{"id":1337,"date":"2021-08-09T16:55:36","date_gmt":"2021-08-09T14:55:36","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=1337"},"modified":"2021-11-19T15:02:54","modified_gmt":"2021-11-19T14:02:54","slug":"generation-z-la-meta-generation-qui-digitalise-les-marques","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/creation-concept-lieu\/generation-z-la-meta-generation-qui-digitalise-les-marques\/","title":{"rendered":"G\u00e9n\u00e9ration Z, la meta g\u00e9n\u00e9ration qui digitalise les marques"},"content":{"rendered":"\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"698\" height=\"1024\" src=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2-698x1024.jpg\" alt=\"\" data-id=\"1552\" data-full-url=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2.jpg\" data-link=\"https:\/\/leherpeurparis.com\/nos-news\/generation-z-la-meta-generation-qui-digitalise-les-marques\/attachment\/image2-3\/\" class=\"wp-image-1552\" srcset=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2-698x1024.jpg 698w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2-204x300.jpg 204w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2-768x1127.jpg 768w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/10\/Image2.jpg 1000w\" sizes=\"auto, (max-width: 698px) 100vw, 698px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>En mettant le monde sur pause des semaines durant, la pand\u00e9mie et les confinements ont entra\u00een\u00e9 une acc\u00e9l\u00e9ration fulgurante de la digitalisation, \u00e0 la fois au sein des usages quotidiens des consommateurs, mais \u00e9galement des marques. N\u2019ayant pas eu d\u2019autres choix que d\u2019int\u00e9grer du jour au lendemain le digital au sein de leurs r\u00e9flexions strat\u00e9giques, ces derni\u00e8res se mettent d\u00e9sormais \u00e0 parler data, NFTs (non fungible tokens) m\u00e9taverses et cryptomonnaie.&nbsp;<\/p>\n\n\n\n<p>Cet av\u00e8nement du virtuel a, ainsi, cr\u00e9\u00e9 de nouveaux \u00e9cosyst\u00e8mes hors du syst\u00e8me, permettant aux consommateurs de repousser les limites de l\u2019exp\u00e9rience humaine et de s\u2019\u00e9chapper d\u2019un monde cloisonn\u00e9. Ce monde d\u00e9cloisonn\u00e9, o\u00f9 les fronti\u00e8res entre virtualit\u00e9 et r\u00e9alit\u00e9 sont devenues poreuses, est, d\u00e9sormais, le refuge pr\u00e9f\u00e9r\u00e9 de la g\u00e9n\u00e9ration Z. G\u00e9n\u00e9ration de l\u2019entre-deux conscient, oscillant entre le physique et le digital qui a, par ces us et habitudes, impuls\u00e9 de nouveaux usages digitaux et bien qu\u2019ils soient florissants, ceux-ci ouvrent un nouveau champ de possibles aux marques. En effet, ces derni\u00e8res y voient un moyen de conqu\u00e9rir des territoires d\u2019expression in\u00e9dites, via la cr\u00e9ation de grammaires visuelles hybrides et l\u2019exploration de nouvelles imageries tr\u00e9passant les limites du physique.&nbsp;<\/p>\n\n\n\n<p>De la pr\u00e9sentation de collections \u00ab&nbsp;in game&nbsp;\u00bb, \u00e0 la cr\u00e9ation de skins num\u00e9riques, en passant par l\u2019\u00ab&nbsp;avatarisation&nbsp;\u00bb de mannequins, la cr\u00e9ativit\u00e9 de ces d\u00e9sormais \u00ab&nbsp;cyber-marques&nbsp;\u00bb n\u2019a plus de limites. Petit tour d\u2019horizon des propositions de marques.<\/p>\n\n\n\n<p><strong>Jeux video : the new place to be ?&nbsp;<\/strong><\/p>\n\n\n\n<p>\u00c0 l\u2019occasion de la sortie de la collection automne-hiver 2021\/22 sign\u00e9e Demna Gvasalia, Balenciaga a pr\u00e9sent\u00e9 un jeu vid\u00e9o aux accents r\u00e9tro-futuristes dans un d\u00e9cor \u00e9voquant grandement Fortnite,<strong>&nbsp;<\/strong>intitul\u00e9 Afterworld: The Age of Tomorrow\u201d. Propuls\u00e9 en 2031, le joueur, tout v\u00eatu de Balenciaga, a pour objectif&nbsp;de devenir le ma\u00eetre des deux mondes. En chemin, le joueur d\u00e9couvre les 50 looks de la collection, qui ont, par ailleurs, \u00e9t\u00e9 pr\u00e9sent\u00e9s \u00e0 330 invit\u00e9s via un casque de r\u00e9alit\u00e9 virtuelle lors du confinement. Une premi\u00e8re dans l\u2019univers du luxe.<img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003.jpg\" alt=\"\" srcset=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003.jpg 818w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003-300x169.jpg 300w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003-768x432.jpg 768w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003-320x180.jpg 320w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003-100x56.jpg 100w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/balenciaga-video-game-fall-2021-afterworld-designboom-003-400x225.jpg 400w\"><strong>\u201cAfterworld: The Age of Tomorrow\u201d, Balenciaga&nbsp;<\/strong><\/p>\n\n\n\n<p>Cette fusion entre l\u2019univers du gaming et celui du luxe n\u2019est pas nouvelle. Depuis le d\u00e9but de la pand\u00e9mie, les grandes maisons de mode ne cessent d\u2019\u00e9tonner par des apparitions au sein de plateformes de streaming et de jeux vid\u00e9o, renfor\u00e7ant ainsi leur relation avec les Millenials et la Gen Z, friands d\u2019exp\u00e9riences de marque immersives et de contenus innovants interactifs.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Burberry, digital revolution<\/strong><\/p>\n\n\n\n<p>Premi\u00e8re maison de luxe \u00e0 s\u2019inviter sur Twitch pour y diffuser son d\u00e9fil\u00e9 printemps\/\u00e9t\u00e9 2021, Burberry illustre bien ce ph\u00e9nom\u00e8ne de gamification, puisqu\u2019elle a \u00e9galement cr\u00e9\u00e9 ses propres jeux en ligne, avec \u2018B Bounce\u2019, un jeu concours virtuel mettant en sc\u00e8ne ses doudounes, \u2018Ratberry\u2019, \u00e0 l\u2019occasion du nouvel an chinois, et plus r\u00e9cemment \u2018B Surf\u2019 qui c\u00e9l\u00e8bre la collection TB Summer Monogram.&nbsp;<br>La campagne de cette nouvelle collection, incarn\u00e9e par Kendall Jenner, continue de plonger les consommateurs dans le grand bain du gaming. En effet, la c\u00e9l\u00e8bre mannequin \u00e9volue, sous la forme d\u2019un avatar, au sein d\u2019un univers onirique marqu\u00e9 par les effets sp\u00e9ciaux et les images de synth\u00e8se. L\u2019avatar semblerait ainsi devenir peu \u00e0 peu le nouveau mannequin 3.0, comme le prouve \u00e9galement Mugler en faisant de Bella Hadid une cr\u00e9ature mi-centaure mi-cheval ail\u00e9 pour sa collection printemps-\u00e9t\u00e9 2021.&nbsp;<img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-1024x683.jpg\" alt=\"Une image contenant personne, int\u00e9rieur\n\nDescription g\u00e9n\u00e9r\u00e9e automatiquement\" srcset=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-1024x683.jpg 1024w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-300x200.jpg 300w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-768x512.jpg 768w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-1536x1024.jpg 1536w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-2048x1365.jpg 2048w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-1200x800.jpg 1200w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-1500x1000.jpg 1500w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-320x213.jpg 320w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-90x60.jpg 90w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-400x267.jpg 400w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/burberry-summer-campaign-1-750x500.jpg 750w\">Burberry, TB Summer Monogram<\/p>\n\n\n\n<p>Burberry s\u2019est \u00e9galement lanc\u00e9 dans une collaboration avec le jeu vid\u00e9o Honor Of Kings, d\u00e9tenu par le g\u00e9ant technologique chinois Tencent. Riccardo Tisci, directeur artistique, a alors imagin\u00e9 deux tenues virtuelles, deux \u2018skins\u2019, afin d\u2019habiller Yao, l\u2019h\u00e9ro\u00efne du jeu vid\u00e9o. Cette collaboration s\u2019ancre dans le d\u00e9veloppement d\u2019une strat\u00e9gie de social retail en Chine, qui a un temps d\u2019avance sur la France en mati\u00e8re de digitalisation et gamification.&nbsp;&nbsp;Honor Of Kings<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"889\" height=\"500\" src=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-28.png\" alt=\"\" class=\"wp-image-1340\" srcset=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-28.png 889w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-28-300x169.png 300w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2021\/08\/image-28-768x432.png 768w\" sizes=\"auto, (max-width: 889px) 100vw, 889px\" \/><figcaption>Honor Of Kings<\/figcaption><\/figure>\n\n\n\n<p><strong>Screenwear is the new streetwear<\/strong><img decoding=\"async\" src=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-1024x576.jpg\" alt=\"Une image contenant ext\u00e9rieur\n\nDescription g\u00e9n\u00e9r\u00e9e automatiquement\" srcset=\"https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-1024x576.jpg 1024w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-300x169.jpg 300w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-768x432.jpg 768w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-1200x675.jpg 1200w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-320x180.jpg 320w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-100x56.jpg 100w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-400x225.jpg 400w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720-889x500.jpg 889w, https:\/\/www.leherpeurparis.com\/wp-content\/uploads\/2021\/07\/889086765_1280x720.jpg 1280w\"><strong>The Fabricant : \u2018Always digital, never physical\u2019<\/strong><\/p>\n\n\n\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;A l\u2019heure o\u00f9 le digital transgresse tous les codes de l\u2019industrie de la mode, de nouvelles formes de cr\u00e9ativit\u00e9 \u00e9mergent, comme c\u2019est le cas pour The Fabricant, \u201cdigital fashion house\u201d cr\u00e9\u00e9e en 2018. Op\u00e9rant \u00e0 \u00ab&nbsp;l\u2019intersection de la mode et de la technologie&nbsp;\u00bb, ce studio de cr\u00e9ation explore un terrain cr\u00e9atif encore peu exploit\u00e9 en proposant une mode digital-only existant seulement dans des r\u00e9alit\u00e9s virtuelles. Il collabore avec diverses maisons de mode et marques, dont Buffalo London, Adidas, Puma, Under Armour, etc. \u00c0 la carte de The Fabricant&nbsp;: conseil et inspiration, d\u00e9veloppement de r\u00e9cits 3D, ou encore cr\u00e9ation d\u2019exp\u00e9riences de marques interactives \u00ab&nbsp;phygitales&nbsp;\u00bb. Son objectif&nbsp;est alors de d\u00e9montrer que les v\u00eatements n\u2019ont pas besoin d\u2019\u00eatre physiques pour exister, et d\u2019ancrer la digital fashion dans les m\u0153urs en faisant du screenwear, le nouveau streetwear.<\/p>\n\n\n\n<p>Dans cette m\u00eame lign\u00e9e, le premier e-shop de v\u00eatements virtuels, Dress-X a vu le jour en juillet 2020, permettant aux utilisateurs de porter virtuellement n\u2019importe quelle pi\u00e8ce de mode, et cela \u00e0 co\u00fbt r\u00e9duit. Ses cr\u00e9atrices sont parties du constat que 9% des clients des pays d\u00e9velopp\u00e9s ach\u00e8tent de nouveaux v\u00eatements dont l\u2019usage est r\u00e9serv\u00e9 \u00e0 la production de contenu sur leurs r\u00e9seaux sociaux. L\u2019objectif de la plateforme est alors de r\u00e9volutionner l\u2019industrie de la mode en la rendant plus durable, plus accessible, et en rempla\u00e7ant \u00ab&nbsp;au moins 1% des biens physiques traditionnels par l\u2019alternative num\u00e9rique&nbsp;\u00bb. (article&nbsp;:&nbsp;<a href=\"https:\/\/www.numero.com\/fr\/mode\/mode-virtuelle-cyber-fashion-vetement-virtuel-dressx-natalia-modenova-daria-shapovalova\">https:\/\/www.numero.com\/fr\/mode\/mode-virtuelle-cyber-fashion-vetement-virtuel-dressx-natalia-modenova-daria-shapovalova<\/a>&nbsp;&nbsp;)<\/p>\n\n\n\n<p><em>Jusqu\u2019o\u00f9 ce basculement vers un \u201cm\u00e9tavers\u201d va-t-il aller ? Est-ce une tendance de fond, ou bien une tendance superficielle et passag\u00e8re ? Les consommateurs lambda vont-ils adh\u00e9rer \u00e0 cette omnipr\u00e9sence grandissante du digital dans leur vie quotidienne ? Comment les marques vont-elles s\u2019adapter \u00e0 ce ph\u00e9nom\u00e8ne \u00e0 long terme ? Mais aussi, comment envisager la compatibilit\u00e9\/paradoxe entre le d\u00e9veloppement du digital et la transition \u00e9cologique ?<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En mettant le monde sur pause des semaines durant, la pand\u00e9mie et les confinements ont entra\u00een\u00e9 une acc\u00e9l\u00e9ration fulgurante de la digitalisation, \u00e0 la fois au sein des usages quotidiens [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[151,148,139],"tags":[],"class_list":["post-1337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital","category-knowyourpeople","category-creation-concept-lieu"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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