{"id":2264,"date":"2024-06-14T13:13:59","date_gmt":"2024-06-14T13:13:59","guid":{"rendered":"https:\/\/bobea.net\/?p=2264"},"modified":"2024-06-16T12:37:55","modified_gmt":"2024-06-16T12:37:55","slug":"2264","status":"publish","type":"post","link":"https:\/\/bobea.net\/index.php\/2024\/06\/14\/2264\/","title":{"rendered":"Influenceuses , stars et mode&nbsp;: La GenZ remod\u00e8le le marketing de la mode de luxe"},"content":{"rendered":"\n<div class=\"wp-block-cover\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim\"><\/span><img loading=\"lazy\" decoding=\"async\" width=\"385\" height=\"287\" class=\"wp-block-cover__image-background wp-image-2265\" alt src=\"https:\/\/bobea.net\/wp-content\/uploads\/2024\/06\/LA-GENZ-2.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/bobea.net\/wp-content\/uploads\/2024\/06\/LA-GENZ-2.jpg 385w, https:\/\/bobea.net\/wp-content\/uploads\/2024\/06\/LA-GENZ-2-300x224.jpg 300w\" sizes=\"(max-width: 385px) 100vw, 385px\"><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<p class=\"has-text-align-center has-large-font-size\">Influ\u00adenceuses , stars et mode&nbsp;: La GenZ remod\u00ad\u00e8le le mar\u00adket\u00ading de la mode de luxe<\/p>\n<\/div><\/div>\n\n\n\n<p><strong>Per\u00adfor\u00admance m\u00e9di\u00ada\u00adtique record des mar\u00adques de luxe<\/strong><br>Selon le Media Impact Val\u00adue (MIV) de Launch\u00admetrics, qui mesure la valeur m\u00e9di\u00ada\u00adtique des mar\u00adques, les griffes de luxe ont vu leur valeur grimper en moyenne de +69% entre 2020 et 2023.&nbsp;Des hauss\u00ades \u00e0 trois chiffres ont \u00e9t\u00e9 enreg\u00adistr\u00e9es, comme +168% pour Loewe, +151% pour Celine et +141% pour Miu Miu.Cette per\u00adfor\u00admance serait large\u00adment due \u00e0 la capac\u00adit\u00e9 des mar\u00adques \u00e0 se rap\u00adprocher de la g\u00e9n\u00e9ra\u00adtion Z, tr\u00e8s con\u00adnec\u00adt\u00e9e et prompte \u00e0 s\u2019en\u00adgager si les mar\u00adques cor\u00adre\u00adspon\u00addent \u00e0 leurs valeurs et go\u00fbts.&nbsp;La GenZ aurait notam\u00adment con\u00adtribu\u00e9 \u00e0 la prop\u00ada\u00adga\u00adtion du sports\u00adwear dans le luxe, priv\u00adil\u00e9\u00adgiant le con\u00adfort au glam\u00adour, surtout apr\u00e8s le Covid-19.<br><\/p>\n\n\n\n<p><strong>L\u2019im\u00adpact des c\u00e9l\u00e9brit\u00e9s GenZ<\/strong><br>Pour touch\u00ader ces con\u00adsom\u00adma\u00adteurs qui pour\u00adraient repr\u00e9sen\u00adter 30% des achats de luxe d\u2019i\u00adci 2030, les mar\u00adques mis\u00adent sur l\u2019im\u00adpact des per\u00adson\u00adnal\u00adit\u00e9s c\u00e9l\u00e8bres.&nbsp;En 2023, la part de voix des c\u00e9l\u00e9brit\u00e9s dans le MIV des maisons a aug\u00admen\u00adt\u00e9 de +347%.Schiaparelli s\u2019est dis\u00adtin\u00adgu\u00e9 en habil\u00adlant des stars GenZ comme Doja Cat, dont l\u2019ap\u00adpari\u00adtion aux d\u00e9fil\u00e9s print\u00ademps-\u00e9t\u00e9 2023 a g\u00e9n\u00e9r\u00e9 16,7 mil\u00adlions de dol\u00adlars de MIV.&nbsp;70% des c\u00e9l\u00e9brit\u00e9s ayant le plus impact\u00e9 le MIV mode en 2023 provi\u00aden\u00adnent d\u2019Asie-Paci\u00adfique, notam\u00adment des groupes K\u2011pop tr\u00e8s pop\u00adu\u00adlaires aupr\u00e8s de la GenZ.<br><\/p>\n\n\n\n<p><strong>Le poids crois\u00adsant des influ\u00adenceurs<\/strong><br>Sur la m\u00eame p\u00e9ri\u00adode, la voix des influ\u00adenceurs a gag\u00adn\u00e9 +177% de poids dans le MIV du secteur, devenant le 2e g\u00e9n\u00e9ra\u00adteur d\u2019im\u00adpact apr\u00e8s les c\u00e9l\u00e9brit\u00e9s.Des cr\u00e9a\u00adteurs de con\u00adtenus GenZ comme la Fran\u00e7aise L\u00e9na Mah\u00adfouf (26 ans), dont le MIV a grim\u00adp\u00e9 de +272% en 2023, sont par\u00adti\u00adc\u00aduli\u00e8re\u00adment influ\u00adents. Leur authen\u00adtic\u00adit\u00e9 et prox\u00adim\u00adit\u00e9 avec leur pub\u00adlic, qui leur fait davan\u00adtage con\u00adfi\u00adance qu\u2019aux pub\u00adlic\u00adit\u00e9s selon des \u00e9tudes, expliquent leur poids croissant.En r\u00e9sum\u00e9, l\u2019\u00e9\u00adtude mon\u00adtre com\u00adment la g\u00e9n\u00e9ra\u00adtion Z, par ses valeurs et pr\u00e9f\u00e9rences, pousse les mar\u00adques de luxe \u00e0 revoir leurs strat\u00e9\u00adgies mar\u00adket\u00ading, en mis\u00adant sur le sports\u00adwear, les c\u00e9l\u00e9brit\u00e9s et influ\u00adenceurs qui leur ressem\u00adblent.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Per\u00adfor\u00admance m\u00e9di\u00ada\u00adtique record des mar\u00adques de lux\u00ade\u00adSelon le Media Impact Val\u00adue (MIV) de Launch\u00admetrics, qui mesure la valeur m\u00e9di\u00ada\u00adtique des mar\u00adques, les griffes de luxe ont vu leur valeur grimper\u2026 <\/p>\n","protected":false},"author":1,"featured_media":2265,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-2264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annonces"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - 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