{"id":129445,"date":"2025-09-25T09:35:34","date_gmt":"2025-09-25T07:35:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=129445"},"modified":"2025-09-25T09:41:29","modified_gmt":"2025-09-25T07:41:29","slug":"etam-veut-devenir-une-marque-mondiale","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/etam-veut-devenir-une-marque-mondiale\/","title":{"rendered":"Etam veut devenir une marque mondiale"},"content":{"rendered":"\n<p>La cha\u00eene de lingerie fran\u00e7aise <strong>Etam <\/strong>se donne un nouveau cap en ouvrant un nouveau concept de boutique \u00e0 Paris. La PDG Marie Schott souhaite faire d&rsquo;Etam \u00ab\u00a0une v\u00e9ritable marque mondiale\u00a0\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nouveau concept de boutique<\/h2>\n\n\n\n<p>La boutique qui a ouvert ses portes dans le 15e arrondissement de Paris \u00e0 la fin du mois d&rsquo;ao\u00fbt est consid\u00e9r\u00e9e comme un mod\u00e8le de renouveau. Schott : \u00ab\u00a0Nous avons con\u00e7u un magasin qui met le client au premier plan. Avec des zones qui pr\u00e9sentent chacune un univers diff\u00e9rent, moins de produits sur le sol et une exp\u00e9rience beaucoup plus lumineuse et calme.\u00a0\u00bb Etam a \u00e9galement introduit sa propre signature olfactive et musicale.<\/p>\n\n\n\n<p>Quatre boutiques tests suivront cet automne \u00e0 Rennes, Paris, Cannes et Aix-en-Provence. La s\u00e9lection a \u00e9t\u00e9 inhabituelle : les employ\u00e9s ont pu poser leur candidature pour que leur magasin devienne un magasin pilote par le biais d&rsquo;un concours interne. \u00ab\u00a0Nous <a href=\"https:\/\/www.republik-retail.fr\/strategie-retail\/concepts\/marie-schott-nous-devons-faire-d-etam-une-vraie-marque-internationale.html\">voulions des \u00e9quipes d\u00e9sireuses de mener \u00e0 bien l&rsquo;exp\u00e9rience<\/a>\u00ab\u00a0, a d\u00e9clar\u00e9 Schott dans une interview accord\u00e9e \u00e0 Republik Retail.<\/p>\n\n\n\n<p>Parall\u00e8lement, Etam d\u00e9veloppe la num\u00e9risation. Les ventes en ligne repr\u00e9senteront 13 % du chiffre d&rsquo;affaires en 2024. \u00ab\u00a0Ce pourcentage doit augmenter. La num\u00e9risation ne doit pas \u00eatre seulement un canal de vente, mais aussi le support de l&rsquo;histoire de notre marque.\u00a0\u00bb Le programme de fid\u00e9lisation fait \u00e9galement l&rsquo;objet d&rsquo;une refonte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des ambitions internationales<\/h2>\n\n\n\n<p>Etam compte 776 magasins dans le monde, dont 407 en propre et 280 en franchise. La France reste le principal march\u00e9 avec 304 magasins, suivie de l&rsquo;Espagne (72), de la Belgique et du Luxembourg (39) et de la Suisse (25). En dehors de l&rsquo;Europe, les \u00c9tats-Unis et l&rsquo;Am\u00e9rique latine sont prioritaires. Cependant, Etam ne souhaite pas se d\u00e9velopper en ouvrant des magasins, mais plut\u00f4t en se concentrant sur les r\u00e9novations. \u00ab\u00a0La priorit\u00e9 n&rsquo;est pas d&rsquo;augmenter le nombre de magasins, mais de les am\u00e9liorer.\u00a0\u00bb<\/p>\n\n\n\n<p>Aux \u00c9tats-Unis, Etam dispose d&rsquo;une succursale \u00e0 Miami et d&rsquo;une cinquantaine de shop-in-shops chez Nordstrom, mais \u00ab\u00a0pour r\u00e9ussir aux \u00c9tats-Unis, nous devons mettre davantage l&rsquo;accent sur la mode : broderies color\u00e9es, soieries et designs audacieux\u00a0\u00bb. Schott voit \u00e9galement des possibilit\u00e9s de croissance au Mexique, au Chili et en Arabie saoudite. Au Mexique, Etam op\u00e8re par le biais d&rsquo;une coentreprise avec la cha\u00eene de grands magasins Liverpool. Au Chili, la cha\u00eene est pr\u00e9sente \u00e0 Falabella.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cha\u00eene fran\u00e7aise de lingerie Etam se donne un nouveau cap en ouvrant un nouveau concept de boutique \u00e0 Paris. La dirigeante Marie Schott souhaite faire d&rsquo;Etam \u00ab\u00a0une marque v\u00e9ritablement mondiale\u00a0\u00bb.<\/p>\n","protected":false},"author":5,"featured_media":129446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[1828],"topic":[276],"region":[342],"class_list":{"0":"post-129445","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-etam","11":"topic-expansion","12":"region-france"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Etam veut devenir une marque mondiale - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Etam se donne un nouveau cap en ouvrant un nouveau concept de boutique \u00e0 Paris. 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