FRANCE. The association representing the travel retail sector in France has announced a name change, from Association Française du Commerce du Voyageur (AFCOV) to Association Française du Travel Retail (AFTR). The organisation was founded as AFCOV in 1988.
At a media briefing in Cannes last week, President Candice Cadreils (who is also Head of Commercial at Aéroports de la Côte d’Azur) outlined the thinking behind the renaming, which will be followed soon by a refreshed brand identity and updated website.
She was joined by board members Lylian Vignau (Lagardère Travel Retail), Christophe Ricard (Avolta), Emmanuel Barc (Chanel) and Vincent Romet (Lagardère Travel Retail).
Cadreils said: “As we develop our lobbying actions this was the time to rename. It means we have a clearer name and stronger brand now.
“The English name makes sense as it’s a global reference, while AFCOV even in France is not all that clear today.
“We have come far in our engagement with government but we need to be even clearer in what we do and who we represent. And we have to repeat this exercise of explaining who we are quite often with different people at government level. It is important for our image, our messaging to authorities and for our members to understand that we have new ambitions and are entering a new era.
On the association priorities today, Cadreils said: “Our lobbying work remains important. We also host events for our members, plus we plan a study on the size of the market over the next six months.
“We rely on ETRC data of course and we know the figures for global travel and travel retail but we want our own studies for the French market. The authorities should understand how big our eco-system is, and how many people work in our sector.”
Board members said a more robust set of data could support AFTR’s conversations with the government, and explain especially how travel retail is a contributor to the tourism sector, which is so important for France’s economy. Offering a clear vision of the industry’s place within France to government is vital, they added. They also pointed to the high quality of retailing and merchandising in travel retail, noting how this represents a draw for tourists across airports and other channels.
Cadreils also said that the association aims to drive more collaboration between members (who number around 30 companies today), ensuring they understand the value of travel retail, and create more cohesion as a community.
She said: “We have more brands who are contacting us about what we do and asking about membership. We can support more emerging brands in particular in understanding what travel retail is and how to enter the channel. That includes local brands that see the opportunity but don’t know what the route into the business looks like, even at their local airport. The airport is a window for them and they in turn can help the airport bring more regional exclusivity and local stories – the association can play a part in this.” ✈
