How to react to the drop in store traffic?
For several years, multi-brand clothing stores have been faced with a commercially unfavorable reality: footfall is inexorably decreasing. This "great breakdown in consumption" (*) can be explained by profound changes in the market, transformed by new purchasing habits, fierce competition and an unfavorable economic context.
Online commerce, for example, continues to cannibalize physical sales. With 25% of global retail sales expected to be online by 2025 ( * ), e-commerce has become a key player. Consumers, attracted by 24/7 accessibility and fast delivery options, often prefer this convenience, relegating physical stores to the background.
At the same time, the second-hand boom is reshuffling the cards. In France, this market reached 6 billion euros in 2022 ( * ), driven by platforms such as Vinted or Le Bon Coin. This success reflects a growing quest for sustainability and savings, particularly among younger generations, who are sensitive to environmental issues.
Competition is also intensifying. Major fast fashion brands capture nearly 60% of the ready-to-wear market in France ( * ), attracting loyal customers thanks to competitive prices and constantly renewing collections. Added to this are international platforms like Shein and Temu, which are revolutionizing the sector with unbeatable prices and a plethora of offers. Multi-brand stores, positioned in the mid-range, are struggling to compete with these giants.
The economic context is making the situation even worse. Inflation, combined with stagnant wages, is redefining household priorities. In 2023, clothing sales fell by 3.5% in France ( * ), and according to the Académie des sciences commerciales, 42% of French people reduced their fashion budget to preserve their essential expenses. Even sales, once an essential shopping event, are no longer enough to get the machine going again. In June 2024, store traffic during this period fell by 6.1% compared to the previous year ( * ), a further sign of consumers' disaffection for this traditional model.
How can multi-brand stores bounce back?
Faced with these challenges, several concrete solutions exist to revitalize these points of sale . E-POP Mode , an innovative player in ready-to-wear, offers approaches adapted to the new expectations of consumers.
- Betting on phygital for a hybrid experience
The phygital model, combining in-store sales and digitalization, is a perfect fit for new purchasing habits. With E-POP Mode , stores can integrate corners of French designers, accessible in-store but also via digital tools. This system allows customers to order online while benefiting from physical support, a differentiating asset compared to the coldness of platforms.
- Offer ethical and local collections
Eco-responsibility is more than a buzzword: it's a priority. E-POP Mode works exclusively with committed French designers, offering locally and sustainably produced clothing. This allows stores to position themselves as responsible players, in line with consumer expectations.
- Reinventing the in-store customer experience
Organizing events around creators, such as workshops or meetings, transforms stores into places of discovery and conviviality. Thanks to E-POP Mode , these experiences become accessible, while strengthening the link between consumers and creators.
- Reducing financial risks through a corner model
Overproduction and unsold items are recurring problems in ready-to-wear ( * ). By offering a system of capsules renewed each month, E-POP Mode allows stores to limit stocks, offer always new products and avoid devaluing promotions.
An optimistic vision for the future
Despite the crisis, multi-brand stores still have a role to play. By adopting innovative strategies, such as those proposed by E-POP Mode , they can reinvent themselves to meet the expectations of a clientele looking for meaning, quality and experiences. The key lies in the ability to adapt quickly to these new realities, by focusing on proximity, sustainability and innovation.
(*) sources:
- Why sales no longer attract crowds – Le Monde
- Inflation: the clothing market shaken by new purchasing behaviors – Le Monde
- The Great Consumer Breakdown – Le Monde
- The ready-to-wear sector is in crisis – Academy of Commercial Sciences
- Apparel Market and Retail - WorkDay
- Clothing: a sector in serious crisis - Academy of Commercial Sciences
- Current challenges in the ready-to-wear market – Propulse by CA
