{"id":42881,"date":"2020-08-26T15:29:42","date_gmt":"2020-08-26T15:29:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/amazon-lance-une-plateforme-pour-les-marques-de-luxe-2\/"},"modified":"2020-08-26T15:29:42","modified_gmt":"2020-08-26T15:29:42","slug":"amazon-lance-une-plateforme-pour-les-marques-de-luxe-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/amazon-lance-une-plateforme-pour-les-marques-de-luxe-2\/","title":{"rendered":"Amazon lance une plateforme pour les marques de luxe"},"content":{"rendered":"<p><span style=\"background-color:white\"><strong>Amazon<\/strong>\u00a0pr\u00e9pare le lancement de sa propre plateforme de luxe. En septembre, un marketplace en ligne comparable \u00e0 <strong>Tmall <\/strong>ou <strong>Farfetch <\/strong>ouvrira ses portes \u00e0 douze marques de luxe.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Douze maisons de mode<\/span><\/h2>\n<p><span style=\"background-color:white\">Amazon se lance sur le march\u00e9 du luxe : selon le magazine WWD, le g\u00e9ant du commerce en ligne lancera <a href=\"https:\/\/wwd.com\/business-news\/business-features\/amazon-said-forging-ahead-luxury-platform-1203697652\/\" target=\"_blank\" rel=\"noopener\">une plateforme de mode sp\u00e9cifique pour les marques de luxe<\/a> en septembre prochain. Le marketplace serait mis en ligne en coop\u00e9ration avec une douzaine de partenaires, tant am\u00e9ricains qu\u2019europ\u00e9ens. L\u2019identit\u00e9 des marques participante n\u2019a pas \u00e9t\u00e9 divulgu\u00e9e. On peut cependant d\u2019ores et d\u00e9j\u00e0 exclure les marques du leader fran\u00e7ais\u00a0<strong>LVMH<\/strong>, puisque son CEO Bernard Arnault a encoure accus\u00e9 ouvertement Amazon <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/lvmh-ne-veut-pas-coop%C3%A9rer-avec-le-%C2%AB%E2%80%89terroriste%E2%80%89%C2%BB-amazon\" target=\"_blank\" rel=\"noopener\">de terrorisme et de comportement criminel<\/a>.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">L\u2019incident t\u00e9moigne aussi de <a href=\"https:\/\/www.forbes.com\/sites\/richardkestenbaum\/2020\/08\/25\/amazons-luxury-fashion-site-friend-or-foe-to-fashion-brands\/#https:\/\/www.forbes.com\/sites\/richardkestenbaum\/2020\/08\/25\/amazons-luxury-fashion-site-friend-or-foe-to-fashion-brands\/\" target=\"_blank\" rel=\"noopener\">la difficult\u00e9 \u00e0 p\u00e9n\u00e9trer<\/a>\u00a0le march\u00e9 du luxe, compte tenu du risque accru de contrefa\u00e7on et du contr\u00f4le limit\u00e9 que les marques exercent sur (la pr\u00e9sentation de) leurs produits qui sont propres aux marketplaces. Le fait que les plateformes soient tr\u00e8s port\u00e9es sur les prix est \u00e9galement une \u00e9pine dans le pied de nombreuses marques premium.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Amazon va donc adopter une approche diff\u00e9rente\u00a0: sur sa plateforme d\u00e9di\u00e9e au luxe, les marques disposeront de leur propre environnement commercial qu\u2019elles pourront habiller elles-m\u00eames, tant en termes de style et de design qu\u2019en termes d\u2019offre et m\u00eame de prix. En ce sens, la plateforme ressemblera davantage au Tmall du rival chinois\u00a0<strong>Alibaba<\/strong>\u00a0ou \u00e0 Farfetch qu\u2019\u00e0 ce \u00e0 quoi Jeff Bezos avait habitu\u00e9 ses clients jusqu\u2019\u00e0 pr\u00e9sent.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Timing parfait\u00a0?<\/span><\/h2>\n<p><span style=\"background-color:white\">\u00c0 l\u2019origine, le lancement \u00e9tait pr\u00e9vu en mai, mais la crise sanitaire a retard\u00e9 le projet. Compte tenu des d\u00e9g\u00e2ts occasionn\u00e9s par l\u2019\u00e9pid\u00e9mie \u00e0 de nombreuses marques de mode et\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/%22warenhuizen-waren-altijd-al-marktplaatsen\">de la perc\u00e9e de l\u2019e-commerce<\/a>\u00a0dans l\u2019industrie du luxe \u00e0 la suite du confinement, le timing pourrait toutefois s\u2019av\u00e9rer id\u00e9al. Dans un premier temps, la plateforme ne sera disponible qu\u2019aux \u00c9tats-Unis.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le groupe a d\u00e9j\u00e0 acquis une certaine exp\u00e9rience en la mati\u00e8re avec la boutique en ligne qu\u2019elle a d\u00e9velopp\u00e9e pour le magazine de mode Vogue, sur laquelle des cr\u00e9ateurs ind\u00e9pendants pouvaient pr\u00e9senter leurs v\u00eatements et accessoires. Mais Amazon voit cette fois les choses en beaucoup plus grand\u00a0: un nouvel entrep\u00f4t est en cours de construction en Arizona et une campagne de marketing de quelque cent millions de dollars est en pr\u00e9paration. Amazon travaillerait \u00e9galement avec les marques participantes sur des projets d\u2019\u00e9missions de t\u00e9l\u00e9vision, de cin\u00e9ma et de streaming.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon\u00a0pr\u00e9pare le lancement de sa propre plateforme de luxe. En septembre, un marketplace en ligne comparable \u00e0 Tmall ou Farfetch ouvrira ses portes \u00e0 douze marques de luxe. \u00a0 Douze maisons de mode Amazon se lance sur le march\u00e9 du luxe : selon le magazine WWD, le g\u00e9ant du commerce en ligne lancera une plateforme [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"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-42881","post","type-post","status-publish","format-standard","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>Amazon lance une plateforme pour les marques de luxe - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Amazon\u00a0pr\u00e9pare le lancement de sa propre plateforme de luxe. 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