The home page of the shop of New Look online

The purchase of clothing on the canvas again grew earlier this year. The crisis could promote the development of this new channel of sales for brands because it enables to compare prices.

The home page of the shop of New Look online. With the success to the United Kingdom, the sign opened a French version.

Since late July, hooked on British fashion sign New Look can do their shopping in ligne in France. After the succès of his e-shop in the Royaume-Uni, the company decided to make it available in a dozen countries. Launched eighteen months ago, the site saves more than a million visitors per week, "which 3.5 then make purchases, especially during the will as Christmas lights." Result: more than 400,000 pieces sold in December 2008.

All ready-to-wear brands will now have to count with this new sales channel. In France, in the context of reduced purchases of clothing, the sale of fashion on the Web continues to advance. According to a study of the French Institute of fashion (IFM), it has increased by 24 in 2008. And 15 at the beginning of the year 2009. "Weight could move this year from stores, reaching 5.5 in the clothing market," said Nathalie Gennérat of the MFI, the author of the study. It is less than in the US, where these purchases online weighing 8 of the sector.

The crisis may well accelerate the trend. As consumers change their behavior, leaving the more thoughtful purchases, with the quest for a fair price. Last year, according to the MFI, Killifish prices accounted for 48 of purchases of clothing on the canvas. In the first quarter of 2009, their share has reached 59. Women are the 25 to 34 years who "surf" the most. "They have limited their clothing expenses last year and transferred their purchases on the Net, especially for children, resumed Nathalie Gennérat, with the quest for good plans, or even brands at prices reduced."

"Rethinking marketing."

Beyond a search of the good business, Internet also provides access to marks of mode not necessarily available nearby. Jean-Marc Génis, the Executive Chairman of the Federation of clothing (FEH) signs, facing for 40 of the total sales of the sector, however relativizes the progression of this new mode of consumption: "Internet is not a miracle, or a new tool to disdain." The majority of our brands have stores in ligne, but their sales do not exceed the chiffre of business from a single store. "And the density of these strings, with 24,000 outlets, offering more opportunity for consumers to find the dress of their dreams about them.

Weight heavy, H & M and Zara, are still not shop online in France. Stores, they have rolled over year last on the canvas. "Internet is forcing distributors to mode to rethink their traditional marketing, developing specific codes, targeted offers and attractive pricing policy," says Nathalie Gennérat. They will not be able to simply duplicate their stores on the Web. "Attention, danger: with blogs and discussion forums, the perception of the universe of the marques could be evil by Internet users.

Dominique Chapuis, Les Echos