Last posts on equity
2024-03-29T12:49:18+01:00
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pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[#LUXE #MODE] - Les Françaises les plus riches classent les marques de luxe de Mode
tag:whatsnewinmarketing.blogspirit.com,2015-11-02:3059294
2015-11-02T09:08:00+01:00
2015-11-02T09:08:00+01:00
Télécharger l'infographie en FR ou en EN / Download the graphics in FR or...
<p><img src="http://whatsnewinmarketing.blogspirit.com/media/02/00/4225497350.jpg" id="media-890020" alt="" /></p><p>Télécharger l'infographie en FR ou en EN / Download the graphics in FR or EN : <a title="http://bit.ly/20vWBs7" href="http://bit.ly/20vWBs7" target="_blank">http://bit.ly/20vWBs7</a></p>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
Lancement de l’Apple Watch : Apple peut-elle devenir une marque de luxe ?
tag:whatsnewinmarketing.blogspirit.com,2015-05-15:3047242
2015-05-15T11:53:00+02:00
2015-05-15T11:53:00+02:00
Normal 0 21 false false false FR...
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Si l'arrivée bien connue de personnalités de l'univers de la mode et du luxe à des postes à responsabilité chez Apple laissait présager un "repositionnement" stratégique de la marque à la pomme - ce que confirme l'orientation donnée aux premières actions de lancement mettant l'accent sur le côté luxueux de l'objet - cela suffit-il pour faire d'Apple une marque de luxe ? N'est-ce pas ici aller un peu vite en besogne ? </span></p><p class="MsoNormal" style="margin-bottom: .0001pt; text-align: justify; line-height: normal;"><span style="font-family: 'Arial','sans-serif'; font-size: small;"><strong>Certes, le produit interpelle</strong> : une esthétique épurée, des versions haut de gamme à partir de 11.000 euros dans leur déclinaisons en or jaune ou rose, ornées de pierres précieuses, une personnalisation des bracelets et des boîtiers et deux tailles d'écran, autant de signaux du caractère précieux de l'objet. La communication n'est pas en reste : une exclusivité d'exposition au magasin Colette à Paris, un plan média ambitieux dans le magazine Vogue et une apparition au poignet du mannequin Liu Wen, voilà qui devrait "booster" la désirabilité de la montre connectée. Mais il existe pourtant un monde entre l'objet de luxe et l'objet technologique. Auquel des deux appartient réellement l'Apple Watch, et à terme la marque Apple ?</span></p><p class="MsoNormal" style="margin-bottom: .0001pt; text-align: justify; line-height: normal;"><span style="font-family: 'Arial','sans-serif'; font-size: small;"><strong>Commençons par définir ce qu’est une marque de luxe</strong>. Une marque de luxe présente des caractéristiques bien précises : le prix, la force de l’image, la sélectivité de la distribution, le prestige de la clientèle, l’enracinement historique dans une culture, la préservation d’un savoir-faire ou d’un métier le plus souvent traditionnel, la localisation de la fabrication et enfin la créativité. Certains de ces critères sont possédés ou accessibles à la marque Apple, pour d’autres cela paraît plus compliqué. </span></p><p style="text-align: justify;"><span style="font-family: 'Arial','sans-serif'; font-size: small;"><strong>Nous ne discuterons ni le prix, ni la force de l'image</strong> : dans le cas de l'Apple Watch, ces deux critères semblent remplis. En privilégiant une distribution sélective dans des boutiques en nom propre (les fameux Apple Store),la marque a parfaitement su "sublimer ses codes identitaires", renforcés par un travail de fond sur la relation clientèle envisagée avec la Watch. Le but est de prodiguer les meilleurs conseils, tel un bijoutier. Cette stratégie est bien pensée pour se différencier d'une concurrence déjà bien installée (Pebble, Samsung, Sony, Withing, LG, Kronos, etc.). Mais c'est surtout une précaution indispensable, car passer d'une clientèle technophile à une clientèle du luxe n'est pas sans danger pour la marque. Une perte de repères et d'authenticité auprès de son coeur de clientèle pourrait amener une partie d'entre elle à s'en détourner, se sentant en quelque sorte rejetée. Or la stratégie d'Apple a toujours été de faire du client, non pas un simple acheteur, mais un initié faisant partie du cercle de la marque. De plus, après avoir testé le "low cost" avec l'Iphone 5C, Apple prend avec son repositionnement le risque de trop "étendre" sa clientèle et de diluer ainsi son identité de marque, à l'instar de marques de luxe comme Louis Vuitton. "Qui trop embrasse, peu étreint" disait-on au XIVème Siècle ! Enfin, la frontière entre l'objet de mode et l'objet de luxe passe aussi par l'horizon temporel et géographique qu'ils dessinent : l'objet de luxe est intemporel, une caractéristique difficile à revendiquer dans l'univers de la technologie digitale. Il s'inscrit dans un savoir-faire traditionnel, sinon ancestral. Il s'ensuit une identification forte à un pays précis qui lui donne tout son sens : la belle mécanique est allemande, l'horlogerie de précision est suisse, la haute couture est parisienne, le design est italien, mais qu'en est-il des objets connectés ? A vouloir être une entreprise "globale" dans un univers essentiellement "technologique", Apple se prive peut-être du statut de marque de luxe. <a name="_GoBack"></a>Cela ne devrait toutefois pas l'empêcher de rencontrer le succès.</span></p><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true" DefSemiHidden="true" DefQFormat="false" DefPriority="99" LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false" UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" 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Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false" UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false" UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false" UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false" UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false" UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false" UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false" UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false" UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false" UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false" UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false" UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
pjourdan
http://whatsnewinmarketing.blogspirit.com/about.html
[APPLE] Can Apple become a luxury brand?
tag:whatsnewinmarketing.blogspirit.com,2015-05-15:3047240
2015-05-15T11:44:00+02:00
2015-05-15T11:44:00+02:00
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5.4pt;mso-para-margin-top:0cm;mso-para-margin-right:0cm;mso-para-margin-bottom:10.0pt;mso-para-margin-left:0cm;line-height:115%;mso-pagination:widow-orphan;font-size:11.0pt;font-family:"Calibri","sans-serif";mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:"Times New Roman";mso-fareast-theme-font:minor-fareast;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";mso-bidi-theme-font:minor-bidi;}</style><![endif]--></p><p class="MsoNormal" style="line-height: normal; text-align: justify;"><span style="font-family: arial,helvetica,sans-serif; font-size: medium;"><strong><span lang="EN-US">The Apple Watch is here. While waiting for first reactions, Apple is trying to be positioned as a luxury product. Decryption by Philippe Jourdan, Promise Consulting’s CEO, University Professor at Paris-Est, and Jean-Claude Pacitto, Senior Lecturer at Paris-Est.</span></strong></span></p><p class="MsoNormal" style="line-height: normal; text-align: justify;"><span style="font-family: arial,helvetica,sans-serif; font-size: medium;"><strong><span lang="EN-US"><span style="font-size: small;">TO READ IT IN FRENCH / POUR LE LIRE EN FRANCAIS :</span></span></strong></span><a title="http://bit.ly/1e4ZrjS" href="http://bit.ly/1e4ZrjS" target="_blank"><span style="font-family: arial, helvetica, sans-serif; font-size: small;"><strong>http://bit.ly/1e4ZrjS</strong></span></a></p><p style="text-align: center;"><a href="http://whatsnewinmarketing.blogspirit.com/media/00/01/1758822662.png" target="_blank"><img id="media-865715" style="margin: 0.7em 0;" title="" src="http://whatsnewinmarketing.blogspirit.com/media/00/01/504308607.png" alt="promise, luxury, apple, apple watch, brand, marketing, equity" /></a></p><p class="MsoNormal" style="line-height: normal; text-align: justify;"><span style="font-size: small; font-family: arial,helvetica,sans-serif;" lang="EN-US"><strong>The recruitment of new personalities from the fashion and luxury universe </strong>who are in charge of important responsibilities at Apple unde