It’s either make or break. These are the words chosen by Guillaume Gibault, the founder and president of Slip français, to announce Operation Revolution on April 3. The objective? Sell 400,000 men’s briefs at a price halved by the end of the year. At the beginning of September, the counter showed 230,000, an achievement.
Find the equation between volume and price
“We asked our partners how to reduce pricesexplains the manager. Then, we changed the pattern, decided to weave the cockade on the belt instead of embroidering it, without denying the quality and without reducing the weight of the material.” We must also thank the economies of scale, the French brand being rather accustomed to orders of 5,000 to 10,000 items. To reach 400,000, the brand worked with around ten suppliers, including a factory north of Paris, which it itself founded in 2023 with five partners.
If the operation seems to have met with some success, Guillaume Gibault remains lucid. “You have to find the right equation between volume and price. Even at 20 euros, the briefs remain high-endhe says. Increasing volume is a good way to reduce prices, but customers need to follow suit.” Encouraging sign: the brand has recorded 40 to 50 new customers per week since the start of the operation.
