Effectively training field teams in the ready-to-wear sector is essential to offer a exceptional customer experience and stand out in a competitive market. Training programs adapted to the specificities of the sector allow employees to master the products, sales techniques and current trends, thus strengthening their commitment and customer satisfaction.
The ready-to-wear sector for adults in France is particularly diversified, shared between several channels such as specialized retailers (Zara, H&M), multi-brand independents, mass distribution chains (Kiabi, La Halle, Primark), distance selling specialists (bicycle retailers, pure players), department stores, sports stores and large food retailers.
This diversity illustrates intense competition, accentuated by the rise of online sales, which threatens traditional physical channels. In this context, the training of field teams is becoming a crucial strategic issue for companies in the sector.
Key figures in the ready-to-wear retail sector
In 2022, compared to 2019, the sector experienced a 7% loss in the value of the clothing market and an 11% drop in store sales. Online sales grew by 80%, while in-store traffic fell by 17%.
Between 2022 and 2023, visits to retail outlets fell by another 2.8%, despite a 3% increase in the average basket.
In 2023, fashion remains the largest employer in specialized retail with 220,000 employees.
The major challenges of the ready-to-wear retail sector
The ready-to-wear sector is suffering the full brunt of the effects of inflation, leading to a decrease in purchasing power and, as a result, a decrease in textile consumption. Rising charges and political crises, such as the war in Ukraine, are further weakening the fashion ecosystem. At the same time, the increase in the number of players in the sector is increasing intra-sectoral competition. Faced with these challenges, the need to create a unique in-store experience is becoming even more pressing, requiring committed, efficient and convincing employees.
The main challenges of training field teams working in ready-to-wear
The needs for vocational training in the ready-to-wear sector are demanding, fluctuating and multiple. They are essential for a number of reasons:
- Flexibility of human resource flows: The sector oscillates between periods of high activity (Christmas, sales, private sales) requiring the hiring of seasonal workers, and quieter periods. Managing these unequal flows of employees is a challenge, and successfully integrating, training, and engaging seasonal populations is crucial.
- Integration of field teams : Appropriate pre-boarding and onboarding are necessary to allow new employees to understand the challenges and to integrate into the brand ecosystem. This includes training to learn how to communicate effectively with customers and how to represent the brand with confidence.
- Internationalization and standardization of shops: With the international expansion of brands, it is essential to standardize the brand experience in all stores, whether chain or franchise.
The preferred training courses for your field teams in the ready-to-wear sector
Ready-to-wear has specific characteristics that are distinct from other retail sectors, in particular:
- Fabric composition and image advice according to morphologies. This includes understanding material properties, maintenance, and durability. Image consulting according to morphologies requires specific training to learn how to recognize the different morphologies, face shapes and colorimetry of clients.
- Knowledge of collections: Employees must be fully informed about new collections, current trends, and the specific characteristics of each item. This not only makes it possible to advise customers better, but also to promote products effectively. A regular update of knowledge about collections and fashion trends is therefore necessary.
- Diversity and inclusiveness for customer service, ensuring that stores are compliant and that advice is appropriate.
How to effectively train teams in the field in the ready-to-wear sector
Effectively training teams in the field in the ready-to-wear sector requires a specific and pragmatic approach, adapted to the particularities of this field.
First, it is essential to adopt flexible and accessible training methods, such as online training modules available on tablets and smartphones in stores. These modules should be short and interactive, with videos, quizzes, and practical simulations to keep employees engaged.
To meet the specific needs of ready-to-wear, training should include face-to-face sessions focused on customer experience, product knowledge, and image consulting. For example, practical workshops can be organized to teach employees how to advise customers based on their body type and style preferences, as well as how to care for fabrics specific to current collections.
It is also crucial to set up mentoring programs where new employees can learn from experienced collaborators. This strengthens the corporate culture and facilitates the integration of new hires. Training courses should be rooted in real store situations, using case studies and specific scenarios to ensure that the skills acquired are directly applicable.
Finally, providing regular and constructive feedback is essential to support the continuous development of employees. Periodic evaluations and individual coaching sessions make it possible to identify areas for improvement and to reinforce the skills already acquired.
The training of field teams in the ready-to-wear sector is essential to maintain the competitiveness and commitment of employees. Faced with a difficult economic environment and increased competition, businesses must invest in appropriate training strategies to integrate, train and motivate their employees. This requires a thorough understanding of products, sales techniques, and the creation of an exceptional in-store customer experience.
