{"id":30663,"date":"2019-01-17T09:23:25","date_gmt":"2019-01-17T09:23:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/hm-abandonne-sa-marque-dinfluenceurs-nyden\/"},"modified":"2019-01-17T09:23:25","modified_gmt":"2019-01-17T09:23:25","slug":"hm-abandonne-sa-marque-dinfluenceurs-nyden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-abandonne-sa-marque-dinfluenceurs-nyden\/","title":{"rendered":"H&amp;M abandonne sa marque d\u2019influenceurs Nyden"},"content":{"rendered":"<p>A peine un an apr\u00e8s sa cr\u00e9ation, le groupe <strong>H&amp;M<\/strong> renonce d\u00e9j\u00e0 \u00e0<strong> Nyden<\/strong>, une filiale bas\u00e9e \u00e0 Los Angeles, visant un public jeune gr\u00e2ce \u00e0 la collaboration avec des influenceurs et des c\u00e9l\u00e9brit\u00e9s. Par contre le groupe su\u00e9dois investit dans le renouvellement de ses concepts de magasin.<\/p>\n<p><!--break--><\/p>\n<h2>\nCollections capsules en collaboration avec des influenceurs<\/h2>\n<p>Le groupe H&amp;M, qui en 2017 avait annonc\u00e9 avec fiert\u00e9 la cr\u00e9ation de sa nouvelle filiale Nyden, a d\u00e9cid\u00e9 d\u2019abandonner le concept. Selon Fashion Network, <a href=\"https:\/\/fr.fashionnetwork.com\/news\/Groupe-H-M-coup-d-arret-pour-la-marque-Nyden,1056786.html#.XECAFuTsZPa\" target=\"_blank\" rel=\"noopener\">la marque cessera d\u2019exister en tant qu\u2019entit\u00e9 autonome<\/a>, mais sera int\u00e9gr\u00e9e dans la plateforme de H&amp;M.<\/p>\n<p>\nLe lancement de Nyden s\u2019inscrivait pourtant dans la nouvelle strat\u00e9gie des \u2018tribus\u2019 \u00e0 laquelle H&amp;M croyait dur comme fer. L\u2019id\u00e9e \u00e9tait de cr\u00e9er des marques et enseignes s\u00e9par\u00e9es pour chaque groupe-cible, au lieu de tout regrouper sous le d\u00e9nominateur commun \u2018H&amp;M\u2019.<\/p>\n<p>\nNyden s\u2019adressait avant tout aux millennials branch\u00e9s, aimant faire leur shopping online et se laisser guider par des c\u00e9l\u00e9brit\u00e9s. La marque comprenait donc essentiellement des collections capsules cr\u00e9\u00e9es en collaboration avec des influenceurs, tels que Dr. Woo, Justine Skye et Hart Denton. La marque pr\u00e9voyait \u00e9galement des collaborations avec le footballeur J\u00e9r\u00f4me Boateng et la chanteuse Dua Lipa, mais celles-ci n\u2019ont pas eu lieu. Les collections, disponibles en \u00e9dition et en temps limit\u00e9s, \u00e9taient lanc\u00e9es online \u00e0 intervalles r\u00e9guliers (drops).<\/p>\n<h2>\nUn projet pour tester des innovations<\/h2>\n<p>Mais la cessation des activit\u00e9s de Nyden \u00e9tait d\u00e9j\u00e0 dans l\u2019air depuis quelque temps : durant l\u2019\u00e9t\u00e9 2018 le fondateur Oscar Olsson a quitt\u00e9 le navire et \u00e0 l\u2019automne douze emplois ont \u00e9t\u00e9 supprim\u00e9s au si\u00e8ge de la marque \u00e0 Los Angeles. R\u00e9cemment H&amp;M a \u00e9galement renonc\u00e9 \u00e0 sa marque <strong>Cheap Monday<\/strong>, elle aussi destin\u00e9e aux jeunes.<\/p>\n<p>\nToutefois Nyden ne dispara\u00eetre pas, souligne un porte-parole. \u00ab\u00a0 Le projet ne s\u2019arr\u00eate pas, il est en cours d\u2019int\u00e9gration \u00e0 la plateforme H&amp;M. Nyden est un projet de d\u00e9veloppement int\u00e9gr\u00e9 au groupe H&amp;M qui nous a donn\u00e9 l\u2019occasion de tester plusieurs id\u00e9es novatrices. Cela ne doit pas \u00eatre compar\u00e9 aux autres marques du groupe qui font partie du d\u00e9partement New Business (<strong>Arket<\/strong>, <strong>Afound<\/strong>, <strong>Monki<\/strong>, <strong>&amp; Other Stories<\/strong>&#8230;). Nous avons constat\u00e9 des r\u00e9sultats positifs avec le projet Nyden et avons donc choisi, \u00e0 l&rsquo;automne 2018, de fusionner le projet dans H&amp;M afin de renforcer les \u00e9changes\u00bb<\/p>\n<h2>\nTester de nouveaux concepts de magasin<\/h2>\n<p>Entretemps H&amp;M continue d\u2019investir dans ses magasins physiques : en 2018 le retailer a test\u00e9\u00a0 de nouveaux concepts au niveau <a href=\"https:\/\/www.theretailbulletin.com\/news\/hm-continues-to-test-new-retail-concepts-16-01-19\/\" target=\"_blank\" rel=\"noopener\">de l\u2019int\u00e9rieur et l\u2019ext\u00e9rieur des magasins<\/a>, l\u2019assortiment et le \u2018look&amp;feel\u2019 g\u00e9n\u00e9ral. Ces tests se poursuivront en 2019.<\/p>\n<p>\nLes nouveaux am\u00e9nagements int\u00e9rieurs ont pour objectif de cr\u00e9er une ambiance plus personnelle et accueillante. En outre le groupe introduit de nouvelles technologies permettant aux collaborateurs et aux clients de trouver plus facilement les produits souhait\u00e9s. Ainsi l\u2019app H&amp;M permet aux clients de consulter l\u2019assortiment de certains magasins et le nouveau concept comprend un mur digital o\u00f9 les clients peuvent partager leurs items favoris de H&amp;M sous le hashtag #HMxME.<\/p>\n<p>\u00a0<\/p>\n<p>Dans les magasins ouverts en 2017 et 2018 \u00e0 Londres, Madrid et Stockholm, le groupe teste des services suppl\u00e9mentaires, notamment le concept caf\u00e9 It\u2019s Pleat, un shop-in-hop de fleurs, des caisses en libre-service et un service de r\u00e9paration. En outre H&amp;M int\u00e8gre de plus en plus de marques externes dans ses propres magasins.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A peine un an apr\u00e8s sa cr\u00e9ation, le groupe H&amp;M renonce d\u00e9j\u00e0 \u00e0 Nyden, une filiale bas\u00e9e \u00e0 Los Angeles, visant un public jeune gr\u00e2ce \u00e0 la collaboration avec des influenceurs et des c\u00e9l\u00e9brit\u00e9s. Par contre le groupe su\u00e9dois investit dans le renouvellement de ses concepts de magasin. Collections capsules en collaboration avec des influenceurs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":30660,"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-30663","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 v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>H&amp;M abandonne sa marque d\u2019influenceurs Nyden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"A peine un an apr\u00e8s sa cr\u00e9ation, le groupe H&amp;M renonce d\u00e9j\u00e0 \u00e0 Nyden, une filiale bas\u00e9e \u00e0 Los Angeles, visant un public jeune gr\u00e2ce \u00e0 la collaboration avec des influenceurs et des c\u00e9l\u00e9brit\u00e9s. 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