Alors l’article d’aujourd’hui va parler de duvet et de mannequins souriantes donc j’espère que vous êtes prêts pour ce chamboulement ! Les marques cherchent constamment à innover pour se différencier des autres entreprises et répondre toujours plus précisément aux besoins des consommateurs. Les innovations sont notables dans tous les domaines ; l’agro-alimentaire, la mode, le secteur financier, l’automobile et j’en passe !
Tommy Hilfiger : diversité à la Fashion Week
Pour sa première Fashion Week à Paris, le couturier américain Tommy Hilfiger a présenté le 2 mars dernier sa collection printemps-été événement « TommyNow » en collaboration avec Zendaya au théâtre des Champs Élysées. Il s’est inspiré du défilé de 1973, « la Bataille de Versailles » où des hauts couturiers français et des designers américains avaient été invités à défiler aux côtés des créateurs français sous forme de battle. Ils ont clairement pas dû s’ennuyer ce jour-là ! Le couturier a déclaré que le défilé « mêlera notre héritage américain, la confiance et l’optimisme de Zendaya et les éléments emblématiques de la ville pour un défilé vraiment inoubliable”. Et pour le coup, c’était assez réussi !
L’originalité du défilé résidait dans la bonne humeur qui s’en dégageait car contrairement à d’autres défilés plus « classiques », ici les mannequins étaient très souriantes (oui c’est rare …!), certaines défilaient en dansant, le tout sur une musique très rythmée et sur un podium haut en couleurs ! Hilfiger a aussi fait le pari réussi de mettre à l’honneur la diversité en sélectionnant des mannequins de toutes tailles ainsi qu’en invitant la mannequin et chanteuse Jamaïcaine Grace Jones, icône des années 80. Le défilé a énormément plu au public car, on peut le dire, il se différenciait des défilés que l’on peut voir d’habitude. Selon certaines personnalités invitées, il pouvait presque être perçu comme une fête plutôt qu’un défilé.
Tommy Hilfiger s’est aussi démarqué en proposant le système innovant du “see now, buy now”. Le quoi vous vous dites ? Cela permet en fait au couturier de mettre en vente sa collection prêt-à-porter aussitôt après le défilé et non plus 15 ans plus tard (bon j’exagère c’est six mois en fait) comme cela se fait depuis toujours. Le but étant de satisfaire plus efficacement et plus rapidement les besoins des clients qui peuvent directement acheter les pièces qu’ils ont repéré sur le catwalk, à condition d’avoir les moyens bien sûr ! Du coup, si vous vouliez éviter les achats impulsifs, bah c’est un peu raté ! (certes, encore faut-il être invité au défilé !)
Patagonia : une marque engagée depuis ses débuts
Patagonia est une entreprise californienne créée en 1972. Depuis ses débuts, l’entreprise est extrêmement sensibilisée aux problèmes environnementaux et reverse 1% de son chiffre d’affaires à des organisations non gouvernementales se consacrant à la protection de l’environnement. Elle commercialise des vêtements de sport de montagne et de surf éco-conçus et innove sans cesse en n’utilisant que du coton biologique ou des matières recyclées.
L’objectif de la marque est de faire réfléchir sur l’hyper-consommation, notamment en publiant dans le New-York Times une page de publicité, dont le visuel est repris en page d’accueil de son site internet : « Don’t buy this jacket ». A travers ce message, Patagonia souhaite amener les consommateurs vers un mode de consommation plus responsable et durable en achetant que ce qui est nécessaire, en réutilisant au maximum les produits ou en les réparant ou recyclant. Une démarche plutôt cool et engagée donc !
La marque innove aussi dans le domaine du sommeil. Après 45 ans de développement, elle a sorti en 2017 un duvet. Bon pas super sexy de parler de duvet mais au moins c’est original ! Pour votre information, le fameux duvet offre une efficacité thermique exceptionnelle et est fait en plumes d’oie dont le traçage est assuré par l’organisation NSF International de la ferme de ponte à l’usine de confection afin de garantir qu’il provient d’oiseaux qui n’ont pas été gavés ou plumés à vif (oui oui ça existe…). Il n’y a pas de coutures pour éviter l’infiltration d’air froid et cela maintient en plus le duvet en place quelle que soit la position dans laquelle vous dormez. Bref, après cette belle description, vous aurez compris que c’est un duvet qui est fait pour durer et pas un que l’on va jeter après 2 étés au camping ou 3 hivers à la montagne. Par contre accrochez-vous bien, on a intérêt à bien y dormir dedans car les prix vont de 320€ à 580€ ! Mais les adeptes de la marque, qui sont très attachés à ses valeurs comme par exemple la traçabilité des matériaux et le bien-être animal, restent toujours fidèles aux nouveaux produits.
Carrefour : #Amène ton contenant
Pour amorcer une démarche de transition alimentaire, Carrefour a décidé de lancer la campagne Act For Food en s’inscrivant pleinement dans un mouvement éco-responsable. La marque a crée 13 actes pour engager les consommateurs dans leur consommation. Ces actes vont du bio Français 100% accessible à la suppression de l’usage des pesticides en passant par la traçabilité et la lutte contre le gaspillage. Je vais vous épargner toute la liste (ouf !) donc si vous voulez voir les 13 engagements, c’est par ici : https://www.carrefour.fr/engagements/act-for-food
A travers cette campagne, la marque a notamment lancé une opération de réduction des emballages en donnant la possibilité aux consommateurs de venir se faire servir en magasin avec leurs propres contenants. Les clients doivent donc simplement apporter des contenants adaptés, transparents, propres, secs et avec leurs couvercles, les faire identifier à l’entrée ou à l’accueil du magasin et finalement les proposer aux hôtes et hôtesses des stands traditionnels (boucherie, traiteur, poissonnerie…). Une fois pesés, les produits sont étiquetés entre le couvercle et le contenant. Franchement, c’est pas trop compliqué et ça vous évite d’avoir 36000 emballages qui s’entassent chez vous #ramenetontup. Pour l’instant, seuls les rayons qui disposent de personnel sont concernés mais peut-être que bientôt les rayons fruits et légumes seront concernés par l’action… à suivre donc !
N’hésitez pas à lire les autres articles sur les marques dans notre rubrique brand’storming !
https://gnitekram.fr/brandstorming/
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