redressement ) in 1996.

III NafNaf and its marketing in consumers' lives

1. Store concept ADE

The store concept is a large strenght of NafNaf.

In the middle of the brand’s new positioning the boutique is where NAF NAF’s universe reaches its climax. The decoration showcases the products, integrates them in a feminine environment that is poetic, girly and modern.

This “pretty mess” optimizes space, rhythm, audacity and conserves the legitimacy of the supply. This specific universe reminds us of a girl’s room, cozy, girly, gay, and with a touch of impertinence.

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