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READY-TO-WEAR MARKET
The actual situation in France
The challenges and future perspectives
The role I hope to play?
IE “express yourself” – Subject H
Samuel Massé
THE ACTUAL SITUATION
From 2007 to 2014, the women’s ready-‐to-‐wear market has lost 13,6% in value
Seven consecuJve years of loss with 1,4% reducJon in value for 2014
A total consumpJon of 10,8 billion Euros
ReducJon in the number of arJcles but purchases at a higher price
THE ACTORS
Specialized brands • InternaJonal leaders (Zara, H&M, Gap…) • French Brands (Maje, Camaïeu, Promod) • First price (Kiabi, La Halle)
Supermarkets
Independent stores
More than 50%
KEY FACTORS
Sector really sensiJve to the
economic situaJon
Importance of prices Brand image
Sales and price reducJon periods (42% of sales)
InnovaJon and new technology
SOME FACTS
• The ready-‐to-‐wear market is a really compeJJve and risky sector. With the crisis a few bad strategic choices can lead to dramaJc losses:
² Two years of inappropriate collecJons had terrible consequences for the brand Benehon
² The strategic choice of Abercrombie & Fitch to move from a rare offer and unique posiJoning lost their customers when they decided to expand. They now have to face physical discriminaJon scandal in there recruiJng process
CHALLENGES
ConJnue growth within this
difficult period
Make the right strategic choices
Gain market shares
Adequate internaJonal expansion
Develop loyalty for the brand
Follow the new technology changes
Find what they call “the new
black”*
There are mulJple challenges to face for fashion companies:
• Impact of the “made in”: ü French populaJon is more and more sensiJve to this aspect ü During crisis period customers encourage French producJon ü 65% of women claim prioriJzing French products* ü This aspect is even more true for women older than 55 years old
• The Internet market: ü Currently 13% of items are bought on the Internet ü In constant progression (+10% in 2014) ü The most outstanding progression is for brand’s website (eg. Zara.com)
• Focus on digital mums: ü Leaders of the online market ü 30% of the French market in 2014 ü Target and seduce this key customer
FUTURE TENDENCIES
CreaJve sector My First experience in this sector was really
rewarding
I worked for the leader of the market and I enjoyed the spirit
The necessity of renewing to keep
market shares is really moJvaJng and
ahracJng in this sector
CompeJJve and fast moving sector
Both capacity of analysis and strategy
are required
WHY DO I WANT TO WORK IN THIS SECTOR ?
• Store is “the new black” ü With the e-‐business expansion some companies feared the end of physical stores
ü But cross channel strategy will be mandatory for brands ü People are eager to purchase differently ü The key to success is to follow the client in the various channels he will choose
• The ready-‐to-‐wear market needs to improve in big-‐data management in order to understand beher the client
• Follow the new technologies or create them: mobile wallet, new concept of stores, fashion social media
SOME POSSIBLE INNOVATIONS
Become a leader of an inspiring brand
Taking care of a losing steam brand and
restore a new dynamic
Contribute to the changes in the ready-‐
to wear-‐market
Add a green sustainable perspecJve to the company I will
work for
Create a community around the brand
THE ROLE I HOPE TO PLAY
Pioneer spirit Strategy Capacity
of analysis
Be a great manager
Take the right risks
WHAT SKILLS WILL I NEED ?