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Marion Deslandes Translated by
Nicola Mira Published
April 4, 2025
Spring is in the air, and French fashion chains Comptoir des Cotonniers and Princesse Tam Tam are lightening up their outfits, and their retail prices. Both the women's ready-to-wear and lingerie markets are slumping (they lost 1.5% and 3.8% respectively in 2025, according to the French Fashion Institute), and the two brands owned by Japanese group Fast Retailing have decided to cut prices in an attempt to revitalise their business, after undergoing a reorganisation in 2025. A more affordable strategy designed to tap a wider clientèle, as Kunii, named president of the two chains in 2025, has told FashionNetwork.com.
In 2025, 40% of apparel brands in France are planning to raise retail prices by up to 5%. The strategy that Comptoir des Cotonniers and Princess Tam Tam are instead gradually implementing is to cut prices by as much as 30% on average, said Kunii.
Womenswear chain Comptoir des Cotonniers was founded in France in 1995, and was acquired by the Fast Retailing group in 2005. The brand is aiming to retain its casual Parisian style but has set itself new price ceilings: all its items will stay below the €100 mark, except for the more voluminous ones, whose maximum price is set at €200. At Princesse Tam Tam, no underwear or loungewear item will be priced above €50. The brand is still currently selling bras priced at €59 on its e-shop, but it is also introducing new models at €49.
“The rising cost of living and related decline in purchasing power has made us reconsider our brands’ positioning on the European market,” said Kunii. “[…] It is in our brands’ DNA to offer excellent quality at the right price. The current economic situation has prompted us to emphasise this feature,” he added.
Attracting 25 to 35-year-olds
Both chains are aiming to give their existing customers “a wonderful surprise” with their new prices, while also attracting new followers. “In March, we launched a digital video campaign for each brand that will run for six months, and will continue with the winter collections,” said Kunii. The campaign was released on the brands’ e-shops and social media, as well as in-store. The goal was “to let it be known as soon as possible” that the brands are deploying a new pricing policy. Kunii is hoping that store footfall will increase, especially by attracting new customers in the 25 to 35-year-old segment.
Kunii was close-mouthed about the elements the brands are leveraging to lower prices, simply saying that “manufacturing optimisation” is on the agenda. “We will benefit from Uniqlo’s supply chain and know-how, while sticking to the same design quality we like to offer,” he said.
If Comptoir des Cotonniers and Princess Tam Tam wish to reach revenue levels similar to those prior to the reorganisation, they will have to sell many more units at the new, lower prices. Fast Retailing’s recent financial reports did not include detailed revenue results for the two brands. In the latest report, for Q1 2025-24, the group indicated that Comptoir des Cotonniers experienced a “decrease in revenue” while at the same time “reducing losses.”
In May 2025, the two brands introduced a cost-cutting plan, as they were “faced with serious difficulties.” For Comptoir des Cotonniers, the plan involved closing down 28 of its 67 stores, and cutting 101 out of 272 jobs. While Princesse Tam Tam planned to close 27 of its 69 stores, and cut 84 of 235 jobs. The operation is still in progress, and it came two years after a first restructuring effort was carried out in 2025.
Complementary collections with Uniqlo
Comptoir des Cotonniers and Princess Tam Tam are sharing good practices with Uniqlo also in terms of capsule collections, a strategy they first deployed last year. For Spring/Summer 2025, both brands are launching 10-item capsule collections developed in collaboration with Uniqlo. The objective is “to commercialise via Uniqlo collections that are complementary to our brands, featuring basic essentials that integrate our range at very attractive prices,” said Kunii. It is also a way of “expanding” the reach of both brands worldwide, as these collaborations are sold in Uniqlo stores across more than 26 countries.
In addition, Comptoir des Cotonniers corners have been introduced in Uniqlo stores in various countries, five of them in Europe and seven in Japan. Another three shop-in-shops at Uniqlo are set to open in Japan this season.
Comptoir des Cotonniers and Princess Tam Tam have also forged a closer relationship between themselves. A first joint store, selling Comptoir des Cotonniers ready-to-wear and Princesse Tam Tam lingerie, opened last year at the Forum des Halles in Paris. There are no plans for a second one yet, but the synergy tested in Paris could spawn replicas in future. A new store concept is also “being developed,” with store renovations set to start this spring and finish at the end of 2025.
After a tough fiscal 2025, Kunii is envisaging 2025 as “the year in which we will reverse the trend: our new pricing strategy, combined with the quality of our products and campaigns, as well as the planned store renovations, should move things in the right direction,” he said. It remains to be seen whether this will be enough to give fresh impetus to Comptoir des Cotonniers and Princess Tam Tam.