Depuis quelques années, la marque de vêtements et accessoires Jennyfer a pris un tournant marketing en changeant son image de marque et sa stratégie. Ils ont opté notamment pour une stratégie d’influence ! Leur dernière collaboration en date, la collection DCM Jennyer x Mayadorbale, alors top ou flop ?
Après une baisse de notoriété et des ventes, l’enseigne Jennyfer s’est refait une jeunesse, notamment en utilisant l’image d’influenceurs. Ces personnalités publiques issues de la culture web, adulées par la jeune génération, se révèlent être des égéries de choix.
La collaboration la plus connue à ce jour est la fameuse DCM Jennyfer x Léna Situations. En effet, Léna Situations est une jeune influenceuse parisienne branchée et stylée qui réunit 2,9 millions de followers sur Instagram. La collection de vêtements imaginée et designée par ses soins a été un succès colossal. Les vêtements ont été en rupture de stock dès la mise en ligne de la collection et les consommateurs sont même allés jusqu’à revendre certaines pièces sur des sites de seconde main à des prix 2 ou 3 fois plus élevés.
Aujourd’hui nous allons nous intéresser à la dernière collaboration, DCM Jennyfer x Mayadorable. Maya, elle aussi jeune parisienne, compte plus de 900k followers sur Instagram. Elle a une image assez fofolle et branchée. Elle a associé son nom à Jennyfer lors de la sortie d’une collection autour de son univers le 15 mars dernier.
La collaboration avec Maya a été teasé sur les réseaux sociaux des semaines voire mois à l’avance. Et quelques jours avant la sortie officielle, tout s’est accéléré. Maya a publié des photos où elle portait des pièces de la collection sans le mentionner ni annoncer de date mais les abonnés les plus rusés avaient compris. Le but de Jennyfer avec ces collaborations est évidemment d’associer leur image à celle de l’influenceur, de réaliser des ventes et générer du chiffre d’affaire mais aussi de créer de l’engouement et un buzz sur les réseaux sociaux. Suite à l’annonce de la date de sortie de la collection, Maya a également fait un live sur son Instagram pour que ses abonnés posent toutes leurs questions et donnent leurs avis sur les pièces déjà montrées. Il y a donc un réel lien entre l’influenceur, ses abonnés et Jennyfer à ce moment là. Et c’est là toute la réussite d’une stratégie d’influence.
La collection se compose de 16 pièces, vestes, tee shirt, pull ou encore chaussettes, colorées et branchées. Même si toutes les pièces n’ont pas été out of stock en une journée comme pour la collaboration avec Léna, le succès a été au rendez-vous et aujourd’hui certaines pièces ne sont plus disponibles. Les abonnés de Maya ont également exprimés leur enthousiasme quand à une nouvelle collaboration dans le futur !
Alors pour conclure, je dirai que c’est un pari gagnant qu’a pris Jennyfer pour cette collaboration !
Mais après 2 ans, la question qui se pose est la suivante : Est-ce que l’enseigne Jennyfer n’aurait pas usé cette stratégie et ne menace t’elle pas de s’épuiser ?
A voir comment la stratégie évolue !
A lire aussi, Lidl roi du marketing ?
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