{"id":102274,"date":"2024-07-16T12:35:23","date_gmt":"2024-07-16T10:35:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=102274"},"modified":"2024-07-16T12:35:25","modified_gmt":"2024-07-16T10:35:25","slug":"le-nouveau-pdg-doit-sortir-burberry-du-marasme","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-nouveau-pdg-doit-sortir-burberry-du-marasme\/","title":{"rendered":"Le nouveau PDG doit sortir Burberry du marasme"},"content":{"rendered":"\n

Chez Burberry<\/strong>, le chiffre d’affaires a chut\u00e9 de 22 %. Ce n’est pas du tout le doublement des ventes que le PDG Jonathan Akeroyd avait promis il y a deux ans et demi. En cons\u00e9quence, il peut disposer et sera remplac\u00e9.<\/p>\n\n\n\n

Des chiffres d\u00e9cevants<\/h2>\n\n\n\n

Burberry change \u00e0 nouveau de PDG : Jonathan Akeroyd est remplac\u00e9 par l’Am\u00e9ricain Joshua Schulman (anciennement chez Jimmy Choo, Coach et Michael Kors) apr\u00e8s \u00e0 peine deux ans et demi. La raison en est les derniers chiffres trimestriels de la maison de mode britannique : le chiffre d’affaires a chut\u00e9 de 22% \u00e0 458 millions de livres sterling (545 millions d’euros) au cours du premier trimestre \u00e9coul\u00e9. En Am\u00e9rique et en Asie, les ventes ont chut\u00e9 de 23 %. En Europe, en Afrique et au Moyen-Orient, la baisse est de 16 %.<\/p>\n\n\n\n

Des r\u00e9sultats \u00ab\u00a0d\u00e9cevants\u00a0\u00bb, reconna\u00eet le pr\u00e9sident Gerry Murphy. Burberry a entrepris un redressement cr\u00e9atif sous la houlette du nouveau directeur artistique Daniel Lee, mais en d\u00e9pit d’une collection d’\u00e9t\u00e9 bien accueillie, ce redressement s’av\u00e8re \u00ab\u00a0plus difficile qu’on ne l’avait imagin\u00e9\u00a0\u00bb. Le march\u00e9 du luxe se refroidit globalement, et la baisse de la demande en Chine est particuli\u00e8rement nuisible aux marques de luxe.<\/p>\n\n\n\n

Un nouveau changement de cap<\/h2>\n\n\n\n

Pour Burberry, le d\u00e9fi est d’autant plus grand que la marque se bat depuis des ann\u00e9es avec son image. La marque doit-elle se positionner plus haut sur le march\u00e9 ou se d\u00e9mocratiser ? Veut-elle surfer sur les derni\u00e8res tendances pour toucher un public plus jeune ou se pr\u00e9senter comme un classique britannique arch\u00e9typal et intemporel ? Les nombreux changements de PDG et de designers de ces derni\u00e8res ann\u00e9es ont fait de la maison de luxe un navire quelque peu bancal qui ne sait pas comment garder le cap.<\/p>\n\n\n\n

Le dernier jeu de chaises ne montre d\u00e9j\u00e0 pas de pertinence : alors qu’Akeroyd a opt\u00e9 pour la premiumisation et a voulu rendre Burberry plus cher, Schulman devrait aller dans le sens inverse et proposer un Burberry \u00ab\u00a0plus inclusif et plus d\u00e9mocratique\u00a0\u00bb. L’ind\u00e9cision fait plonger l’\u00e9valuation boursi\u00e8re, mena\u00e7ant de faire de Burberry une cible de rachat, selon les analystes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Chez Burberry, le chiffre d’affaires a chut\u00e9 de 22 %. Ce n’est pas du tout le doublement des ventes que le PDG Jonathan Akeroyd avait promis il y a deux ans et demi. En cons\u00e9quence, il peut disposer et sera remplac\u00e9.<\/p>\n","protected":false},"author":5,"featured_media":27341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[837],"topic":[609,266],"region":[381],"class_list":["post-102274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-burberry","topic-changement-de-direction","topic-resultats-financiers","region-royaume-uni"],"acf":[],"yoast_head":"\nLe nouveau PDG doit sortir Burberry du marasme - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Chez Burberry, le chiffre d'affaires a chut\u00e9 de 22 %. 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