2023-11-24 10:47:17
Less than a year before the event, the Paris 2024 teams unveiled on Tuesday November 21 a large part of the numerous future references regarding official Paris 2024 products. Sportsmarketing.fr went to “Pulse” at Aubervilliers, the headquarters of the Organizing Committee for the Paris 2024 Olympic and Paralympic Games, to discover the official product collections for the Games and met Edouard Bardon, Licensing & Retail Director of Paris 2024.
Bruno Cammalleri: What are the official Paris 2024 products and with what price range?
Edward Bardon: There are all prices. We of course have low prices, from 2€ with pens, magnets etc… We have many products under 5€. We can go up to 150 or 200€ depending on the products. We have a lot of products made in France, like sunglasses, they will be a little more expensive because they are quality and French brands. The categories are very broad: textiles, accessories, equipment such as shoes, hats, caps, without forgetting games and toys, souvenir products, gastronomy such as St Michel pancakes. We also have bikes, canoes, skateboards, bathroom scales etc… Many different official products, linked to sport and others linked to French culture.
Bruno Cammalleri: Is the Paris 2024 derivative product sales target still 130 million euros?
Edward Bardon: This is absolutely the objective and it is a revenue objective for Paris 2024. This will contribute to the organization of the Games. We are on target today and we are on this trend. Of course, the big one remains the period of 2024 with the Games, it is in this period where the majority of sales will be made and will accelerate. But we want to anticipate demand as much as possible to give everyone who wishes the opportunity to obtain the products now.
Bruno Cammalleri: What segmentation are you establishing for Paris 2024 products?
Edward Bardon: We have segmented in theory, we will see what happens in reality. What we are seeing today is that we have a clientele of tourists and visitors who are high consumers of our products because the idea for them is to see and have the Paris 2024 product before the event. It’s a product that they can afford and bring back to their country. We believe that there will gradually be many more populations concerned with the French in the broad sense and in increasingly extensive distribution networks. Overall, we target three main types of customers: the enthusiast, those interested in the event, sports fans in general with supporters of the French teams. The second target in question is a wider population, it will be appropriate at the time of the event: for them a product is a way of experiencing the event, it is an experience.
Bruno Cammalleri: Are you satisfied with the commercial results of the two official Parisian stores of Paris 2024?
Edward Bardon: Our two Parisian stores are doing very well and are above our commercial objectives. It’s good news ! The Les Halles store opened a year ago and has been operating well since its opening, benefiting in particular from numerous tourists. That of the Carrousel du Louvre, which is located at the foot of the museum, is also doing well. It benefits from a tourist flow which is really to its advantage.
Lyon Saint-Exupéry store
Bruno Cammalleri: And the other official stores?
Edward Bardon: We have opened two stores in Lyon since the beginning of November: one at Lyon Saint-Exupéry airport and another at Part-Dieu in the shopping center. Both have just opened, this allows us to start sharing our experience outside of Paris in other regions. On Saturday we will open a new official store in La Défense, in the Westfield Les 4 temps center. Then we will have 3 pop-up stores which will open at the end of November, one at the top of the Champs-Elysées, another at the Opéra square and a third at the Hôtel de Ville. The month of November is therefore very busy! In the end, we hope to open around twenty stores before the Games, both in shopping centers, in train stations and in tourist places like the Eiffel Tower. We will deploy with many stores at the competition and celebration sites.
Bruno Cammalleri: Paris 2024 also wants to reach as many people as possible via resale points…
Edward Bardon: We have partnerships with players such as Carrefour, Décathlon, Kiabi and Fnac. La Poste will offer products in all regions, with a large network of 17,000 La Poste points of sale, all tobacconists and local points. We hope to target 30,000 points of sale which will offer our official products.
Bruno Cammalleri: The axis of sustainability and reduction of the carbon footprint is at the heart of the Paris 2024 project. How can we ensure that official Paris 2024 products are in line with this strategic axis?
Edward Bardon: There are several aspects to take into account. First of all, when we choose an actor, a partner or a service provider, we first ensure that they are able to innovate and change their mode of operation, particularly on the entire packaging/packaging part on which they are asked. will require making efforts and reducing it as much as possible… or even making it disappear. Regarding the materials part, of course we encourage him to move towards eco-design: when he uses cotton, it must be organic cotton, when he uses polyester he must ensure that the product can be recycled… We encourage them to go this route. Many of the players today are already aware of these issues. The interest for us is to motivate them more, and above all for this approach to continue after us and our partnership for the Paris 2024 Games. This is part of the Paris 2024 legacy approach. I can cite the examples of La Monnaie from Paris which decided to change its packaging for its collector’s items, from Doudou et Compagnie which reindustrialized a factory in Brittany or even Décathlon which is increasingly developing made in France.
Bruno Cammalleri: Official Paris 2024 products will make the Paris 2024 brand shine…
Edward Bardon: Absolutely. And the luck we have from a branding point of view is that Paris speaks a lot. We have an event happening on our territory, and this reinforces the rarity. Home Games are once in a lifetime. All these elements contribute greatly to the celebration and the influence of our brand. These Games promise to be exceptional with an opening ceremony in the heart of Paris and competition sites which are monuments of our heritage. Furthermore, foreigners are extremely interested in Paris, its history and its heritage. It is one of the most beautiful cities in the world.
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