{"id":128656,"date":"2025-09-17T15:31:47","date_gmt":"2025-09-17T13:31:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=128656"},"modified":"2025-09-17T15:31:50","modified_gmt":"2025-09-17T13:31:50","slug":"shein-et-pimkie-se-donnent-la-main-pacte-diabolique-ou-solution-intelligente","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/shein-et-pimkie-se-donnent-la-main-pacte-diabolique-ou-solution-intelligente\/","title":{"rendered":"Shein et Pimkie se donnent la main : pacte diabolique ou solution intelligente ?"},"content":{"rendered":"\n

Le d\u00e9taillant de mode fran\u00e7ais Pimkie <\/strong>conclut un partenariat strat\u00e9gique avec le g\u00e9ant chinois de la mode ultrarapide Shein<\/strong>. Les deux parties y ont beaucoup \u00e0 gagner, mais l’industrie de la mode exprime son horreur.<\/p>\n\n\n\n

Ange sauveur ?<\/h2>\n\n\n\n

Gr\u00e2ce \u00e0 la collaboration, les v\u00eatements de Pimkie seront disponibles sur la plateforme de Shein avant la fin de l’ann\u00e9e, ce qui les rendra accessibles dans 160 pays. Shein fournira \u00e0 son tour des services de logistique, de production \u00e0 la demande et d’ex\u00e9cution des commandes. L’initiative s’inscrit dans le cadre du nouveau programme \u00ab\u00a0Shein Xcelerator\u00a0\u00bb, qui est d\u00e9ploy\u00e9 simultan\u00e9ment en France, au Royaume-Uni et en Chine. Le g\u00e9ant chinois du commerce \u00e9lectronique entend ainsi attirer davantage de marques occidentales.<\/p>\n\n\n\n

Pour que le r\u00e9seau physique survive, Pimkie doit r\u00e9aliser au moins 30 % de son chiffre d’affaires en ligne, a expliqu\u00e9 Salih Halassi, le PDG, \u00e0 propos du partenariat. Pimkie se remet tout juste sur pied apr\u00e8s deux ann\u00e9es difficiles de restructuration, au cours desquelles plus de 100 magasins ont ferm\u00e9 et la cha\u00eene a \u00e9t\u00e9 plac\u00e9e sous la protection de la justice. Gr\u00e2ce \u00e0 Shein, la marque fran\u00e7aise aura non seulement acc\u00e8s \u00e0 un public mondial, mais aussi \u00e0 une cha\u00eene d’approvisionnement sophistiqu\u00e9e qui permet, entre autres, de r\u00e9aliser rapidement de petites collections ou produits \u00ab\u00a0tests\u00a0\u00bb.<\/p>\n\n\n\n

Un \u00ab\u00a0signal inacceptable\u00a0\u00bb<\/h2>\n\n\n\n

Pourtant, d’autres entreprises fran\u00e7aises du secteur de la mode font preuve de peu de compr\u00e9hension. \u00ab\u00a0Le choix de Pimkie d’ouvrir ses portes \u00e0 Shein est un signal inacceptable\u00a0\u00bb, a r\u00e9agi l’Alliance du commerce. Selon l’organisation, \u00ab\u00a0on ne peut pas normaliser un partenariat avec un acteur qui ne respecte pas les r\u00e8gles que les autres enseignes tentent d’appliquer\u00a0\u00bb. D’autres f\u00e9d\u00e9rations fran\u00e7aises de la mode et du textile ont \u00e9galement unanimement condamn\u00e9 l’accord, craignant une atteinte \u00e0 leur r\u00e9putation et une concurrence d\u00e9loyale. <\/p>\n\n\n\n

Pour Mario Jorge Machado, pr\u00e9sident d’Euratex, cet accord montre \u00e0 quel point les entreprises sont faibles face \u00e0 Shein et \u00e0 d’autres plateformes chinoises telles que Temu et AliExpress. \u00ab\u00a0Elles ne sont pas en bonne position pour n\u00e9gocier leur survie\u00a0\u00bb, d\u00e9clare-t-il. Quoi qu’il en soit, le moment choisi est remarquable. Lundi dernier, une multitude d’entreprises textiles de toute l’Europe ont sign\u00e9 une lettre commune exhortant la Commission europ\u00e9enne \u00e0 prendre des mesures urgentes contre l’ultrafastfashion.<\/p>\n\n\n\n

Tentative d’enracinement<\/h2>\n\n\n\n

Quentin Ruffat, porte-parole fran\u00e7ais de Shein, a d\u00e9fendu son approche : \u00ab\u00a0Nous voulons montrer qu’il n’est plus n\u00e9cessaire d’opposer un mod\u00e8le innovant, avec 100 % de ventes en ligne et une production \u00e0 la demande, aux mod\u00e8les de vente au d\u00e9tail traditionnels.\u00a0\u00bb L’entreprise refuse \u00e9galement d’\u00eatre qualifi\u00e9e de \u00ab\u00a0fast-fashion\u00a0\u00bb. Pour Shein, l’alliance est donc avant tout un troph\u00e9e pour gagner en respectabilit\u00e9.<\/p>\n\n\n\n

Mais il pourrait y avoir un effet secondaire inattendu : le m\u00e9pris et l’agitation qui suivent l’annonce risquent d’acc\u00e9l\u00e9rer encore la pression politique sur l’Europe. Shein pourra-t-elle se faire de nouveaux alli\u00e9s apr\u00e8s Pimkie, ou Bruxelles coupera-t-elle bient\u00f4t l’herbe sous le pied du g\u00e9ant chinois ?<\/p>\n","protected":false},"excerpt":{"rendered":"

Le d\u00e9taillant de mode fran\u00e7ais Pimkie conclut un partenariat strat\u00e9gique avec le g\u00e9ant chinois de la mode ultrarapide Shein. Les deux parties ont beaucoup \u00e0 gagner de cet accord, mais l’industrie de la mode, en particulier, manifeste une d\u00e9sapprobation particuli\u00e8rement vive.<\/p>\n","protected":false},"author":5,"featured_media":128657,"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":[494,571],"topic":[198],"region":[342],"class_list":{"0":"post-128656","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-pimkie","11":"company-shein","12":"topic-e-commerce","13":"region-france"},"acf":[],"yoast_head":"\nShein et Pimkie se donnent la main : pacte diabolique ou solution intelligente ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pimkie conclut un partenariat strat\u00e9gique avec Shein. 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