{"id":1171,"date":"2021-06-04T16:53:33","date_gmt":"2021-06-04T14:53:33","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=1171"},"modified":"2021-11-19T16:49:55","modified_gmt":"2021-11-19T15:49:55","slug":"reprogrammer-lobsolescence-lopportunite-de-la-seconde-main-pour-les-marques","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/reprogrammer-lobsolescence-lopportunite-de-la-seconde-main-pour-les-marques\/","title":{"rendered":"(Re)programmer l\u2019obsolescence : l\u2019opportunit\u00e9 de la seconde main pour les marques"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"639\" src=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/06\/image-42.png\" alt=\"\" class=\"wp-image-1174\" srcset=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/06\/image-42.png 1024w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/06\/image-42-300x187.png 300w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/06\/image-42-768x479.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>La seconde main a le vent en poupe. La preuve par les chiffres, sur les trois derni\u00e8res ann\u00e9es, le march\u00e9 des v\u00eatements d\u2019occasion a augment\u00e9 21 fois plus rapidement que la vente de textile de premi\u00e8re main. Tout aussi encourageantes, les statistiques* pr\u00e9disent que le march\u00e9 de la fripe devrait d\u00e9passer les achats de fast-fashion en 2028.&nbsp;<\/p>\n\n\n\n<p>En consommant du vintage, par le plaisir du shopping et la qu\u00eate du petit prix, les millenials ont d\u00e9mocratis\u00e9 cette tendance (33% d\u2019entre eux privil\u00e9gient les v\u00eatements vintage) tout en influen\u00e7ant les g\u00e9n\u00e9rations sup\u00e9rieures. Suivant l\u2019entr\u00e9e prix, ils ont fini par s\u2019\u00e9duquer \u00e0 une mode durable, circulaire et qualitative et ont contribu\u00e9 \u00e0 l\u2019\u00e9mergence de nouveaux contenus sur les r\u00e9seaux sociaux. D\u2019un c\u00f4t\u00e9, les Youtubeurs expliquent comment upcycler et d\u00e9livrent des conseils en tout genre pour d\u00e9nicher les meilleurs articles en friperie ou sur les sites d\u00e9di\u00e9s, de l\u2019autre ce sont les \u00abthrift flip\u00bb, sortes de tutoriels pour upgrad\u00e9s un produit sous-\u00e9valu\u00e9, qui fleurissent sur Tik Tok, ils sont visionn\u00e9s puis reproduits par de plus en plus d\u2019internautes. &nbsp;<img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2020\/09\/a16b2c5291398102d41db7ebb77d997b-1024x576.jpg\" alt=\"L\u2019attribut alt de cette image est vide, son nom de fichier est a16b2c5291398102d41db7ebb77d997b-1024x576.jpg.\">exemple de &#8220;thrift flip&#8221;<\/p>\n\n\n\n<p>Cet essor de la seconde main, accentu\u00e9 par la remise en question g\u00e9n\u00e9rale sur nos modes de consommation post-COVID, a pouss\u00e9 certains acteurs \u00e0 se positionner en tant que leader. Vinted, avec une croissance de 250% en un an, en est le meilleur exemple (la France constitue son premier march\u00e9 avec 9 millions d\u2019utilisateurs parmi les 21 au total). Pour rivaliser avec le g\u00e9ant lituanien Vinted, les sites sp\u00e9cialis\u00e9s d\u2019occasions en France soul\u00e8vent des fonds afin de s\u2019implanter sur de nouveaux continents et s\u00e9duire de nouveaux march\u00e9s. &nbsp;<\/p>\n\n\n\n<p>Par exemple, Vestiaire Collective a lev\u00e9 59 millions d\u2019euros pendant le confinement. Objectifs&nbsp;? D\u00e9velopper sa plateforme sp\u00e9cialis\u00e9e dans la seconde main de luxe en Cor\u00e9e du Sud, au Japon et doper sa croissance aux Etats-Unis. &nbsp;<\/p>\n\n\n\n<p>\u00ab&nbsp;<em>Alors que nous prenons tous du recul et r\u00e9fl\u00e9chissons \u00e0 notre mode de vie, nous sommes persuad\u00e9s que les modes de consommation sont sur le point de conna\u00eetre une profonde mutation, et les plateformes C2C ont un r\u00f4le important \u00e0 jouer \u00e0 cet \u00e9gard. Nous voyons dans Vestiaire Collective un leader \u00e9mergent et un catalyseur de cette \u00e9volution<\/em>&nbsp;\u00bb<br>Paul Degueuse, General Partner de Korelya Capital, investisseur de Vestiaire Collective.&nbsp;<\/p>\n\n\n\n<p>Face au succ\u00e8s de ces marketplaces, les marques souhaitent toutefois retrouver la main mise sur leurs produits, se r\u00e9approprier leur image et assurer leur authenticit\u00e9 au client. En accompagnant le produit tout au long de sa vie, de sa vente \u00e0 sa revente, la marque \u00e9vite que la valeur ne soit capt\u00e9e par des tiers. Une&nbsp;occasion, pour elles, de d\u00e9montrer la qualit\u00e9 et la p\u00e9rennit\u00e9 de ses produits.<\/p>\n\n\n\n<p>Plusieurs options possibles, soit celles-ci envisagent une int\u00e9gration dans leur merchandising d\u2019articles d\u2019anciennes collections, soient elles peuvent le proposer en ligne aux moyens de nouveaux process.&nbsp;<\/p>\n\n\n\n<p>\u00ab Plut\u00f4t que de laisser un Vinted&nbsp;utiliser l\u2019image des marques, nous proposons \u00e0 celles-ci de reprendre la main sur leur relation avec leurs clients tout en optimisant le cycle de vie de leurs produits \u00bb explique&nbsp;Lucie Soulard, cofondatrice de Place2swap.<\/p>\n\n\n\n<p>N\u00e9 en 2016,&nbsp;la start up, Place2swap accompagne les marques dans la transformation de leur mod\u00e8le et dans leur d\u00e9marche de responsabilit\u00e9. Avec une solution digitale, Place2swap connecte les enseignes avec les consommateurs de seconde main. En plein essor, Place2swap a r\u00e9alis\u00e9 une lev\u00e9e de fonds de 750 000 euros au d\u00e9but d\u2019ann\u00e9e 2020.&nbsp;<img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2020\/09\/Capture-d%E2%80%99%C3%A9cran-2020-09-11-%C3%A0-17.17.18-1024x452.png\" alt=\"L\u2019attribut alt de cette image est vide, son nom de fichier est Capture-d\u2019\u00e9cran-2020-09-11-\u00e0-17.17.18-1024x452.png.\">plateforme des petites annonces d&#8217;Am\u00e9lie Pichard<\/p>\n\n\n\n<p>Les marques premium ou de niches ont bien compris que la seconde main \u00e9tait un march\u00e9 porteur. Pour Am\u00e9lie Pichard, la seconde main est une des traductions logiques de l\u2019engagement de sa marque. Depuis 2018, elle actualise ses \u00ab&nbsp;petites annonces&nbsp;\u00bb. Une fabuleuse astuce permettant \u00e0 la fois de fid\u00e9liser sa client\u00e8le&nbsp;; chouchouter les \u00ab&nbsp;Pichard addict&nbsp;\u00bb en leur proposant des pi\u00e8ces collectors et de prospecter de nouvelles clientes qui acc\u00e8deraient \u00e0 la marque via l\u2019occasion, moins on\u00e9reux.<\/p>\n\n\n\n<p>Dans ce d\u00e9sir de prolonger le cycle de vie des produits et encourager les nouvelles initiatives plus durables, Ba&amp;sh propose \u00e0 ses clientes un service de location et une collection fabriqu\u00e9e \u00e0 partir de chutes de tissus. La marque a communiqu\u00e9 sur le lancement tr\u00e8s prochain (normalement septembre 2020) d\u2019une nouvelle fonctionnalit\u00e9 permettant aux clientes de revendre automatiquement sur toutes les plateformes de revente, les articles Ba&amp;sh qu&#8217;elles auront achet\u00e9s.<\/p>\n\n\n\n<p>Du luxe au mass market en passant par les enseignes premium, le (re)commerce n\u2019en est qu\u2019\u00e0 ses pr\u00e9mices.<\/p>\n\n\n\n<p>*(Thread up)<\/p>\n\n\n\n<p>Cr\u00e9dit photo : Lauren Bamford<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La seconde main a le vent en poupe. La preuve par les chiffres, sur les trois derni\u00e8res ann\u00e9es, le march\u00e9 des v\u00eatements d\u2019occasion a augment\u00e9 21 fois plus rapidement que [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1173,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143,139,5,146,156],"tags":[],"class_list":["post-1171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-creation-concept-lieu","category-instatrends","category-sens","category-strategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>(Re)programmer l\u2019obsolescence : l\u2019opportunit\u00e9 de la seconde main pour les marques | LeherpeurParis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/reprogrammer-lobsolescence-lopportunite-de-la-seconde-main-pour-les-marques\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"(Re)programmer l\u2019obsolescence : l\u2019opportunit\u00e9 de la seconde main pour les marques | LeherpeurParis\" \/>\n<meta property=\"og:description\" content=\"La seconde main a le vent en poupe. 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