{"id":7589,"date":"2017-05-15T08:45:57","date_gmt":"2017-05-15T06:45:57","guid":{"rendered":"https:\/\/www.immobilienbusiness.ch\/?p=7589"},"modified":"2017-05-15T08:45:57","modified_gmt":"2017-05-15T06:45:57","slug":"migros-beschliesst-neuausrichtung-fuer-globus","status":"publish","type":"post","link":"https:\/\/www.immobilienbusiness.ch\/fr\/retail\/2017-05-15\/migros-beschliesst-neuausrichtung-fuer-globus\/","title":{"rendered":"Migros d\u00e9cide d'une nouvelle orientation pour Globus"},"content":{"rendered":"<figure id=\"attachment_7590\" aria-describedby=\"caption-attachment-7590\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7590\" src=\"https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich.jpg\" alt=\"\" width=\"680\" height=\"383\" srcset=\"https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich.jpg 960w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-300x169.jpg 300w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-768x432.jpg 768w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-16x9.jpg 16w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-311x175.jpg 311w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-622x350.jpg 622w, https:\/\/www.immobilienbusiness.ch\/wp-content\/uploads\/2017\/05\/globus-zuerich-920x518.jpg 920w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-7590\" class=\"wp-caption-text\">Le grand magasin Globus \u00e0 Zurich (photo : Migros)<\/figcaption><\/figure>\n<p>Cette r\u00e9orientation vise \u00e0 renforcer la position concurrentielle de Globus sur le march\u00e9 tr\u00e8s disput\u00e9 de l'habillement, \u00e9crit Migros dans un communiqu\u00e9 de presse. Au cours des derni\u00e8res ann\u00e9es, le march\u00e9 du textile en Suisse a recul\u00e9 de onze \u00e0 8,5 milliards de CHF - une tendance dont les marques n'ont pas pu se d\u00e9tacher. Alors que Globus et Herren-Globus ont r\u00e9ussi \u00e0 gagner des parts de march\u00e9 en s'orientant vers des marques haut de gamme, Schild a subi une pression toujours plus forte avec ses offres dans le segment des prix moyens. La FCM cite comme raisons principales le franc fort, le tourisme d'achat qui en d\u00e9coule, mais aussi les concurrents stationnaires internationaux ainsi que les nouveaux fournisseurs en ligne.<\/p>\n<p><strong>Le r\u00e9seau de succursales est examin\u00e9<\/strong><\/p>\n<p>Migros veut maintenant regrouper tous les produits des trois marques dans une seule boutique en ligne ; parall\u00e8lement, les formats et les assortiments des grands magasins seront revus. Dans une prochaine \u00e9tape, les potentiels des 84 sites seront \u00e9valu\u00e9s et le r\u00e9seau de magasins sera adapt\u00e9 en cons\u00e9quence au cours des cinq prochaines ann\u00e9es.<\/p>\n<p>On peut imaginer non seulement des fermetures, mais aussi de nouvelles ouvertures ou des reconversions dans un format plus adapt\u00e9, poursuit-on chez Migros. Il s'agirait de magasins proposant une offre compl\u00e8te de grands magasins ou de magasins sp\u00e9cialis\u00e9s avec des assortiments partiels. Dans certains magasins, l'extension de l'offre gastronomique serait \u00e9galement en discussion. En incluant les outlets et les boutiques de marques, Globus exploite 15 magasins, Globus Hommes 23 et Schild 45 sites.<\/p>\n<p><strong>Engagement pour \"l'avenir des grands magasins<\/strong><\/p>\n<p>\"En renfor\u00e7ant la marque premium Globus, en investissant dans la transformation num\u00e9rique et en renouvelant le r\u00e9seau de magasins, nous nous engageons aussi bien pour l'avenir du grand magasin que pour le march\u00e9 de la mode masculine et f\u00e9minine haut de gamme\", explique Beat Zahnd, pr\u00e9sident du conseil d'administration des Magazines zum Globus AG et chef du d\u00e9partement Commerce de la FCM. Selon lui, Migros anticipe l'\u00e9volution du comportement des consommateurs et construit avec Globus \"un nouvel univers d'achat dans lequel offline et online sont indissociablement li\u00e9s\".<\/p>\n<p>Le CEO de Globus, Thomas Herbert, ajoute : \"Il ne m'est \u00e9videmment pas facile de transf\u00e9rer la marque traditionnelle Schild \u00e0 Globus. Mais l'\u00e9volution de ces derni\u00e8res ann\u00e9es et les analyses de march\u00e9 ont montr\u00e9 que la strat\u00e9gie de la marque unique est la bonne pour les magazines devenus Globus SA.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>La F\u00e9d\u00e9ration des coop\u00e9ratives Migros (FCM) veut r\u00e9orienter ses formats de mode Globus, Globus Hommes et Schild. A partir du printemps 2018, les trois concepts seront r\u00e9unis sous la marque ombrelle Globus.<\/p>","protected":false},"author":3,"featured_media":7590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Migros","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Der\u00a0Migros-Genossenschafts-Bund stellt seine Formate Globus, Herren-Globus und Schild neu auf.\u00a0Die drei Konzepte\u00a0werden unter der Dachmarke Globus vereint.","_yoast_wpseo_linkdex":79,"pgc_sgb_lightbox_settings":"","footnotes":""},"categories":[987],"tags":[1517,1643,1845],"class_list":["post-7589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-neuausrichtung","tag-retail","tag-warenhaus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Migros beschliesst 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