{"id":3195,"date":"2016-10-11T10:10:18","date_gmt":"2016-10-11T09:10:18","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=3195"},"modified":"2025-01-16T16:41:51","modified_gmt":"2025-01-16T15:41:51","slug":"pret-a-porter-feminin-analyse-parcours-dachat","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/pret-a-porter-feminin-analyse-parcours-dachat\/","title":{"rendered":"Pr\u00eat-\u00e0-porter f\u00e9minin, analyse du parcours d&rsquo;achat"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><!--:en--><\/p>\n<p><!--:--><!--:fr--><br \/>\n<strong><span class=\"token markup\"><span class=\"token tag\"><span class=\"token punctuation\">Quels sont les moyens de communication les plus efficaces dans le secteur du pr\u00eat-\u00e0-porter f\u00e9minin ?\u00a0<\/span><\/span><\/span><span class=\"token markup\"><span class=\"token tag\"><span class=\"token punctuation\">R\u00e9ponse avec l&rsquo;\u00e9tude \u00ab\u00a0Pr\u00eat \u00e0 porter f\u00e9minin, analyse du parcours d&rsquo;achat\u00a0\u00bb.<\/span><\/span><\/span><\/strong><\/p>\n<p>Tr\u00e8s sensibles \u00e0 leurs tenues vestimentaires, les Fran\u00e7aises se passionnent pour la mode. Pour comprendre leurs comportements et attentes, <a href=\"http:\/\/www.mediapost-publicite.fr\/\" target=\"_blank\" rel=\"noopener\">Mediapost Publicit\u00e9<\/a> a analys\u00e9, avec <strong>iligo<\/strong>, les diff\u00e9rents points de contacts activ\u00e9s lors des parcours d\u2019achat des clientes de 19 enseignes grand public dans l\u2019\u00e9tude \u00ab <strong>Points de Contact Habillement \u0003Grand Public<\/strong> \u00bb. Retour sur quelques enseignements chiffr\u00e9s de cette nouvelle \u00e9tude.<\/p>\n<p><strong>Pour s\u2019inspirer, le papier est largement pl\u00e9biscit\u00e9<\/strong><\/p>\n<p>L\u2019\u00e9tude confirme que les femmes sont tr\u00e8s friandes de tous les supports qu\u2019elles peuvent recevoir de la part des marques pour s\u2019inspirer des tendances et s\u2019informer sur les derniers produits. Le classement des 34 points de contact \u00e9tudi\u00e9s prouve qu\u2019en phase d\u2019information, elles pr\u00e9f\u00e8rent le print :<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>63 % consultent catalogues\/brochures distribu\u00e9s en BAL (imprim\u00e9s sans adresse)<\/li>\n<li>61 % lisent les catalogues de marques dont elles sont clientes (envoy\u00e9s par courrier postal adress\u00e9)<\/li>\n<li>60 % parcourent les catalogues et autres prospectus mis \u00e0 disposition sur le point de vente<\/li>\n<li>58 % lisent des courriers adress\u00e9s par les marques dont elles sont clientes<\/li>\n<li>54 % lisent des courriers adress\u00e9s par des marques dont elles ne sont pas encore clientes<\/li>\n<\/ul>\n<p>Les femmes fran\u00e7aises sont en qu\u00eate d\u2019exp\u00e9riences \u00ab mode \u00bb uniques, avant et pendant l\u2019achat en magasin (physique ou \u00e9lectronique), mais \u00e9galement dans la relation avec les marques de pr\u00eat-\u00e0-porter. La nouvelle mission des enseignes : proposer du coaching, \u00e0 la fa\u00e7on d\u2019un personal shopper qui d\u00e9coderaient leurs envies et faciliteraient leurs achats pour les aider \u00e0 adopter un style unique\u2026<\/p>\n<p><em>Source : Etude Points de Contact Habillement \u0003Grand Public \u00ab\u00a0Pr\u00eat \u00e0 porter f\u00e9minin, analyse du parcours d&rsquo;achat\u00a0\u00bb (cible femmes 18-64 ans) \u2013 iligo pour MEDIAPOST Publicit\u00e9, mai 2016<\/em><\/p>\n<p><a href=\"http:\/\/www.effetdrivetostore.fr\/2016\/10\/pret-a-porter-feminin-quels-sont-les-moyens-de-communication-les-plus-efficaces\/\" target=\"_blank\" rel=\"noopener\">Retrouvez plus de r\u00e9sultats<\/a><\/p>\n<p><a href=\"http:\/\/marketingnews.fr\/marques\/11977\/pret-a-porter-feminin-ce-qui-incite-les-femmes-a-se-rendre-en-magasin-\" target=\"_blank\" rel=\"noopener\">Article Marketing News<\/a><\/p>\n<p><!--:--><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Quels sont les moyens de communication les plus efficaces dans le secteur du pr\u00eat-\u00e0-porter f\u00e9minin ?<\/p>","protected":false},"author":2,"featured_media":45226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[2171,2291,2293,2295,300,274,2223],"class_list":["post-3195","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-feminin","tag-femme","tag-grand-public","tag-habillement","tag-parcours-dachat","tag-points-de-contact","tag-pret-a-porter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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