The favorite brand of the French has gambled on the transformation of its image to promote its secondary program in Belgium. The viral impact was not long in coming.
It’s a publicity stunt that works wonderfully, the much-anticipated buzz worked. Since Monday, October 10, the “à la papa” sign has multiplied press articles and social media events. And everything starts like this. who goes to one of the Decathlon stores in Namur, Ghent and Evere in Belgium risks getting a little confused. The world leader in the distribution of sporting goods has changed its name for a month, renaming itself to Nolhtaced, here an anagram of the word Decathlon written backwards. Thus, the brand plays with its image and its popularity index without touching the logo, in which case it can completely lose its customer, which is not the desired effect.
Why this temporary change? This is a Belgium-only campaign to promote the launch of the brand’s flagship circular program in Belgium. It has been operating in France for several years. Its principle is simple. the brand offers to buy used or unused items from its customers to restore them and sell them in its second-hand section. And the customer leaves with the value of sports equipment in Decathlon vouchers.
A model to follow
This practice is not new, but it tends to be widespread among the big names in textiles. Signs second-hand sees a new market in which to occupy land. It must be said that the numbers are convincing. In 2019, the second-hand market in the United States brought in more than $28 billion and could reach $53 billion by 2023, according to a study by ThredUP, a website specializing in the resale industry. The second-hand market is also food for thought for large companies facing ever-increasing environmental and economic concerns. Arguments that do not hesitate to put forward and that have something to convince.
Source: Le Figaro
