A breeze of change sweeps through the storefronts
For several days now, news has been buzzing through the aisles of major department stores across the regions. The parent company Galeries Lafayette has decided to prohibit certain regional franchises from using its name. This radical decision came after the bad buzz caused by the partnership with Shein, which raised eyebrows even in political and environmental circles.
The news broke on Tuesday, November 4th: SGM (Société des Grands Magasins), which operates several Galeries Lafayette stores in the provinces, and the parent company in Paris officially announced the end of their partnership. In other words: the regional stores, including the one in Dijon, will have to chaIdentity Theft.
Dijon: Shein arrives, but not everyone is on board
The city's mayor, Nathalie Koenders, wanted to clarify her position on LinkedIn. And her message is clear:
« Si la marque chinoise de fast fashion a choisi Dijon, Dijon ne l’a pas choisie. »
In her publication, she reminds us that the values embodied by Shein, mass production, lack of transparency regarding working conditions, and an excessive carbon footprint are the exact opposite of those championed by the city of Dijon.
She clarifies, however, that under the freedom of trade, the city hall cannot legally oppose this opening. “The sustainability of an iconic department store like Galeries Lafayette Dijon remains a major issue for the attractiveness of the city center,” she writes.
A strong message, which serves as a reminder: in Dijon, we welcome fashion, but not at any price.
Dijon, a page turns
In Dijon, the store, established for decades in the heart of the city, symbolizes a certain French way of life. If its name were to disappear,
the big local store will have to reinvent itself, find a new identity and, most importantly, convince their loyal customers that the experience will remain the same.A decision that is already causing a stir among the people of Dijon: filled with nostalgia and curiosity, everyone is making their predictions about what this iconic place might become. New name? New concept? A fresh breath for downtown commerce?
One thing is for sure: this business, born from a misunderstood partnership, reminds us how fragile a brand's image is in the age of swift controversies. And for Dijon, this could very well mark the end of an era… or the beginning of another.