{"id":293648,"date":"2012-04-28T02:00:00","date_gmt":"2012-04-28T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-2"},"modified":"2012-04-28T02:00:00","modified_gmt":"2012-04-28T01:00:00","slug":"la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-2","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-2","title":{"rendered":"La franchise expliqu\u00e9e par les experts de la fff. Le cas Pingouin. part 2"},"content":{"rendered":"
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Quels furent les savoir faire m\u00e9tiers \u00e0 la base du succ\u00e8s de la franchise Pingouin ? C’est ce que nous abordons ci-dessous. Rappel : C’est le chapitre 3 de l’ouvrage \u00ab\u00a0Le d\u00e9fi de la r\u00e9ussite partag\u00e9e de la collection \u00ab\u00a0La franchise expliqu\u00e9e par les experts\u00a0\u00bb.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00ab\u00a0Ce fut d’abord une affaire de m\u00e9tiers industriels <\/strong>mais nous verrons aussi plus loin que ce fut \u00ab trop longtemps \u00bb une affaire d’industriels.
Les filatures du groupe Prouvost, cr\u00e9\u00e9es au 19\u00e8me si\u00e8cle, \u00e9taient tr\u00e8s puissantes et le groupe ma\u00eetrisa rapidement tous les m\u00e9tiers de la fili\u00e8re Laine depuis le n\u00e9goce de laine brute au niveau mondial, jusqu’\u00e0 la vente de laine \u00e0 tricoter \u00e0 la distribution multimarque existante en passant par le peignage de la laine et la filature. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La Laini\u00e8re de Roubaix, propri\u00e9taire de la marque Pingouin, avait invent\u00e9 la pelote pour remplacer les \u00e9cheveaux de laine qui \u00e9taient la fa\u00e7on habituelle de les conditionner pour la vente au d\u00e9tail. Combien d’entre nous n’ont-ils pas tendu leurs bras pour aider leurs grand-m\u00e8res \u00e0 d\u00e9m\u00ealer ces rustiques \u00e9cheveaux ?
Pour pr\u00e9senter ces pelotes, il fallut inventer les casiers et les magasins qui \u00ab\u00a0allaient avec\u00a0\u00bb afin de remplacer les grands sacs et les picots muraux par lesquels les \u00e9cheveaux \u00e9taient rang\u00e9s et pr\u00e9sent\u00e9s. Un concept de magasin \u00e9tait n\u00e9, bas\u00e9 sur une innovation industrielle, une innovation architecturale et de nouveaux savoir faire m\u00e9tiers furent ma\u00eetris\u00e9s peu \u00e0 peu, celui de concepteur de magasin bien entendu, mais aussi celui de marchandiseur pour disposer et associer les couleurs et les mati\u00e8res dans le magasin et dans la vitrine. D\u00e8s la fin des ann\u00e9es 70, en bon franchiseur, Pingouin reconstituait un magasin complet dans ses bureaux pour en penser l’\u00e9volution, am\u00e9liorer le merchandising, pr\u00e9parer les vitrines et aussi envoyer chaque mois les photos et sch\u00e9mas de vitrine aux franchis\u00e9s en coordination plus qu’\u00e9troite avec les th\u00e8mes des campagnes publicitaires dans les magazines, \u00e0 la t\u00e9l\u00e9vision ou sur les ondes radio. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Voil\u00e0 donc un autre m\u00e9tier qui appara\u00eet dans notre historique, celui de la communication<\/strong>, toujours avec une grande modernit\u00e9 car Pingouin-Stemm fut, vers 1960, l’une des premi\u00e8res marques \u00e0 sponsoriser un groupe de rock, les Chaussettes noires, dont le chanteur n’\u00e9tait autre qu’Eddy Mitchell et l’impresario Eddy Barclay. Mais bien entendu, l’essentiel du m\u00e9tier exerc\u00e9 au sein de la soci\u00e9t\u00e9 \u00e9tait de penser et coordonner la communication entre l’agence, le service marketing, une \u00e9quipe d’assistance commerciale de 100 personnes et les 1850 magasins fran\u00e7ais. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bref, nous voil\u00e0 avec un bon produit bien packag\u00e9 dans un magasin tr\u00e8s bien adapt\u00e9 et une marque connue servie par une puissante communication. Pour la plupart des produits, cela suffirait mais pas pour le fil \u00e0 tricoter qui est un produit semi-fini, un produit que le consommateur ach\u00e8te pour le transformer. S’agissant d’un produit textile de mode, il faut ma\u00eetriser le m\u00e9tier du style qui va des tendances des coloris et des mati\u00e8res aux cr\u00e9ations de mod\u00e8les mais s’agissant d’un produit semi-fini il faut aussi cr\u00e9er les explications de tricot pour les plus de 300 mod\u00e8les cr\u00e9\u00e9s chaque ann\u00e9e. Des explications de tricot que l’on pourrait comparer aux notices techniques dans le bricolage. Ceci nous am\u00e8ne au m\u00e9tier d’\u00e9diteur de revue de mode<\/strong>, les mod\u00e8les \u00e9tant publi\u00e9s dans une dizaine de revues par an pour lesquelles il fallait assurer le stylisme, la s\u00e9lection des mannequins, la photo, la mise en page, l’impression et la diffusion. Je crois me souvenir que Pingouin a fr\u00f4l\u00e9 le million de revues diffus\u00e9es dans ses magasins et dans le r\u00e9seau presse lors des plus grosses ann\u00e9es. Il faut aussi rappeler que Jean Prouvost avait b\u00e2ti ou rachet\u00e9 des journaux et magazines qui en faisaient un puissant groupe de presse, particuli\u00e8rement dans la mode avec le titre Marie Claire. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bien entendu, un tel m\u00e9tier bas\u00e9 sur la mode et la technique supposait une structure de formation adapt\u00e9e au si\u00e8ge et surtout une assistance par les \u00e9quipes du franchiseur pour l’ouverture et le lancement des magasins.<\/b> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour chaque cr\u00e9ation de magasin et chaque mise en conformit\u00e9 au gr\u00e9 de l’apparition des nouveaux concepts architecturaux, il fallait aussi aider les franchis\u00e9s \u00e0 financer l’op\u00e9ration. Une cellule sp\u00e9cifique fut cr\u00e9\u00e9e progressivement pour ce m\u00e9tier du financement de la franchise<\/b>. Son r\u00f4le \u00e9tait non seulement de valider les \u00e9tudes de march\u00e9 et les pr\u00e9visionnels mais aussi tr\u00e8s souvent de boucler les financements avec les deux banques aupr\u00e8s desquelles la Laini\u00e8re de Roubaix disposait de lignes de cr\u00e9dit sp\u00e9cifiques au d\u00e9veloppement du r\u00e9seau en contrepartie de quoi la soci\u00e9t\u00e9 se portait caution avec droit de pr\u00e9emption sur le fond de commerce. Soit-dit en passant, l’\u00e9volution de la jurisprudence rendrait cette pratique plus risqu\u00e9e aujourd’hui en cas de non r\u00e9alisation des chiffres d’affaires pr\u00e9vus notamment. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Bien entendu, la cr\u00e9ation d’un r\u00e9seau de milliers de magasins n\u00e9cessita la ma\u00eetrise de deux m\u00e9tiers li\u00e9s au d\u00e9veloppement, le recrutement de franchis\u00e9s et la recherche immobili\u00e8re. Pour le recrutement, Pingouin utilisa tous les moyens classiques comme les magazines et les salons mais s’appuya toujours sur sa notori\u00e9t\u00e9 grand public et sur une approche directe des commer\u00e7ants sur le terrain et du bouche \u00e0 oreille qui suivait ces prospections pendant lesquelles l’\u00e9quipe de vente recherchait en m\u00eame temps des locaux. Il faut noter que ce sont les m\u00eames commerciaux qui assuraient le recrutement de franchis\u00e9s, la recherche des pas de porte et le suivi des franchis\u00e9s existants. Le syst\u00e8me \u00e9tait donc bas\u00e9 sur une tr\u00e8s \u00e9troite connaissance du terrain, une forte proximit\u00e9 et une r\u00e9activit\u00e9 totale aux opportunit\u00e9s. Il n’est pas anodin de signaler que beaucoup d’anciens \u00ab Pingouin \u00bb sont devenus responsables du d\u00e9veloppement de r\u00e9seaux ou agents immobiliers sp\u00e9cialistes des r\u00e9seaux. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comment un franchiseur dot\u00e9 de tels atouts a pu dispara\u00eetre ? Lisez la suite. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Quels furent les savoir faire m\u00e9tiers \u00e0 la base du succ\u00e8s de la franchise Pingouin ? C’est ce que nous abordons ci-dessous. Rappel : C’est le chapitre 3 de l’ouvrage \u00ab\u00a0Le d\u00e9fi de la r\u00e9ussite partag\u00e9e de la collection \u00ab\u00a0La franchise expliqu\u00e9e par les experts\u00a0\u00bb. \u00ab\u00a0Ce fut d’abord une affaire de m\u00e9tiers industriels mais nous verrons aussi plus […]<\/p>\n","protected":false},"author":1,"featured_media":293649,"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":[135],"class_list":["post-293648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nLa franchise expliqu\u00e9e par les experts de la fff. Le cas Pingouin. part 2<\/title>\n<meta name=\"description\" content=\"Quels furent les savoir faire m\u00e9tiers \u00e0 la base du succ\u00e8s de la franchise Pingouin ? C'est ce que nous abordons ci-dessous. Rappel : C'est\" \/>\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.be\/article\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-2\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La franchise expliqu\u00e9e par les experts de la fff. Le cas Pingouin. part 2\" \/>\n<meta property=\"og:description\" content=\"Quels furent les savoir faire m\u00e9tiers \u00e0 la base du succ\u00e8s de la franchise Pingouin ? 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