{"id":36679,"date":"2019-10-25T10:00:41","date_gmt":"2019-10-25T10:00:41","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/hm-teste-un-nouveau-concept-hyperlocal-a-berlin\/"},"modified":"2019-10-25T10:00:41","modified_gmt":"2019-10-25T10:00:41","slug":"hm-teste-un-nouveau-concept-hyperlocal-a-berlin","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-teste-un-nouveau-concept-hyperlocal-a-berlin\/","title":{"rendered":"H&amp;M teste un nouveau concept \u00ab\u2009hyperlocal\u2009\u00bb \u00e0 Berlin"},"content":{"rendered":"<p><span style=\"background-color:white\">Le su\u00e9dois\u00a0<strong>H&amp;M<\/strong>\u00a0ouvre un magasin selon un tout nouveau concept \u00e0 Berlin. La plus grande cha\u00eene de mode du monde veut devenir un hub local, avec des marques de yoga, de secondes mains et locales.<\/span><\/p>\n<p><!--break--><\/p>\n<h2><span style=\"background-color:white\">Jardin Yoga et caf\u00e9 sur 308\u00a0m<sup>2<\/sup><\/span><\/h2>\n<p><span style=\"background-color:white\">Fin novembre, H&amp;M d\u00e9barquera dans le quartier branch\u00e9 de Berlin-Mitte avec un tout nouveau concept, con\u00e7u par H&amp;M Lab. Le centre d\u2019innovation du d\u00e9taillant met l\u2019accent sur une exp\u00e9rience locale et de shopping assist\u00e9\u00a0: ainsi, c\u2019est l\u2019absence du grand logo rouge du g\u00e9ant de la mode qui frappe le plus \u00e0 l\u2019entr\u00e9e du magasin.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u2009Un\u00a0<a href=\"https:\/\/www.businessinsider.de\/hm-will-sich-mit-neuem-filialkonzept-aus-der-krise-retten-2019-10\" target=\"_blank\" rel=\"noopener\">petit flagship store hyperlocal<\/a>\u2009\u00bb, c\u2019est ainsi qu\u2019Anna Bergare de H&amp;M Lab d\u00e9crit l\u2019\u00e9tablissement, qui a re\u00e7u le nom de Mitte Garten. Bien que le magasin de 308\u00a0m\u00b2 soit beaucoup plus petit que la moyenne de 1\u2009700\u00a0m\u00b2, il abrite pourtant un caf\u00e9, un \u00ab\u2009showroom\u2009\u00bb et un jardin. Dans le jardin ext\u00e9rieur auront lieu des s\u00e9ances de yoga le vendredi, mais aussi d\u2019autres \u00e9v\u00e9nements par exemple des march\u00e9s de No\u00ebl. <\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Gestionnaire et h\u00f4tes pour des labels locaux<\/span><\/h2>\n<p><span style=\"background-color:white\">Le magasin abrite \u00e9galement un caf\u00e9 v\u00e9g\u00e9tarien de la cha\u00eene berlinoise Daluma. De plus, une s\u00e9lection de\u00a0<a href=\"https:\/\/www.vogue.de\/mode\/artikel\/mitte-garten-neuer-concept-store-von-hm-in-berlin\" target=\"_blank\" rel=\"noopener\">produits de beaut\u00e9 de la m\u00eame marque<\/a>\u00a0est \u00e9galement disponible dans le magasin. H&amp;M assume le r\u00f4le de gestionnaire et d\u2019h\u00f4te\u00a0: d\u2019autres marques berlinoises sont \u00e9galement propos\u00e9es dans la boutique.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u2009Nous voulons faire de ce lieu une plateforme collaborative, qu\u2019elle prenne une forme num\u00e9rique ou la forme d\u2019un magasin physique\u2009\u00bb, explique Anna Bergare au site d\u2019informations am\u00e9ricain Business Insider. Un partenaire local sp\u00e9cialis\u00e9 dans la seconde main, Out of Use Berlin, pourra m\u00eame y proposer ses v\u00eatements d\u2019occasions provenant d\u2019autres marques. Le sous-sol de l\u2019\u00e9tablissement est encore plus frappant puisqu\u2019il abrite un showroom o\u00f9 les clients peuvent \u2014 sur demande \u2014 essayer des articles de la toute nouvelle collection ainsi que d\u2019anciennes collections \u00ab\u2009iconiques\u2009\u00bb. Plus encore\u00a0: vous pouvez emprunter des v\u00eatements pour 48 heures, gratuitement ou au prix d\u2019un nettoyage si n\u00e9cessaire.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Shopping mains libres et location de v\u00eatements<\/span><\/h2>\n<p><span style=\"background-color:white\">En raison de la faible superficie, d\u2019autres choix ont \u00e9t\u00e9 faits pour leur propre gamme de produits. Par exemple, seuls 300 articles diff\u00e9rents sont expos\u00e9s dans la boutique, y compris un certain nombre d\u2019articles pour hommes et d\u2019accessoires parmi la gamme compl\u00e8te de 7\u2009000 produits. Les \u00ab\u2009tablettes d\u2019inspiration\u2009\u00bb propos\u00e9es dans la boutique jouent donc un r\u00f4le important\u00a0: les clients peuvent ajouter des articles de la gamme en ligne \u00e0 leur panier.\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Les clients peuvent simplement payer leur panier virtuel et physique ensemble \u00e0 la caisse du magasin gr\u00e2ce \u00e0 un code QR qu\u2019ils re\u00e7oivent sur leur smartphone. Vous n\u2019avez pas envie de transporter des sacs\u2009? Les clients peuvent choisir d\u2019\u00eatre livr\u00e9s chez eux en une seule fois, ce qui fait d\u2019H&amp;M l\u2019une des rares cha\u00eenes \u00e0 mettre en pratique le \u00ab\u2009shopping mains libres\u2009\u00bb.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le service devient une partie essentielle de l\u2019exp\u00e9rience client, d\u00e9clare Anna Bergare, et cela est aussi en lien avec la durabilit\u00e9. Par exemple, le laboratoire su\u00e9dois est toujours \u00e0 la recherche de possibilit\u00e9s telles que la location ou l\u2019achat d\u2019un v\u00eatement avec votre meilleur(e) ami(e). \u00ab\u2009Nous voulons que le moins de v\u00eatements possible finissent dans l\u2019arri\u00e8re-boutique er soient apr\u00e8s jet\u00e9s\u2009\u00bb. H&amp;M pense \u00e9galement que le nouveau concept de magasin est adapt\u00e9 \u00e0 d\u2019autres lieux urbains.<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le su\u00e9dois\u00a0H&amp;M\u00a0ouvre un magasin selon un tout nouveau concept \u00e0 Berlin. La plus grande cha\u00eene de mode du monde veut devenir un hub local, avec des marques de yoga, de secondes mains et locales. Jardin Yoga et caf\u00e9 sur 308\u00a0m2 Fin novembre, H&amp;M d\u00e9barquera dans le quartier branch\u00e9 de Berlin-Mitte avec un tout nouveau concept, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36676,"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-36679","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>H&amp;M teste un nouveau concept \u00ab\u2009hyperlocal\u2009\u00bb \u00e0 Berlin - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"H&amp;M opent in Berlijn een winkel volgens 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