{"id":136255,"date":"2025-12-01T12:16:04","date_gmt":"2025-12-01T11:16:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=136255"},"modified":"2025-12-01T12:16:05","modified_gmt":"2025-12-01T11:16:05","slug":"comment-hm-veut-gagner-la-guerre-de-la-fast-fashion","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-hm-veut-gagner-la-guerre-de-la-fast-fashion\/","title":{"rendered":"Comment H&M veut gagner la guerre de la fast fashion"},"content":{"rendered":"\n

Le PDG de H&M<\/strong>, Daniel Erv\u00e9r, appelle les responsables politiques europ\u00e9ens \u00e0 cr\u00e9er des conditions \u00e9quitables pour les d\u00e9taillants de mode afin de lutter contre la concurrence d\u00e9loyale de rivaux chinois tels que Shein<\/strong> et Temu<\/strong>. La cha\u00eene su\u00e9doise mise davantage sur le haut de gamme et le seconde main.<\/p>\n\n\n\n

Revaloriser les magasins<\/h2>\n\n\n\n

H&M se trouve dans un \u00ab tr\u00e8s long processus \u00bb vers une rentabilit\u00e9 accrue, d\u00e9clare M. Erv\u00e9r dans une interview accord\u00e9e au Financial Times. Le groupe de mode subit la pression de ses concurrents tels que Zara <\/strong>au sommet de la cha\u00eene et <\/strong>de joueurs moins chers tels que Shein et Primark<\/strong> \u00e0 la base. Le PDG souligne donc la n\u00e9cessit\u00e9 pour les l\u00e9gislateurs de garantir un environnement concurrentiel \u00e9quitable<\/a> en mati\u00e8re de taxes, d’utilisation de produits chimiques, de pratiques d’achat et de conditions de travail.<\/p>\n\n\n\n

Maintenant que Zara a r\u00e9orient\u00e9 sa strat\u00e9gie vers une offre plus haut de gamme, H&M travaille \u00e9galement \u00e0 la revalorisation de ses magasins, comme en t\u00e9moigne le flagship store r\u00e9cemment r\u00e9nov\u00e9 \u00e0 Stockholm : celui-ci pr\u00e9sente un agencement plus a\u00e9r\u00e9, avec plus d’espace entre les pr\u00e9sentoirs et un accent mis sur les produits haut de gamme. Les clients peuvent facilement demander une autre taille ou se faire livrer \u00e0 domicile les articles qui ne sont pas en stock \u00e0 l’aide d’un code dans la cabine d’essayage. \u00c0 Paris \u00e9galement, la cha\u00eene a ouvert un magasin atypique au look plus chic<\/a>.<\/p>\n\n\n\n

Ambition durable<\/h2>\n\n\n\n

Ces changements s’inscrivent dans le cadre du plan global d’Erv\u00e9r visant \u00e0 mettre le client au centre de ses pr\u00e9occupations et \u00e0 am\u00e9liorer sa rentabilit\u00e9. \u00ab Ce qui m’a imm\u00e9diatement frapp\u00e9 lorsque j’ai commenc\u00e9 \u00e0 travailler ici, c’est que cette entreprise a un potentiel tellement inexploit\u00e9… Compte tenu des changements dans le paysage concurrentiel, nous devons passer \u00e0 la vitesse sup\u00e9rieure. Nous devons cesser de faire des choses qui ne font pas de diff\u00e9rence pour le client et vraiment investir nos ressources et notre argent dans des choses qui font une diff\u00e9rence \u00bb, dit-il.<\/p>\n\n\n\n

Le PDG reconna\u00eet que H&M est moins agile que Zara, qui produit plus pr\u00e8s de ses principaux march\u00e9s. Il vise \u00e0 commercialiser les produits dans les six \u00e0 dix semaines suivant leur conception. Parall\u00e8lement, H&M se concentre de plus en plus sur la mode d’occasion via la plateforme Sellpy, qui attire les jeunes clients. Erv\u00e9r estime que la durabilit\u00e9 et la fast fashion peuvent aller de pair : malgr\u00e9 une augmentation des ventes, l’entreprise parvient \u00e0 r\u00e9duire ses \u00e9missions de gaz \u00e0 effet de serre. La collaboration avec la start-up Syre pour le recyclage du polyester souligne cette ambition durable.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le PDG de H&M, Daniel Erv\u00e9r, appelle les responsables politiques europ\u00e9ens \u00e0 cr\u00e9er des conditions \u00e9quitables pour les d\u00e9taillants de mode afin de lutter contre la concurrence d\u00e9loyale de rivaux chinois tels que Shein et Temu. La cha\u00eene de mode su\u00e9doise mise davantage sur le haut de gamme et le seconde main. <\/p>\n","protected":false},"author":3,"featured_media":136256,"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":[1742],"extra":[43],"company":[526],"topic":[275],"region":[],"class_list":{"0":"post-136255","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"people-daniel-erver","10":"extra-plus","11":"company-hm","12":"topic-analyse"},"acf":[],"yoast_head":"\nComment H&M veut gagner la guerre de la fast fashion - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le PDG de H&M, Daniel Erv\u00e9r, appelle les responsables politiques europ\u00e9ens \u00e0 cr\u00e9er des conditions 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