{"id":40077,"date":"2020-04-06T14:06:16","date_gmt":"2020-04-06T14:06:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/les-problemes-de-liquidites-touchent-rapidement-les-detaillants-de-mode\/"},"modified":"2020-04-06T14:06:16","modified_gmt":"2020-04-06T14:06:16","slug":"les-problemes-de-liquidites-touchent-rapidement-les-detaillants-de-mode","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/les-problemes-de-liquidites-touchent-rapidement-les-detaillants-de-mode\/","title":{"rendered":"Les probl\u00e8mes de liquidit\u00e9s touchent rapidement les d\u00e9taillants de mode"},"content":{"rendered":"

Les mesures contre la propagation du coronavirus touchent de plein fouet le secteur de la mode. Le cabinet de conseil McKinsey a soumis le secteur \u00e0 un test de r\u00e9sistance. Le r\u00e9sultat est alarmant\u00a0: nous ne devons pas compter sur une reprise rapide.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Vague de consolidation attendue<\/h2>\n

Le c\u00e9l\u00e8bre cabinet de conseil en strat\u00e9gie a soumis \u00e0 un test de r\u00e9sistance 71 entreprises de mode cot\u00e9es en bourse et r\u00e9alisant un chiffre d\u2019affaires de plus de 250 millions d\u2019euros. Un examen des chiffres cl\u00e9s livre des r\u00e9sultats peu encourageants\u00a0: apr\u00e8s un mois seulement de fermeture obligatoire des magasins, la plupart des acteurs se retrouvent d\u00e9j\u00e0 sous pression, et apr\u00e8s deux mois, 90\u00a0% d\u2019entre eux connaissent des difficult\u00e9s financi\u00e8res. En effet, le secteur \u00e9tait d\u00e9j\u00e0 vuln\u00e9rable avant la crise du coronavirus\u00a0: 40\u00a0% des entreprises de mode \u00e9taient d\u00e9j\u00e0 \u00e0 court de liquidit\u00e9s.<\/p>\n

\u00a0<\/p>\n

\u00ab\u2009Les entreprises de mode poss\u00e9dant des magasins physiques sont soumises \u00e0 une forte pression en raison des achats en ligne. De plus, les acteurs appartenant au segment interm\u00e9diaire du march\u00e9 \u00e9prouvent des difficult\u00e9s<\/a>, car, avant la pand\u00e9mie, le comportement des consommateurs s\u2019\u00e9tait d\u00e9j\u00e0 tourn\u00e9 vers le luxe, le luxe abordable et le concept de value\u2009<\/em>\u00bb, d\u00e9clarent les experts Achim Berg et Karsten Lafrenz de McKinsey \u00e0 la revue sp\u00e9cialis\u00e9e allemande Textil Wirtschaft.<\/p>\n

\u00a0<\/p>\n

Les fermetures de magasins exacerbent les probl\u00e8mes\u00a0: les banques et les investisseurs en capital priv\u00e9 r\u00e9fl\u00e9chissent donc actuellement \u00e0 deux fois avant de continuer \u00e0 financer une entreprise. Les consultants s\u2019attendent donc \u00e0 une vague de consolidation\u00a0: \u00ab\u2009Certaines entreprises jetteront l\u2019\u00e9ponge, d\u2019autres seront rachet\u00e9es. Le commerce physique va diminuer. Les magasins situ\u00e9s \u00e0 des emplacements de premier choix continueront d\u2019exister, mais de nombreux magasins situ\u00e9s \u00e0 des emplacements secondaires seront eux mis en vente.\u2009\u00bb<\/p>\n

\u00a0<\/p>\n

\u00ab\u2009Pas de reprise avant No\u00ebl\u2009\u00bb<\/h2>\n

Pour les experts, le commerce \u00e9lectronique ne peut actuellement pas compenser les pertes, mais \u00e0 long terme, il sera bien le vainqueur dans cette crise\u00a0: \u00ab\u2009\u00c0 l\u2019heure actuelle, le commerce \u00e9lectronique souffre aussi de la crise du Covid-19. Les acteurs en ligne \u00e9voquent une baisse des activit\u00e9s allant de 5 \u00e0 20\u00a0%. Les clients restent \u00e0 la maison et passent plus de temps sur Internet, mais se montrent pourtant r\u00e9ticents \u00e0 faire des achats. Les fournisseurs en ligne se voient par cons\u00e9quent contraints d\u2019introduire des r\u00e9ductions de prix importantes. \u00c0 long terme, cependant, le commerce \u00e9lectronique sera le vainqueur de cette crise.\u2009\u00bb<\/p>\n

\u00a0<\/p>\n

Les d\u00e9taillants doivent r\u00e9fl\u00e9chir \u00e0 l\u2019agencement de leurs boutiques en ligne s\u2019ils veulent r\u00e9ussir sur Internet. \u00ab\u2009Prenez l\u2019exemple du click & collect. De nombreux magasins sont con\u00e7us de telle mani\u00e8re que les clients doivent d\u2019abord parcourir toute la boutique avant d\u2019atteindre l\u2019\u00e9cran tactile avec la fonction \u201cclick & collect\u201d. Dans le contexte actuel, il peut \u00eatre judicieux de d\u00e9placer cette fonctionnalit\u00e9 sur la page d\u2019accueil. Beaucoup de consommateurs pr\u00e9f\u00e8reront effectivement \u00e9viter l\u2019agitation des prochaines semaines par crainte d\u2019\u00eatre contamin\u00e9s.\u2009\u00bb<\/p>\n

\u00a0<\/p>\n

Car m\u00eame si la plupart des magasins rouvrent dans quelques semaines, les clients resteront h\u00e9sitants\u00a0: les achats seront moins agr\u00e9ables en raison des mesures de protection n\u00e9cessaires. Les chiffres d\u2019affaires issus des ventes physiques se situeront sans doute \u00e0 30 \u00e0 40\u00a0% en dessous du niveau normal. \u00ab\u2009Nous ne croyons pas en une courbe de croissance en V. La relance prendra du temps. Ce n\u2019est que lors du trimestre de No\u00ebl qu\u2019on pourrait observer un retour \u00e0 la normale.\u2009\u00bb<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Les mesures contre la propagation du coronavirus touchent de plein fouet le secteur de la mode. Le cabinet de conseil McKinsey a soumis le secteur \u00e0 un test de r\u00e9sistance. Le r\u00e9sultat est alarmant\u00a0: nous ne devons pas compter sur une reprise rapide. \u00a0 Vague de consolidation attendue Le c\u00e9l\u00e8bre cabinet de conseil en strat\u00e9gie […]<\/p>\n","protected":false},"author":1,"featured_media":40074,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-40077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus"],"acf":[],"yoast_head":"\nLes probl\u00e8mes de liquidit\u00e9s touchent rapidement les d\u00e9taillants de mode - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les mesures contre la propagation du coronavirus touchent de plein fouet le secteur de la mode. 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