Renault delivers a fashion collection for the launch of the new R5

Dressed all in bright yellow, the legendary R5 car is making its comeback at Renault. This small city car which was created in 1972 will be marketed again in the fall in an electric version and with a design brought up to date. To support this key launch, the French company is betting on a happening at the Center Georges Pompidou (in Paris) and on a series of derivative products, including a fashion collection of around twenty pieces. What is the benefit for the manufacturer of becoming active in the textile sector?

For three years, merchandising has become strategic to support Renault’s change of image. “Our derivative products aim to show the “coolness” of the brand, and must therefore not be too conservative! The aim is clearly to rejuvenate the image and reach young people. We are not just talking to Renault customers “, explains Raphaëlle de Lavarène, merchandising manager of the manufacturer since 2021.

Last November, a resin miniature of the new R5 went on sale. In three shades, yellow, green and blue. “We often hear that no one pays attention to merchandising. But the release of these products fueled the buzz: ‘will these three colors be the ones that will be applied to the new full-size R5?’ It was indeed the case. It made it possible to do some teasing.”

A sweater created with Saint James for 190 euros

On the fashion side, the diamond brand respects this color code with around twenty references including sweaters, hoodies, socks, ponchos and t-shirts with an urban and slightly retro style with the stylized number 5 logo. For certain items, made in France was favored since the electric vehicle is manufactured in France. This is the case with the wool sweater developed in tandem with Saint James. Sold for 190 euros, it is available in yellow, green and blue and features elbow patches showing the number 5, as well as a red border on the collar which refers to the scarlet thread going around the roof of the car.

However, it is “difficult to have everything manufactured in France while maintaining reasonable prices”, believes the manager. Part of the offer also comes from Asian suppliers, such as the hoodie labeled at 60 euros, or the t-shirt priced at 25 euros.

Within the merchandising team there is a designer dedicated to derivative products (supervising more than 400 references in total). “This allows us to nourish an attention to detail”, to guarantee “consistency with the historical heritage of the vehicles and the codes of the brand (textures, colors, design)”. These products “primarily target men”, with female customers being difficult to capture for Renault, which has also tested children’s textiles, without much success. On the other hand, toys for toddlers work well, like the electric circuit sold for the holidays.

Helmets, surfboard and table football

In addition to clothing, the R5 collection of derivative products is made up of more than 75 references in total, including helmets signed Cosmo Connected, table footballs made by the French manufacturer Bonzini, ‘custom-made’ surfboards, electric bikes in collaboration with Jitensha, umbrellas, miniature cars, even Bic pens adorned with the R5 logo. The objective is to strike a chord with old R5 fans, but also to touch younger generations.

These items are sold on the e-commerce site dedicated to Renault merchandising, but also in its dealerships and stores, as well as on stands at car shows in which the company participates. “Spontaneous purchasing is very important in these events,” she explains. Renault therefore only sells its derivative products directly. On the retail side, the manufacturer has just opened the RNLT concept store on Boulevard Haussmann, which should expand in the coming months, before the expected reopening of the flagship on the Champs-Elysées, scheduled for 2025.

If the sale of derivative products is only a drop in the ocean of vehicles sold by Renault, this activity is “in very strong growth”, assures Raphaëlle de Lavarène, without however revealing the turnover of this segment.

Finally, R5 clothing will also equip the artists and actors of the show that Renault is organizing with great fanfare at the Georges Pompidou center in Paris, this April 23. Offensive marketing for this car launch, which combines artistic performances and an exhibition for the evening. A show open to the general public, involving the scenographer and sculptor Cyril Lancelin, the choreographer Sadeck Berrabah and the 250 dancers of the Murmuration collective, as well as the harmony of the Republican Guard.