{"id":296844,"date":"2007-04-07T00:00:00","date_gmt":"2007-04-06T23:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-m-jean-michel-estival-directeur-developpement-franchise-de-lenseigne-orchestra-2007-6244"},"modified":"2007-04-07T00:00:00","modified_gmt":"2007-04-06T23:00:00","slug":"interview-de-m-jean-michel-estival-directeur-developpement-franchise-de-lenseigne-orchestra-2007-6244","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-m-jean-michel-estival-directeur-developpement-franchise-de-lenseigne-orchestra-2007-6244","title":{"rendered":"Interview de M. Jean-Michel Estival, Directeur D\u00e9veloppement Franchise de l’enseigne Orchestra (2007)"},"content":{"rendered":"
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Point de vue du franchiseur ou de la t\u00eate de r\u00e9seau :<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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<\/a> <\/div>\n
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Interview vid\u00e9o de la franchise Orchestra<\/strong> r\u00e9alis\u00e9e en 2007<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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AC Franchise: Le r\u00e9seau Orchestra propose un concept original et ludique, pouvez vous nous le pr\u00e9senter ?<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean-Michel Estival\u00a0<\/strong>: \u00ab\u00a0Plaire d’abord aux enfants, telle est la devise d’Orchestra. Dans cet esprit, le caract\u00e8re ludique est omnipr\u00e9sent dans l’architecture et l’am\u00e9nagement des magasins : couleurs vives, d\u00e9coration f\u00e9erique… D\u00e8s l’entr\u00e9e, les enfants sont accueillis par un ours g\u00e9ant qui fait des bulles. Dans le magasin, un espace de jeux (toboggan, piscine \u00e0 boules, espace cin\u00e9ma) pouvant atteindre 150 m\u00b2 leur est d\u00e9di\u00e9e. Pendant que les enfants s’amusent, les parents peuvent effectuer leurs achats en toute qui\u00e9tude\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF: Quelle place a votre enseigne sur le march\u00e9 ?<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E<\/strong> : \u00ab\u00a0En France, Orchestra <\/a>se positionne comme le 3\u00e8me acteur sur le march\u00e9 des enseignes sp\u00e9cialis\u00e9es dans le pr\u00eat-\u00e0-porter pour enfants<\/strong>, juste derri\u00e8re Oka\u00efdi et Du Pareil au m\u00eame A l’international, Orchestra est ressentie comme une marque fran\u00e7aise sans concurrent direct, car seuls les marques fran\u00e7aises positionn\u00e9es sur le tr\u00e8s haut de gamme, ont pass\u00e9 les fronti\u00e8res\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF: Quelles sont les contraintes de votre march\u00e9 et\/ou m\u00e9tier (que doit conna\u00eetre un futur franchis\u00e9) ? <\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E<\/strong>: \u00ab\u00a0Le march\u00e9 en France est tr\u00e8s concurrentiel, donc il y a beaucoup d’acteurs sur des segments de distribution tr\u00e8s diff\u00e9rents (de la boutique au rayon textile des hypermarch\u00e9s). Ce secteur d’activit\u00e9 doit tenir compte de la saisonnalit\u00e9 des produits (Hiver \/ Et\u00e9) et de l’effet de mode. La p\u00e9riode de la rentr\u00e9e est un temps fort incontournable<\/strong>, tandis que la bonne gestion des stocks est l’une des cl\u00e9s du succ\u00e8s\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF:Parlez-nous de votre d\u00e9veloppement jusque maintenant et de la r\u00e9ussite de vos franchis\u00e9s existants (CA \u0096 rentabilit\u00e9 )?<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E<\/strong> : \u00ab\u00a0Le r\u00e9seau se d\u00e9veloppe depuis plusieurs ann\u00e9es en France au rythme de 30 ouvertures par an. Cette tendance se confirme pour le futur. les points de vente ont une surface de vente moyenne qui elle aussi progresse d’ann\u00e9es en ann\u00e9es. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le d\u00e9marrage s’est fait sur un d\u00e9veloppement en centre ville sur des surfaces de 50 \u00e0 80 m\u00b2 puis sur des surfaces plus importantes entre 150 et 400 m\u00b2 en centre commercial. Nous sommes aujourd’hui sur un d\u00e9veloppement en p\u00e9riph\u00e9rie<\/strong> qui va fr\u00f4ler les cinquante ouvertures pour 2007<\/strong> avec une surface moyenne de 500m\u00b2. La rentabilit\u00e9 en p\u00e9riph\u00e9rie est comprise aujourd’hui entre 5 et 15% et les CA ttc sont compris entre 800 et 1500K\u20ac\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF: Quels sont d\u00e9sormais vos objectifs \u00e0 court et moyen terme et quels moyens allez-vous engager pour y parvenir ?<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E\u00a0<\/strong>: \u00ab\u00a0Trouver les meilleurs candidats pour ouvrir des franchises dans les zones p\u00e9riph\u00e9riques majeures Pour cela, nous allons faire conna\u00eetre notre enseigne, en nous appuyant sur le succ\u00e8s de ceux qui ont d\u00e9marr\u00e9 l’aventure avec nous en ouvrant un magasin et qui souhaitent d\u00e9j\u00e0 en ouvrir d’autres dans les mois \u00e0 venir\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF: Qu’offrez vous aux franchis\u00e9s ?<\/em><\/strong> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E<\/strong> : \u00ab\u00a0Nous offrons : – une large collection (1800 r\u00e9f\u00e9rences par saison) – Un excellent rapport style\/qualit\u00e9\/prix – Un important r\u00e9seau de franchis\u00e9s<\/strong> – Le choix entre 2 types de contrat – Un soutien \u00e0 l’ouverture – Un support marketing – Un concept qui a fait ses preuves – Un contrat sans royalties – Un taux de marge d’entr\u00e9e tr\u00e8s attractif – Un droit d’entr\u00e9e raisonnable – 6 ans d’exp\u00e9rience en franchise\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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ACF: Qu’attendez-vous d’un franchis\u00e9 ? Quel profil recherchez-vous ?<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JM E<\/strong> : \u00ab\u00a0Nous recherchons des candidats avec, de pr\u00e9f\u00e9rence, une exp\u00e9rience dans la distribution qui soit \u00e0 la fois commer\u00e7ant et entrepreneur. Nous souhaitons travailler avec des personnes qui enrichissent le r\u00e9seau de part leurs exp\u00e9riences et leurs comp\u00e9tences et qui participent \u00e0 notre r\u00e9ussite\u00a0\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Point de vue du franchiseur ou de la t\u00eate de r\u00e9seau : Interview vid\u00e9o de la franchise Orchestra r\u00e9alis\u00e9e en 2007 AC Franchise: Le r\u00e9seau Orchestra propose un concept original et ludique, pouvez vous nous le pr\u00e9senter ? Jean-Michel Estival\u00a0: \u00ab\u00a0Plaire d’abord aux enfants, telle est la devise d’Orchestra. Dans cet esprit, le caract\u00e8re ludique […]<\/p>\n","protected":false},"author":54,"featured_media":296843,"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":[2],"tags":[],"class_list":["post-296844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview de M. 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