How to reinvent a business concept?

about the project

Key facts and figures when starting

  • Chain of 140 retail stores and corners (multi-brands & private label)
  • Sales > 100 m€ , declining years after years, in a mature and decreasing market
  • Opex : 800 sales staff, rent > 20%, 2% marketing / communication expense per year
  • Lack of innovative spirit in a conservative industry; pressure of suppliers

Chain of 140 retail stores and corners (multi-brands & private label)
Sales > 100 m€ , declining years after years, in a mature and decreasing market
Opex : 800 sales staff, rent > 20%, 2% marketing / communication expense per year
Lack of innovative spirit in a conservative industry; pressure of suppliers

OUR WORK

Key levers activated during the project

How to reinvent the business concept to relaunch sales growth?

  • Elaborating a strong vision for the brand (DNA, mission, values), focused on fashion
  • Changing the in-store experience via store concept, services, ”libre-toucher”, e-reservation (+20% in the pilots)
  • Launching a multi-channel e-commerce (3 % of total sales y1)
  • Reviewing the brand mix, assortment, product and service offer
  • Placing the private label at the center of the brand positioning and promise
  • Introducing new performance management methods and tools directed to sales staff
  • Opening a subsidiary in Germany with an innovative expansion business model
  • Reviewing the store portfolio (closing 30% of existing doors) and concession business model
  • Improving margins (negotiations)

Key innovation triggers

Strong customer insights (quantitative and qualitative)

Strategic seminar with management team and steering at board level “Corporate project” based on design thinking and business thinking methods and coaching