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the cost of school, prepared for the 32 th year running by the association Familles de France, enjoys this time of war price at which supermarkets indulge in several years.
Announced Wednesday, August 17, the figure of the cost of school for students entering sixth in 2016 recorded for the first time a slight decrease 0.1% compared to the previous year, to 190.24 euros. This envelope has been stagnant for two years – in 2015, the increase was only 0.70%. It conceals, according to Families of France, large disparities. Where the price of clothes and stationery are up 3.7% and 2.5%, non papermaking supplies decline, these, 2.9%.
The GFK institute found in July price erosion of 2%, with a particularly sharp drop on writing and correction instruments. “Prices had already fallen by 2.1% in stationery during re-entry 2015,” says Christophe Le Boulicaut, CEO of Stabilo France and president of the Association of Industrial stationery and office, which brings together 42 companies in the sector.
for this school year, sales began timidly, as GFK, with a turnover down 12.5% on the stationery department, 108 million, and a decrease in acts of purchase of 15.2% to 42 million, in hypermarkets and supermarkets in July. Antoine Gachet, Director of stationery markets GFK, “This trend is very likely related to an implementation delay re-entry class supplies, distribution having kept garden rays and textile longer” to sell stocks, abundant due to the weather. The institute expects a concentration of purchases between Thursday, August 18, the date of payment of the allowance for school, and the first day of school, Thursday 1 st of September.
Read also: traders take a gloomy assessment of the summer sales
The manna licensed products
But this year the family budget spent on the school year could derail particularly with licensed products, usually more expensive. As the toy market, products bearing the image of movie characters, cartoon ( Star Wars The Snow Queen …) or football teams Euro invaded offer. And, like the toy, manufacturers of school supplies derive a predominant part of their activity in a very short period. “The school year is 35% to 40% of our turnover in the year and almost a third of sales in September is licensed, representing approximately 10% of sales annual turnover says Frederic Cical, commercial director of the French specialist diary Quo Vadis. There are twenty, we were virtually absent from the licensing market. But we realized that 75% of school calendars market is achieved by such products. “ In three years, the brand has quintupled its sales of branded products Paris Saint-Germain
Read also:. Star Wars, Snow Queen .. . licenses, a windfall for toy sellers
the family and French SMEs Viquel specializing in filing products, has it obtained the right to use the trademark Coca-Cola ago two years. “Sales of branded products Coca-Cola were ten times higher than those of other licenses that we have had in the past,” find Gerard Viquel and Vanessa Viquel-Delangre, President and CEO Executive of the company.
it is also necessary for the industry to have the means to afford the fashionable labels. “The cost of a license is 10% to 15% of sales of products,” says Cical. And there is often minimal business volumes to be made to cover the fees paid to brands. “We have not sought to use The Snow Queen, Disney because it requires can make large volumes and we have chosen not to be distributed in hypermarkets and supermarkets, “ he continues. Supermarkets account for nearly 70% of market sales of school, against 30% for specialized networks. “But the fact of not being hypermarket helps to extend a license says Mr. Cical. For often the stores tend to seize and to carry out similar products. “
A theme” butterflies “imagined three years ago [inspired] Textile and an advertisement for a perfume Kenzo
The parade? Many industry found it by offering their ranges themed products that look like licenses without being. At Quo Vadis, a team of twelve people working on the design of new themes articles “fantasy”. They are inspired by decorative Living as Home & amp; Object, social networks or, as was the case for a theme “butterflies” imagined three years ago, textile and a commercial for a perfume Kenzo. Of the thirty ranges fantasy produced by this brand agendas, two thirds of licenses and third themes. “In this class, my fourth best selling is the Union Jack, and I did nothing to reverse the Queen of England,” smiled Mr. Cical.
the essential innovation
on the desktop market and articles of school, innovation is also essential to stay on the shelves of supermarkets. Viquel, which makes 50% of its turnover with French supermarkets, spends 8% of its total turnover to research and development. “This is what will differentiate us from our competitors , said the president. Given our size, we are obliged to offer novelties. “
Aside from creativity for adhering to fads, manufacturers also think about the arrival of digital items in school. “We are working on it,” says the Boulicaut among Stabilo. Although, he said, the disappearance of the writing is not for now. “There are a few years with the emergence of the computer, it was announced the end of paper , he continues. Today, stationery offer is a market that is doing well despite a deflationary environment. Certainly, there are tablets, but writing remains an indispensable step in the development of the child. “
The French brand of Oxford notebooks announced, meanwhile, launched for the start of his first school agenda” connected “, associated with a mobile application to scan pages calendar and save them to a smartphone or computer.
the return figures
600 million euro
This is the turnover achieved in 2015 at the time of re-entry by manufacturers of industrial Association stationery and office (AIPB), which represents 80% of market players.
472000000
This is the number of items sold in supermarkets in the writing market for the start of 2015, according to AIPB. This figure is up 2.6% over 2014, for a turnover of € 136 million (+ 4.1%). 8 million calendars were sold.
2,800,000
The number of families should receive the allowance for school. It amounts to 363 euros for children aged 6 to 10, 383.03 euros for 11-14 years and 396.29 euros for 15-18 years and will be paid as from 18 August.
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