{"id":4299,"date":"2023-05-30T18:03:00","date_gmt":"2023-05-30T17:03:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4299"},"modified":"2025-03-16T18:05:04","modified_gmt":"2025-03-16T17:05:04","slug":"le-marche-du-vetement-de-sport-adversaire-n1-des-enseignes-historiques-de-lhabillement","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/le-marche-du-vetement-de-sport-adversaire-n1-des-enseignes-historiques-de-lhabillement\/","title":{"rendered":"Le march\u00e9 du v\u00eatement de sport : adversaire n\u00b01 des enseignes historiques de l\u2019habillement ?"},"content":{"rendered":"
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Portez-vous des sneakers pour aller au travail ?<\/strong><\/p>\n

Depuis quelques ann\u00e9es maintenant, le streetwear s\u2019est empar\u00e9 du march\u00e9 du textile et plus particuli\u00e8rement de nos garde-robes.<\/strong><\/p>\n

Alors oui, aller au bureau en \u2018\u2019sneakers\u2019\u2019 et polo n\u2019est plus un tabou. Mais ce changement dans notre vie quotidienne a un impact sur le march\u00e9 du textile.<\/strong><\/p>\n

On ne compte plus le nombre d\u2019enseignes \u2018\u2019d\u2019habillement\u201d de v\u00eatements et de chaussures qui ont ferm\u00e9. (Kiabi, Kookai, la Halle aux v\u00eatements, Gap, San Marina, Andr\u00e9 \u2026)<\/span><\/p>\n<\/div>\n

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Amazon, la fast-fashion, la digitalisation des parcours d\u2019achats sont point\u00e9s du doigt comme les responsables de la chute de ce secteur.<\/p>\n

Mais la mont\u00e9e en puissance du streetwear joue aussi un r\u00f4le consid\u00e9rable.<\/p>\n

Les cha\u00eenes de \u2018\u2019magasins de v\u00eatements\u2019\u2019 r\u00e9pondent-elles r\u00e9ellement aux nouvelles attentes vestimentaires des Fran\u00e7ais en 2023 ?<\/p>\n

La r\u00e9ponse est non, le changement de nos habitudes vestimentaires et de notre look au quotidien sont les principaux fautifs de la chute de ce secteur.<\/p>\n<\/div>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un virage manqu\u00e9 ? <\/h2>\n
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La g\u00e9n\u00e9ralisation du \u2018\u2019casual wear\u2018\u2019 dans les bureaux, n\u00e9 historiquement du \u201cfriday wear\u201d, sans parler du \u201cbottom up\u201d (tout part de la chaussure dans le look) ont influenc\u00e9 le consommateur \u00e0 porter au quotidien des v\u00eatements de sport. Ce march\u00e9 a donc largement pris le pas sur les enseignes historiques de l\u2019habillement.<\/p>\n

1 paire de chaussures sur 2 vendues en France est une paire de Sneakers, le chiffre d\u2019affaires de la cat\u00e9gorie \u00e0 \u00e9t\u00e9 multipli\u00e9 par 3 sur 2022 en 5 ans. (sources businesscoot).<\/p>\n

\u00ab Les sneakers, chaussures de sport utilis\u00e9es dans un usage citadin, sont pris\u00e9es des consommateurs (chiffre d\u2019affaires multipli\u00e9 par 3 en 2022 sur cinq ans, selon Kantar), tout comme les v\u00eatements de sport, qui peuvent remplacer les tenues classiques de travail.\u201d observe aupr\u00e8s de l\u2019AFP Emmanuel Le Roch, d\u00e9l\u00e9gu\u00e9 g\u00e9n\u00e9ral de la F\u00e9d\u00e9ration pour la promotion du commerce sp\u00e9cialis\u00e9 (Procos). \u00bb<\/p>\n

Une \u00e9volution de la soci\u00e9t\u00e9 et de la consommation du textile, manqu\u00e9 par le march\u00e9 de l\u2019habillement.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Les v\u00eatements de sport : l\u2019exception \/ le secteur refuge dans un march\u00e9 de l\u2019habillement malmen\u00e9. <\/h2>\n
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Cette tendance se renforce dans les agglom\u00e9rations moyennes o\u00f9 Intersport ou encore Go-sport sont pr\u00e9sents et ont la r\u00e9putation d\u2019\u00eatre un \u2018\u2019fournisseur de mode\u2019\u2019.<\/p>\n

En effet, on ne s\u00e9pare plus v\u00eatement de sport, de v\u00eatement du quotidien. Le terme v\u00eatement de \u201csport\u201d devient presque un euph\u00e9misme, car il fait partie int\u00e9grante du monde de la mode et de la garde de robe des fashion addict.<\/p>\n

Deux enseignes de sport tiennent les premi\u00e8res positions dans le classement du nombre de transactions en 2022 : Intersport et Decathlon. (source Kantar)<\/span><\/p>\n

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Selon le barom\u00e8tre de FashionNetwork.com : 47 % des clients de magasins intersport viennent pour acheter des v\u00eatements \u2018\u2019au quotidien\u201d, 44 % chez Go sport et 28 % chez D\u00e9cathlon.<\/p>\n

Le secteur du textile de sport s\u00e8me donc la panique chez les acteurs du v\u00eatement du quotidien. Le march\u00e9 en crise s\u2019effondre en France, victime du changement des consommateurs et de la soci\u00e9t\u00e9. Il est donc \u00e0 la recherche d\u2019un nouveau mod\u00e8le \u00e9conomique face \u00e0 cette \u00e9volution du comportement d\u2019achat.<\/span><\/p>\n<\/div>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Le march\u00e9 du v\u00eatement de sport : adversaire num\u00e9ro 1 des enseignes historiques de l\u2019habillement ?<\/p>\n","protected":false},"author":10,"featured_media":4300,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[136],"news-topic-taxonomy":[188],"class_list":["post-4299","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nM\u00e9c\u00e9nat de Comp\u00e9tence - Engagement chez Altavia<\/title>\n<meta name=\"description\" content=\"Nathalie Lemarchand s'engage avec Ashoka. 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