Why seize the second-hand opportunity with PIM ?
Fashion week is over but certainly not the appeal of second hand. It's no longer a secret: second hand and second hand have invaded the retail world in all sectors: clothing, household appliances, electronics, books, high tech through many platforms: Vinted, Momox, collective wardrobe ...
This real way of consuming is now almost systematically conceivable in the minds of consumers, for ecological and economic reasons and concerning almost any product. Last year, 71% of French people said they were mobilized in favor of responsible consumption according to a study by FEVAD and KPMG.
It is also an opportunity for brands to put forward an image that is aware of and concerned by current issues.
The Petit Bateau brand
Do we really need to introduce Petit Bateau? A pioneer inchildren's clothing, the brand has nearly 130 years of experience in the industry, of which it is very proud (and rightly so!). Petit Bateau is proud of the quality of its products, the freedom they give to the children and babies who wear them and the durability of the items.
Born in Troyes, and belonging to the Rocher Group (Yves Rocher, Sabon, Arbonne, Stanhome, Flomar, Kiotis, Dr Pierre Ricaud) the company is present in Europe, Asia and the Middle East. Through multiple distribution channels (boutiques, e-commerce, mass retail, multi-brand stores, corners in department stores and factory outlets ...) Petit Bateau sells everywhere its iconic products such as bodysuits, panties, T-Shirt, sailors or oilskins.
As a transgenerational brand, second hand is part of its DNA: its clothes have always been passed on from generation to generation!
A second-hand phygital experience at Petit Bateau
Here, there is no greenwashing, but a real company philosophy supported by a detailed and completely transparent program.
If sustainability wants to be pushed "all the way", so does the sustainability chain, with its "Changer Demain" program. Petit Bateau has been offering a second-hand service to its customers via its "Changer Demain" app since 2017. Since 2021, the brand has launched its second-hand service in stores.
Today, throughout France, Petit Bateau customers can entrust their old Petit Bateau clothes directly to the store, in exchange for a voucher valid for second hand or new, in the store or on the website. The brand even takes care of recycling the items that cannot be taken back. For resale, the items are then offered in 12 permanent points of sale throughout France: Lyon, Bordeaux, Nantes, Toulouse, Roppenheim, Aix en Provence, Paris, Versailles, Aubergenville, ...
What about PIM Quable?
How does PIM Quable help Petit Bateau deploy and strengthen its second-hand service? A little over a year ago, Petit Bateau deployed PIM Quable to improve their e-commerce site and the quality of their product sheets while reducing the workload on the business side.
The Quable tool has allowed Petit Bateau teams to be autonomous in accessing and distributing product information and thus improve the customer experience in store and online. Thanks to its many features: completions, dashboards, dynamic categorization and management of renewals, Petit Bateau is now a serene brand ready to develop its second-hand market.
The brand's ambitions for second-hand goods do not stop at the store network: in 2023 the brand wants to offer its second-hand products on its e-commerce site - this is where PIM Quable will play an essential role. It's very simple: all product data is already integrated in the software PIM and therefore all product information can be offered for second-hand purchase later on.
In short, Petit Bateau chooses to capitalize on existing data such as visuals and product descriptions, and thus highlight items intended for second hand.
You will have understood, the opportunity for second hand is not ready to weaken on the contrary and this no matter your sector of activity (fashion, luxury, culture, leisure, electronics...). When consumers turn away from fast fashion (and rightly so) to consume ethical products, and pay attention to their purchasing power, they turn to second hand products.
As a proof, after Burberry and Gucci, the luxury brand Balenciaga is also embarking on this adventure with its Re-sell device allowing to sell fashion items and accessories from past collections, which shows that second-hand luxury also has its place in the second-hand market. This is a commercial boon for e-retailers, as second-hand cyber shoppers consume about 7 times more compared to non second-hand buyers.