The document summarizes the state of the French women's ready-to-wear fashion market from 2014 to 2020. It notes that the market has declined 13.6% in value from 2007 to 2014. It identifies the major players in the market and factors influencing it. Challenges for the future include continuing growth in difficult economic times, international expansion, brand loyalty, and adapting to new technologies. The author expresses interest in working in the sector to help lead an inspiring brand, contribute to market changes, and add a sustainability perspective.

1. READY-TO-WEAR
MARKET
The actual situation in France
The challenges and future perspectives
The role I hope to play?
IE
“express
yourself”
–
Subject
H
Samuel
Massé

2. AREA OF ANALYSIS
Ready-­‐to-­‐
wear
French
Market
Woman
From
2014
to
2020
Various
perspecJves

3. THE ACTUAL
SITUATION
From
2007
to
2014,
the
women’s
ready-­‐to-­‐wear
market
has
lost
13,6%
in
value
Seven
consecuJve
years
of
loss
with
1,4%
reducJon
in
value
for
2014
A
total
consumpJon
of
10,8
billion
Euros
ReducJon
in
the
number
of
arJcles
but
purchases
at
a
higher
price

4. THE ACTORS
Specialized
brands
• InternaJonal
leaders
(Zara,
H&M,
Gap…)
• French
Brands
(Maje,
Camaïeu,
Promod)
• First
price
(Kiabi,
La
Halle)
Supermarkets
Independent
stores
More
than
50%

5. KEY FACTORS
Sector
really
sensiJve
to
the
economic
situaJon
Importance
of
prices
Brand
image
Sales
and
price
reducJon
periods
(42%
of
sales)
InnovaJon
and
new
technology

6. SOME FACTS
• The
ready-­‐to-­‐wear
market
is
a
really
compeJJve
and
risky
sector.
With
the
crisis
a
few
bad
strategic
choices
can
lead
to
dramaJc
losses:
² Two
years
of
inappropriate
collecJons
had
terrible
consequences
for
the
brand
Benehon
² The
strategic
choice
of
Abercrombie
&
Fitch
to
move
from
a
rare
offer
and
unique
posiJoning
lost
their
customers
when
they
decided
to
expand.
They
now
have
to
face
physical
discriminaJon
scandal
in
there
recruiJng
process

7. CHALLENGES
ConJnue
growth
within
this
difficult
period
Make
the
right
strategic
choices
Gain
market
shares
Adequate
internaJonal
expansion
Develop
loyalty
for
the
brand
Follow
the
new
technology
changes
Find
what
they
call
“the
new
black”*
There
are
mulJple
challenges
to
face
for
fashion
companies:

8. • Impact
of
the
“made
in”:
ü French
populaJon
is
more
and
more
sensiJve
to
this
aspect
ü During
crisis
period
customers
encourage
French
producJon
ü 65%
of
women
claim
prioriJzing
French
products*
ü This
aspect
is
even
more
true
for
women
older
than
55
years
old
•
The
Internet
market:
ü Currently
13%
of
items
are
bought
on
the
Internet
ü In
constant
progression
(+10%
in
2014)
ü The
most
outstanding
progression
is
for
brand’s
website
(eg.
Zara.com)
• Focus
on
digital
mums:
ü Leaders
of
the
online
market
ü 30%
of
the
French
market
in
2014
ü Target
and
seduce
this
key
customer
FUTURE
TENDENCIES

9. CreaJve
sector
My
First
experience
in
this
sector
was
really
rewarding
I
worked
for
the
leader
of
the
market
and
I
enjoyed
the
spirit
The
necessity
of
renewing
to
keep
market
shares
is
really
moJvaJng
and
ahracJng
in
this
sector
CompeJJve
and
fast
moving
sector
Both
capacity
of
analysis
and
strategy
are
required
WHY DO I WANT TO WORK
IN THIS SECTOR ?

10. • Store
is
“the
new
black”
ü With
the
e-­‐business
expansion
some
companies
feared
the
end
of
physical
stores
ü But
cross
channel
strategy
will
be
mandatory
for
brands
ü People
are
eager
to
purchase
differently
ü The
key
to
success
is
to
follow
the
client
in
the
various
channels
he
will
choose
• The
ready-­‐to-­‐wear
market
needs
to
improve
in
big-­‐data
management
in
order
to
understand
beher
the
client
• Follow
the
new
technologies
or
create
them:
mobile
wallet,
new
concept
of
stores,
fashion
social
media
SOME POSSIBLE
INNOVATIONS

11. Become
a
leader
of
an
inspiring
brand
Taking
care
of
a
losing
steam
brand
and
restore
a
new
dynamic
Contribute
to
the
changes
in
the
ready-­‐
to
wear-­‐market
Add
a
green
sustainable
perspecJve
to
the
company
I
will
work
for
Create
a
community
around
the
brand
THE ROLE I HOPE TO
PLAY

12. Pioneer
spirit
Strategy
Capacity
of
analysis
Be
a
great
manager
Take
the
right
risks
WHAT SKILLS WILL
I NEED ?

13. THANK YOU FOR
YOUR ATTENTION