The 100% Gaillard Boutique is celebrating its 10th anniversary!
Published on November 19, 2024 by Marie-Laure
Ten years after its creation, the 100% Gaillard Boutique has become much more than just a point of sale: it is the reflection of the identity of a territory and symbol of local pride which extends well beyond the borders of Brive. A look back at a decade of success and commitment for this unique territorial brand in France.
Photo credit: MCM Brivemag'
The emergence of a territorial brand
It all started in 2009, when Brive Tourisme launched a brand strategy to strengthen the image and attractiveness of the region. The initiative was born with promotional campaigns on social networks, notably around the slogan "I LOVE BG", and was accompanied by derivative products sold at the reception of the Tourist Office. The first studio shootings immortalized the local spirit, offering visitors a unique souvenir and, above all, an invitation to assert their attachment to the territory.
The birth of the 100% Gaillard Boutique
In 2014, a decisive turning point is marked by the creation of the brand “Brive 100% Gaillard”, imagined in partnership with the agency Leon Travel. The brand's famous moustache was born and quickly became the emblem of this local identity. With the values of solidarity, pugnacity, pride and freedom, Brive Tourisme thus formalized a solid and unifying base, reinforced by dynamic communication and graphic codes based on the color red. That year, demand for products in the brand's image exploded, and the 100% Gaillard Boutique finally opened its doors. This boutique, a first for a Tourist Office, quickly became a place where everyone could proudly display the colors and symbols of the territory.
The 100% Gaillard Boutique at the service of local causes
In 2021,, the brand is expanding its impact by supporting several local causes, showing its commitment to the community. Through the “Gang de Gaillardes” calendar for the cancer center of the Brive Hospital or even the t-shirt created for the Aides Limousin association, the Boutique is no longer content to sell souvenirs. It becomes an actor of solidarity, working for local charitable actions that resonate with the inhabitants. The t-shirt "Oh my," inspired by the song by Jocelyne Lafaille and intended to support the association “ For our little guys ", further reinforces this solidarity dimension.
An eco-responsible and unifying space
In 2023, The Boutique is expanding to meet growing demand and is moving to 24 Rue de la république in a space designed as a real concept store. More than a point of sale, this space welcomes visitors and locals in a warm setting where tourist information, derivative products and eco-responsible initiatives meet. The furniture and decoration are designed in a sustainable approach, and the Boutique works with environmentally friendly suppliers, using organic cotton and supporting local partnerships with artisans like Corderie Palus. The objective is clear: to make each product a reflection of Brive’s values.
2024: Ten years of success and an engaged community
Ten years after opening its first point of sale, the 100% Gaillard Boutique continues to shine. Thanks to innovative actions, charity events, and an offbeat spirit, it now embodies a model of territorial promotion often cited as an example in conferences and colloquiums. The mustache logo is proudly displayed on club jerseys, advertising posters, and among members of the 100% Gaillard Club, helping to create a real sense of unity and belonging.
Beyond the products, the 100% Gaillard Boutique has become a living space and a driving force for engagement for Brive and its residents, bringing together those who love and uphold Gaillard values.
Practical information
Find all these 100% Gaillard articles online or in the Boutique located in the city center at:
- 24 rue de la République in Brive
Duration:
- From Tuesday to Saturday inclusive from 10 a.m. to 13 p.m. and from 14 p.m. to 19 p.m.
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