« How do you create a reliable database that lists the vast majority of multibrand fashion stores in France? By sending a squad of investigators out to find them… » This is the technique used by the Fashop team to map out the textile sales sector for the last thirteen years, with around 16,000 ready-to-wear clothing stores added to the database. Fashop not only lists the stores, but also provides a number of details about each one of them, including an alphabetical list of the brands stocked. In other words, a gold mine of information for a sales representative. Fashop is used by thousands of professionals in this sector.
After a long period specialising in textiles, Fashop is now stepping out into the footwear sector. Philippe Zeder and his team have put together a database over the past two years that includes the vast majority of footwear stores and ready-to-wear clothing stores that also stock footwear. To date, the database lists 8,400 multibrand stores, of which 4,900 sell textile and shoes and 3,500 sell shoes alone. This data collection revealed that nearly 1,100 brands of shoes supply these 8,400 stores, and that each footwear store stocks an average of 25 brands whereas a ready-to-wear clothing store will store just five different footwear brands. With proven experience in the textile sector, FASHOP simply applied their savoir-faire to the footwear sector.
Creating this type of database is a long-term undertaking that requires seasonal updating due to the high rate of store openings and closures in both the textile and footwear sectors (for example, there is a 10% yearly turnover in textile stores). This is all the more important given the increasing numbers of stores that change brands on a regular basis, particularly in ready-to-wear clothing stores stocking accessories. Twenty percent of the brands in the textile sector change each season! If the data concerning a store has not been updated for any reason, the store is removed from the database. FASHOP updates data for a total of 21,000 footwear and textile stores twice a year. »
Article : L’Essentiel de la Chaussure n°168 – October 2015