{"id":121610,"date":"2025-07-02T15:40:52","date_gmt":"2025-07-02T13:40:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121610"},"modified":"2025-07-02T15:40:54","modified_gmt":"2025-07-02T13:40:54","slug":"brax-a-termine-une-rebranding-et-une-annee-record","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/brax-a-termine-une-rebranding-et-une-annee-record\/","title":{"rendered":"Brax a termin\u00e9 une rebranding et une ann\u00e9e record"},"content":{"rendered":"\n<p><strong>Brax <\/strong>a enregistr\u00e9 un chiffre d&rsquo;affaires record de 361 millions d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re. La marque de mode allemande vise d\u00e9sormais une nouvelle expansion (internationale) et renforce ses ambitions avec un rebranding complet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u00a0Sp\u00e9cialiste du pantalon en Europe\u00a0\u00bb<\/h2>\n\n\n\n<p>Brax souhaite \u201cdevenir le sp\u00e9cialiste du pantalon en Europe, avec une forte expertise en tenue,\u201d d\u00e9clare le directeur marketing et des ventes Marc Freyberg \u00e0 propos des chiffres de 2024. La marque de v\u00eatements dans le segment premium casualwear a d\u00e9clar\u00e9 avoir atteint un chiffre d&rsquo;affaires record de 361 millions d&rsquo;euros, dont 34 % proviennent des march\u00e9s internationaux.<\/p>\n\n\n\n<p>Cependant, l&rsquo;entreprise ne r\u00e9v\u00e8le pas combien de croissance il y a eu ni quel \u00e9tait le b\u00e9n\u00e9fice. L&rsquo;impact de l&rsquo;acquisition de <strong>Fuchs Schmitt<\/strong>, une marque de manteaux et vestes que Brax a achet\u00e9e l&rsquo;ann\u00e9e derni\u00e8re, n&rsquo;a \u00e9galement pas \u00e9t\u00e9 communiqu\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rebranding comme moteur de rajeunissement<\/h2>\n\n\n\n<p>L&rsquo;ann\u00e9e derni\u00e8re, Brax a \u00e9galement lanc\u00e9 un repositionnement complet. La rebranding doit rendre la marque attrayante pour un public plus jeune avec un nouveau logo et une nouvelle identit\u00e9 visuelle. La marque allemande a \u00e9galement restructur\u00e9 son branding produit : pour chaque cat\u00e9gorie \u2013 des pantalons aux tenues compl\u00e8tes \u2013 des objectifs de marque clairs ont \u00e9t\u00e9 d\u00e9finis. Ceux-ci forment la base de nouvelles directives en mati\u00e8re de branding et de pr\u00e9sentation.<\/p>\n\n\n\n<p>\u00ab\u00a0Apr\u00e8s 25 ans, il \u00e9tait temps de revoir en profondeur notre image de marque,\u00a0\u00bb d\u00e9clare Freyberg. \u201cLe nouveau logo, le code de branding et nos directives pour la communication produit et l&rsquo;am\u00e9nagement des magasins assurent une exp\u00e9rience de marque uniforme et reconnaissable \u2013 tant en ligne que dans les rues commer\u00e7antes.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brax a enregistr\u00e9 un chiffre d&rsquo;affaires record de 361 millions d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re. La marque de mode allemande vise d\u00e9sormais une nouvelle expansion (internationale) et renforce ses ambitions avec un rebranding complet.<\/p>\n","protected":false},"author":5,"featured_media":121611,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[1731],"topic":[88,488],"region":[470],"class_list":{"0":"post-121610","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-brax","11":"topic-bedrijfsresultaten","12":"topic-marketing","13":"region-allemagne"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brax a termin\u00e9 une rebranding et une 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