Translated by
Nicola Mira
Sep 13, 2016
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Guy Cotten targets urban consumers

Translated by
Nicola Mira
Sep 13, 2016

The Guy Cotten label evokes the image of a large yellow oilskin jacket worn under the Brittany rain. The French brand, based in Concarneau, Brittany, and founded in 1963, is indeed a specialist in outerwear for sailing and other sea-faring professions.

With Guy Cotten Collection, the label is experiencing with more fitted cuts - Guy Cotten

Over the last two years, the brand has been attempting to broaden its urban clientele, notably by introducing women's garments in trench-inspired designs, or small-sized waterproof bags, to complete the range dedicated to multi-brand stores, especially in coastal resorts. For the coming autumn, Guy Cotten is looking to appeal to more new customers.

A French name, French manufacturing and tech expertise, clothes that are wind and water-resistant, and a strong connection with nature: Guy Cotten has the goods to appeal to directional, multi-brand fashion stores, often already featuring Scandinavian rainwear labels.

To enter this segment, Guy Cotten is relying on its basic items, adapting the fit of its best-sellers, which still incorporate proven know-how, such as high-frequency hot-melt welding. They are the kernel of the Collection Guy Cotten, produced in the label's workshops in Tregunc and Landaul, France.

The men's range includes an adapted version of Guy Cotten's 'Isode' oilskin, a fitted water and wind-proof shell jacket in navy and yellow, and a fleece sweater, as well as a 'Uno' bag and a sou'wester. The main items will be priced between €110 and €120.

To test the potential with end consumers, the label has decided to start a crowd-funding operation via the KissKissBankBank website. From 14th September, Guy Cotten will make these new outfits available to order.

Advised by the Rétrofutur agency, Guy Cotten is looking to forge a close link with these consumers, having already had proof of the interest of premium fashion specialists for its products. The label has in fact signed deals with Canadian and Japanese distributors, to sell its tech garments on these markets, allowing the brand to expand its urban-leisurewear business.

Guy Cotten currently generates 80% of its €13.6 million revenue with sailing wear, and is present internationally with subsidiaries in the USA, the UK, Spain and recently also in Sweden.

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