{"id":1212,"date":"2021-06-04T16:58:03","date_gmt":"2021-06-04T14:58:03","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=1212"},"modified":"2021-11-19T16:33:58","modified_gmt":"2021-11-19T15:33:58","slug":"fashion-care-les-reelles-attentes-des-consommatrices-face-a-la-mode-responsable","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/fashion-care-les-reelles-attentes-des-consommatrices-face-a-la-mode-responsable\/","title":{"rendered":"\u2018Fashion Care\u2019 : les r\u00e9elles attentes des consommatrices face \u00e0 la mode responsable"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/04\/4c315edd225f83848d5d8e8c6448a233-1-5.jpg\" alt=\"L\u2019attribut alt de cette image est vide, son nom de fichier est 4c315edd225f83848d5d8e8c6448a233-1-5.jpg.\"><\/p>\n\n\n\n<p>Il y a un an, nous partagions avec &#8216;Fashion Reset&#8217; notre conviction selon laquelle, il \u00e9tait plus que n\u00e9cessaire de repenser le syst\u00e8me de la mode. Nous avions interrog\u00e9 des experts du secteur et partag\u00e9 nos intuitions afin d\u2019essayer d\u2019amener des premi\u00e8res pistes de r\u00e9invention. <\/p>\n\n\n\n<p>Un an apr\u00e8s, nous sommes toujours autant convaincus de cette n\u00e9cessit\u00e9. Un an apr\u00e8s, nous revenons avec une nouvelle prise de parole autour du sujet : <strong><em>Fashion Care<\/em><\/strong>.&nbsp;<\/p>\n\n\n\n<p>Apr\u00e8s l&#8217;id\u00e9e de &#8216;Reset&#8217;, la notion de &#8216;Care&#8217; s\u2019apparente, pour nous, comme une \u00e9vidence. Le soin plus que l\u2019\u00e9cologie, c\u2019est une mani\u00e8re d\u2019envisager un nouveau discours autour de la qualit\u00e9 en lui ramenant du sens et de la proximit\u00e9, avec des notions de respect et d\u2019attention aux choses. Le &#8216;Care&#8217;, c&#8217;est avant tout une envie de compr\u00e9hension plus que de moralisation pour proposer des solutions coh\u00e9rentes, probantes pour les marques et ses consommateurs. Et ce, aussi bien, sur les produits, que sur la construction des collections ou la mise en narration de celles-ci.<\/p>\n\n\n\n<p>Dans cette logique de proximit\u00e9 et de compr\u00e9hension, nous avons souhait\u00e9 une approche diff\u00e9rente. Nous avons voulu sonder du c\u00f4t\u00e9 des consommateurs plut\u00f4t que des experts, afin de cerner la r\u00e9alit\u00e9 du march\u00e9 conso. Parce qu&#8217;aujourd&#8217;hui, si les chiffres r\u00e9v\u00e8lent que <strong>69%&nbsp;<\/strong>des fran\u00e7ais se disent accorder de l\u2019importance aux lieux et conditions de fabrication de leurs v\u00eatements ou que <strong>51%&nbsp;<\/strong>des fran\u00e7ais ne font pas confiance aux marques et soul\u00e8vent le manque de clart\u00e9 des labels, nous voulions capter les r\u00e9elles aspirations derri\u00e8re les chiffres. Les interroger, c&#8217;est comprendre leur niveau d\u2019informations, d\u2019investissement et capter leurs attentes sur le sujet d\u2019une mode plus responsable. <\/p>\n\n\n\n<p>8 consommatrices, entre 25 et 35 ans se sont pli\u00e9es au jeu d\u2019une rencontre virtuelle*. Pour les recruter, nous nous sommes appuy\u00e9s sur notre mapping&nbsp;de stylotypologies LeherpeurParis<strong>\u00a9<\/strong> bas\u00e9 sur notre expertise et sur&nbsp;les diff\u00e9rentes \u00e9tudes que nous menons r\u00e9guli\u00e8rement. Ce mapping est un regard macroscopique sur le march\u00e9&nbsp;de la mode, \u00e0 travers 4 grandes familles de mode (non fig\u00e9es et non exhaustives) du march\u00e9 f\u00e9minin \u00e0 date ; 4 grands drivers mode et lifestyle nourris de tendances, de mode, d\u2019influenceurs et de marques. Nous nous sommes attard\u00e9s sur 2 typologies de consommatrices de ce mapping : <\/p>\n\n\n\n<p><strong>La famille po\u00e9tique \/\/&nbsp;Modern&nbsp;GloWear&nbsp;<\/strong>:<br>Une communaut\u00e9 mode qui s\u2019exprime dans&nbsp;une modernit\u00e9 et un romantisme quotidien.&nbsp;Elles sont attach\u00e9es \u00e0 l\u2019intemporel et aux choses subtiles. Elles recherchent les valeurs s\u00fbres et un lien \u00e9motionnel&nbsp;avec le v\u00eatement et la marque.<\/p>\n\n\n\n<p><strong>La famille rock&nbsp;\/\/ Rock Glamwear <\/strong>:<br>Un style et lifestyle rock&nbsp;qui traverse les \u00e9poques, et qui&nbsp;se teinte aujourd\u2019hui de sportswear. Une communaut\u00e9 cr\u00e9ative qui affirme toujours avec ferveur&nbsp;son esprit libre, ind\u00e9pendant et&nbsp;qui cherche sans cesse \u00e0 sortir&nbsp;de la norme en se diff\u00e9renciant.<\/p>\n\n\n\n<p>Pour chaque famille, nous avons appr\u00e9hend\u00e9 leurs cl\u00e9s d\u2019entr\u00e9e aux produits mode, aux marques, leur approche style (leur silhouettes, les pi\u00e8ces, les couleurs et les mati\u00e8res cl\u00e9s), ce \u00e0 quoi elles sont sensibles et comment elles prennent soin de leur mode.&nbsp;Une approche premium qui, au filtre de leur attentes, donne des pistes de r\u00e9ponses \u2018Fashion care\u2019 sp\u00e9cifiques pour s\u2019adresser \u00e0 chacune des 2 familles qui n&#8217;ont pas la m\u00eame fa\u00e7on de consommer la mode, ni le m\u00eame vestiaire, ni les m\u00eames obsessions ou les m\u00eames attentes &#8216;Care&#8217;.  Des cl\u00e9s pour s&#8217;adapter, en tant que marque, autant \u00e0 leurs envies qu&#8217;\u00e0 la r\u00e9alit\u00e9 du march\u00e9.<\/p>\n\n\n\n<p>Pour voir ou revoir la conf\u00e9rence FASHION CARE : <a href=\"mailto:contact@leherpeurparis.com\">contact@leherpeurparis.com<\/a><\/p>\n\n\n\n<p>*8 consommatrices, auxquelles s&#8217;est ajout\u00e9e <strong>notre<\/strong> <strong>expertise consommateurs en continu<\/strong>.<\/p>\n\n\n\n<p>Cr\u00e9dit photo : Industrie Magazine, Dario Catellani<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il y a un an, nous partagions avec &#8216;Fashion Reset&#8217; notre conviction selon laquelle, il \u00e9tait plus que n\u00e9cessaire de repenser le syst\u00e8me de la mode. Nous avions interrog\u00e9 des [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1213,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143,148,139,5,155,146],"tags":[],"class_list":["post-1212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-knowyourpeople","category-creation-concept-lieu","category-instatrends","category-prospective","category-sens"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018Fashion Care\u2019 : les r\u00e9elles attentes des consommatrices face \u00e0 la mode responsable | LeherpeurParis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/fashion-care-les-reelles-attentes-des-consommatrices-face-a-la-mode-responsable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Fashion Care\u2019 : les r\u00e9elles attentes des consommatrices face \u00e0 la mode responsable | LeherpeurParis\" \/>\n<meta property=\"og:description\" content=\"Il y a un an, nous partagions avec &#8216;Fashion Reset&#8217; notre conviction selon laquelle, il \u00e9tait plus que n\u00e9cessaire de repenser le syst\u00e8me de la mode. 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