{"id":1000011446,"date":"2023-05-12T10:53:00","date_gmt":"2023-05-12T08:53:00","guid":{"rendered":"https:\/\/forum-engagement.org\/?p=1000011446"},"modified":"2023-05-02T10:59:26","modified_gmt":"2023-05-02T08:59:26","slug":"mode-les-consommateurs-tournent-le-dos-a-la-fast-fashion","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/mode-les-consommateurs-tournent-le-dos-a-la-fast-fashion\/","title":{"rendered":"Mode : les consommateurs tournent le dos \u00e0 la fast fashion&nbsp;"},"content":{"rendered":"\n<p>Pour r\u00e9pondre aux attentes des consommateurs, de plus en plus enclins \u00e0 acheter des v\u00eatements \u00e9co-responsables et durables, le monde de la mode est contraint de s\u2019adapter.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/bigmedia.bpifrance.fr\/sites\/default\/files\/styles\/article_main_image\/public\/2023-03\/Girl-boss---big-m%C3%A9dia.jpg?itok=zQzvnkWj\" alt=\"Capture \u00e9cran de la s\u00e9rie Netflix Girl Boss\"\/><\/figure>\n\n\n\n<p><em>L&rsquo;h\u00e9ro\u00efne de la s\u00e9rie Girl Boss, v\u00e9ritable adepte de la seconde main &#8211; Cr\u00e9dit : Netflix<\/em><\/p>\n\n\n\n<p>Fini la&nbsp;<em>fast fashion<\/em>, bonjour la&nbsp;<em>slow fashion<\/em>. Entre inflation et prise de conscience des d\u00e9g\u00e2ts caus\u00e9s par l\u2019industrie de la mode, les consommateurs veulent mettre fin \u00e0 la surconsommation de v\u00eatements et exigent des changements de la part des marques.&nbsp;<br>C\u2019est au d\u00e9but des ann\u00e9es 1990 qu\u2019\u00e9merge la fast fashion. Aussi appel\u00e9e mode jetable en fran\u00e7ais, elle connait son heure de gloire dans les ann\u00e9es 2000 avec des enseignes comme Zara ou H&amp;M. Leur particularit\u00e9 : proposer des v\u00eatements \u00e0 petit prix et des collections qui se renouvellent plus d\u2019une trentaine de fois par an. Depuis quelques ann\u00e9es, c\u2019est le g\u00e9ant chinois Shein qui incarne ce mod\u00e8le de production d\u00e9cri\u00e9 pour son impact environnemental et ses cons\u00e9quences sociales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mode \u00e9thique : la durabilit\u00e9 devient un crit\u00e8re de choix au moment de l\u2019achat &nbsp;<\/h2>\n\n\n\n<p>Aujourd\u2019hui, de plus en plus de consommateurs souhaitent se tourner vers des marques de mode \u00e9thiques. Les Fran\u00e7ais seraient 82 % \u00e0 faire de la durabilit\u00e9 un crit\u00e8re de choix important au moment de l\u2019achat de leurs v\u00eatements. C\u2019est ce qu\u2019indique une \u00e9tude OpinionWay pour Marques Avenue publi\u00e9e en juillet 2022. 68 % des r\u00e9pondants avancent m\u00eame la privil\u00e9gier \u00e0 la quantit\u00e9.&nbsp;<\/p>\n\n\n\n<p>Pour 72 % des personnes interrog\u00e9es, un v\u00eatement durable doit traverser les modes et les tendances. Par cons\u00e9quent, les entreprises &nbsp;doivent r\u00e9agir mais aussi communiquer davantage sur leurs pratiques. \u00ab&nbsp;<em>On ne vend plus que des produits, mais aussi les valeurs de la marque<\/em>&nbsp;\u00bb, explique Clarisse Reille, directrice g\u00e9n\u00e9rale du D\u00e9fi, la plateforme de financement et de d\u00e9veloppement de la mode fran\u00e7aise et et de l\u2019IFTH (Institut Fran\u00e7ais du Textile et de l\u2019Habillement). \u00ab&nbsp;<em>Faire des jolis v\u00eatements est une condition n\u00e9cessaire mais ce n\u2019est plus du tout suffisant. Une marque doit avoir un point de vue extr\u00eamement clair et fort sur ce qu\u2019elle est et ce qu\u2019elle peut fair<\/em>e \u00bb.&nbsp;<\/p>\n\n\n\n<p>Une vision confort\u00e9e par un &nbsp;autre sondage r\u00e9alis\u00e9 en 2021 par la Haute \u00e9cole de conseil en image et le cabinet RSE Thotaim : 92 % des Fran\u00e7ais estiment n\u2019\u00eatre pas assez inform\u00e9s sur la mode \u00e9thique. \u00ab&nbsp;<em>Derri\u00e8re le terme de mode durable, on peut mettre beaucoup de choses, mais le point de d\u00e9part pour une marque est d\u2019\u00eatre sinc\u00e8re et de montrer que le monde dans lequel elle vit lui importe<\/em>&nbsp;\u00bb, indique Clarisse Reille. La directrice du D\u00e9fi conseille aux entreprises , parfois d\u00e9pass\u00e9es par cette vague, de faire preuve de coh\u00e9rence afin de convaincre leur communaut\u00e9. \u00ab&nbsp;<em>On leur sugg\u00e8re de leur redire ce qu\u2019elles sont, quelles sont leurs valeurs et d\u2019engager un chemin, de mani\u00e8re transparente et s\u00e9rieuse<\/em>. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019inflation booste le march\u00e9 de la seconde main<\/h2>\n\n\n\n<p>D&rsquo;apr\u00e8s l&rsquo;Institut Fran\u00e7ais de la Mode (IFM), les prix des v\u00eatements et accessoires de mode ont augment\u00e9, en moyenne, de 6 % entre 2021 et 2022. De quoi booster&nbsp;<a href=\"https:\/\/bigmedia.bpifrance.fr\/decryptages\/marche-de-la-seconde-main-une-occasion-a-ne-pas-rater\">le march\u00e9 de la seconde main<\/a>, surtout pour des amateurs de mode responsable d\u00e9sireux de mieux consommer. En effet, selon l\u2019ADEME, l\u2019agence de la transition \u00e9cologique, on se d\u00e9barrasserait chaque ann\u00e9e de 4 millions de tonnes de textiles. Or, l&rsquo;essor du march\u00e9 de l\u2019occasion pourrait inverser cette tendance.&nbsp;<br>Le succ\u00e8s de plateformes comme&nbsp;<a href=\"https:\/\/bigmedia.bpifrance.fr\/news\/e-commerce-vestiaire-collective-leve-59-millions-deuros-pour-une-mode-plus-responsable\">Vestiaire Collective<\/a>, Vide Dressing ou Vinted offre une alternative durable, et moins ch\u00e8re en p\u00e9riode d\u2019inflation, aux consommateurs. Clarisse Reille n\u2019y voit pas forc\u00e9ment une forme de concurrence pour les acteurs traditionnels de la mode. \u00ab&nbsp;<em>Les marques vont se saisir de cette tendance, certaines l\u2019ont d\u00e9j\u00e0 fait<\/em>&nbsp;\u00bb.<\/p>\n\n\n\n<p>Une opportunit\u00e9 que&nbsp;<a href=\"https:\/\/presse.bpifrance.fr\/faume-la-start-up-qui-reveille-le-marche-de-la-seconde-mai-dans-la-mode-leve-7-millions-deuros\/\" target=\"_blank\" rel=\"noreferrer noopener\">Faume<\/a>, une jeune pousse&nbsp;cr\u00e9\u00e9e en 2020 a su saisir. Cette startup fournit des solutions technologiques \u00e0 des enseignes de luxe et de pr\u00eat-\u00e0-porter d\u00e9sireuses de se lancer sur le march\u00e9 de la seconde main. \u00ab L<em>es marketplaces ont su d\u00e9mocratiser la seconde main. Le r\u00f4le de Faume est d\u2019universaliser cet usage, et cela n\u2019arrivera qu\u2019en proposant un service exceptionnel et une exp\u00e9rience d\u2019achat \u00e9quivalente \u00e0 celle du neuf, sur tous les canaux de distribution<\/em>. \u00bb, explique Aymeric D\u00e9chin, le CEO de la startup. Elle met donc \u00e0 leur disposition un site e-commerce personnalisable \u00e0 travers lequel leurs clients peuvent renvoyer gratuitement leurs produits.&nbsp;<a href=\"https:\/\/bigmedia.bpifrance.fr\/portraits\/la-marque-aigle-revient-en-france-et-reduit-son-empreinte-carbone\">Aigle<\/a>, AMI Paris, Isabel Marant, Balzac Paris ou encore ba&amp;sh ont \u00e9t\u00e9 s\u00e9duits par cette solution<em>. \u00ab En utilisant ces plateformes, elles peuvent ainsi se r\u00e9approprier la relation client<\/em>&nbsp;\u00bb, ajoute la directrice g\u00e9n\u00e9rale du D\u00e9fi.<\/p>\n\n\n\n<p>De quoi offrir de nouveaux relais de croissance aux marques en p\u00e9riode de crise. \u00ab&nbsp;<em>Les entreprises du secteur souffrent, les redressements judiciaires se multiplient. Mais on voit aussi d\u2019autres acteurs \u00e9merger. On est en train de vivre en quelques mois des changements qui auraient d\u00fb se r\u00e9aliser en 2 \u00e0 3 ans<\/em>&nbsp;\u00bb, conclut Clarisse Reille.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour r\u00e9pondre aux attentes des consommateurs, de plus en plus enclins \u00e0 acheter des v\u00eatements \u00e9co-responsables et durables, le monde de la mode est contraint de s\u2019adapter. L&rsquo;h\u00e9ro\u00efne de la s\u00e9rie Girl Boss, v\u00e9ritable adepte de la seconde main &#8211; Cr\u00e9dit : Netflix Fini la&nbsp;fast fashion, bonjour la&nbsp;slow fashion. Entre inflation et prise de conscience [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":1000011447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[155],"tags":[],"class_list":{"0":"post-1000011446","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-engagements-pour-une-strategie-ecologique-performante"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mode : les consommateurs tournent le dos \u00e0 la fast fashion&nbsp; | Forum Engagement<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mode : les consommateurs tournent le dos \u00e0 la fast fashion&nbsp; | Forum Engagement\" \/>\n<meta property=\"og:description\" content=\"Pour r\u00e9pondre aux attentes des consommateurs, de plus en plus enclins \u00e0 acheter des v\u00eatements \u00e9co-responsables et durables, le monde de la mode est contraint de s\u2019adapter. L&rsquo;h\u00e9ro\u00efne de la s\u00e9rie Girl Boss, v\u00e9ritable adepte de la seconde main &#8211; Cr\u00e9dit : Netflix Fini la&nbsp;fast fashion, bonjour la&nbsp;slow fashion. 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