PETIT BATEAU
Redefining a new purpose

Redefining a new raison d’être: “Petit Bateau on the side of future generations since 1893”.

The world of textiles and fashion is undergoing a radical transformation, and is facing major challenges on a wide range of issues such as raw materials, manufacturing methods, product end-of-life, and so on. In this context, Petit Bateau wanted to define its battles of tomorrow by building on its strengths today, and to do so called on UTOPIES in 2017.

MISSION

The support provided by UTOPIES consisted of:

• Carrying out a CSR diagnosis of Petit Bateau according to the UTOPIES Positive Brand® referential (critical review, benchmark and review of best practices in the sector, interviews with internal/external stakeholders) ;
• Redefine the brand’s raison d’être and its major areas of commitment (raw materials, supply chain, transparency strategy, internal governance, etc.) around the following idea: “Petit Bateau, on the side of future generations since 1893”;
• Leading working groups to ensure the operational deployment of the commitments made.

RESULTS

• Creative expression of the new raison d’être “Petit Bateau, on the side of future generations”.
  Transparent communication on Petit Bateau’s history and promotion of the brand’s commitments (harmlessness & Oeko-tex label, preservation of textile know-how, quality and responsible purchasing).
• Launch of a new clothing collection using organically grown cotton.
• Promotion of the Petit Bateau second-hand clothing application