{"id":134076,"date":"2025-11-07T12:56:41","date_gmt":"2025-11-07T11:56:41","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=134076"},"modified":"2025-11-07T12:56:44","modified_gmt":"2025-11-07T11:56:44","slug":"hm-souhaite-ainsi-ouvrir-progressivement-70-magasins-au-bresil","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-souhaite-ainsi-ouvrir-progressivement-70-magasins-au-bresil\/","title":{"rendered":"H&M souhaite ouvrir progressivement 70 magasins au Br\u00e9sil"},"content":{"rendered":"\n

H&M<\/strong> poursuit son expansion au Br\u00e9sil : apr\u00e8s l’ouverture d’un troisi\u00e8me magasin \u00e0 Campinas, huit autres sites suivront prochainement. La cha\u00eene de mode estime pouvoir ouvrir jusqu’\u00e0 70 magasins, mais a choisi de proc\u00e9der \u00e0 un d\u00e9ploiement progressif.<\/p>\n\n\n\n

R\u00e9seau en construction<\/h2>\n\n\n\n

\u00ab Le Mexique, qui compte environ la moiti\u00e9 de la population du Br\u00e9sil, dispose de 70 magasins physiques. Nous pouvons atteindre cet objectif, mais cela prendra du temps, car nous savons qu’il faut proc\u00e9der \u00e9tape par \u00e9tape \u00bb, explique Joaqu\u00edn Pereira, directeur national, chez America Malls & Retail. Le groupe associe cette ambition \u00e0 un ordre clair : d’abord mettre en place la compr\u00e9hension du march\u00e9 et la logistique<\/a>, puis passer \u00e0 l’\u00e9chelle sup\u00e9rieure. \u00ab Lorsque nous aurons atteint cet objectif, l’activit\u00e9 br\u00e9silienne aura un poids significatif dans les r\u00e9sultats mondiaux de l’entreprise. \u00bb<\/p>\n\n\n\n

Le nouveau magasin du Shopping Parque Dom Pedro \u00e0 Campinas est le troisi\u00e8me des quatre ouvertures pr\u00e9vues cette ann\u00e9e. Avec ses 2 300 m\u00b2, Campinas est le plus grand magasin H&M du pays, proposant la gamme compl\u00e8te : v\u00eatements pour femmes, hommes et enfants, sport et H&M Home. \u00ab Ce format de magasin est le mod\u00e8le id\u00e9al que nous recherchons \u00bb, explique Pereira. \u00ab Il nous permet de pr\u00e9senter une gamme compl\u00e8te de produits, m\u00eame s’il repr\u00e9sente \u00e9galement un d\u00e9fi important sur le plan logistique et op\u00e9rationnel. \u00bb<\/p>\n\n\n\n

R\u00e9solution des probl\u00e8mes<\/h2>\n\n\n\n

H&M a pris en compte les commentaires des premiers magasins, o\u00f9 les clients demandaient davantage de cabines d’essayage et de caisses. \u00c0 Campinas, le d\u00e9taillant a donc install\u00e9 trente cabines d’essayage et dix-sept caisses, soit pr\u00e8s du double par rapport aux premiers magasins. \u00ab C’est quelque chose que nous avons rapidement appris. C’\u00e9tait un probl\u00e8me que nous devions r\u00e9soudre \u00bb, explique Pereira.<\/p>\n\n\n\n

Le magasin int\u00e8gre \u00e9galement un \u00e9clairage LED \u00e9conomique, fonctionne \u00e0 l’\u00e9nergie renouvelable et utilise des mat\u00e9riaux de construction conformes aux normes de durabilit\u00e9 appliqu\u00e9es par la cha\u00eene en Europe.<\/p>\n\n\n\n

Un autre probl\u00e8me majeur reste la capacit\u00e9 de production locale limit\u00e9e. Au Br\u00e9sil, H&M ne fabrique actuellement que des chaussures, des jeans et des maillots de bain, ce qui augmente la d\u00e9pendance vis-\u00e0-vis des importations et ralentit le temps de r\u00e9ponse \u00e0 la demande. Un march\u00e9 comme le Mexique dispose d’une cha\u00eene d’approvisionnement mieux d\u00e9velopp\u00e9e, avec des fournisseurs locaux, ce qui contribue \u00e0 la comp\u00e9titivit\u00e9 des prix et \u00e0 la flexibilit\u00e9 logistique, deux \u00e9l\u00e9ments essentiels pour le mod\u00e8le de la fast fashion. La cha\u00eene recherche donc activement des partenariats avec des fabricants locaux au Br\u00e9sil.<\/p>\n\n\n\n

Num\u00e9risation et logistique<\/h2>\n\n\n\n

H&M a \u00e9galement rapidement appris en ligne : le premier jour de la boutique en ligne, la cha\u00eene a \u00e9t\u00e9 confront\u00e9e \u00e0 des p\u00e9nuries, car la demande \u00e9tait beaucoup plus \u00e9lev\u00e9e que pr\u00e9vu. \u00ab Il s’agissait davantage d’un probl\u00e8me op\u00e9rationnel que d’un manque de produits \u00bb, pr\u00e9cise la direction. Entre-temps, les stocks se sont stabilis\u00e9s et le d\u00e9taillant travaille \u00e0 une synchronisation rigoureuse entre le commerce \u00e9lectronique et les magasins physiques.<\/p>\n\n\n\n

L’objectif est d’offrir une exp\u00e9rience omnicanale fluide, avec des retours faciles et des offres personnalis\u00e9es. Dans le m\u00eame temps, la technologie doit s’adapter aux sp\u00e9cificit\u00e9s du march\u00e9 br\u00e9silien, telles que la forte p\u00e9n\u00e9tration du commerce \u00e9lectronique. De plus, la logistique du dernier kilom\u00e8tre reste co\u00fbteuse et in\u00e9gale selon les r\u00e9gions. Le Br\u00e9sil peut ainsi servir de plateforme strat\u00e9gique pour l’expansion dans le sud du continent, notamment au Chili et en Uruguay.<\/p>\n","protected":false},"excerpt":{"rendered":"

H&M poursuit son expansion au Br\u00e9sil : apr\u00e8s l’ouverture d’un troisi\u00e8me magasin \u00e0 Campinas, huit autres sites suivront prochainement. La cha\u00eene de mode estime pouvoir ouvrir jusqu’\u00e0 70 magasins, mais a choisi de proc\u00e9der \u00e0 un d\u00e9ploiement progressif.<\/p>\n","protected":false},"author":10,"featured_media":134077,"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":[526],"topic":[276],"region":[1454],"class_list":{"0":"post-134076","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-hm","11":"topic-expansion","12":"region-bresil"},"acf":[],"yoast_head":"\nH&M souhaite ouvrir progressivement 70 magasins au Br\u00e9sil - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"H&M poursuit son expansion au Br\u00e9sil : apr\u00e8s l\u2019ouverture 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