{"id":66913,"date":"2022-11-14T11:16:41","date_gmt":"2022-11-14T10:16:41","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=66913"},"modified":"2022-11-14T11:16:45","modified_gmt":"2022-11-14T10:16:45","slug":"dressr-a-terme-la-location-de-vetement-sera-aussi-importante-que-les-achats","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/dressr-a-terme-la-location-de-vetement-sera-aussi-importante-que-les-achats\/","title":{"rendered":"Dressr : \u00ab \u00c0 terme, la location de v\u00eatement sera aussi importante que les achats \u00bb"},"content":{"rendered":"\n<p>Comment faire d\u00e9couvrir au grand public un mod\u00e8le \u00e9conomique totalement neuf&nbsp;?&nbsp;<strong>Dressr<\/strong>&nbsp;est la premi\u00e8re plateforme de location de v\u00eatements en Belgique. Pour l\u2019entrepreneuse Caroline Baeten, une mode r\u00e9ellement durable impose en effet de boucler la boucle. Et aujourd\u2019hui, la start-up est pr\u00eate \u00e0 donner aux Belges le choix de consommer diff\u00e9remment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tout commence et se termine par de la pollution<\/strong><\/h2>\n\n\n\n<p>Quand elle a lanc\u00e9 Dressr, Caroline Baeten n\u2019avait pas l\u2019intention de cr\u00e9er une plateforme de location de v\u00eatements. En r\u00e9alit\u00e9, elle cherchait d\u00e9sesp\u00e9r\u00e9ment une solution durable \u00e0 sa consommation de mode \u2013 et c\u2019est par cette voie qu\u2019elle en est arriv\u00e9e \u00e0 la location. \u00c0 l\u2019occasion de l\u2019<a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/retaildetail-night-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">avant-programme Sustainability in Retail de la RetailDetail Night<\/a>, elle expliquera les opportunit\u00e9s et les pi\u00e8ges d\u2019un mod\u00e8le aussi radicalement neuf.<\/p>\n\n\n\n<p>Les maillons les plus polluants d\u2019une cha\u00eene d\u2019approvisionnement sont souvent le premier et le dernier&nbsp;: on produit en trop grande quantit\u00e9, et on finit par jeter ou d\u00e9truire trop. Ces deux points du processus lin\u00e9aire sont ceux qui g\u00e9n\u00e8rent le plus d\u2019\u00e9missions et de d\u00e9chets. La solution consiste donc \u00e0 boucler la boucle&nbsp;: des articles plus utilis\u00e9s, une production r\u00e9duite et moins de d\u00e9chets.<\/p>\n\n\n\n<p>Il faut \u00e9galement noter que les marques elles-m\u00eames sont demandeuses. Interrog\u00e9es sur les solutions durables \u00e0 m\u00eame de les int\u00e9resser, les marques locales ont syst\u00e9matiquement propos\u00e9 la location. Mais elles ont \u00e9galement expliqu\u00e9 qu\u2019il leur \u00e9tait difficile de l\u2019organiser elles-m\u00eames, car une telle plateforme implique une logistique inverse. Avec des \u00e9tudiants en MBA, Caroline Baeten a donc cherch\u00e9 \u00e0 savoir s\u2019il existait un march\u00e9 et un mod\u00e8le \u00e9conomique rentable pour la location de v\u00eatements. \u00ab&nbsp;Si ce n\u2019\u00e9tait pas le cas, nous nous serions inclin\u00e9s. Mais la r\u00e9ponse a \u00e9t\u00e9 positive sur toute la ligne.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00c9chelle<\/strong><\/h2>\n\n\n\n<p>\u00c0 long terme, la location deviendra aussi importante que l\u2019achat, estime cette entrepreneuse passionn\u00e9e. Pour les marques, le d\u00e9fi consiste par cons\u00e9quent \u00e0 rendre la location de v\u00eatements rentable et r\u00e9ellement durable \u2013 et non \u00e0 la brandir comme un simple outil de marketing. \u00ab&nbsp;C\u2019est une mani\u00e8re totalement diff\u00e9rente d\u2019appr\u00e9hender le v\u00eatement. En particulier pour les petites marques, il est pr\u00e9f\u00e9rable de travailler avec un partenaire, car de nombreux co\u00fbts ne deviennent g\u00e9rables qu\u2019\u00e0 partir d\u2019un volume donn\u00e9.&nbsp;\u00bb<\/p>\n\n\n\n<p>Comme dans tout mod\u00e8le de plateforme, une certaine \u00e9chelle est n\u00e9cessaire. Chez Dressr, les marques mettent des v\u00eatements \u00e0 disposition et re\u00e7oivent une part des revenus en \u00e9change. Cependant, la collaboration leur apporte avant tout des donn\u00e9es. \u00ab&nbsp;Pour les marques, il doit \u00eatre tr\u00e8s int\u00e9ressant de travailler avec nous&nbsp;\u00bb, poursuit Caroline Baeten. \u00ab&nbsp;Dans un mod\u00e8le lin\u00e9aire, vous perdez \u00e0 la fois votre produit et le client une fois l\u2019achat effectu\u00e9. Chez nous, le v\u00eatement et donc le client reviennent syst\u00e9matiquement. C\u2019est donc une occasion unique d\u2019obtenir un retour d\u2019exp\u00e9rience complet. Il est d\u00e9j\u00e0 arriv\u00e9 que des marques ajustent leur production \u00e0 la suite du feed-back de nos clients.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Acclimatation<\/strong><\/h2>\n\n\n\n<p>Des recherches men\u00e9es par l\u2019Universit\u00e9 d\u2019Anvers et Vito ont montr\u00e9 que Dressr avait d\u00e9j\u00e0 un impact positif. Caroline Baeten&nbsp;: \u00ab&nbsp;Tous les mod\u00e8les d\u2019affaires fond\u00e9s sur la location ne sont pas \u00e9cologiques, j\u2019en conviens. C\u2019est aussi ce qui fait la complexit\u00e9 de ce mod\u00e8le. Nous pr\u00e9f\u00e9rons travailler avec des marques locales afin de limiter la distance parcourue par les produits. Nous voulons \u00e9galement des articles de qualit\u00e9&nbsp;: tous les v\u00eatements sont nettoy\u00e9s et repass\u00e9s de mani\u00e8re professionnelle apr\u00e8s la location. Il arrive que des clients ach\u00e8tent encore des articles qui ont \u00e9t\u00e9 lou\u00e9s pendant deux ans \u2013 avec une remise qui n\u2019est m\u00eame pas exceptionnelle. Nous investissons autant que possible dans la long\u00e9vit\u00e9 de nos produits, mais cela n\u2019est possible qu\u2019avec des v\u00eatements de qualit\u00e9 au d\u00e9part.&nbsp;\u00bb<\/p>\n\n\n\n<p>Dressr compte d\u00e9j\u00e0 de nombreux ind\u00e9pendants parmi ses clients \u2013 de femmes d\u2019affaires \u00e0 des journalistes \u2013 mis a encore du pain sur la planche en mati\u00e8re de notori\u00e9t\u00e9. C\u2019est pourquoi la plateforme de location se lance dans des campagnes B2C et des locations uniques. \u00ab&nbsp;Le concept \u00e9tant totalement neuf, les clients potentiels se montrent plus attentistes. Nous lancerons nos premi\u00e8res grandes campagnes \u2013 avec un budget minimal \u2013 \u00e0 la fin de l\u2019ann\u00e9e, afin d\u2019encourager les consommateurs \u00e0 louer leurs tenues de f\u00eate cette ann\u00e9e. C\u2019est \u00e0 la fois plus respectueux de l\u2019environnement et plus \u00e9conomique. On est plus ouvert aux nouvelles solutions en temps de crise, surtout quand elles permettent de faire des \u00e9conomies.&nbsp;\u00bb La showroom de la Vredebaan \u00e0 Mortsel, ouvert le mercredi apr\u00e8s-midi au-dessus de la friperie Opnieuw &amp; Co, permet \u00e9galement d\u2019abaisser les barri\u00e8res.<\/p>\n\n\n\n<p>\u00ab&nbsp;Ce n\u2019est pas un probl\u00e8me si nous ne touchons qu\u2019une petite partie du march\u00e9 aujourd\u2019hui. Nous pourrons ainsi grandir et \u00e9voluer avec le consommateur&nbsp;\u00bb, dit encore une Caroline Baeten r\u00e9aliste. Dressr s\u2019implantera n\u00e9anmoins aux Pays-Bas Au deuxi\u00e8me trimestre de 2023. La plateforme de location vise particuli\u00e8rement Amsterdam, o\u00f9 il existe d\u00e9j\u00e0 d\u2019autres formules similaires. Baeten consid\u00e8re le Benelux comme son march\u00e9 de base sur lequel elle veut devenir leader avant de s\u2019attaquer aux pays voisins. Dans le cadre de l\u2019avant-programme consacr\u00e9 \u00e0 la&nbsp;<em>Sustainability in Retail<\/em>, Dressr partagera l\u2019affiche de la RetailDetail Night avec&nbsp;<strong>eFarmz<\/strong>,&nbsp;<strong>AB InBev<\/strong>,&nbsp;<strong>Deloitte<\/strong>&nbsp;et&nbsp;<strong>Xandres<\/strong>. Cet avant-programme sera suivi d\u2019une soir\u00e9e exceptionnelle avec un panel de CEO, la traditionnelle remise des prix et un grand d\u00eener. Vous souhaitez y participer&nbsp;? Ne tardez pas, l\u2019\u00e9v\u00e9nement est d\u00e9j\u00e0 presque complet.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment faire d\u00e9couvrir au grand public un mod\u00e8le \u00e9conomique totalement neuf&nbsp;?&nbsp;Dressr&nbsp;est la premi\u00e8re plateforme de location de v\u00eatements en Belgique. Pour l\u2019entrepreneuse Caroline Baeten, une mode r\u00e9ellement durable impose en effet de boucler la boucle. Et aujourd\u2019hui, la start-up est pr\u00eate \u00e0 donner aux Belges le choix de consommer diff\u00e9remment. Tout commence et se termine [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":66840,"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":[990],"extra":[],"company":[989],"topic":[273,198,894],"region":[85],"class_list":["post-66913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","people-caroline-baeten","company-dressr","topic-duurzaamheid","topic-e-commerce","topic-retaildetail-night","region-antwerpen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dressr : \u00ab \u00c0 terme, la location de v\u00eatement sera aussi importante que les achats \u00bb - 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\/dressr-a-terme-la-location-de-vetement-sera-aussi-importante-que-les-achats\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dressr : \u00ab \u00c0 terme, la location de v\u00eatement sera aussi importante que les achats \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Comment faire d\u00e9couvrir au grand public un mod\u00e8le \u00e9conomique totalement neuf&nbsp;?&nbsp;Dressr&nbsp;est la premi\u00e8re plateforme de location de v\u00eatements en Belgique. 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