{"id":131521,"date":"2008-10-02T02:00:00","date_gmt":"2008-10-02T02:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/les-franchises-dhabillement-simposent-sur-le-web-6868"},"modified":"2020-02-13T14:26:10","modified_gmt":"2020-02-13T13:26:10","slug":"les-franchises-dhabillement-simposent-sur-le-web-6868","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/les-franchises-dhabillement-simposent-sur-le-web-6868","title":{"rendered":"Les franchises d’habillement s’imposent sur le Web"},"content":{"rendered":"
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<\/a> <\/div>\n
Impossible aujourd’hui pour les cha\u00eenes de pr\u00eat-\u00e0-porter en franchise<\/a> ou succursalistes\u00a0de ne pas avoir son site marchand<\/b>.\u00a0Qu’elles soient en franchise ou en succursalisme, les Enseignes sp\u00e9cialis\u00e9es comme Morgan<\/a>, Kookai, Mango<\/a>, Petit Bateau<\/a> de m\u00eame que les g\u00e9n\u00e9ralistes comme Promod<\/a>, Kiabi<\/a> et Pimckie font maintenant du commerce sur la toile. <\/span>Seul H&Mn’a toujours pas d\u00e9velopp\u00e9 de site en France mais en a d\u00e9j\u00e0 un en fonctionnement en Allemagne. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

Les pr\u00e9curseurs dans ce domaine ont \u00e9t\u00e9 les entreprises de Vpc au d\u00e9but des ann\u00e9es\u00a0 2000 ; il faut dire qu’ils poss\u00e9daient un savoir-faire dans la vente \u00e0 distance ainsi que les outils logistiques adapt\u00e9s.
M\u00eame si selon l’IFM les ventes en habillement sur la toile ne repr\u00e9sentent que 3,7% du chiffre global des op\u00e9rations, elles augmentent de fa\u00e7on constante et ont progress\u00e9 de 18% sur le premier trimestre 2008.<\/p>\n

\n

Un risque de voir un transfert des clients des boutique vers le Web<\/h2>\n

Pour les responsables des enseignes de pr\u00eat-\u00e0-porter, il aura fallu lever les craintes des responsables de boutiques <\/b>qui voyaient dans ce nouveau canal de vente un concurrent dans la place. Or, cela n’est pas le cas et on constate aujourd’hui que ce sont 2 canaux compl\u00e9mentaires. <\/div>\n

\n

Le web devient un outil de prospection<\/h2>\n

60% des clients iraient sur le site Internet de la marque pour s’informer et ach\u00e8teraient ensuite en magasin (source la Fevad).
Des sites comme Vente Priv\u00e9e qui proposent des produits \u00e0 prix cass\u00e9s sont une vitrine suppl\u00e9mentaire pour les marques. Selon une \u00e9tude de ce site, pr\u00e8s de la moiti\u00e9 des Internautes qui ont d\u00e9couvert une enseigne de mode via le site ach\u00e8te ensuite des articles en boutique. <\/div>\n

\n

L’animation commerciale sur des canaux diff\u00e9rents<\/h2>\n

La coordination entre les boutiques et le site Web est essentielle et les promotions doivent \u00eatre simultan\u00e9es<\/b> sur le site de vente en ligne et dans les points de vente. Ce qui parait assez facile \u00e0 appliquer pour les grandes enseignes succursalistes ou franchis\u00e9s qui ont des moyens informatiques et logistiques adapt\u00e9s devient complexe pour les commer\u00e7ants multimarques qui doivent jongler avec toutes les actions marketing des marques qui peuvent de plus se cannibaliser. <\/div>\n

Le E.commerce pour la confection n’en est qu’\u00e0 ses d\u00e9buts. Cependant, il progresse tr\u00e8s tr\u00e8s vite et pour le moment, son impact sur les r\u00e9seaux traditionnels est plut\u00f4t positif. Il faudra pourtant \u00eatre vigilant et :
1 \u0096 utiliser le Net \u00e0 bon escient pour cr\u00e9er du trafic en magasin<\/strong>
2 – inventer le point de vente du futur <\/strong>qui devra \u00eatre suffisamment attractif (physiquement et commercialement) pour que les clients aient envie de se d\u00e9placer pour voir en vrai et y trouver du plaisir. Le conseil deviendra alors une priorit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

Impossible aujourd’hui pour les cha\u00eenes de pr\u00eat-\u00e0-porter en franchise ou succursalistes\u00a0de ne pas avoir son site marchand.\u00a0Qu’elles soient en franchise ou en succursalisme, les Enseignes sp\u00e9cialis\u00e9es comme Morgan, Kookai, Mango, Petit Bateau de m\u00eame que les g\u00e9n\u00e9ralistes comme Promod, Kiabi et Pimckie font maintenant du commerce sur la toile. Seul H&Mn’a toujours pas d\u00e9velopp\u00e9 de […]<\/p>\n","protected":false},"author":51,"featured_media":75130,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[],"class_list":["post-131521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLes franchises d'habillement s'imposent sur le Web<\/title>\n<meta name=\"description\" content=\"Impossible aujourd'hui pour les cha\u00eenes de pr\u00eat-\u00e0-porter de ne pas avoir son site marchand.\u00a0Qu'elles soient en franchise ou en succursalisme, les Enseignes sp\u00e9cialis\u00e9es comme Morgan, Kookai, Mango, Petit Bateau de m\u00eame que les g\u00e9n\u00e9ralistes comme P...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ac-franchise.com\/article\/les-franchises-dhabillement-simposent-sur-le-web-6868\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les franchises d'habillement s'imposent sur le Web\" \/>\n<meta property=\"og:description\" content=\"Impossible aujourd'hui pour les cha\u00eenes de pr\u00eat-\u00e0-porter de ne pas avoir son site 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