{"id":27837,"date":"2018-08-16T14:04:55","date_gmt":"2018-08-16T14:04:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/relooking-pour-jbc-et-mayerline-2\/"},"modified":"2018-08-16T14:04:55","modified_gmt":"2018-08-16T14:04:55","slug":"relooking-pour-jbc-et-mayerline-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/relooking-pour-jbc-et-mayerline-2\/","title":{"rendered":"Relooking pour JBC et Mayerline"},"content":{"rendered":"<p><strong>Claes Retail Groep<\/strong>, le holding qui chapeaute les enseignes de v\u00eatements JBC et Mayerline, reste dans le rouge, malgr\u00e9 une forte croissance du e-commerce. Le retailer travaille \u00e0 son positionnement prix et renouvelle ses concepts de magasins.<\/p>\n<p><!--break--><\/p>\n<h2>Prix inf\u00e9rieurs, qualit\u00e9 inchang\u00e9e<\/h2>\n<p>Le chiffre d&rsquo;affaires de CRG a recul\u00e9 de 286,8 millions d&rsquo;euros en 2016 \u00e0 267,9 millions d&rsquo;euros en 2017. La perte nette s&rsquo;est \u00e9lev\u00e9e \u00e0 19 millions d&rsquo;euros, contre 11,5 millions d&rsquo;euros l&rsquo;ann\u00e9e auparavant. C&rsquo;est ce qui ressort des chiffres annuels que vient de d\u00e9poser le retailer aupr\u00e8s de la Banque Nationale. Le CEO Bart Claes souligne que le groupe se maintient, malgr\u00e9 des conditions de march\u00e9 difficiles.<\/p>\n<p>\u00a0<\/p>\n<p>Actuellement CRG travaille d&rsquo;arrache-pied \u00e0 la revaloristaion de ses cha\u00eenes de v\u00eatements sur diff\u00e9rents fronts : chez JBC le management a diminu\u00e9 les prix de 10% en moyenne, gr\u00e2ce au regroupement plus judicieux des ordres d&rsquo;achat et gr\u00e2ce \u00e0 l&rsquo;utilisation plus efficace des mati\u00e8res premi\u00e8res dans le processus de cr\u00e9ation. Bart Claes :\u00a0 \u00ab\u00a0La qualit\u00e9 de nos produits reste inchang\u00e9e, mais le prix baisse. Nous constatons que cette strat\u00e9gie pla\u00eet au client, qui outre la qualit\u00e9, est devenu plus attentif au prix.\u00a0\u00bb De fait, le comportement d&rsquo;achat change : proportionnellement les consommateurs d\u00e9pensent moins d&rsquo;argent pour les v\u00eatements.<\/p>\n<p>\u00a0<\/p>\n<h2>Nouveaux concepts de magasins<\/h2>\n<p>Les concepts de magasins de JBC et Mayerline vont \u00eatre relook\u00e9s en profondeur. Actuellement un projet pilote est en cours dans le magasin JBC du Waasland Shoppingcenter, o\u00f9 les clients et leurs enfants sont accompagn\u00e9s au travers du magasin. Ce magasin pilote fait office de &lsquo;living lab&rsquo; pour JBC qui via des contacts personnels y recueille en permanence le feedback de ses clients et peut ainsi progressivement adapter et peaufiner le concept.<\/p>\n<p>\nChez Mayerline aussi le positionnement a \u00e9t\u00e9 repens\u00e9. Il y a un an et demi la CEO Mimi Lamote a entam\u00e9 une cure de rajeunissement de l&rsquo;enseigne, notamment avec la ligne Am\u00e9line ; une strat\u00e9gie qui aujourd&rsquo;hui porte ses fruits. Les collections et le branding ont \u00e9t\u00e9 modernis\u00e9s, ce qui a permis d&rsquo;attirer davantage de cinquantenaires. Bart Claes : \u00ab\u00a0Par ailleurs CRG investit dans un nouveau concept de magasin, qui a d\u00e9j\u00e0 \u00e9t\u00e9 d\u00e9ploy\u00e9 avec succ\u00e8s \u00e0 Louvain et Saint-Trond, comme en t\u00e9moigne la hausse des ventes. Nous avons pr\u00e9vu les moyens n\u00e9cessaires pour installer le nouveau concept dans cinq autres boutiques dans les mois \u00e0 venir.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>E-commerce en haussse de pr\u00e8s de 50%<\/h2>\n<p>Dans le domaine du e-commerce le groupe a fortement progress\u00e9 : en 2017 les ventes via le webshop de JBC ont bondi de pr\u00e8s de 50% et repr\u00e9sentent d\u00e9sormais 7 \u00e0 8% du chiffre d&rsquo;affaires total. Bart Claes : \u00ab\u00a0Le webshop est devenu rapidement notre plus grand magasin. Aujourd&rsquo;hui nous disposons d&rsquo;une plateforme CRM performante, qui nous permet d&rsquo;orienter plus rapidement et plus efficacement non clients online vers le produit recherch\u00e9.\u00a0\u00bb Chez Mayerline aussi les ventes en ligne sont en hausse.<\/p>\n<p>\u00a0<\/p>\n<p>En tant qu&rsquo;entreprise familiale CRG tient \u00e0 c\u0153ur d&rsquo;aider de jeunes entrepreneurs passion\u00e9s \u00e0 franchir une prochaine \u00e9tape dans leur business plan. C&rsquo;est pourquoi CRG est entr\u00e9 au capital de Washcot, une scale-up ouest-flandrienne qui propose un service de langes r\u00e9utilisables. Bart Claes : \u00ab\u00a0Outre le public cible commun, JBC et Washcot partagent une passion pour la durabilit\u00e9, une vision \u00e0 long terme et surtout l&rsquo;envie d&rsquo;entreprendre.\u00a0\u00bb Cet automne JBC va activement promouvoir les produits de Washcot.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Claes Retail Groep, le holding qui chapeaute les enseignes de v\u00eatements JBC et Mayerline, reste dans le rouge, malgr\u00e9 une forte croissance du e-commerce. Le retailer travaille \u00e0 son positionnement prix et renouvelle ses concepts de magasins. Prix inf\u00e9rieurs, qualit\u00e9 inchang\u00e9e Le chiffre d&rsquo;affaires de CRG a recul\u00e9 de 286,8 millions d&rsquo;euros en 2016 \u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":27834,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-27837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Relooking pour JBC et Mayerline - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Claes Retail Groep, le holding qui chapeaute les enseignes de v\u00eatements JBC et Mayerline, reste dans le rouge, malgr\u00e9 une forte croissance du e-commerce. 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