“Operation Camaïeu will be a textbook example in the curriculum of marketing students”, Marcel Botton (Nomen)
with monochrome, only its logo, name and Internet domains were auctioned. Its file cannot be sold for data protection issues
INfluencia: Sébastien Bismuth bought Camaïeu for €1.8 million after successfully relaunching the Jennyfer juniorswear and Celio menswear brands in recent years. What do you think about this transaction?
Marcel Botton: this sale is very interesting because it is not common to see a transaction around a brand happening in the public square. Companies do not have a benchmark for knowing what price tag is negotiable. with monochrome, since the purchase was made during the auction, everything is open. It is also rare for a single brand to be offered as here. As a rule, a bankrupt company sells its brand and goodwill, and in order to have a rough idea of the value of the brand, it is necessary to estimate the intangible part of the goods offered to subtract it from the selling price. with monochrome, only its logo, name and Internet domains were auctioned. His file could not be sold for data protection issues (GDPR). This transaction will remain in the curriculum of marketing students for many years because it is exemplary in more ways than one.
To have a brand that is well known to the general public, you need to spend more than 1.8 million euros.
IN: Were you surprised by the amount Sebastien Bismuth spent?
MB: when you consider that the brand has a strong reputation and has a file of 3.8 million active customers, you can say that the ratio between the price spent and the number of loyal buyers who do not even reach 50 cents is quite attractive. To have a brand that is well known to the general public, you need to spend more than 1.8 million euros. But this reasoning is quite simple, because everyone knows that the value of a brand corresponds to the multiplier of its reputation and attractiveness.
monochrome It suffered especially when some of its labels were found in the ruins of a building that housed textile workshops in 2009. Dhaka for Bangladesh which collapsed in 2013 and killed more than 1,000 people.
IN: How to evaluate these two features?
MB: there are several ways to do this. Surveys and consumer research allow you to determine your spontaneous and assisted popularity. Qualitative and quantitative tests help you know your attractiveness. This indicator is very important because if it is negative, your brand will have no value. Increasing its value requires continuous efforts over a long period of time. It takes a long time to build up the reputation of a brand, but on the other hand it is very easy to spoil it, because the memory has an annoying tendency to hold the negative things better. monochrome It suffered especially when some of its labels were found in the ruins of a building that housed textile workshops in 2009. Dhaka for Bangladesh which collapsed in 2013 and killed more than 1,000 people.
IN: Are you interested in buying a stamp so that you don’t use it later?
MB: Of course not. recipient of monochrome has already announced that it intends to restart its development in 2024, focusing on the Internet. The brand has made the mistake of over-relying on chain stores and abandoning e-commerce in the past. His headlong haste also led him to register his trademark in many countries Portugal, Monaco where Benelux and in a variety of sectors including leather goods, telecommunications, catering, laundry and even… funeral directors. The brand should have focused on its core business and its domestic market instead of being scattered all over the place.
Camaïeu’s “ï” is not a joke, for example, the umlaut does not exist in most languages and cannot be typed on many computer or smartphone keyboards.
IN: Will brand auctions grow in the future?
MB: I think companies are starting to realize more and more the value of their brands. However, the buyer should carefully study the title he intends to purchase, as certain details are important. Camaïeu’s “ï” is not a joke, for example, the umlaut does not exist in most languages and cannot be typed on many computer or smartphone keyboards. This name for color gradient does not exist in English either, especially since the words “tone” and “shade” do not have the same meaning. monochrome so it has a very French-French meaning. It can be turned into an asset as it proves Lancôme The French has retained the circumflex accent, but this complicates the brand’s mission abroad. monochrome However, this should not be a problem as its new owner has already said that he wants to focus his efforts on his home market.
