{"id":50973,"date":"2021-09-09T12:51:57","date_gmt":"2021-09-09T12:51:57","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/comment-ca-traduit-sa-vision-de-la-durabilite-en-langage-humain\/"},"modified":"2021-09-09T12:51:57","modified_gmt":"2021-09-09T12:51:57","slug":"comment-ca-traduit-sa-vision-de-la-durabilite-en-langage-humain","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-ca-traduit-sa-vision-de-la-durabilite-en-langage-humain\/","title":{"rendered":"Comment C&amp;A traduit sa vision de la durabilit\u00e9 en langage humain"},"content":{"rendered":"<p><span style=\"background-color:white\">Comment rendre des formules complexes comme \u00ab\u00a0circulaire\u00a0\u00bb et \u00ab\u00a0cradle to cradle\u00a0\u00bb compr\u00e9hensibles pour le personnel et les clients\u2009? La mani\u00e8re dont l\u2019enseigne de mode\u00a0<strong>C&amp;A<\/strong>\u00a0rel\u00e8ve ce d\u00e9fi pourrait \u00e9galement inspirer d\u2019autres retailers.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">La durabilit\u00e9 est d\u00e9sormais la norme<\/span><\/h2>\n<p><span style=\"background-color:white\">Cet \u00e9t\u00e9, l\u2019enseigne de mode C&amp;A a lanc\u00e9\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/ca-rel%C3%A8ve-ses-objectifs-en-mati%C3%A8re-de-d%C3%A9veloppement-durable\">une nouvelle strat\u00e9gie ambitieuse en mati\u00e8re de durabilit\u00e9<\/a>\u00a0qui met l\u2019accent sur un approvisionnement plus durable, des principes circulaires et la r\u00e9duction de la consommation de plastiques \u00e0 usage unique. Le retailer prend ainsi les devants dans le secteur de la mode et s\u2019engage fermement en faveur de la transparence. \u00ab\u00a0Chez C&amp;A, nous disons toujours que la durabilit\u00e9 devrait \u00eatre la norme. Nous voulons aider nos clients \u00e0 faire des choix durables\u00a0\u00bb, d\u00e9clarent Catherine Louies, Head of Transparency and Circular Innovation, et Eva van Elst, Leader Communication Benelux chez l\u2019enseigne de mode.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u00a0Nous y avons d\u00e9j\u00e0 accompli d\u2019\u00e9normes progr\u00e8s\u00a0: notre collection en coton biologique, par exemple, n\u2019a jamais \u00e9t\u00e9 vendue \u00e0 un prix plus \u00e9lev\u00e9 que les collections ordinaires.\u00a0\u00bb Mais l\u2019un des principaux d\u00e9fis reste la communication de cette strat\u00e9gie aux employ\u00e9s, aux clients et aux autres parties prenantes.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Cr\u00e9dibilit\u00e9<\/span><\/h2>\n<p><span style=\"background-color:white\">Un exemple\u2009? \u00ab\u00a0L\u2019une de nos plus grandes r\u00e9ussites est notre collection certifi\u00e9e Cradle to Cradle\u00a0: r\u00e9cemment, nous avons m\u00eame lanc\u00e9 une paire de jeans dont le denim a d\u00e9roch\u00e9 une certification Cradle to Cradle platine, la seule au monde \u00e0 ce jour. Mais comment expliquer aux clients que ce tissu innovant est actuellement l\u2019un des meilleurs au monde\u2009? Circularit\u00e9 est un terme compliqu\u00e9, \u201ccradle to cradle\u201d une formule difficile \u00e0 comprendre&#8230; Nous, nous voulons rendre la durabilit\u00e9 accessible. Dans ces conditions, comment traduire ces termes d\u2019une mani\u00e8re attrayante, mais correcte pour nos clients\u2009?\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">La t\u00e2che n\u2019est pas facile, d\u2019autant que C&amp;A veut \u00e9viter tout \u00ab\u00a0greenwashing\u00a0\u00bb. \u00ab\u00a0\u00c0 nos yeux, la cr\u00e9dibilit\u00e9 est essentielle\u00a0: nous ne communiquons jamais rien qui n\u2019a pas \u00e9t\u00e9 v\u00e9rifi\u00e9 ou certifi\u00e9 par une tierce partie. Nous nous imposons m\u00eame des r\u00e8gles tr\u00e8s strictes en mati\u00e8re de labellisation\u00a0: nous n\u2019apposerons pas de label si le tissu ne contient pas au moins 70\u00a0% de coton biologique, alors que vous trouverez \u00e9galement sur le march\u00e9 des produits portant un label vert qui ne contiennent que 10\u00a0% de coton bio.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Trois niveaux<\/span><\/h2>\n<p><span style=\"background-color:white\">Cela demande donc une certaine cr\u00e9ativit\u00e9\u00a0: \u00ab\u00a0Pour expliquer la circularit\u00e9, nous expliquons que le produit est con\u00e7u de mani\u00e8re \u00e0 pouvoir \u00eatre recycl\u00e9. <em>Designed to be recycled<\/em>: les gens comprennent. Et au lieu de <em>Cradle to Cradle Platinum Certified<\/em>, nous disons <em>\u201cworld\u2019s most sustainable denim\u201d<\/em>. Mais nous ajoutons la certification et nous expliquons en d\u00e9tail ce qu\u2019elle signifie exactement par la suite.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Pour simplifier les choses, C&amp;A communique \u00e0 diff\u00e9rents niveaux. \u00ab\u00a0Une premi\u00e8re couche dit aux clients de mani\u00e8re tr\u00e8s simple, claire et inspirante\u00a0: \u201cc\u2019est un bon produit\u201d. Nous le faisons \u00e0 l\u2019aide d\u2019ic\u00f4nes, de tags, d\u2019informations affich\u00e9es dans la boutique en ligne et le magasin. \u00c0 un deuxi\u00e8me niveau, nous avons cr\u00e9\u00e9 un <em>sustainability hub<\/em> o\u00f9 nous expliquons plus en d\u00e9tail, mais toujours dans le langage du client, ce que tout cela signifie. Nous le faisons en ligne, par exemple avec des quiz et des graphiques simples qui expliquent ce qui est si bon dans le produit en question. \u00c0 un troisi\u00e8me niveau, nous allons vraiment en profondeur avec le site web consacr\u00e9 \u00e0 la durabilit\u00e9 et dans nos rapports sur la durabilit\u00e9, o\u00f9 vous trouverez toutes les sp\u00e9cifications techniques.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Int\u00e9r\u00eat croissant<\/span><\/h2>\n<p><span style=\"background-color:white\">Le r\u00f4le des employ\u00e9s ne doit pas \u00eatre sous-estim\u00e9\u00a0: eux aussi doivent bien comprendre ce dont il s\u2019agit afin de pouvoir r\u00e9pondre correctement et clairement aux questions des clients. Par exemple, C&amp;A donne aux employ\u00e9s des magasins des cartes \u00e0 accrocher au ruban qu\u2019ils portent autour de leur cou, avec des phrases cl\u00e9s en guise d\u2019aide-m\u00e9moire quand des clients posent des questions sp\u00e9cifiques.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u00a0Pour certains, il suffit qu\u2019il soit \u00e9crit \u201cbio\u201d sur l\u2019\u00e9tiquette, mais nous avons des clients plus critiques qui ne s\u2019en contentent pas. Le service client\u00e8le a constat\u00e9 une r\u00e9elle augmentation du nombre de questions concernant la durabilit\u00e9. Ce n\u2019est pas une mode, les gens veulent de la clart\u00e9. Par exemple, nous constatons \u00e9galement une augmentation consid\u00e9rable de l\u2019int\u00e9r\u00eat chez les \u00e9tudiants\u00a0: les th\u00e8ses sur le sujet sont de plus en plus nombreuses. Notre d\u00e9partement des ressources humaines a remarqu\u00e9 que notre activit\u00e9 dans la durabilit\u00e9 attirait des candidats. Les jeunes appr\u00e9cient nos efforts.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Programme ambitieux<\/span><\/h2>\n<p><span style=\"background-color:white\">Comment C&amp;A prend-il de nouvelles mesures en faveur de la mode circulaire, et quels obstacles le retailer rencontre-t-il dans ce programme ambitieux\u2009? Catherine Louies et Eva van Elst vous en diront plus \u00e0 ce sujet au RetailDetail Day, qui aura lieu le jeudi 16\u00a0septembre dans la salle d\u2019\u00e9v\u00e9nement de RetailDetail, Shopping Stadsfeestzaal \u00e0 Annvers.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le congr\u00e8s du marketing pour le secteur de la distribution accueillera \u00e9galement des intervenants de\u00a0Zeeman, Mars Food, C&amp;A, Foodmaker, Oats Day Long, Foodmaker et Dobbi, entre autres. Un programme \u00e0 ne pas manquer\u2009! Il s\u2019agira d\u2019un \u00e9v\u00e9nement hybride\u00a0: 200 places sont disponibles pour les participants qui souhaitent vivre le congr\u00e8s sur place, en toute s\u00e9curit\u00e9. Les autres pourront suivre \u00e0 distance la diffusion en direct.\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-day-2021\">Suivez ce lien pour retrouver de plus amples informations et r\u00e9server vos billets<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment rendre des formules complexes comme \u00ab\u00a0circulaire\u00a0\u00bb et \u00ab\u00a0cradle to cradle\u00a0\u00bb compr\u00e9hensibles pour le personnel et les clients\u2009? La mani\u00e8re dont l\u2019enseigne de mode\u00a0C&amp;A\u00a0rel\u00e8ve ce d\u00e9fi pourrait \u00e9galement inspirer d\u2019autres retailers. \u00a0 La durabilit\u00e9 est d\u00e9sormais la norme Cet \u00e9t\u00e9, l\u2019enseigne de mode C&amp;A a lanc\u00e9\u00a0une nouvelle strat\u00e9gie ambitieuse en mati\u00e8re de durabilit\u00e9\u00a0qui met l\u2019accent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":50970,"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-50973","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 v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment C&amp;A traduit sa vision de la durabilit\u00e9 en langage humain - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Comment rendre des formules complexes comme \u00ab circulaire \u00bb et \u00ab cradle to cradle \u00bb compr\u00e9hensibles pour le personnel et les clients\u2009? 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