{"id":296218,"date":"2009-07-04T14:53:00","date_gmt":"2009-07-04T13:53:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-geoffroy-de-poncins-directeur-du-developpement-des-boutiques-de-pret-a-porter-enfants-2515"},"modified":"2009-07-04T14:53:00","modified_gmt":"2009-07-04T13:53:00","slug":"interview-de-geoffroy-de-poncins-directeur-du-developpement-des-boutiques-de-pret-a-porter-enfants-2515","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-geoffroy-de-poncins-directeur-du-developpement-des-boutiques-de-pret-a-porter-enfants-2515","title":{"rendered":"Interview de Geoffroy de Poncins, directeur du d\u00e9veloppement des boutiques de pr\u00eat-\u00e0-porter enfants"},"content":{"rendered":"
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AC Franchise : Pr\u00e9sentez-nous le concept d\u00e9velopp\u00e9 par Sergent Major et l’\u00e9tendue des produits que propose votre enseigne ?<\/b>
<\/span>Geoffroy de Poncins<\/b> <\/span>: Sergent Major a \u00e9t\u00e9 cr\u00e9\u00e9 il y a 20 ans par Paul Zemmour, dirigeant actuel de l’enseigne. Sergent Major d\u00e9veloppe son r\u00e9seau de boutiques de pr\u00eat-\u00e0-porter pour les enfants en commission affiliation. L’enseigne a adopt\u00e9 un positionnement-prix moyenne gamme pour une collection \u00e0 la qualit\u00e9 reconnue. Le rapport qualit\u00e9 prix est donc excellent, ce qui repr\u00e9sente une r\u00e9elle force pour Sergent Major.<\/p>\n

ACF: Comment se porte le march\u00e9 du pr\u00eat-\u00e0-porter enfants actuellement ? Et quelle place a Sergent Major sur ce march\u00e9 ?<\/b>
GDP : En France, le march\u00e9 du pr\u00eat-\u00e0-porter enfants est segment\u00e9 entre des ind\u00e9pendants, les grandes surfaces et une dizaine d’enseignes nationales dont Sergent Major fait partie. Sur ce march\u00e9 concurrenc\u00e9, Sergent Major se positionne parmi les leaders en nombre de magasins, avec un chiffre d’affaires de 120 millions d’Euros en national. En 2007, notre enseigne a atteint 8% de croissance. Dans un contexte plus calme en 2008, Sergent Major conforte sa part de march\u00e9 gr\u00e2ce \u00e0 son positionnement et \u00e0 son concept fort.<\/p>\n

ACF : Justement, quelles sont les originalit\u00e9s de votre concept ?<\/b>
GDP : Tout d’abord, l’une des principales forces et originalit\u00e9 de Sergent Major est qu’il s’agit d’une entreprise familiale, dirig\u00e9e par son fondateur depuis 20 ans. Sergent Major s’inscrit donc dans la continuit\u00e9 et les affili\u00e9s qui nous rejoignent savent que leur investissement sera p\u00e9renne. Ensuite, le concept des magasins est r\u00e9cent et moderne avec des couleurs actuelles, et surtout adaptable en centre ville comme en centre commercial, dans des secteurs \u00e0 pouvoir d’achat vari\u00e9. En bref, Sergent Major sait s’adapter et se mettre \u00e0 la port\u00e9e de tous ses clients. Enfin, le contrat de commission affiliation permet aux boutiques Sergent Major de renouveler tr\u00e8s r\u00e9guli\u00e8rement leurs gammes avec 20 collections par an environ, et donc de toujours proposer de nouveaux produits.<\/p>\n

ACF : Parlez-nous de votre d\u00e9veloppement jusque maintenant et de la r\u00e9ussite de vos affili\u00e9s existants ?<\/b>
GDP : Aujourd’hui, Sergent Major compte 250 magasins en France et une centaine \u00e0 l’international, notamment en Espagne, Belgique, Italie,  et dans les pays du Maghreb et d’Asie En ce qui concerne la France, 1\/4 des boutiques appartiennent \u00e0 des affili\u00e9s, un peu moins de 50% des magasins sont implant\u00e9s en centre ville et les autres en centre commercial. Le chiffre d’affaires moyen par unit\u00e9 du r\u00e9seau s’\u00e9l\u00e8ve \u00e0 560 000 \u20ac pour une surface de vente de 80 m\u00b2, soit un rendement de 7000 \u20ac par m\u00b2. Preuve de la rentabilit\u00e9 et du succ\u00e8s du concept, pr\u00e8s de la moiti\u00e9 des magasins affili\u00e9s appartiennent \u00e0 des adh\u00e9rents qui ont plusieurs unit\u00e9s !!<\/p>\n

ACF: Quels sont d\u00e9sormais vos objectifs de d\u00e9veloppement \u00e0 court et moyen terme ?<\/b>
GDP : Sergent Major \u00e9tant d\u00e9j\u00e0 bien implant\u00e9 dans les grandes villes, nous cherchons des affili\u00e9s essentiellement pour des implantations dans les petites et moyennes villes (\u00e0 partir de 15 000 habitants) o\u00f9 les loyers sont raisonnables et la rentabilit\u00e9 int\u00e9ressante. Parall\u00e8lement, nous devrions ouvrir la Belgique \u00e0 l’affiliation, pour agrandir le r\u00e9seau actuel de 8 magasins en succursale. <\/p>\n

ACF: Quels sont les avantages sp\u00e9cifiques de votre r\u00e9seau pour un franchis\u00e9 ?<\/b>
GDP : Apr\u00e8s une formation pr\u00e9 ouverture en immersion pendant 10 \u00e0 15 jours dans l’un de nos magasins propre, le Service R\u00e9seau de Sergent Major accompagne chacun des affili\u00e9s sur le terrain, tout au long de la collaboration. De plus, les affili\u00e9s b\u00e9n\u00e9ficient des collections de qualit\u00e9 d\u00e9velopp\u00e9es par Sergent Major. Puis, nous avons mis en place un marketing cibl\u00e9 s’appuyant sur un fichier de pr\u00e8s de 2 millions de clientes avec un syst\u00e8me de carte de fid\u00e9lit\u00e9, qui permet \u00e0 chacun de nos affili\u00e9s de fid\u00e9liser sa client\u00e8le en les informant sur les ventes priv\u00e9es, les offres promotionnelles Enfin, le d\u00e9veloppement en commission affiliation permet une grande souplesse au niveau des stocks. Restant la propri\u00e9t\u00e9 de Sergent Major, l’affili\u00e9 n’a pas \u00e0 acqu\u00e9rir les collections ni \u00e0 assumer le risque des invendus. De son c\u00f4t\u00e9, Sergent Major peut renouveler les collections une vingtaine de fois par an, au grand plaisir de ses clientes.<\/p>\n

ACF : En \u00e9change, quels efforts demandez-vous \u00e0 un affili\u00e9 ? Et quel type de profil recherchez-vous ?<\/b>
<\/span>GDP <\/span>: Nous demandons \u00e0 nos affili\u00e9s de suivre la formation pr\u00e9-ouverture, de mettre leur local au concept Sergent Major et de suivre la politique commerciale de l’enseigne. Nous recherchons des affili\u00e9s qui aiment la vente avant tout. Ils pourront \u00eatre commer\u00e7ants exploitants ou investisseurs.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Interview du 4 juillet 2008 \/ Retrouvez de nombreuses interviews en vid\u00e9o sur AC Franchise<\/a> TV <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

AC Franchise : Pr\u00e9sentez-nous le concept d\u00e9velopp\u00e9 par Sergent Major et l’\u00e9tendue des produits que propose votre enseigne ?Geoffroy de Poncins : Sergent Major a \u00e9t\u00e9 cr\u00e9\u00e9 il y a 20 ans par Paul Zemmour, dirigeant actuel de l’enseigne. Sergent Major d\u00e9veloppe son r\u00e9seau de boutiques de pr\u00eat-\u00e0-porter pour les enfants en commission affiliation. L’enseigne 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