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    

AREA OF ANALYSIS

Ready-­‐to-­‐wear  

French  Market  

Woman   From  2014  to  2020  

Various  perspecJves    

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 ?

THANK YOU FOR YOUR ATTENTION