{"id":5499,"date":"2014-04-09T06:13:07","date_gmt":"2014-04-09T06:13:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/lenseigne-e5-mode-se-prepare-pour-lavenir\/"},"modified":"2014-04-09T06:13:07","modified_gmt":"2014-04-09T06:13:07","slug":"lenseigne-e5-mode-se-prepare-pour-lavenir","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/lenseigne-e5-mode-se-prepare-pour-lavenir\/","title":{"rendered":"L\u2019enseigne e5 mode se pr\u00e9pare pour l\u2019avenir"},"content":{"rendered":"

Nouveau concept de magasin et magasins en centre-ville<\/h2>\n

La cha\u00eene belge e5 mode, qui f\u00eate cette ann\u00e9e son 35\u00e8me anniversaire<\/strong>, compte actuellement 70 magasins dans notre pays. Tous sont implant\u00e9s le long de grands axes ou dans des parcs commerciaux et l\u2019ouverture fin 2014 d\u2019un 71\u00e8me point de vente dans le retail park de Mitiska \u00e0 Dilbeek n\u2019y fera pas exception.<\/p>\n

Une formule qui a port\u00e9 ses fruits, car l\u2019enseigne ces cinq derni\u00e8res ann\u00e9es est parvenue \u00e0 augmenter son chiffre d\u2019affaires de 70 millions d\u2019euros \u00e0 93 millions d\u2019euros<\/strong>, alors que son b\u00e9n\u00e9fice a \u00e9t\u00e9 multipli\u00e9 par cinq. Preuve selon Ronald Boeckx qu\u2019 \u00ab apr\u00e8s avoir connu un creux il y a cinq ans, la cha\u00eene a repris pied \u00bb.<\/p>\n

Mais le retailer n\u2019entend pas se reposer sur ses lauriers et continue d\u2019investir dans l\u2019innovation et\u00a0 l\u2019expansion. Ainsi un nouveau concept de magasin est test\u00e9 dans quelques points de vente<\/strong>. Une fois le nouveau concept bien en place, il sera \u00e9tendu \u00e0 tout le pays, au rythme de dix \u00e0 quinze magasins par an. \u00ab Il est indispensable de proc\u00e9der \u00e0 un rafra\u00eechissement complet au moins une fois par d\u00e9cennie \u00bb, estime Boeckx.\u00a0\u00a0\u00a0 \u00a0<\/p>\n

Par ailleurs le CEO envisage l\u2019ouverture de magasins dans les centres-villes<\/strong> : \u00ab Chacune de nos marques est destin\u00e9e \u00e0 un groupe cible bien d\u00e9fini et nous allons donner \u00e0 chacune d’entre elles davantage d’exposition. Nous consacrerons d’ailleurs \u00e0 cette op\u00e9ration une part significative de notre budget marketing. Pass\u00e9e cette premi\u00e8re phase, une fois que nous aurons jug\u00e9 de l’impact positif de cette nouvelle exposition, nous ferons un test dans les centres-villes \u00bb, confiait-il dans le Magazine RetailDetail.<\/p>\n

\n
Expansion online \u00e0 l\u2019\u00e9tranger<\/h2>\n

Bien que la marque vise avant tout la cat\u00e9gorie d\u2019\u00e2ge des plus de 40 ans, e5 mode\u00a0 estime que le canal online rec\u00e8le encore un \u00e9norme potentiel de croissance<\/strong>. Afin de renforcer sa pr\u00e9sence sur internet, Shopinvest, le holding qui chapeaute e5 mode, a repris l\u2019automne dernier le shopping club online Outlet Avenue.<\/p>\n

Boeckx : \u00ab Ce rachat nous permet de disposer de deux canaux de distribution \u2013 physique et \u00e9lectronique \u2013 tant pour notre offre classique que pour notre propre outlet. Il faut savoir que, comme nos concurrents d’ailleurs, nous restons en fin de saison avec 10% d’invendu<\/strong>s. On peut soit les remettre dans le circuit normal en les m\u00ealant aux nouvelles collections, soit choisir l’outlet. Chez e5, ces invendus repr\u00e9sentent quelque 350.000 pi\u00e8ces chaque ann\u00e9e. \u00bb<\/p>\n

En outre e5 a bien l’intention de s’\u00e9tendre \u00e0 l’\u00e9tranger via le net<\/strong> : alors qu\u2019en 2014 la cha\u00eene s\u2019\u00e9tait concentr\u00e9e sur les Pays-Bas et la France, en 2015 elle compte s\u2019attaquer aux pays germanophones, notamment l\u2019Allemagne, l\u2019Autriche et la Suisse, \u00ab car le profil de cette client\u00e8le est semblable au n\u00f4tre. \u00bb Les ventes s\u2019y d\u00e9roulent soit via le propre webshop de e5, soit via des places de march\u00e9 ou de grands magasins online.<\/p>\n

\n
Collections mensuelles<\/h2>\n

Aujourd’hui, sans grands investissements marketing, le commerce en ligne de la cha\u00eene a atteint le niveau d’un magasin classique et continue de se d\u00e9velopper rapidement. \u00ab L’envoi d’une newsletter g\u00e9n\u00e8re 20 \u00e0 30.000 visites sur le site et les ventes sur le net sont b\u00e9n\u00e9ficiaires<\/strong> \u00bb, souligne Boeckx.<\/p>\n

La moiti\u00e9 des clients ayant achet\u00e9 en ligne enl\u00e8vent leur commande en magasin. Les ventes en ligne ne donnent lieu qu’\u00e0 10% de retours<\/strong> : \u00ab Tout simplement parce qu’en cas de probl\u00e8me, nos magasins proc\u00e8dent \u00e0 l’\u00e9change des v\u00eatements qui ne conviennent pas. \u00bb<\/p>\n

Afin de r\u00e9pondre au mieux \u00e0 la demande de cette client\u00e8le, le retailer souhaite acc\u00e9l\u00e9rer la rotation des collections : \u00ab Nous aimerions \u00e9voluer vers une offre mensuelle<\/strong>. Ce serait plus facile d’un point de vue logistique car il ne faudrait plus que toutes les collections soient propos\u00e9es en m\u00eame temps en magasin. \u00bb<\/p>\n

\u00a0<\/p>\n

Ronald Boeckx exposera son point de vue sur l\u2019avenir du secteur de la mode lors du RetailDetail Congress du 24 avril. Cliquez ici pour vous inscrire et pour de plus amples informations.<\/a><\/p>\n

La version compl\u00e8te de cette interview est parue dans un pr\u00e9c\u00e9dent num\u00e9ro du Magazine RetailDetail<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Nouveau concept de magasin et magasins en centre-ville La cha\u00eene belge e5 mode, qui f\u00eate cette ann\u00e9e son 35\u00e8me anniversaire, compte actuellement 70 magasins dans notre pays. Tous sont implant\u00e9s le long de grands axes ou dans des parcs commerciaux et l\u2019ouverture fin 2014 d\u2019un 71\u00e8me point de vente dans le retail park de Mitiska […]<\/p>\n","protected":false},"author":1,"featured_media":84,"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-5499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nL\u2019enseigne e5 mode se pr\u00e9pare pour l\u2019avenir - RetailDetail BE<\/title>\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\/lenseigne-e5-mode-se-prepare-pour-lavenir\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019enseigne e5 mode se pr\u00e9pare pour l\u2019avenir - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Nouveau concept de magasin et magasins en centre-ville La cha\u00eene belge e5 mode, qui f\u00eate cette ann\u00e9e son 35\u00e8me anniversaire, compte actuellement 70 magasins dans notre pays. 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