{"id":293823,"date":"2012-01-03T01:00:00","date_gmt":"2012-01-03T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/quand-lifm-passe-au-peigne-fin-les-comportements-dachats-des-europeennes-en-matiere-de-mode"},"modified":"2019-09-19T09:47:51","modified_gmt":"2019-09-19T08:47:51","slug":"quand-lifm-passe-au-peigne-fin-les-comportements-dachats-des-europeennes-en-matiere-de-mode","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/quand-lifm-passe-au-peigne-fin-les-comportements-dachats-des-europeennes-en-matiere-de-mode","title":{"rendered":"Quand l’IFM passe au peigne fin les comportements d’achats des Europ\u00e9ennes en mati\u00e8re de mode"},"content":{"rendered":"
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<\/a> <\/div>\n
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Dans une enqu\u00eate d\u00e9voil\u00e9e en septembre 2011, l’Institut fran\u00e7ais de la mode (IFM) dressait le portrait des femmes europ\u00e9ennes passionn\u00e9es de mode. Selon cette \u00e9tude, face \u00e0 ses homologues europ\u00e9ennes, les fashion victims fran\u00e7aises auraient davantage un look d\u00e9contract\u00e9 et consacreraient, crise oblige, de moins en moins d’argent aux v\u00eatements et aux accessoires. Un outil particuli\u00e8rement int\u00e9ressant pour les franchises du pr\u00eat-\u00e0-porter.
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En 2009, le 136 millions de femmes r\u00e9sidant en Allemagne, Espagne, France, Italie et au Royaume-Uni auraient d\u00e9pens\u00e9 138 milliards d’euros pour renouveler ou agr\u00e9menter leur garde-robe. Un chiffre impressionnant qui montre tout l’int\u00e9r\u00eat des Europ\u00e9ennes pour la mode et l’enjeu que celui-ci repr\u00e9sente pour les grandes enseignes textile.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une enqu\u00eate aupr\u00e8s de 1500 Europ\u00e9ennes\u00a0passionn\u00e9es de mode<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Face \u00e0 ce constat, l’Institut fran\u00e7ais de la mode s’est pench\u00e9 sur un \u00e9chantillon de 1500 femmes, habitantes des grandes villes europ\u00e9ennes, de cat\u00e9gories socioprofessionnelles \u00e9lev\u00e9es : des femmes capables de d\u00e9penser plus de 1000 euros par an en achat vestimentaire (alors que la moyenne europ\u00e9enne se situe aux alentours de 500 euros !), de femmes qui ont un int\u00e9r\u00eat particuli\u00e8rement fort pour la mode et y consacrent une grande part de leur budget. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’ambition ? Dresser un panorama de leurs comportements en mati\u00e8re d’achats de v\u00eatements pour permettre aux enseignes de mode (dont les franchises bien s\u00fbr) de mieux les conna\u00eetre pour mieux les s\u00e9duire. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des comportements d’achats diff\u00e9rents selon les pays europ\u00e9ens<\/h3>\n
Si cette \u00e9tude laisse percevoir quelques convergences entre ces femmes europ\u00e9ennes, elle permet de d\u00e9gager quelques particularit\u00e9s selon les pays.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ainsi, les Fran\u00e7aises seraient au 5e rang des d\u00e9pensi\u00e8res en mati\u00e8re d’achats de v\u00eatements et d’accessoires derri\u00e8re les Allemandes, les Italiennes, les Britanniques et les Espagnoles : elles d\u00e9penseraient 407 \u20ac en moyenne par an quand les Allemandes d\u00e9pensent 602 \u20ac. En France, le march\u00e9 de la femme en mati\u00e8re de pr\u00eat-\u00e0-porter est estim\u00e9 \u00e0 15 milliards d’\u20ac et repr\u00e9sente la moiti\u00e9 des d\u00e9penses totales en habillement, loin devant l’homme et l’enfant. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quel profil pour la bonne cliente\u00a0de mode en France\u00a0?<\/h3>\n
Si on s’int\u00e9resse plus particuli\u00e8rement au profil de la cliente fran\u00e7aise, l’\u00e9tude permet de d\u00e9gager quelques \u00e9l\u00e9ments int\u00e9ressants en mati\u00e8re de comportements d’achats.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’\u00e9tude r\u00e9v\u00e8le notamment les go\u00fbts des Fran\u00e7aises en mati\u00e8re de mode avec un succ\u00e8s grandissant pour le look d\u00e9contract\u00e9. Le confort semble \u00eatre devenu un crit\u00e8re essentiel de choix. Dans les rayons des enseignes de mode, on compte moins de v\u00eatements formels, et ceux-ci restent g\u00e9n\u00e9ralement cantonn\u00e9s \u00e0 la vie professionnelle. Le produit de mode le plus vendu en France serait ainsi le T-Shirt avec 114 millions pi\u00e8ces vendus en 2010). Les pull-overs et les sweat-shirts auraient \u00e9galement la belle vie dans la garde-robe des consommatrices fran\u00e7aises. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En parall\u00e8le, on notera que l’incontournable jean ne repr\u00e9senterait plus que 9 % des d\u00e9penses en 2010 alors qu’il repr\u00e9sentait 11,2% \u00e0 son plus haut niveau en 2009. La robe a connu une croissance de +27% en 2010, quand la consommation en g\u00e9n\u00e9ral reculait de -0,2 %. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Et la crise dans tout \u00e7a ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cette \u00e9tude nous apprend \u00e9galement que si pour ses fans de mode le changement de saison induit un renouvellement automatique de la garde-robe, la crise \u00e9conomique se ressent dans les contraintes budg\u00e9taires. Les 1500 femmes interrog\u00e9es ont d’ailleurs d\u00e9clar\u00e9 qu’\u00e0 63 %, leur projet prioritaire serait de \u00ab voyager plus <\/em>\u00bb, juste devant \u00ab acheter davantage de produits mode <\/em>\u00bb (43 %). Dans ce contexte, les Fran\u00e7aises accordent une place plus importante au crit\u00e8re de prix et se ruent dans les magasins durant les soldes. Les Fran\u00e7aises se sont donc offert moins de v\u00eatements l’an derni\u00e8re, et ont opt\u00e9 pour des habits moins chers : l’achat de v\u00eatements a diminu\u00e9 de 3 % en valeur et de 2,2 % en volume. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Concernant leur marques pr\u00e9f\u00e9r\u00e9es, les Fran\u00e7aises, comme la majorit\u00e9 des Europ\u00e9ennes, pl\u00e9biscitent les c\u00e9l\u00e8bres enseignes Zara, H&M, Esprit<\/a> et Mango<\/a> qui sont implant\u00e9es de longue date dans toutes les grandes villes europ\u00e9ennes. La preuve qu’apr\u00e8s avoir s\u00e9duit les jeunes g\u00e9n\u00e9rations, ces enseignes ont su se renouveler et attirent les femmes qui au d\u00e9but n’\u00e9taient pas leur coeur de cible. Pour la maroquinerie, le haut-de-gamme est privil\u00e9gi\u00e9 avec les marques Lancel et Longchamp qui apparaissent comme les griffes favorites dans l’Hexagone en mati\u00e8re de sacs et bagagerie. Et pour la chaussure, ce sont les franchises Minelli<\/a> et San Marina<\/a> qui tiennent le haut du tableau !<\/p>\n

Le secteur de la mode vous attire ? Consultez les r\u00e9seaux de franchise de mode et d’\u00e9quipement de la personne<\/a> qui recrutent. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Audrey, r\u00e9dactrice AC Franchise<\/a><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans une enqu\u00eate d\u00e9voil\u00e9e en septembre 2011, l’Institut fran\u00e7ais de la mode (IFM) dressait le portrait des femmes europ\u00e9ennes passionn\u00e9es de mode. Selon cette \u00e9tude, face \u00e0 ses homologues europ\u00e9ennes, les fashion victims fran\u00e7aises auraient davantage un look d\u00e9contract\u00e9 et consacreraient, crise oblige, de moins en moins d’argent aux v\u00eatements et aux accessoires. Un outil […]<\/p>\n","protected":false},"author":1,"featured_media":293824,"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":[],"class_list":["post-293823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nQuand l'IFM passe au peigne fin les comportements d'achats des Europ\u00e9ennes en mati\u00e8re de mode<\/title>\n<meta name=\"description\" content=\"Dans une enqu\u00eate d\u00e9voil\u00e9e en septembre 2011, l'Institut fran\u00e7ais de la mode (IFM) dressait le portrait des femmes europ\u00e9ennes passionn\u00e9es de mode. 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