In 1976, Michel Leclercq created Decathlon. The first supermarket, which sold sports articles, opened in Englos, near Lille. It was a new concept in France: equipping every sportsman from amateurs to professionals at the best prices.
In 1986, Decathlon Production is born. His mission is assuring the conception and the fabrication of articles under its brand. The firm asserts by this choice its will not to be only a Distributor of sports articles. Decathlon starts to get international in Spain, Germany, United-Kingdom, Netherlands, Portugal and Asia.
1986 is a major stage for Decathlon, by launching itself in sports articles production Decathlon opens itself in a new market and diversifies downstream. It is a strategic choice faced with the competitiveness but it is also a marketing choice.
Indeed, Decathlon is situated on the same DAS as companies like GO SPORT, INTERSPORT, SPORT 2000 and the independent generalists it is to say offering a multi sport offer.
[...] Quechua's marketing As a brand tries to interest such an eclectic type of consumers from beginners to high-level athletes, through so many different types of sports, the ideal would be that we develop a one-to-one marketing strategy; but for that, we need to dispose of an important budget, what Quechua had not; The marketing budget was about euros, a real tiny budget in comparison with the concurrence. Quechua began its new strategy by becoming an autonomic brand, by splitting of Decathlon. [...]
[...] The courage and the capacity of imagination of adventurers inspire designers and scientists who work on Geologic's product to invent hard-wearing and innovative goods. It's interesting to highlight the fact that the segmentation of “passion brands” is never finished and the segmentation is always more accurate. For example the new passion brand Fouganza, little sister or Geologic is dedicated to horse riding sees a key moment for Decathlon Cycle. By changing its name the same year as it celebrates its 20th birthday, the brand will now have the means to reach its ambitions: renamed b'Twin - after the bike created by in house experts in 2000 - the brands are innovating again. [...]
[...] They really feel targeted by those brands; they feel like belonging to a special group of people, in the Tribord example the group of people who like the sea and nautical sports. That's why we can say that in this situation it is the personal factors that have influenced the consumers. With the passion brands Decathlon has targeted an audience and that's why consumers have found an interest in going to Decathlon to find the products they need to practice their passion. [...]
[...] Go Sport creates under its shop sign of big distributor taking back the marketing policy of Decathlon a good quality/price ratio. Today, with 110 millions of sold articles, the passion brands represent about 53%. Principal companies of the sector Evolution of the turnover of Décathlon Since its creation in 1976, the turnover of the group Decathlon, that is to say, including the seven Passion brands has been multiplied by more than ten, to finally represent 3.43 billions of euros in 2005 of which 2.29 billions euros made in France. [...]
[...] They have an important place on the sportswear market too. The difference of Decathlon compared to the other brands is - In the production of products of high quality but with a low price. Decathlon's position as sport specialist with a communication on its double life: distributor and manufacturer. Indeed, each product is conceives and tested by a high performance team. Decathlon turns it with the creation of 10 “Passion” brands in the different categories of sport. - In the very important place attributed to the communication with the typical way and with commercial operations specialized for each store. [...]
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