{"id":182743,"date":"2026-01-13T00:00:00","date_gmt":"2026-01-12T23:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/ubs-perspectives-de-la-distribution-2026\/"},"modified":"2026-01-13T00:00:00","modified_gmt":"2026-01-12T23:00:00","slug":"ubs-perspectives-de-la-distribution-2026","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/ubs-perspectives-de-la-distribution-2026\/","title":{"rendered":"UBS Perspectives de la distribution 2026"},"content":{"rendered":"

L’UBS Retail Outlook 2026 montre un commerce de d\u00e9tail suisse r\u00e9sistant mais sous pression. Les lignes directrices pour le commerce du sport sont claires : sp\u00e9cialisation plut\u00f4t que largeur, utilit\u00e9 plut\u00f4t que prix, coop\u00e9ration plut\u00f4t que confrontation et efficacit\u00e9 plut\u00f4t que volume. Le sport reste un secteur de demande pertinent dans le commerce non alimentaire, mais il exige un positionnement coh\u00e9rent, une collaboration partenariale et une mise en \u0153uvre professionnelle. <\/strong><\/p>\n

Le commerce de d\u00e9tail suisse fait preuve de robustesse, malgr\u00e9 un climat de consommation morose<\/strong>
\nLe rapport confirme un \u00e9cart persistant entre un climat de consommation n\u00e9gatif et une consommation effectivement stable, voire en hausse. Pour le commerce sp\u00e9cialis\u00e9 dans le sport, cela signifie que la demande n’est pas principalement motiv\u00e9e par des indicateurs d’humeur, mais par l’utilit\u00e9 concr\u00e8te, la pertinence et les occasions (saisonnalit\u00e9, tendances sportives, m\u00e9t\u00e9o, \u00e9v\u00e9nements). La r\u00e9ticence \u00e9motionnelle \u00e0 acheter ne conduit pas n\u00e9cessairement \u00e0 une baisse r\u00e9elle du chiffre d’affaires, mais \u00e0 un comportement d’achat plus s\u00e9lectif. <\/p>\n

Le non-alimentaire reste sous pression, les loisirs et le sport se d\u00e9veloppent de mani\u00e8re relativement positive
\n<\/strong>Au sein du segment non-alimentaire, l’\u00e9volution est tr\u00e8s h\u00e9t\u00e9rog\u00e8ne. Alors que les v\u00eatements et les chaussures restent sous pression, le segment des loisirs est explicitement cit\u00e9 comme un secteur de croissance, soutenu par la demande d’articles de sport. Pour les magasins de sport, cela souligne l’importance des gammes fonctionnelles et proches du sport ainsi qu’une sp\u00e9cialisation claire par rapport aux produits \u00e0 la mode et interchangeables. <\/p>\n

La sensibilit\u00e9 aux prix augmente, mais les baisses de prix ne sont pas une priorit\u00e9 strat\u00e9gique
\n<\/strong>Les consommateurs sont plus sensibles aux prix, sans que les baisses de prix g\u00e9n\u00e9ralis\u00e9es soient consid\u00e9r\u00e9es comme un objectif. Selon l’enqu\u00eate, les d\u00e9taillants mettent davantage l’accent sur la qualit\u00e9 de l’assortiment, le profilage des marques et l’efficacit\u00e9 du marketing. Pour les magasins de sport, l’accent mis sur la valeur ajout\u00e9e par le conseil, le service, l’expertise et la s\u00e9lection des produits plut\u00f4t que sur le leadership en mati\u00e8re de prix se confirme. <\/p>\n

La coop\u00e9ration entre le commerce et l’industrie devient un facteur central de r\u00e9silience
\n<\/strong>Un th\u00e8me central du rapport est la n\u00e9cessit\u00e9 d’une coop\u00e9ration plus \u00e9troite et plus structur\u00e9e entre le commerce et l’industrie. La confiance, des accords clairs, une r\u00e9partition \u00e9quitable des co\u00fbts et des logiques communes d’assortiment et d’activation sont identifi\u00e9s comme des facteurs de succ\u00e8s \u00e9conomiquement mesurables. Pour les d\u00e9taillants en articles de sport, il en r\u00e9sulte une pertinence strat\u00e9gique claire des mod\u00e8les de partenariat avec les marques et les fournisseurs, en particulier en ce qui concerne la profondeur de l’assortiment, l’innovation et l’activation de la vente au d\u00e9tail. <\/p>\n

2026 apporte une croissance mod\u00e9r\u00e9e mais affaiblie avec une pression de transformation accrue
\n<\/strong>Les pr\u00e9visions pour 2026 indiquent une croissance r\u00e9elle du chiffre d’affaires plus faible dans le commerce de d\u00e9tail. Parall\u00e8lement, la plupart des entreprises s’attendent \u00e0 des exigences accrues en mati\u00e8re d’efficacit\u00e9, d’impact marketing, de gestion de l’assortiment et de flexibilit\u00e9 op\u00e9rationnelle. Le commerce sp\u00e9cialis\u00e9 dans le sport est appel\u00e9 \u00e0 revoir syst\u00e9matiquement ses mod\u00e8les commerciaux, \u00e0 simplifier ses processus et \u00e0 orienter davantage ses investissements vers l’impact et la rentabilit\u00e9. <\/p>\n

T\u00e9l\u00e9charger le rapport complet Retail Outlook 2026<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

L’UBS Retail Outlook 2026 montre un commerce de d\u00e9tail suisse r\u00e9sistant mais sous pression. Les lignes directrices pour le commerce du sport sont claires : sp\u00e9cialisation plut\u00f4t que largeur, utilit\u00e9 plut\u00f4t que prix, coop\u00e9ration plut\u00f4t que confrontation et efficacit\u00e9 plut\u00f4t que volume. Le sport reste un secteur de demande pertinent dans le commerce non alimentaire, […]<\/p>\n","protected":false},"author":9,"featured_media":182750,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126,125],"class_list":["post-182743","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits","category-secteur-et-vente-au-detail"],"yoast_head":"\nUBS Perspectives de la distribution 2026 - Sportbiz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sportbiz.ch\/fr\/news\/ubs-perspectives-de-la-distribution-2026\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UBS Perspectives de la distribution 2026 - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"L’UBS Retail Outlook 2026 montre un commerce de d\u00e9tail suisse r\u00e9sistant mais sous pression. Les lignes directrices pour le commerce du sport sont claires : sp\u00e9cialisation plut\u00f4t que largeur, utilit\u00e9 plut\u00f4t que prix, coop\u00e9ration plut\u00f4t que confrontation et efficacit\u00e9 plut\u00f4t que volume. 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