{"id":287389,"date":"2016-09-26T06:53:00","date_gmt":"2016-09-26T05:53:00","guid":{"rendered":"https:\/\/ac-franchise.be\/maroc-le-royaume-du-low-cost-chic-6249"},"modified":"2016-09-26T06:53:00","modified_gmt":"2019-03-07T16:01:37","slug":"maroc-le-royaume-du-low-cost-chic-6249","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/maroc-le-royaume-du-low-cost-chic-6249","title":{"rendered":"Maroc : le royaume du low cost chic"},"content":{"rendered":"
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Tati, Kiabi, LC Waikiki, nombreuses sont les marques dites low cost qui d\u00e9ploient leur r\u00e9seau de franchise au Maroc.<\/p><\/div>\n
Un d\u00e9ploiement souvent accompagn\u00e9 d\u2019une mont\u00e9e en gamme<\/b> : en s\u2019installant dans les quartiers chics des grandes villes marocaines, les franchises \u00e9trang\u00e8res se donnent les moyens de cibler une client\u00e8le plus ais\u00e9e tout en continuant \u00e0 attirer la classe populaire.<\/p><\/div>\n
VU DANS le HuffPost Maroc, par Salma Khouja<\/i><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L\u2019ouverture d\u2019une franchise Tati <\/a>au centre commercial Morocco Mall \u00e0 Casablanca en septembre n\u2019est pas pass\u00e9e inaper\u00e7ue. L\u2019engouement pour l\u2019enseigne est d\u2019ailleurs tr\u00e8s r\u00e9v\u00e9lateur de la r\u00e9alit\u00e9 du march\u00e9 du pr\u00eat-\u00e0-porter au royaume. Un march\u00e9 o\u00f9 la mode \u00e0 petit prix est pris\u00e9e par la classe populaire, mais \u00e9galement par une client\u00e8le plus ais\u00e9e. Ce constat est \u00e9tay\u00e9 par le fait que les marques de luxe aient toutes renonc\u00e9 \u00e0 s\u2019implanter au Maroc.<\/p><\/div>\n
El\u00e9onore B\u00e9nit, r\u00e9dactrice en chef du magazine Ic\u00f4nes (Groupe Telquel) explique \u00e0 cet effet qu\u2019\u00ab une marque comme Tati r\u00e9pond de fa\u00e7on bien plus coh\u00e9rente \u00e0 la r\u00e9alit\u00e9 du pouvoir d\u2019achat de la majorit\u00e9 des habitants des grandes villes de notre pays. Cette client\u00e8le a toujours exist\u00e9. Elle est \u00e0 la recherche de produits bon march\u00e9, mais qu’elle se procurait surtout dans le secteur informel. \u00bb<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un d\u00e9ploiement, une mont\u00e9e en gamme<\/h3>\n
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La franchise Kiabi <\/a>qui a \u00e9lu domicile dans le quartier cosmopolite du Ma\u00e2rif \u00e0 Casablanca, \u00a0LC Waikiki au quartier central de Rabat ou encore la franchise turque Koton dans un centre commercial branch\u00e9 de Marrakech, il est clair que les enseignes \u00e9trang\u00e8res visent une mont\u00e9e de gamme en s\u2019installant au Maroc.\u00a0 <\/div>\n
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Cette strat\u00e9gie n\u2019est pas r\u00e9serv\u00e9e au secteur du pr\u00eat-\u00e0-porter puisque des enseignes comme les boulangeries Paul<\/a> et Leader Price<\/a> se sont, elles aussi, offert une image \u00ab chic \u00bb en s\u2019installant dans les quartiers branch\u00e9s du royaume.\u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La strat\u00e9gie rebranding de Tati<\/h3>\n
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La strat\u00e9gie de rebranding de la franchise Tati avait \u00e9t\u00e9 mise en place avant son d\u00e9ploiement au Maroc. La\u00a0marque a en effet sorti, l\u2019an dernier, une ligne de sweats et t-shirts portant l\u2019inscription \u00ab\u00a0marque de Barb\u00e8s\u00a0\u00bb. En revendiquant ainsi son image, Tati est parvenue \u00e0 en enlever toute connotation n\u00e9gative. \u00a0Les sweats et t-shirts \u00e0 cette effigie ont d\u2019ailleurs connu beaucoup de succ\u00e8s aupr\u00e8s des fashionistas.\u00a0 <\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Tati, Kiabi, LC Waikiki, nombreuses sont les marques dites low cost qui d\u00e9ploient leur r\u00e9seau de franchise au Maroc. Un d\u00e9ploiement souvent accompagn\u00e9 d\u2019une mont\u00e9e en gamme : en s\u2019installant dans les quartiers chics des grandes villes marocaines, les franchises \u00e9trang\u00e8res se donnent les moyens de cibler une client\u00e8le plus ais\u00e9e tout en continuant \u00e0 […]<\/p>\n","protected":false},"author":7828,"featured_media":287388,"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":[3],"tags":[136,137],"class_list":["post-287389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-international","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nMaroc : le royaume du low cost chic<\/title>\n<meta name=\"description\" content=\"Tati, Kiabi, LC Waikiki, nombreuses sont les marques dites low cost qui d\u00e9ploient leur r\u00e9seau de franchise au Maroc. 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