Business Case Etam. “There is more interest in trusting one’s clients than in distrusting them.”
How can you reduce the stress and complexity of customers trying outfits but improve customer relations in fashion retail? For Laurent Milchior, Managing Director of the Etam Group (15% of turnover online), a solution is simple. “50% of our stores are in a city centre. For Etam’s loyal customers living only 1km from a store, we could contact them and ask if we should prepare a selection of 10 swimsuits. What are their preferences for colours and shapes? We can then deliver the pack. We tell them that there is nothing to pay until we return 3 days later with a mobile payment terminal.
With more customer confidence in our services, we can really improve brand loyalty. Retailers will be repaid by opportunities to trust their customers, rather than being wary of unknown markdowns. Of course, the extra cost of these opportunities must be calculated.”
When asked about the possibility of relocating production In Western Europe, the answer is clear. “For a mid-range bra sold for €30 at Etam, my manufacturing costs are €4.75 in China or €5.45 in Tunisia. If I make them in France, the cost is €13.70. We simply cannot relocate to France”.