{"id":23599,"date":"2017-12-22T13:18:04","date_gmt":"2017-12-22T13:18:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/hm-lance-une-nouvelle-marque-nyden\/"},"modified":"2017-12-22T13:18:04","modified_gmt":"2017-12-22T13:18:04","slug":"hm-lance-une-nouvelle-marque-nyden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-lance-une-nouvelle-marque-nyden\/","title":{"rendered":"H&amp;M lance une nouvelle marque : Nyden"},"content":{"rendered":"<p>Le groupe de mode <strong>H&amp;M<\/strong> lancera une nouvelle marque l\u2019ann\u00e9e prochaine : <strong>Nyden<\/strong>.\u00a0 Elle sera con\u00e7ue \u00e0 Los Angeles avec l\u2019aide d\u2019\u00abinfluenceurs\u00bb.\u00a0 La marque souhaite se distinguer par la co-cr\u00e9ation, des tirages limit\u00e9s et des prix l\u00e9g\u00e8rement plus \u00e9lev\u00e9s.<\/p>\n<p><!--break--><\/p>\n<h2>La mode pour les diff\u00e9rentes tribus millennials<\/h2>\n<p>C\u2019est Oscar Olsson qui dirigera la marque.\u00a0 Pour le moment, il est encore le responsable du laboratoire d\u2019innovation du groupe H&amp;M.\u00a0 Les cr\u00e9ations seront dessin\u00e9es \u00e0 Los Angeles, mais seront surtout fortement influenc\u00e9es par des influenceurs et par le data.\u00a0 Olsson voit le \u00ab n\u00e9tocrate \u00bb comme groupe cible : des millennials qui, plus que jamais, sont sensibilis\u00e9s \u00e0 la croyance, l\u2019authenticit\u00e9 et la personnalit\u00e9.\u00a0 Ils sont \u00e9galement tr\u00e8s vuln\u00e9rables \u00e0 l\u2019exploitation, que ce soit d\u2019eux-m\u00eames ou des autres.<\/p>\n<p>\nLe <a href=\"http:\/\/uk.fashionnetwork.com\/news\/Nyden-is-H-M-s-new-brand-Oscar-Olsson-is-creative-director,904915.html#.WkPXzcJvSUm\" target=\"_blank\" rel=\"noopener\">lancement d\u2019une \u00e9ni\u00e8me nouvelle filiale de H&amp;M<\/a> cadre dans la nouvelle philosophie du groupe su\u00e9dois, qui est la suivante : l\u2019avenir de la mode consiste \u00e0 s\u2019adresser aux diff\u00e9rentes \u2018tribus\u2019 de consommateurs.\u00a0 Chaque tribu d\u00e9cide elle-m\u00eame ce qu\u2019elle souhaite porter et ne se laisse pas dicter sa fa\u00e7on de s\u2019habiller par de grands noms de la mode.\u00a0 C\u2019est pour cette raison que Nyden ne sera pas dirig\u00e9 par un seul cr\u00e9ateur, mais sera plut\u00f4t d\u00e9velopp\u00e9 en co-cr\u00e9ation avec des \u2018chefs de tribus\u2019 \u2013 en d\u2019autres termes, des \u2018influenceurs\u2019.\u00a0 La marque souhaite \u00e9galement tirer des id\u00e9es du data.\u00a0 Nyden a d\u00e9j\u00e0 engag\u00e9 un \u2018philosophe de service\u2019, l\u2019\u00e9crivain Alexander Bard.<\/p>\n<h2>\u00a0<br \/>\nRenverser le top-down<\/h2>\n<p>Selon l\u2019inspirateur Olsson, l\u2019objectif de la marque est de faire basculer le mod\u00e8le top-down classique du secteur de la mode.\u00a0 \u00ab Dans la soci\u00e9t\u00e9 du futur, vous devez, en tant que marque ou n\u2019importe quel fournisseur, accepter que le pouvoir n\u2019est pas entre vos mains \u00bb, explique-t-il au journal The Cut.\u00a0 \u00ab Le pouvoir a gliss\u00e9 vers ce que nous appelons les tribus. \u00bb\u00a0 La marque a d\u00e9j\u00e0 r\u00e9ussi \u00e0 attirer quelques \u2018chefs de tribus\u2019, comme la star sur Instagram Doctor Woo et l\u2019actrice su\u00e9doise Noomi Rapace.<\/p>\n<p>\nLes influenceurs seront invit\u00e9s au centre design de la marque \u00e0 Los Angeles o\u00f9 ils auront acc\u00e8s \u00e0 des tissus et des mat\u00e9riaux pr\u00e9s\u00e9lectionn\u00e9s.\u00a0 Les collections pourront ainsi \u00eatre disponibles dans les quatre semaines, online ou lors d\u2019\u00e9v\u00e9nements pop-up virtuels ou physiques.\u00a0 Olsson souligne que Nyden ne deviendra pas une marque fast-fashion classique, mais sera compos\u00e9e de collections (capsules) limit\u00e9es avec un positionnement prix plus \u00e9lev\u00e9.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le groupe de mode H&amp;M lancera une nouvelle marque l\u2019ann\u00e9e prochaine : Nyden.\u00a0 Elle sera con\u00e7ue \u00e0 Los Angeles avec l\u2019aide d\u2019\u00abinfluenceurs\u00bb.\u00a0 La marque souhaite se distinguer par la co-cr\u00e9ation, des tirages limit\u00e9s et des prix l\u00e9g\u00e8rement plus \u00e9lev\u00e9s. La mode pour les diff\u00e9rentes tribus millennials C\u2019est Oscar Olsson qui dirigera la marque.\u00a0 Pour le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23596,"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-23599","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>H&amp;M lance une nouvelle marque : Nyden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le groupe de mode H&amp;M va lancer une nouvelle marque l\u2019ann\u00e9e prochaine : Nyden. 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