{"id":77505,"date":"2023-05-05T11:21:31","date_gmt":"2023-05-05T09:21:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=77505"},"modified":"2023-05-08T12:02:19","modified_gmt":"2023-05-08T10:02:19","slug":"adidas-pietine-sur-place-apres-luppercut-yeezy","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-pietine-sur-place-apres-luppercut-yeezy\/","title":{"rendered":"Adidas pi\u00e9tine sur place apr\u00e8s l’uppercut Yeezy"},"content":{"rendered":"\n

Adidas <\/strong>n’a toujours pas dig\u00e9r\u00e9 la rupture avec le rappeur Ye (Kanye West). Au contraire, ses stocks continuent de s’accumuler. Pourtant, le fabricant de baskets affiche des r\u00e9sultats un peu meilleurs que pr\u00e9vu.<\/p>\n\n\n\n

Le maudit effet Yeezy<\/h2>\n\n\n\n

La stagnation est d\u00e9j\u00e0 un motif de soulagement chez Adidas. La marque de chaussures de sport a enregistr\u00e9 une baisse de 1 % de son chiffre d’affaires (5,27 milliards d’euros) au premier trimestre, mais a vu ses ventes de chaussures augmenter de 1 %. Un petit b\u00e9n\u00e9fice d’exploitation de 60 millions d’euros a \u00e9galement \u00e9t\u00e9 enregistr\u00e9, bien que la marge brute ait baiss\u00e9 de 5,1 points de pourcentage, \u00e0 44,8 %.<\/p>\n\n\n\n

Le trimestre s’est donc termin\u00e9 \u00ab un peu mieux que ce que nous avions pr\u00e9vu \u00bb, a d\u00e9clar\u00e9 le PDG Bj\u00f8rn Gulden. En effet, il y a un coupable tout d\u00e9sign\u00e9 : le rappeur Ye, avec lequel le fabricant de baskets a commercialis\u00e9 les tr\u00e8s populaires collections Yeezy jusqu’\u00e0 l’ann\u00e9e derni\u00e8re, lorsque l’ex de Kim Kardashian a d\u00e9rap\u00e9. Depuis, la marque se retrouve avec des millions de chaussures invendables<\/a>. L’entreprise a m\u00eame invent\u00e9 un terme pour le d\u00e9crire : l’effet Yeezy.<\/p>\n\n\n\n

\u00ab Il faut juste un peu de temps \u00bb<\/h2>\n\n\n\n

Les stocks sont encore trop \u00e9lev\u00e9s, admet le nouveau directeur g\u00e9n\u00e9ral Gulden, mais ils sont d\u00e9j\u00e0 inf\u00e9rieurs de 300 millions d’euros \u00e0 ce qu’ils \u00e9taient au d\u00e9but de l’ann\u00e9e. Bien s\u00fbr, cette liquidation s’est faite avec des rabais importants, ce qui n’a pas aid\u00e9 les marges, surtout en ces temps d’inflation et de co\u00fbts \u00e9lev\u00e9s. Au total, Adidas a perdu 24 millions d’euros au cours du dernier trimestre. Un an plus t\u00f4t, le b\u00e9n\u00e9fice net \u00e9tait encore de 310 millions d’euros.<\/p>\n\n\n\n

Pour l’ensemble de l’ann\u00e9e, Adidas pr\u00e9voit une baisse du chiffre d’affaires comprise entre 5 et 9 %, \u00ab en raison de la persistance des d\u00e9fis macro\u00e9conomiques et des tensions g\u00e9opolitiques \u00bb. La marque craint toujours une r\u00e9cession en Am\u00e9rique du Nord et en Europe<\/a>, outre le fameux \u00ab effet Yeezy \u00bb. Si le stock existant n’est pas vendu, cela signifiera une perte de 1,2 milliard d’euros de chiffre d’affaires.<\/p>\n\n\n\n

Dans le pire des cas, l’entreprise s’attend \u00e0 une perte d’exploitation de 700 millions d’euros en 2023. \u00ab 2023 sera une ann\u00e9e mouvement\u00e9e avec des chiffres d\u00e9cevants, \u00bb d\u00e9clare Gulden, mais \u00ab nous avons juste besoin d’un peu de temps \u00bb. \u00ab C’est une ann\u00e9e de transition pour construire une base solide en vue d’une meilleure ann\u00e9e 2024 et d’une bonne ann\u00e9e 2025 et au-del\u00e0. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas n’a toujours pas dig\u00e9r\u00e9 la rupture avec Ye (Kanye West). Pourtant, le fabricant de baskets affiche des r\u00e9sultats un peu meilleurs que pr\u00e9vu.<\/p>\n","protected":false},"author":5,"featured_media":27742,"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":[351],"topic":[266],"region":[],"class_list":["post-77505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","topic-resultats-financiers"],"acf":[],"yoast_head":"\nAdidas pi\u00e9tine sur place apr\u00e8s l'uppercut Yeezy - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Adidas n'a toujours pas dig\u00e9r\u00e9 la rupture avec Ye (Kanye West). 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