Rapport de stage, en français et en anglais pour l'entreprise Kiabi Oviedo située en Espagne. Ce rapport est l'occasion de présenter l'entreprise Kiabi et les raisons de son succès auprès des couches "moyennes" de la population. Le rapport détaille donc la politique commerciale, stratégique et les "techniques" acquises durant le stage (notamment en vente).
[...] He is also attracted by promotions on sales. In the same time, “urban's universe” can be presented by customers more older who buy clothes with a “city and classic” style, knows what they want to buy, that is to say that they knows exactly which types of clothes they are going to buy. As a final to the circuit, a universe “size XXL” is also proposed such as underwear (belts, hats, bags etc two universes which are situated directly in the man's department. [...]
[...] The objective was to have predisposition to search strategic areas for sale, identify what will be a visual merchandising interesting for the store's decoration or at marketing level. As a lot of stores, my final objective was also to learn Kiabi's basic norms for sales, things which supposed to have a very good attitude with the customer from the beginning to the end. ➢ Specifically techniques developed in link with Kiabi's commercial policy During three months, I have learned a lot of things about Kiabi that I didn't know yet before that I made my internship in this company. [...]
[...] Kiabi's important dates: ➢ 1978: creation of Kiabi by Patrick Mulliez, about the concept “la mode à petit prix”. A first store is opened in the north of France at RONCQ with a surface of 1000 m2. After that, Kiabi develops his strategy of expansion very quickly. ➢ 1990: Kiabi's figures shows a very important expansion in the company with 70 stores in France, an average of 55.000 items sailed and 50.000 colleagues. ➢ 1993: First stage of this expansion in Europe with a store's opening in Spain, in Valencia. [...]
[...] What is the objective of these two things? The briefing is made generally in the morning to see what the day's program is but also at final it had permit for me to have more autonomy in my department, a thing more real when my internship's tutor was in holidays. Moreover, the debriefing offers the possibility to see at the end of the day if the objectives are made or not and eventually try to search solutions in case of necessity. [...]
[...] How we can define the expression “actual campaign”? Within the framework of PMA, it corresponds to a book who deals with all aspects of promotion. For the example of PMA, it is important to work in team with the three services together which are buy's department, marketing's department and merchandising's department. As a consequence, each department must work in a specific task; this is why buy's department makes studies about future products but also will see what should be for example conception of PMA's articles. [...]
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