{"id":131736,"date":"2025-10-16T10:57:34","date_gmt":"2025-10-16T08:57:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131736"},"modified":"2025-10-16T10:57:35","modified_gmt":"2025-10-16T08:57:35","slug":"promod-retrouve-la-croissance-en-abandonnant-la-lutte-des-prix","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/promod-retrouve-la-croissance-en-abandonnant-la-lutte-des-prix\/","title":{"rendered":"Promod retrouve la croissance en abandonnant la lutte des prix"},"content":{"rendered":"\n<p>La marque de mode nord-fran\u00e7aise <strong>Promod <\/strong>f\u00eate son cinquanti\u00e8me anniversaire avec une confiance renouvel\u00e9e. Apr\u00e8s des ann\u00e9es de restructuration et la fermeture de centaines de magasins, la cha\u00eene, dirig\u00e9e par Julien Pollet, renoue avec la croissance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Fin du mod\u00e8le bas\u00e9 sur le volume<\/h2>\n\n\n\n<p>Lorsque Julien Pollet a pris la succession de son p\u00e8re Francis-Charles en 2018, Promod \u00e9tait en pleine crise. Le mod\u00e8le bas\u00e9 sur des volumes \u00e9lev\u00e9s et des prix bas avait perdu sa viabilit\u00e9. \u00ab <a href=\"https:\/\/www.lsa-conso.fr\/entretien-le-changement-de-modele-de-promod-porte-ses-fruits-estime-julien-pollet-son-president,462566\">le toujours plus ne faisait plus recette<\/a> \u00bb, se souvient Julien Pollet dans une interview accord\u00e9e \u00e0 LSA.<\/p>\n\n\n\n<p>La famille a opt\u00e9 pour un changement de cap radical : l&rsquo;entreprise a supprim\u00e9 60 % de son parc de magasins et s&rsquo;est retir\u00e9e de cinquante pays. En trois ans, le r\u00e9seau est pass\u00e9 de 1 000 points de vente dans 55 pays \u00e0 397 magasins dans cinq pays, dont 372 en France.<\/p>\n\n\n\n<p>La surface moyenne des magasins est de 200 m\u00b2, une taille que la cha\u00eene maintient d\u00e9lib\u00e9r\u00e9ment afin de rester proche de ses clients. Le commerce \u00e9lectronique reste \u00e9galement modeste : le canal num\u00e9rique ne repr\u00e9sente que 8 % du chiffre d&rsquo;affaires, m\u00eame si Promod constate que la communication en ligne attire les clients vers les magasins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Moins, mieux, plus durable \u00bb<\/h2>\n\n\n\n<p>La nouvelle philosophie de Promod repose sur trois piliers : moins, mieux et plus durable. Les produits sont fabriqu\u00e9s en quantit\u00e9s plus petites, avec une attention accrue port\u00e9e \u00e0 la qualit\u00e9 et \u00e0 l&rsquo;origine. Ainsi, 35 % des collections proviennent d\u00e9sormais de pays de production proches tels que le Maroc, la Tunisie et la Turquie.<\/p>\n\n\n\n<p>\u00ab Cela nous permet de mieux g\u00e9rer nos stocks et de r\u00e9agir plus rapidement \u00bb, explique M. Pollet. \u00ab Si un mod\u00e8le se vend bien, nous pouvons rapidement passer une nouvelle commande. \u00bb Un nombre limit\u00e9 de pi\u00e8ces est m\u00eame fabriqu\u00e9 en France, \u00ab toutes nos clientes ne sont pas pr\u00eates \u00e0 payer un t-shirt 35 euros. \u00bb. N\u00e9anmoins, le prix n&rsquo;est plus une priorit\u00e9 et Promod organise moins de promotions qu&rsquo;auparavant.<\/p>\n\n\n\n<p>La cha\u00eene teste \u00e9galement \u00e0 Calais un magasin circulaire, o\u00f9 des articles d&rsquo;occasion, des tissus et des patrons de couture sont vendus \u00e0 c\u00f4t\u00e9 des nouvelles collections. 50 % du chiffre d&rsquo;affaires provient d\u00e9j\u00e0 de la vente d&rsquo;articles d&rsquo;occasion. L&rsquo;entreprise prend elle-m\u00eame en main cette approche circulaire : 40 % des articles d&rsquo;occasion proviennent de dons de clients. C\u2019est beaucoup plus int\u00e9ressant \u00e9conomiquement que de travailler avec des partenaires externes, explique Pollet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2024 a \u00e9t\u00e9 l&rsquo;ann\u00e9e du retour<\/h2>\n\n\n\n<p>Ce revirement porte ses fruits. Au cours de l&rsquo;exercice 2024 (jusqu&rsquo;\u00e0 fin f\u00e9vrier 2025), le chiffre d&rsquo;affaires de Promod a augment\u00e9 de 10 %, passant de 374 millions d&rsquo;euros \u00e0 411 millions d&rsquo;euros, tandis que les volumes vendus ont augment\u00e9 de 2 %. \u00ab Notre transformation ne fait que commencer \u00bb, conclut Julien Pollet.<\/p>\n\n\n\n<p>Promod a ainsi consid\u00e9rablement \u00e9largi sa gamme de tailles \u2013 l&rsquo;ensemble de la collection est d\u00e9sormais disponible de la taille 34 \u00e0 48 \u2013 et la cha\u00eene souhaite se concentrer davantage sur les femmes \u00e2g\u00e9es de 30 \u00e0 45 ans dans les ann\u00e9es \u00e0 venir. La cliente moyenne est aujourd&rsquo;hui \u00e2g\u00e9e de 46 ans.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque de mode nord-fran\u00e7aise Promod c\u00e9l\u00e8bre son cinquanti\u00e8me anniversaire avec une confiance renouvel\u00e9e. Apr\u00e8s des ann\u00e9es de restructuration difficile et la fermeture de centaines de magasins, la cha\u00eene, dirig\u00e9e par Julien Pollet, affiche \u00e0 nouveau une croissance.<\/p>\n","protected":false},"author":5,"featured_media":131737,"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":[1845],"topic":[],"region":[342],"class_list":{"0":"post-131736","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-promod","11":"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>Promod retrouve la croissance en abandonnant la lutte des 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