{"id":11990,"date":"2016-02-01T16:28:23","date_gmt":"2016-02-01T16:28:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/scotch-soda-dambitieux-projets\/"},"modified":"2016-02-01T16:28:23","modified_gmt":"2016-02-01T16:28:23","slug":"scotch-soda-dambitieux-projets","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/scotch-soda-dambitieux-projets\/","title":{"rendered":"Scotch &amp; Soda a d\u2019ambitieux projets"},"content":{"rendered":"<p>La marque de pr\u00eat-\u00e0-porter n\u00e9erlandaise <strong>Scotch &amp; Soda <\/strong>envisage une forte expansion, gr\u00e2ce \u00e0 la pr\u00e9sentation de ses collections durant la New York Fashion Week. Le groupe esp\u00e8re ainsi doubler son chiffre d\u2019affaires et son b\u00e9n\u00e9fice\u00a0end\u00e9ans les\u00a0trois ans.<\/p>\n<p><!--break--><\/p>\n<h2>Premi\u00e8re grande campagne publicitaire<\/h2>\n<p>L\u2019objectif vis\u00e9 d\u2019ici trois ans est d\u2019atteindre un chiffre d\u2019affaires de 750 millions d\u2019euros et un r\u00e9sultat d\u2019exploitation de 100 millions d\u2019euros. Pour ce faire Scotch &amp; Soda compte ouvrir davantage de magasins en gestion propre et la pr\u00e9sentation des collections \u00e0 la New York Fashion Week doit contribuer \u00e0 faire percer la marque.<\/p>\n<p>\nL\u2019Allemagne est le principal march\u00e9 vis\u00e9 dans le cadre de cette expansion. Scotch &amp; Soda compte y ouvrir au moins un magasin par mois durant les trois ann\u00e9es \u00e0 venir. Actuellement la marque y est commercialis\u00e9e dans 20 magasins en gestion propre et via 1.000 autres points de vente.<\/p>\n<p>\nPar ailleurs Scotch\u00a0 &amp; Soda lancera une grande campagne publicitaire en juin, ce qui constitue un changement de strat\u00e9gie radical pour la marque : \u00ab Nous avons toujours eu une tradition low-profile, qui fait partie de l\u2019identit\u00e9 de Scotch. Nous fabriquons des choses superbes, mais nous n\u2019avons pas de d\u00e9partement PR ou marketing. Durant des ann\u00e9es nous avons opt\u00e9 pour le murmure et le bouche- \u00e0-oreille \u00bb, explique le CEO Dirk-Jan Stoppelenburg dans le journal De Financi\u00eble Telegraaf. Cette approche va donc d\u00e9sormais changer, puisque pour la premi\u00e8re fois Scotch&amp; Soda va collaborer avec une agence publicitaire.<\/p>\n<p>\nLes projets d\u2019expansion ont \u00e9t\u00e9 approuv\u00e9s par le propri\u00e9taire Sun Capital, qui pour l\u2019instant fait l\u2019objet de vives critiques aux Pays-Bas suite \u00e0 la faillite de <strong>V&amp;D, <\/strong>mais qui chez Scotch &amp; Soda ne devrait pas avoir trop d\u2019impact, estime Dirk-Jan Stoppelenburg. \u00ab Lorsqu\u2019on devient trop grand, les financiers peuvent \u00eatre tent\u00e9s de r\u00e9p\u00e9ter d\u2019anciens succ\u00e8s, parce que financi\u00e8rement c\u2019est plus int\u00e9ressant. Lorsqu\u2019on devient trop grand, cela devient\u00a0 un num\u00e9ro d\u2019\u00e9quilibriste, comme c\u2019est le cas chez <strong>Ralph Lauren<\/strong>. Nous n\u2019atteindrons pas ce point avant de nombreuses ann\u00e9es. \u00bb<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque de pr\u00eat-\u00e0-porter n\u00e9erlandaise Scotch &amp; Soda envisage une forte expansion, gr\u00e2ce \u00e0 la pr\u00e9sentation de ses collections durant la New York Fashion Week. Le groupe esp\u00e8re ainsi doubler son chiffre d\u2019affaires et son b\u00e9n\u00e9fice\u00a0end\u00e9ans les\u00a0trois ans. Premi\u00e8re grande campagne publicitaire L\u2019objectif vis\u00e9 d\u2019ici trois ans est d\u2019atteindre un chiffre d\u2019affaires de 750 millions [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[],"topic":[],"region":[],"class_list":["post-11990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Scotch &amp; Soda a d\u2019ambitieux projets - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/scotch-soda-dambitieux-projets\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scotch &amp; Soda a d\u2019ambitieux projets - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La marque de pr\u00eat-\u00e0-porter n\u00e9erlandaise Scotch &amp; Soda envisage une forte expansion, gr\u00e2ce \u00e0 la pr\u00e9sentation de ses collections durant la New York Fashion Week. 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