Summary
Ready-to-wear sector
- jewelry/accessory brands: Lollipops;
- the shoes: André;
- lingerie: Soleil Sucré;
- clothes: Kiabi.
If he’s franchise emblem for almost 30 years, it is undoubtedly the one that is currently undergoing the most profound change.
Large networks tend to consolidate and reposition their brands. They strive to find the offer that will seduce an increasingly demanding consumer.
Changing sector
Ready-to-wear bears the brunt of the crisis. The French spend less and less on clothing: 11.8% of the household budget in 1960 against 4.7% in 2006, source INSEE. They are waiting for the best time to do so and appear to be more and more demanding when it comes to products: quality, price, etc.
Study them well sign numbers that interests you before you commit. You will then have to play with the tastes of your customers, collection renewals, limited series, exclusive collections or seasons.
Note that brands traditionally prefer to recruit women, whom they find more fashion-conscious.
Significant investment
The initial investment is usually spent on the layout of your store. Because 50% purchasing decisions are made at the points of sale, it is your first commercial asset.
Signs will often impose an expensive standard layout and windows. Your initial investment will therefore be significant. Of €45,000 to €70,000 for recognized brands, it can reach €100,000 for big brands.
In addition, do not neglect the training budget in your forecast.
Trends to follow
Some subsectors are growing despite the crisis. With a turnover of 8.8 billion euros in 2009.
Men’s fashion, Carnet de Vol or New Man is also well represented.
Although increasingly challenged by supermarkets, children’s fashion, Sergent Major or Petit Bateau for example, continues to progress with 3,594 billion euros spent in 2008.
If you choose this subsector, make sure that the sign concept selected stands out from the competition.
Whatever your choice of brand, check its ability to listen to the market. Fashions are more and more ephemeral. Adapting to it is difficult and requires foolproof logistics.
Our tips:
Don’t underestimate the potential of small towns.