{"id":60528,"date":"2022-08-01T10:39:03","date_gmt":"2022-08-01T08:39:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=60528"},"modified":"2022-08-01T11:13:40","modified_gmt":"2022-08-01T09:13:40","slug":"zalando-prepare-la-conquete-du-marche-americain-dans-le-plus-grand-secret","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-prepare-la-conquete-du-marche-americain-dans-le-plus-grand-secret\/","title":{"rendered":"Zalando pr\u00e9pare la conqu\u00eate du march\u00e9 am\u00e9ricain dans le plus grand secret"},"content":{"rendered":"\n

Zalando veut entrer sur le march\u00e9 am\u00e9ricain en 2023. Une \u00e9quipe compos\u00e9e d’une centaine de personnes pr\u00e9pare le lancement en toute discr\u00e9tion. Le nouveau directeur, Jim Freeman, aurait des milliards \u00e0 disposition pour amener la plateforme dans \u00ab ses \u00bb \u00c9tats-Unis.<\/p>\n\n\n\n

Vers le riche Nord-Est<\/h2>\n\n\n\n

Zalando travaille sur un projet \u00ab top secret \u00bb : le Projet Kangourou. M\u00eame le nom est une diversion sournoise (ou une gaffe g\u00e9ographique), car la plateforme de mode allemande ne s’installerait pas en Australie mais aux \u00c9tats-Unis. Une \u00e9quipe de plus de 100 personnes travaillerait en secret sur un projet de lancement aux \u00c9tats-Unis en 2023.<\/p>\n\n\n\n

Jim Freeman, un Am\u00e9ricain qui travaillait auparavant chez Amazon, est \u00e0 la t\u00eate du projet auquel a \u00e9t\u00e9 attribu\u00e9 un montant d\u2019un milliard d’euros<\/a>, selon Business Insider. Freeman, Chief Business et Product Officer chez Zalando, jouerait un r\u00f4le plus important depuis le d\u00e9part de Rubin Ritter. Megan Maley, directrice pour le Royaume-Uni, l’Irlande et le Benelux<\/a>, est \u00e9galement am\u00e9ricaine.<\/p>\n\n\n\n

Le nord-est des \u00c9tats-Unis \u00e9tant la r\u00e9gion la plus riche, c\u2019est par l\u00e0 que la place de march\u00e9 de pr\u00eat-\u00e0-porter veut commencer. Zalando ne viserait pas uniquement les villes, comme Boston et New York, mais l’ensemble du territoire, qui couvre des \u00c9tats allant du Maine \u00e0 la Pennsylvanie.<\/p>\n\n\n\n

En attente pour le moment ?<\/h2>\n\n\n\n

L’entreprise berlinoise veut y d\u00e9velopper la notori\u00e9t\u00e9 de sa marque avec l’aide d’influenceurs, voire de c\u00e9l\u00e9brit\u00e9s co\u00fbteuses. Zalando explique que les influenceurs cr\u00e9eront plus de confiance et de visibilit\u00e9 que le marketing classique, et ce plus rapidement. Deux questions subsistent encore : quel sera le public cible de la plateforme allemande aux \u00c9tats-Unis et comment elle compte se d\u00e9marquer sur ce march\u00e9.<\/p>\n\n\n\n

Si Zalando avait le grand avantage d’\u00eatre le premier d\u00e9taillant de mode en ligne en Europe, \u00e7a ne sera plus le cas aux \u00c9tats-Unis. Nul autre qu\u2019Amazon tente fr\u00e9n\u00e9tiquement de s’emparer du march\u00e9 en ligne, et m\u00eame de plus en plus dans le segment du luxe. Les personnes travaillant sur le projet, qui ont r\u00e9v\u00e9l\u00e9 la nouvelle \u00e0 Business Insider malgr\u00e9 une clause de confidentialit\u00e9 stricte, craignent que Zalando n’ait pas \u00e0 l\u2019heure actuelle une approche suffisamment distinctive. <\/p>\n\n\n\n

Un probl\u00e8me qui ne suppose toutefois pas encore, la soci\u00e9t\u00e9 indiquant que le projet est \u00ab\u00a0en attente\u00a0\u00bb. Sans confirmer ni infirmer ses projets concrets, la plateforme de mode d\u00e9clare entrevoir des opportunit\u00e9s de croissance en dehors du continent europ\u00e9en, mais qu\u2019elle s’en tiendra \u00e0 ses march\u00e9s existants \u00ab\u00a0dans le climat \u00e9conomique actuel\u00a0\u00bb. Le chiffre d\u2019affaires a diminu\u00e9 de 1,5 % au premier trimestre et le\u00a0deuxi\u00e8me trimestre sera encore plus mauvais<\/a>, pr\u00e9dit l’acteur du commerce \u00e9lectronique. N\u00e9anmoins, 2023 resterait la date d\u2019entr\u00e9e cible pour l’instant.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zalando veut entrer sur le march\u00e9 am\u00e9ricain en 2023. Une \u00e9quipe compos\u00e9e d’une centaine de personnes pr\u00e9pare le lancement en toute discr\u00e9tion.<\/p>\n","protected":false},"author":5,"featured_media":49525,"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":[287],"topic":[276],"region":[446],"class_list":["post-60528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-zalando","topic-expansion","region-etats-unis-2"],"acf":[],"yoast_head":"\nZalando pr\u00e9pare la conqu\u00eate du march\u00e9 am\u00e9ricain dans le plus grand secret - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zalando veut entrer sur le march\u00e9 am\u00e9ricain en 2023. 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