TO MARK its 100th anniversary in 2016, French distribution group Etam plans a number of special events, culminating in a major fashion show on 27 September during the Paris rtw collections. The show will be streamed live on the web and is expected to attract some 2 million viewers who will have the opportunity of buying online the creations presented. Highlights of the show will include coloured lace with foliage designs, bodices, wireless bras and back details. The brand also plans to open some 40 new stores during the year, mostly in Asia and South America.
Though it continues to sell fashion outerwear, the Etam brand remains closely associated to intimate apparel by consumers in France and other countries where the chain operates.