{"id":6025,"date":"2014-06-11T06:14:05","date_gmt":"2014-06-11T06:14:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/talking-french-passe-a-la-vitesse-superieure\/"},"modified":"2014-06-11T06:14:05","modified_gmt":"2014-06-11T06:14:05","slug":"talking-french-passe-a-la-vitesse-superieure","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/talking-french-passe-a-la-vitesse-superieure\/","title":{"rendered":"Talking French passe \u00e0 la vitesse sup\u00e9rieure"},"content":{"rendered":"<h2>Les managers f\u00e9minins pensent \u00e0 plus long terme<\/h2>\n<p>\u00ab En 2010 et 2011, Talking French a \u00e9t\u00e9 au point mort pendant deux ans \u00bb, pr\u00e9cise Maes.\u00a0 \u00ab Ensuite, l\u2019entreprise a \u00e9t\u00e9 rachet\u00e9e par Xavier Painblanc et son \u00e9pouse Ann et nous avons imm\u00e9diatement travaill\u00e9 \u00e0 l\u2019avenir de l\u2019entreprise. \u00bb<\/p>\n<p>Maes dirige la marque de pr\u00eat-\u00e0-porter f\u00e9minin depuis octobre 2012.\u00a0 Auparavant, elle a occup\u00e9 diverses fonctions chez Mexx (1983-1988), ensuite, elle a travaill\u00e9 en tant que country manager retail Benelux chez Esprit (1988-2009) et en tant que manager Benelux au sein du groupe allemand s.Oliver.\u00a0 \u00ab J\u2019y ai appris le travail structur\u00e9 dans une entreprise cot\u00e9e en bourse et la minutie d\u2019une entreprise allemande. C\u2019est d\u2019ailleurs une des caract\u00e9ristiques des managers f\u00e9minins : lors de la prise de d\u00e9cision, elles tiennent davantage compte du long terme \u00bb, affirme-t-elle.<\/p>\n<p>Katrien Maes est nomin\u00e9e pour le &lsquo;Fashion Personality of the Year Award&rsquo;, tout comme le directeur g\u00e9n\u00e9ral d\u2019e5 mode, Ronald Boeckx, et le pr\u00e9sident de Veritas, Marc Peeters.\u00a0 Ce prix sera remis le 12 juin <a target=\"_blank\" href=\"fr\/events\" rel=\"noopener\">lors du Belgian Fashion Congress de RetailDetail<\/a>.<\/p>\n<h2>\n<br \/>Une marque qui s&rsquo;adresse \u00e0 la femme active<\/h2>\n<p>Talking French s\u2019adresse principalement \u00e0 la femme citadine active, \u00e2g\u00e9e de 25 \u00e0 38 ans, qui a fait des \u00e9tudes et a un bon travail, qui souhaite s\u2019\u00e9panouir tout en \u00e9tant soucieuse de la mode, qui aime la qualit\u00e9 et est attentive aux d\u00e9tails.<\/p>\n<p>\u00ab Nous tentons entre autres de fid\u00e9liser ces clients en leur offrant un bon service.\u00a0 Ensuite, nous continuons \u00e0 les informer via des mailings personnalis\u00e9s et nous sommes actifs sur les r\u00e9seaux sociaux.\u00a0 Des \u00e9tudes de march\u00e9 ont d\u00e9montr\u00e9 que la satisfaction client\u00e8le est tr\u00e8s \u00e9lev\u00e9e chez nous. \u00bb<\/p>\n<p>N\u00e9anmoins, il y une certaine \u00e9volution dans l\u2019approche de la client\u00e8le. \u00ab Nous souhaitons rajeunir l\u00e9g\u00e8rement notre public cible et mettre davantage l\u2019accent sur l\u2019aspect mode.\u00a0 Nous avons opt\u00e9 trop lontemps pour les m\u00eames couleurs, les m\u00eames imprim\u00e9s et les m\u00eames tissus, alors que le consommateur change tr\u00e8s rapidement \u00bb, affirme Maes.<\/p>\n<h2>\n<br \/>Adaptation du r\u00e9seau de distribution<\/h2>\n<p>Maes souhaitait \u00e9galement voir \u00e9voluer le r\u00e9seau de distribution : \u00ab A l\u2019\u00e9poque, nous avions sur le march\u00e9 belge un r\u00e9seau de magasins en gestion propre, compl\u00e9t\u00e9 par quelques shop-in-shops \u00e0 l\u2019Inno.\u00a0 Aux Pays-Bas, nous disposions d\u2019un r\u00e9seau limit\u00e9 de trois franchis\u00e9s. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Toutefois la marque a d\u00e9cid\u00e9 de mettre un terme \u00e0 sa collaboration avec Inno. \u00ab Elle \u00e9tait n\u00e9faste pour notre image.\u00a0 De plus, le contrat nous \u00e9tait trop d\u00e9favorable. \u00bb Entre-temps, le r\u00e9seau de franchis\u00e9s aux Pays-Bas a \u00e9galement \u00e9t\u00e9 r\u00e9duit : des trois magasins qui appartenaient \u00e0 la cha\u00eene, seul un est encore actif.<\/p>\n<h2>\n<br \/>Le commerce de gros atteint une nouvelle client\u00e8le<\/h2>\n<p>Cette rationalisation a largement \u00e9t\u00e9 compens\u00e9e par le commerce de gros : \u00ab Nous nous sommes lanc\u00e9s dans l\u2019activit\u00e9 de grossiste.\u00a0 Ainsi, nous pouvons approvisionner nos propres magasins o\u00f9 nous vendons uniquement nos propres assortiments, mais \u00e9galement les magasins multimarques.\u00a0 Les premiers contrats ont \u00e9t\u00e9 conclus durant l\u2019\u00e9t\u00e9 2013 et concernent les livraisons de l\u2019\u00e9t\u00e9 2014.\u00a0 Aujourd\u2019hui, nous entamons notre troisi\u00e8me saison de vente en gros. \u00bb<\/p>\n<p>\u00ab Ainsi, nous suivons le chemin inverse de la plupart des autres cha\u00eenes qui se lancent via le commerce de gros pour ensuite passer \u00e0 leurs propres magasins. Nous avons d\u00e9marr\u00e9 avec nos propres magasins pour ensuite nous lancer en tant que grossiste. Avec nos propres magasins, nous ne pouvions pas atteindre toutes les villes du pays.\u00a0 Via les livraisons aux magasins multimarques, il nous est possible de couvrir tout le territoire.\u00a0 De plus, nous touchons ainsi une autre client\u00e8le. \u00bb<\/p>\n<p>Le d\u00e9veloppement de l\u2019activit\u00e9 de commerce en gros n\u2019\u00e9tait pourtant pas \u00e9vident. \u00ab Pour ce faire, nous avons d\u00fb nous concentrer sur la totalit\u00e9 du processus de production. Il n\u2019\u00e9tait pas possible de l\u2019int\u00e9grer compl\u00e8tement au syst\u00e8me informatique existant. Nous avons d\u00e8s lors d\u00e9velopp\u00e9 une toute nouvelle plate-forme permettant de suivre les livraisons au d\u00e9part des divers pays de production ainsi que la distribution des marchandises \u00e0 travers les diff\u00e9rents canaux de distribution (magasins en propre, wholesale et webshop) et \u00e0 laquelle les syst\u00e8mes de caisse sont reli\u00e9s. Aujourd&rsquo;hui tout se passe sur une seule plate-forme IT au lieu d\u2019une multitude de bases de donn\u00e9es. \u00bb<\/p>\n<h2>\n<br \/>Expansion internationale online et wholesale<\/h2>\n<p>Talking French est \u00e9galement actif dans l&rsquo;e-commerce. \u00ab Nous avons d\u00e9but\u00e9 \u00e0 la fin de l\u2019ann\u00e9e derni\u00e8re.\u00a0 A l\u2019heure actuelle, nous apportons encore quelques modifications au syst\u00e8me.\u00a0 Le commerce en ligne attire un autre groupe de consommateurs sensibles aux offres sp\u00e9ciales. A partir de cet automne, nous mettrons \u00e9galement l\u2019accent sur l\u2019omnichannel dans nos boutiques, mais nous devons encore faire quelques adaptations techniques, comme l\u2019ajustement de la structure du webshop. \u00bb<\/p>\n<p>Talking French a \u00e9galement des projets d\u2019expansion \u00e0 l\u2019international. Ce mouvement a d\u00e9j\u00e0 \u00e9t\u00e9 enclench\u00e9 via le webshop, maintenant l\u2019entreprise veut \u00e9galement le d\u00e9ployer via l\u2019activit\u00e9 de commerce en gros. \u00ab L\u2019objectif est de construire progressivement notre marque via ce canal.\u00a0 On pourrait travailler via des franchis\u00e9s, mais ce n\u2019est pas si \u00e9vident que cela, puisqu\u2019il faut trouver de bons partenaires qui soient impliqu\u00e9s et aient un appui financier suffisamment solide.\u00a0 De plus, m\u00eame si nous sommes tr\u00e8s connus en Belgique, ce\u00a0 n\u2019est pas encore le cas \u00e0 l\u2019\u00e9tranger. \u00bb<\/p>\n<h2>\n<br \/>Talking French est ouvert \u00e0 de bons projets<\/h2>\n<p>O\u00f9 Talking French souhaite-t-il se situer dans cinq ans ?\u00a0 \u00ab Nous souhaiterions devenir une marque belge reconnue, \u00e0 laquelle les femmes se sentent li\u00e9es.\u00a0 Actuellement, on peut nous trouver dans 24 boutiques.\u00a0 L&rsquo;objecitf n\u2019est pas d&rsquo;augmenter fortement ce nombre, mais nous sommes ouverts \u00e0 de bons projets.\u00a0 Ainsi, nous aimerions entre autres \u00eatre pr\u00e9sents \u00e0 Uplace. \u00bb<\/p>\n<p>\u00ab Nous n\u2019h\u00e9siterons pas \u00e0 fermer les magasins qui ne sont pas rentables. Nous aimerions \u00e9galement avoir fait les premiers pas \u00e0 l\u2019international. A l\u2019heure actuelle, nous avons deux collections par an.\u00a0 L\u2019objectif est de proposer \u00e9galement des collections de mi-saisons \u00bb, pr\u00e9cise Maes.<\/p>\n<p>\u00a0<\/p>\n<p><strong>Qui est selon vous la personnalit\u00e9 du monde de la mode de 2014<\/strong> ? Venez <a target=\"_blank\" href=\"fr\/events\" rel=\"noopener\">assister le 12 juin au 2\u00e8me Belgian Fashion Congress<\/a> et votez. Ne tardez pas trop longtemps, les places sont limit\u00e9es !<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Laure Jacobs<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les managers f\u00e9minins pensent \u00e0 plus long terme \u00ab En 2010 et 2011, Talking French a \u00e9t\u00e9 au point mort pendant deux ans \u00bb, pr\u00e9cise Maes.\u00a0 \u00ab Ensuite, l\u2019entreprise a \u00e9t\u00e9 rachet\u00e9e par Xavier Painblanc et son \u00e9pouse Ann et nous avons imm\u00e9diatement travaill\u00e9 \u00e0 l\u2019avenir de l\u2019entreprise. \u00bb Maes dirige la marque de pr\u00eat-\u00e0-porter [&hellip;]<\/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":[40],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-6025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-bleed"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Talking French passe \u00e0 la vitesse sup\u00e9rieure - 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\/in-bleed\/talking-french-passe-a-la-vitesse-superieure\/\" \/>\n<meta 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