The situation of the personal equipment market

[lopebix427]

The personal equipment sector is mainly composed of the clothing trade. Clothing stores, accessories stores, hosiery stores or shoe stores are part of it. To boost sales, store managers are betting on a commercial action plan that includes digital marketing campaigns and the digitalization of stores.



OPcommerciales-EquipementPersonne_1.jpg

It was Bernard Morvan, the president of the National Clothing Federation (FNH) who declared: "The clothing sector has been suffering a decline for eight years. There is no segment of the business that is resistant to india telemarketing data this decline." The year 2015 was indeed difficult. We expected better, especially since 2014 ended with an improvement in certain sectors. The main category of this market, women's ready-to-wear, recorded an increase of 1.3% in the first half of 2014 to end at 5.1 billion euros . In its annual report, the FNH indicated that 58% of independent or franchised establishments had seen a drop in their turnover.

Some groups have had to make extreme decisions. This is the case of the Vivarte group, which announced the closure of 190 of the 600 La Halle brand stores and the loss of nearly 1,500 jobs.



The evolution of the consumer


Another factor weighing on the traditional clothing sector is the evolution of consumer behavior. The democratization of online shopping now affects all age groups and all social classes.

With social networks, web consumers are becoming prescribers. A recent study by PwC/Toluna indicates that Twitter users in France are mainly part of the CSP+. Educated and influential, their opinions on this or that product and their opinion on this or that brand have immediate consequences on the sales of a collection. This study estimates that 90% of Twitter users assume a role of prescribers that consumers will consult before making a purchase.