{"id":296448,"date":"2009-02-21T01:00:00","date_gmt":"2009-02-21T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/non-a-la-criseen-toute-franchise-13"},"modified":"2009-02-21T01:00:00","modified_gmt":"2009-02-21T00:00:00","slug":"non-a-la-criseen-toute-franchise-13","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/non-a-la-criseen-toute-franchise-13","title":{"rendered":"Non \u00e0 la crise&#8230;en toute franchise (1\/3)"},"content":{"rendered":"<div id=\"35802\" class=\"widget full_text row-fluid\" data-name=\"full_text\">\n<div class=\"span12\">\n<div class=\"editable\" data-type=\"wysihtml5\" data-pk=\"35802\" data-url=\"\/crezeo_widgets\/35802\/update_parameter\"          data-name=\"text\">       Avec :<br \/><strong>Olivier Deschamps <\/strong>: avocat sp\u00e9cialis\u00e9 dans la franchise, pr\u00eat-\u00e0-porter et lingerie, en particulier aupr\u00e8s des franchiseurs.<br \/><strong>Jean Samper<\/strong>, dirigeant d&rsquo;ac franchise (et acfranchise.com), cabinet conseil en d\u00e9veloppement et management de franchises (France, Maghreb, Russie)<br \/><strong>Marielle Bugeaud <\/strong>: responsable recrutement partenaires pour le groupe Yves Rocher (550 magasins, 1700 dans le monde)<br \/><strong>Nicolas Foucher<\/strong>, responsable du d\u00e9veloppement international Banana Moon lingerie et baln\u00e9aire (50 franchises Beach et lingerie).<\/p>\n<p><strong>Jean-Paul Leroy <\/strong>a resitu\u00e9 le d\u00e9veloppement de la franchise, avec les derniers chiffres publi\u00e9s par l&rsquo;IFM (Institut Fran\u00e7ais de la Mode): en 2007 les cha\u00eenes sp\u00e9cialis\u00e9es, 1\u00e9re forme de distribution de produits lingerie, repr\u00e9sentaient 28,5% de part de march\u00e9, devant les supers et hypermarch\u00e9s (21,3%) et la Vente \u00e0 Distance (14,3%), les Ind\u00e9pendants d\u00e9tenant 13,9% du march\u00e9. \u00ab Les cha\u00eenes sp\u00e9cialis\u00e9es, en franchises et succursales p\u00e8sent donc le double des ind\u00e9pendants. Ce chiffre est en fort d\u00e9veloppement \u00bb, a soulign\u00e9 <strong>Jean-Paul Leroy <\/strong>qui a pr\u00e9cis\u00e9 que le march\u00e9 de la lingerie comptabilisait environ une quinzaine de r\u00e9seaux actifs en franchise dont les 2\/3 en r\u00e9seau fran\u00e7ais et 1\/3 en r\u00e9seau \u00e9tranger.<\/p>\n<p> Apr\u00e8s avoir fait remarquer que depuis 2\/3 ans de tr\u00e8s grandes marques s&rsquo;\u00e9taient lanc\u00e9es en enseigne, comme\u00a0 Chantelle, <strong>Jean-Paul Leroy <\/strong>a voulu savoir si ce ph\u00e9nom\u00e8ne de marque-enseigne allait s&rsquo;amplifier.\u00a0 \u00ab Peut-on s&rsquo;attendre au m\u00eame d\u00e9veloppement que dans le pr\u00eat-\u00e0-porter ? Est-on dans une phase de d\u00e9marrage similaire ou non ? \u00bb.<br \/><strong>Samuel Burner <\/strong>n&rsquo;a pas h\u00e9sit\u00e9 \u00e0 r\u00e9pondre que le march\u00e9 de la lingerie suivait en effet \u00e0 peu pr\u00e8s le parcours du pap d&rsquo;il y a 7 ou 8 ans. \u00ab Le march\u00e9 est en train de se structurer autour de marques fortes. On compte en effet une petite vingtaine de r\u00e9seaux qui se d\u00e9veloppent\u00a0 sous forme de partenariat, avec une acc\u00e9l\u00e9ration nette sur les 2 \u00e0 3 derni\u00e8res ann\u00e9es \u00bb.<\/p>\n<p> Tout en confirmant le d\u00e9veloppement de ce ph\u00e9nom\u00e8ne, <strong>Jean Samper <\/strong>(<strong>ac franchise<\/strong>) a distingu\u00e9 la mise en place de deux\u00a0 \u00ab profils \u00bb : un premier profil qui est celui du fabricant ou de la marque, qu&rsquo;elle que soit la localisation de la fabrication, le fabricant cherchant dans ce cas \u00e0 am\u00e9liorer et d\u00e9velopper un r\u00e9seau. Le second profil, encore minoritaire, est celui incarn\u00e9 par un mod\u00e8le de distribution pure,\u00a0 \u00e0 l&rsquo;image du mod\u00e8le d&rsquo; Etam. \u00ab L&rsquo;avenir va d\u00e9pendre de la capacit\u00e9 des distributeurs \u00e0 \u00eatre performant, mais aussi de celle des fabricants de lingerie \u00e0 rendre comp\u00e9titif leur distribution, sans\u00a0 consid\u00e9rer uniquement la distribution comme un moyen d&rsquo;\u00e9couler leurs produits \u00bb, a pr\u00e9cis\u00e9 <strong>Jean Samper<\/strong>.<\/p>\n<p><strong>Jean-Paul Leroy <\/strong>a interrog\u00e9 <strong>Nicolas Foucher <\/strong>sur l&rsquo;histoire du d\u00e9veloppement de <strong>Banana Moon<\/strong>. Encore tout jeune franchiseur, Banana Moon a ouvert sa 1\u00e8re boutique \u00e0 Saint-Tropez, en 2000 pour r\u00e9pondre \u00e0 un besoin de notori\u00e9t\u00e9 et d&rsquo;image sur une ville phare pour le beachwear. \u00ab Notre d\u00e9cision de devenir franchiseur a \u00e9t\u00e9 motiv\u00e9e par une demande forte des clients d&rsquo;\u00eatre aid\u00e9s par une enseigne, soit pour lutter contre la concurrence accrue dans les rues commer\u00e7antes, soit pour se d\u00e9velopper en centre commercial, l&rsquo;enseigne \u00e9tant bien souvent le seul moyen de s&rsquo;implanter en centre commercial \u00bb, a expliqu\u00e9 <strong>Nicolas Foucher<\/strong>. Outre le fait de pouvoir\u00a0 pr\u00e9senter l&rsquo;ensemble de la gamme avec un univers complet, la franchise a \u00e9t\u00e9, pour Banana Moon, un moyen de ma\u00eetriser plus fermement sa distribution. Cela lui a aussi permis d&rsquo;avoir des informations directes sur le march\u00e9. \u00ab Cela nous a aid\u00e9 dans le d\u00e9veloppement des lignes et des gammes \u00bb, a pr\u00e9cis\u00e9 <strong>Nicolas Foucher<\/strong>. Le r\u00e9seau Banana Moon compte\u00a0 des succursales (Saint-Tropez, Cannes) et 54 franchises, dont une trentaine en France, 5 dans les Cara\u00efbes mais aussi au Mexique avec 3 nouvelles franchises, en Egypte et en Afrique du Sud. Des discussions sont en cours dans les pays \u00e9mergents, la franchise \u00e9tant bien souvent le seul et unique projet \u00e0 proposer dans ces pays. Quant aux syst\u00e8mes adopt\u00e9s, Banana Moon pr\u00e9conise la Commission Affiliation pour les ouvertures en Europe et la franchise \u00ab ferme \u00bb pour le Grand Export.<\/p>\n<p><strong>Nicolas Foucher <\/strong>a, au passage, rappel\u00e9 que la grande diff\u00e9rence entre les deux syst\u00e8mes\u00a0 r\u00e9side dans la gestion des stocks. En commission affiliation, le stock et la gestion des produits restent entre les mains des fournisseurs qui vont g\u00e9rer l&rsquo;offre produits, les lignes de produits sp\u00e9cifiques, les stocks, les r\u00e9approvisionnements. \u00ab Comme nous avons un produit\u00a0 \u00ab beach \u00bb tr\u00e8s saisonnier, beaucoup de clients ne pouvaient optimiser leur chiffre en juillet et ao\u00fbt \u00bb. Le syst\u00e8me de commission affiliation permet de r\u00e9approvisionner et d&rsquo;optimiser le chiffre d&rsquo;affaires puisque la marque peut anticiper les r\u00e9assorts et r\u00e9approvisionner en temps et en heure. Pour compenser son offre saisonni\u00e8re, Banana Moon a toutefois d\u00e9velopp\u00e9 des lignes de produits compl\u00e9mentaires, en lingerie, lingerie de nuit, accessoires et pr\u00eat-\u00e0-porter.<br \/> S&rsquo;adressant \u00e0 <strong>Marielle Bugeaud <\/strong>qui \u00e9tait, avant de rejoindre <strong>Yves Rocher<\/strong>, chez l&rsquo;\u00e9quipementier automobile <strong>Midas<\/strong>, <strong>Jean-Paul Leroy <\/strong>s&rsquo;est demand\u00e9 s&rsquo;il y avait finalement de grandes diff\u00e9rences entre des enseignes aussi \u00e9loign\u00e9es.<\/p>\n<p> Apparemment non. \u00ab Le mode de recrutement de nos franchis\u00e9s est assez similaire. La diff\u00e9rence \u00e9tant bien entendu dans le profil des candidats eux-m\u00eames : chez Yves Rocher il n&rsquo;y a que des femmes alors que chez Midas il n&rsquo;y a que des hommes \u00bb. Cette pr\u00e9cision \u00e9tant faite, <strong>Marielle Bugeaud <\/strong>a expliqu\u00e9 que lorsqu&rsquo;elle retenait une candidature, elle \u0096 ou plut\u00f4t Yves Rocher \u0096 commen\u00e7ait par plonger la candidate en immersion compl\u00e8te durant une semaine. \u00ab Ainsi quand je la re\u00e7ois pour valider son profil, la future franchis\u00e9e sait ce qui l&rsquo;attend au quotidien : le management des \u00e9quipes, le commerce, la gestion du stock,  Lorsqu&rsquo;on demande ensuite au candidat ce qui l&rsquo;a le plus marqu\u00e9 pendant cette semaine d&rsquo;immersion, il r\u00e9pond immanquablement\u00a0 l&rsquo;accompagnement du franchiseur. Il est donc tr\u00e8s important pour un franchis\u00e9 de choisir la qualit\u00e9 du partenariat \u00bb a insist\u00e9 <strong>Marielle Bugeaud.<\/p>\n<p><\/strong>Pour lire la suite, <a class=\"txtr01\" href=\"https:\/\/ac-franchise.be\/V2\/actualites-affaires.asp?ty=3&amp;f=3856\" rel=\"noopener noreferrer\"><font color=\"#0000ff\"><strong>cliquez ici !<\/strong><\/font><\/a>     <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Avec :Olivier Deschamps : avocat sp\u00e9cialis\u00e9 dans la franchise, pr\u00eat-\u00e0-porter et lingerie, en particulier aupr\u00e8s des franchiseurs.Jean Samper, dirigeant d&rsquo;ac franchise (et acfranchise.com), cabinet conseil en d\u00e9veloppement et management de franchises (France, Maghreb, Russie)Marielle Bugeaud : responsable recrutement partenaires pour le groupe Yves Rocher (550 magasins, 1700 dans le monde)Nicolas Foucher, responsable du d\u00e9veloppement international [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":0,"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-296448","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry"],"acf":[],"yoast_head":"<!-- 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