{"id":296252,"date":"2009-06-19T02:00:00","date_gmt":"2009-06-19T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-fin-du-mass-market-pour-les-enseignes-de-mode-et-de-sport-7889"},"modified":"2009-06-19T02:00:00","modified_gmt":"2009-06-19T01:00:00","slug":"la-fin-du-mass-market-pour-les-enseignes-de-mode-et-de-sport-7889","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-fin-du-mass-market-pour-les-enseignes-de-mode-et-de-sport-7889","title":{"rendered":"La fin du mass market pour les enseignes de mode et de sport ?"},"content":{"rendered":"
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<\/a> <\/div>\n
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Par \u00ab mass market \u00bb, comprenez \u00ab uniformisation, de l’offre des marques et enseignes \u00bb, un mod\u00e8le omnipr\u00e9sent depuis plus de quinze ans qui, selon un sondage r\u00e9alis\u00e9 par L’institut fran\u00e7ais de la mode, commencerait \u00e0 lasser les consommateurs.<\/p>\n

Selon cette \u00e9tude, les Fran\u00e7ais en auraient assez de retrouver les m\u00eames mod\u00e8les d’un magasin \u00e0 l’autre et rechercheraient plus d’originalit\u00e9. Vive le style unique !<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Ainsi, pour faire face \u00e0 la conjoncture et pour rompre avec cette uniformisation<\/strong> de l’offre, les enseignes de mode et de sport (franchises ou non) se lancent dans de nouvelles strat\u00e9gies attractives : le discount et la cr\u00e9ation de concepts <\/strong>de plus en plus cibl\u00e9s. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les enjeux sont de plusieurs ordres :
<\/strong>–\u00a0sortir du mod\u00e8le \u00ab mass market \u00bb et r\u00e9pondre aux besoins d’un consommateur devenu plus individualiste ;
–\u00a0renforcer le lien d’identification entre les clients et les enseignes et d\u00e9velopper de v\u00e9ritables marques-enseignes ;
–\u00a0s’adapter au contexte de crise en lan\u00e7ant des concepts \u00e0 bas prix. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Et les exemples sont nombreux <\/strong>: alors que Adidas ou H&M d\u00e9veloppement des concepts \u0096 en mont\u00e9e de gamme – tr\u00e8s originaux, plus cibl\u00e9s, voire communautaires, Oxylane, de son c\u00f4t\u00e9 d\u00e9veloppe Koodza, un concept hard-discount de la distribution d’articles de sports. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le d\u00e9but d’une nouvelle \u00e8re pour les enseignes ?<\/p>\n

D\u00e9couvrez les r\u00e9seaux de franchise qui recrutent dans le secteur de la mode<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Vu dans LSA n\u00b0 2081<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Par \u00ab mass market \u00bb, comprenez \u00ab uniformisation, de l’offre des marques et enseignes \u00bb, un mod\u00e8le omnipr\u00e9sent depuis plus de quinze ans qui, selon un sondage r\u00e9alis\u00e9 par L’institut fran\u00e7ais de la mode, commencerait \u00e0 lasser les consommateurs. Selon cette \u00e9tude, les Fran\u00e7ais en auraient assez de retrouver les m\u00eames mod\u00e8les d’un magasin \u00e0 […]<\/p>\n","protected":false},"author":48,"featured_media":284734,"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":[137],"class_list":["post-296252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLa 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