{"id":53794,"date":"2022-01-28T11:48:45","date_gmt":"2022-01-28T11:48:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/hm-veut-doubler-ses-ventes-dici-a-2030\/"},"modified":"2022-01-28T11:48:45","modified_gmt":"2022-01-28T11:48:45","slug":"hm-veut-doubler-ses-ventes-dici-a-2030","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-veut-doubler-ses-ventes-dici-a-2030\/","title":{"rendered":"H&M veut doubler ses ventes d\u2019ici \u00e0 2030"},"content":{"rendered":"

Le g\u00e9ant de la mode H&M<\/strong> a enregistr\u00e9 un b\u00e9n\u00e9fice multipli\u00e9 par neuf par rapport \u00e0 celui de l’ann\u00e9e derni\u00e8re. La rentabilit\u00e9 a donc atteint un niveau in\u00e9dit depuis plusieurs ann\u00e9es, et le chiffre d’affaires a retrouv\u00e9 le niveau d’avant la pand\u00e9mie. Il est donc temps pour le g\u00e9ant de la mode rapide de se fixer de nouveaux objectifs…<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Malgr\u00e9 le boycott chinois<\/h2>\n

H&M a termin\u00e9 l’ann\u00e9e en beaut\u00e9, indique la PDG, Helena Helmersson\u00a0: au dernier trimestre, le chiffre d\u2019affaires a grimp\u00e9 de 8\u00a0% hors effets de taux de change et, pour l’ensemble de l’ann\u00e9e, le chiffre d\u2019affaires net a augment\u00e9 de 6\u00a0% pour atteindre 199\u00a0milliards de couronnes (19\u00a0milliards d’euros). L’augmentation des b\u00e9n\u00e9fices a \u00e9t\u00e9 particuli\u00e8rement spectaculaire\u00a0: rien qu\u2019au quatri\u00e8me trimestre, les b\u00e9n\u00e9fices nets ont augment\u00e9 de 86\u00a0%, tandis que sur l’ensemble de l’exercice, ils ont \u00e9t\u00e9 multipli\u00e9s par neuf par rapport aux chiffres de l’ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n

\u00a0<\/p>\n

Bien s\u00fbr, cette forte augmentation est \u00e9troitement li\u00e9e \u00e0 la faible base de comparaison en 2020\u00a0: \u00e0 l’\u00e9poque, il ne restait que 1,2\u00a0milliard de couronnes (110\u00a0millions d’euros) de b\u00e9n\u00e9fices, contre 11\u00a0milliards de couronnes (1\u00a0milliard d’euros) aujourd’hui. Il s’agit n\u00e9anmoins des meilleurs chiffres de b\u00e9n\u00e9fices depuis des ann\u00e9es<\/a>, d\u00e9clare Helmersson, qui a r\u00e9alis\u00e9 des \u00e9conomies substantielles et ferm\u00e9 bon nombre de magasins. Plus de 200 magasins ont en effet ferm\u00e9 leurs portes l’ann\u00e9e derni\u00e8re.<\/p>\n

\u00a0<\/p>\n

H&M a \u00e9galement \u00e9t\u00e9 durement touch\u00e9 par un boycott en Chine l’ann\u00e9e derni\u00e8re. Le groupe de mode, comme de nombreuses autres marques de v\u00eatements, a \u00e9t\u00e9 critiqu\u00e9 pour avoir fait produire des v\u00eatements par des Ou\u00efgours, une minorit\u00e9 chinoise opprim\u00e9e, dans des camps p\u00e9nitentiaires. La promesse d\u2019H&M de ne plus s’approvisionner en coton dans la r\u00e9gion a mis les Chinois en col\u00e8re<\/a>. Ce boycott \u00e0 grande \u00e9chelle n’a pas \u00e9t\u00e9 sans cons\u00e9quence\u00a0: le chiffre d\u2019affaires a chut\u00e9 de 40\u00a0% et la Chine est subitement pass\u00e9 du troisi\u00e8me au huiti\u00e8me march\u00e9.<\/p>\n

\u00a0<\/p>\n

Des centaines d\u2019autres magasins vont fermer<\/h2>\n

Aujourd’hui, Helmersson se dit \u00e0 nouveau optimiste pour l’avenir et nourrit de grandes ambitions\u00a0: le groupe H&M veut doubler son chiffre d\u2019affaires d’ici \u00e0 2030. \u00c0 plus long terme, la PDG souhaite retrouver des taux de croissance annuels \u00e0 deux chiffres<\/a>. Cependant, pour les analystes, seule une croissance d’environ 50\u00a0% sera r\u00e9alisable sur cette p\u00e9riode. Cet objectif de croissance est \u00e9galement quelque peu difficile \u00e0 concilier avec les objectifs en mati\u00e8re de durabilit\u00e9 que poursuit l’entreprise\u00a0: elle entend r\u00e9duire de moiti\u00e9 son empreinte carbone au cours de la m\u00eame p\u00e9riode.<\/p>\n

\u00a0<\/p>\n

Pour atteindre ces objectifs, H&M investira un milliard d’euros suppl\u00e9mentaires cette ann\u00e9e, principalement dans la technologie, la cha\u00eene d’approvisionnement, les \u00e9nergies renouvelables et les mat\u00e9riaux durables. Et le groupe su\u00e9dois continuera \u00e0 r\u00e9duire son r\u00e9seau de magasins\u00a0: il pr\u00e9voit de fermer un total net de 120 magasins cette ann\u00e9e, principalement en Europe. Helmersson souhaite \u00e9galement r\u00e9duire les stocks d’invendus, les co\u00fbts et les d\u00e9marques.<\/p>\n

\u00a0<\/p>\n

Weekday vend en gros<\/h2>\n

Parall\u00e8lement, la marque filiale Weekday<\/strong> fait son entr\u00e9e sur le march\u00e9 de la vente en gros\u00a0: dans les pays germanophones, les d\u00e9taillants physiques peuvent d\u00e9sormais acheter la marque pour leurs boutiques<\/a>, rapporte FashionUnited. Si Weekday travaillait d\u00e9j\u00e0 avec les plateformes de commerce \u00e9lectronique Zalando et Asos, aujourd’hui la marque \u00e9tend ses activit\u00e9s de vente en gros.<\/p>\n

\u00a0<\/p>\n

H&M ouvrira des magasins physiques sur six nouveaux march\u00e9s cette ann\u00e9e\u00a0: l\u2019\u00c9quateur, le Kosovo et la Mac\u00e9doine du Nord, ainsi que le Costa Rica, le Guatemala et le Cambodge par le biais de franchises. En outre, H&M poursuivra son d\u00e9ploiement en ligne en 2022 et d\u00e9barquera en Bi\u00e9lorussie, en Colombie, au Kazakhstan, au P\u00e9rou et en Ukraine.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le g\u00e9ant de la mode H&M a enregistr\u00e9 un b\u00e9n\u00e9fice multipli\u00e9 par neuf par rapport \u00e0 celui de l’ann\u00e9e derni\u00e8re. La rentabilit\u00e9 a donc atteint un niveau in\u00e9dit depuis plusieurs ann\u00e9es, et le chiffre d’affaires a retrouv\u00e9 le niveau d’avant la pand\u00e9mie. Il est donc temps pour le g\u00e9ant de la mode rapide de se […]<\/p>\n","protected":false},"author":1,"featured_media":53792,"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-53794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nH&M veut doubler ses ventes d\u2019ici \u00e0 2030 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les b\u00e9n\u00e9fices d\u2019H&M ont \u00e9t\u00e9 multipli\u00e9s par neuf l'ann\u00e9e derni\u00e8re (bien que cette image soit quelque peu d\u00e9form\u00e9e par le Covid). Il est donc temps pour le g\u00e9ant de la mode rapide de se fixer de nouveaux objectifs...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-veut-doubler-ses-ventes-dici-a-2030\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&M veut doubler ses ventes d\u2019ici \u00e0 2030 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Les b\u00e9n\u00e9fices d\u2019H&M ont \u00e9t\u00e9 multipli\u00e9s par neuf l'ann\u00e9e derni\u00e8re (bien que cette image soit quelque peu d\u00e9form\u00e9e par le Covid). 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