{"id":80698,"date":"2023-06-30T12:54:54","date_gmt":"2023-06-30T10:54:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=80698"},"modified":"2023-06-30T12:54:56","modified_gmt":"2023-06-30T10:54:56","slug":"nike-est-le-roi-du-sportswear-et-nomme-son-successeur","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-est-le-roi-du-sportswear-et-nomme-son-successeur\/","title":{"rendered":"Nike est le roi du sportswear (et nomme son successeur)"},"content":{"rendered":"\n

Il ne peut y avoir qu’un seul roi de la mode sportive, et c’est Nike<\/strong> : en partie gr\u00e2ce \u00e0 la sous-marque Jordan<\/strong>, le g\u00e9ant am\u00e9ricain du sport a pu augmenter son chiffre d’affaires trimestriel de 5 % et son chiffre d’affaires annuel de 10 %. Les co\u00fbts logistiques ont toutefois marqu\u00e9 un contre-go\u00fbt douloureux.<\/p>\n\n\n\n

Mieux que pr\u00e9vu<\/h2>\n\n\n\n

Au quatri\u00e8me trimestre de l’exercice fiscal interrompu de Nike, qui s’est achev\u00e9 le 31 mai, les ventes mondiales ont augment\u00e9 de 5 % pour atteindre 12,8 milliards de dollars (12 milliards d’euros), soit un peu plus que les attentes des analystes, qui tablaient sur 12,6 milliards de dollars. Les ventes de Jordan ont augment\u00e9 de 29 % pour atteindre 6,6 milliards de dollars (6 milliards d’euros) et, selon le PDG John Donahue, elles deviendront bient\u00f4t \u00ab la deuxi\u00e8me marque de chaussures aux \u00c9tats-Unis \u00bb – apr\u00e8s Nike elle-m\u00eame.<\/p>\n\n\n\n

L’augmentation des co\u00fbts de logistique et d’inventaire a pes\u00e9 sur les b\u00e9n\u00e9fices, a indiqu\u00e9 M. Donahoe : la marge brute a donc l\u00e9g\u00e8rement baiss\u00e9. Toutefois, les actions ont de nouveau une tendance l\u00e9g\u00e8rement positive.<\/p>\n\n\n\n

Perspectives positives<\/h2>\n\n\n\n

Pour l’ensemble de l’exercice, le chiffre d’affaires a augment\u00e9 de 10 % pour atteindre 51,2 milliards de dollars (et m\u00eame de 16 % si l’on exclut les effets de change). Alors qu’au troisi\u00e8me trimestre, le chiffre d’affaires de la \u00ab Grande Chine \u00bb continuait \u00e0 souffrir des effets de Covid, la reprise semble \u00eatre en bonne voie sur ce march\u00e9 cl\u00e9 de la croissance.<\/p>\n\n\n\n

Les nouvelles sont moins bonnes en ce qui concerne le b\u00e9n\u00e9fice net, qui a chut\u00e9 de pr\u00e8s de 20 % pour atteindre cinq milliards de dollars. Toutefois, il s’agit d’un investissement dans l’avenir : en r\u00e9duisant les stocks d\u00e8s maintenant gr\u00e2ce \u00e0 des remises plus importantes, l’entreprise r\u00e9duit les co\u00fbts qu’elle aurait encore \u00e0 supporter lors du prochain exercice.<\/p>\n\n\n\n

Au cours de ce nouvel exercice, Nike attend beaucoup de la Coupe du monde de football f\u00e9minin, qui d\u00e9bute fin juillet en Australie et en Nouvelle-Z\u00e9lande. Plus tard dans l’exercice, la marque esp\u00e8re que la situation \u00e9conomique s’am\u00e9liorera \u00e0 nouveau, tant en ce qui concerne les prix des conteneurs maritimes (importants pour la marge b\u00e9n\u00e9ficiaire !) que la possibilit\u00e9 de vendre \u00e0 nouveau davantage de produits sans rabais.<\/p>\n","protected":false},"excerpt":{"rendered":"

Il ne peut y avoir qu’un seul roi de la mode sportive, et c’est Nike : en partie gr\u00e2ce \u00e0 la sous-marque Jordan, le g\u00e9ant am\u00e9ricain du sport a pu augmenter son chiffre d’affaires trimestriel de 5 % et son chiffre d’affaires annuel de 10 %. Les co\u00fbts logistiques ont toutefois marqu\u00e9 un contre-go\u00fbt douloureux.<\/p>\n","protected":false},"author":4,"featured_media":78285,"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":[644],"topic":[266],"region":[446],"class_list":["post-80698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-nike","topic-resultats-financiers","region-etats-unis-2"],"acf":[],"yoast_head":"\nNike est le roi du sportswear (et nomme son successeur) - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Gr\u00e2ce \u00e0 la sous-marque Jordan, Nike a pu augmenter son chiffre d'affaires trimestriel de 5 % et son chiffre d'affaires annuel de 10 %.\" \/>\n<meta name=\"robots\" content=\"index, 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