He has been Replay brand ambassador since 2015 and now football superstar Neymar Jr. spread his fame also over retail chain Peek & Cloppenburg Düsseldorf. Last week saw the launch of a Replay x Neymar Jr. capsule denim collection, exclusively launched with P&C Düsseldorf as retail partner.
On the occasion of the star-studded launch event, including Mr. Neymar himself, at P&C’s Düsseldorf store we had a chat with Replay boss Matteo Sinigaglia and P&C Düsseldorf’s managing director John Cloppenburg on the future of denim, how to stay relevant among the kids and current business challenges.
What’s the prospect for the denim market–for brands and for retail?
Matteo Sinigaglia (MS): It looks very good, because denim remains an item for everyone. We see business still growing.
John Cloppenburg (JC): We see the whole streetwear segment still booming, and denims and jeans as a part of that remain a strong pillar in our assortment. We do not see denim going out of style.
How can you stay relevant as a denim brand these days?
MS: There are several factors. Apart from presenting fresh, creative and innovative products it is also the aspect of eco responsibility that counts for us. And of course it is more important than ever to stay in close touch with the consumers.
JC: Of course, the cooperation on this or similar projects in connection with an event like this is very important. You create a lot of buzz through social media alone where content is constantly shared, and that after all helps us to stay in close touch with different target groups–in this case obviously with the younger customers.
MS: It’s another tool to prove relevancy in the market and among customers… and yes, we do share the cost.P&C invites the whole family as customer, from grandparents to grandchildren. How do you manage to stay relevant especially with the Millennials?
JC: Actually, with our young fashion floors we have always been successful in addressing to a younger consumer. There is no other retailer in Europe that has a similar footprint. Of course, we have to maintain that strength in all segments constantly and need to stay relevant. In that respect we also believe in the brands we work with–such as Replay–and their goal to be creative. Take Apple as an example: to be successful you always need the right hardware, but also the matching software.
Circling to a very current matter: How does coronavirus affect your business?
MS: First of all, it affects not only us but the whole world. Of course it has an impact on turnover because the store footfall in big shopping cities like London, Paris or Milan has been reduced. I see challenges also on the supplier side where orders in China can neither be produced nor delivered. We all have to tackle it, even though for sure it’s difficult. But no one saw it coming. And we don’t know how it will proceed...
JC: With respect to retail turnover, by now it affects of course mainly the tax-free business from Chinese tourists, because there are fewer customers these days. All in all, our turnover is still stable and it does not have impact on our footfall. We do see the first cases now with deliveries being postponed. Unfortunately, I expect that to become worse.
Last but not least: When will Replay go public, Mr. Sinigaglia?
MS: There is a plan. But not this year. In a couple of years time maybe...