{"id":3846,"date":"2023-09-06T11:56:38","date_gmt":"2023-09-06T09:56:38","guid":{"rendered":"https:\/\/leherpeurparis.com\/?p=3846"},"modified":"2024-04-04T12:38:28","modified_gmt":"2024-04-04T10:38:28","slug":"en-revue-m-le-monde-la-mode-a-la-barre-copie-tolle-zara-copie-colle-par-une-ephemere-marque-californienne","status":"publish","type":"post","link":"https:\/\/leherpeurparis.com\/en\/fashion\/en-revue-m-le-monde-la-mode-a-la-barre-copie-tolle-zara-copie-colle-par-une-ephemere-marque-californienne\/","title":{"rendered":"En revue (M le Monde) : La Mode \u00e0 la Barre \u00ab\u00a0Copi\u00e9-Toll\u00e9 : Zara copi\u00e9-coll\u00e9 par une \u00e9ph\u00e9m\u00e8re marque californienne\u00a0\u00bb"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Chaque \u00e9t\u00e9, le M Le Magazine du Monde explore en profondeur des sujets ou des objets de mode, \u00e0 travers ses s\u00e9ries d\u2019\u00e9t\u00e9.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce trimestre estival 2023, dans \u00ab&nbsp;la Mode \u00e0 la barre&nbsp;\u00bb la journaliste Sophie Abriat a choisit de d\u00e9cortiquer certains litiges en mati\u00e8re de cr\u00e9ation. LeherpeurParis a apport\u00e9 son \u00e9clairage sur le cas Zara versus Thilik\u00f3, un \u00ab&nbsp;label-\u00e9cran&nbsp;\u00bb californien accus\u00e9 par l\u2019enseigne espagnole d\u2019avoir utilis\u00e9 frauduleusement des v\u00eatements et des visuels de la marque, au d\u00e9triment du consommateur.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1300\" height=\"650\" src=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-1300x650.jpeg\" alt=\"\" class=\"wp-image-4351\" srcset=\"https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-1300x650.jpeg 1300w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-300x150.jpeg 300w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-1024x512.jpeg 1024w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-768x384.jpeg 768w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109-1536x768.jpeg 1536w, https:\/\/leherpeurparis.com\/wp-content\/uploads\/2024\/04\/2e1afdc_295642-3330109.jpeg 2048w\" sizes=\"auto, (max-width: 1300px) 100vw, 1300px\" \/><figcaption class=\"wp-element-caption\">LA MODE \u00c0 LA BARRE 3\/6 ZARA CONTRE THILIK\u00d3 \u2013 COLLAGE VIRGINIA ECHEVERRIA WHIPPLE POUR \u00ab\u00a0M LE MAGAZINE DU MONDE\u00a0\u00bb. D\u2019APR\u00c8S PHOTOS PASCAL SITTLER \/ REA. CAPTURES D\u2019\u00c9CRAN WEB THE FASHION LAW<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">&#8221; Au d\u00e9but de l\u2019ann\u00e9e 2023, Zara, r\u00e9guli\u00e8rement tax\u00e9 de copieur, s\u2019est retrouv\u00e9 au c\u0153ur d\u2019une affaire de contrefa\u00e7on et de&nbsp;<em>greenwashing<\/em>, rev\u00eatant cette fois-ci les habits de l\u2019accusateur. Dans une plainte d\u00e9pos\u00e9e devant un tribunal f\u00e9d\u00e9ral de New York, l\u2019enseigne espagnole reprochait au label de pr\u00eat-\u00e0-porter californien Thilik\u00f3 de vendre sur son e-shop des v\u00eatements ressemblant en tout point aux siens, et de reproduire \u00e0 l\u2019identique des photos de ses looks au m\u00e9pris de ses droits de propri\u00e9t\u00e9 intellectuelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019une plate-forme de vente \u00e0 l\u2019autre, rien ne changeait ou presque\u2026 Si les visuels \u00e9taient semblables, la description des mod\u00e8les insistait sur leur dimension \u00e9cologique, vantant une composition dite \u00ab&nbsp;responsable&nbsp;\u00bb, et les prix des v\u00eatements, eux, avaient \u00e9t\u00e9 multipli\u00e9s par cinq, parfois par sept. Une robe vendue 49,90&nbsp;dollars (45&nbsp;euros environ) chez Zara passait \u00e0&nbsp;328&nbsp;dollars (292&nbsp;euros environ) chez Thilik\u00f3.<br><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Autre sujet de discorde, l\u2019enseigne de fast-fashion affirmait que ses \u00e9tiquettes avaient \u00e9t\u00e9 retir\u00e9es de ses v\u00eatements (possiblement achet\u00e9s dans ses boutiques) pour \u00eatre remplac\u00e9es par celles griff\u00e9es Thilik\u00f3. La supercherie semblait grossi\u00e8re\u2026 Car cette marque de Los&nbsp;Angeles, cr\u00e9\u00e9e en&nbsp;2021, avait vu l\u2019un de ses produits \u00eatre recommand\u00e9 par&nbsp;<em>Vogue&nbsp;<\/em>et \u00e9tait distribu\u00e9e chez Wolf &amp;&nbsp;Badger, un concept store qui r\u00e9unit des marques \u00e9coresponsables, acqu\u00e9rant un d\u00e9but de notori\u00e9t\u00e9 dans le milieu de la mode.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alors, Zara, arroseur arros\u00e9&nbsp;?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zara accusait Thilik\u00f3 de s\u2019\u00eatre livr\u00e9e \u00e0 une s\u00e9rie de violations de droits d\u2019auteur et d\u2019actes de publicit\u00e9 mensong\u00e8re et de concurrence d\u00e9loyale afin d\u2019induire les consommateurs en erreur quant \u00e0 la source et \u00e0 la nature des v\u00eatements et accessoires vendus sur son site. Selon Zara, le label californien avait pouss\u00e9 le vice jusqu\u2019\u00e0 se pr\u00e9senter comme&nbsp;<em>\u00ab&nbsp;une marque de mode ind\u00e9pendante, l\u2019artisan des mod\u00e8les de ses collections&nbsp;\u00bb.&nbsp;<\/em>Au regard de ces actes r\u00e9pr\u00e9hensibles pr\u00e9sum\u00e9s, elle all\u00e9guait avoir&nbsp;<em>\u00ab&nbsp;subi des dommages mon\u00e9taires substantiels, ainsi qu\u2019un pr\u00e9judice du fait d\u2019une atteinte \u00e0 sa r\u00e9putation commerciale&nbsp;\u00bb<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alors, Zara, arroseur arros\u00e9&nbsp;?&nbsp;<em>\u00ab&nbsp;A premi\u00e8re vue, on se dit que c\u2019est l\u2019h\u00f4pital qui se moque de la charit\u00e9, mais en regardant de plus pr\u00e8s, les m\u00e9thodes des deux marques n\u2019ont rien de comparable. Zara a l\u2019habitude de jouer sur la ligne fine entre inspiration et copie, en r\u00e9interpr\u00e9tant des tendances avec un travail de stylisme&nbsp;; ici, Thilik\u00f3 est accus\u00e9 de se livrer \u00e0 un simple copier-coller,&nbsp;<\/em>explique Morgane Pouillot, planneuse \u00adstrat\u00e9gique chez Leherpeur Paris.&nbsp;<em>Chez Zara, le consommateur sait qu\u2019il va trouver des pi\u00e8ces inspir\u00e9es des d\u00e9fil\u00e9s, il ach\u00e8te en connaissance de cause l\u2019allure du moment \u00e0 un prix accessible.&nbsp;<a href=\"lmfr:\/\/element\/article\/4971548?source=article_inline_link\">Le fondateur de la marque, Amancio Ortega<\/a>, a d\u2019ailleurs toujours d\u00e9fendu cette id\u00e9e de d\u00e9mocratisation de la mode.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus encore, Zara reproche \u00e0 Thilik\u00f3 de vendre ses produits en les pr\u00e9sentant comme \u00e9coresponsables. Mais aussi d\u2019avoir augment\u00e9 ses prix pour rendre plus cr\u00e9dible sa pseudo-d\u00e9marche environnementale.&nbsp;<em>\u00ab&nbsp;C\u2019est le consommateur qui est doublement dup\u00e9 dans cette affaire&nbsp;\u00bb,&nbsp;<\/em>commente Morgane Pouillot. Si jusqu\u2019alors Zara n\u2019agissait qu\u2019en d\u00e9fense et quasiment jamais en attaque, la marque espagnole<em>&nbsp;\u00ab&nbsp;change de camp pour rejoindre celui des copi\u00e9s, redorant au passage son image&nbsp;\u00bb,&nbsp;<\/em>poursuit la sp\u00e9cialiste. Une mutation qui accompagne sa strat\u00e9gie de mont\u00e9e en gamme.<br><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Doubl\u00e9e par plus rapide et moins ch\u00e8re<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis quelques ann\u00e9es d\u00e9j\u00e0, Zara multiplie ainsi les collaborations avec des labels pointus, comme Kassl Editions, Narciso Rodriguez ou encore Studio Nicholson, et fait appel \u00e0 des stylistes renomm\u00e9s, tels qu\u2019Emmanuelle Alt (ex-r\u00e9dactrice en chef de&nbsp;<em>Vogue Paris<\/em>) ou encore Karl Templer (ancien directeur artistique du magazine&nbsp;<em>Interview<\/em>), afin d\u2019illustrer sa&nbsp;<em>\u00ab&nbsp;conscience cr\u00e9ative&nbsp;\u00bb.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle va m\u00eame plus loin en commissionnant les plus grands photographes de mode pour shooter ses&nbsp;<em>lookbooks<\/em>&nbsp;et ses \u00e9ditos. Fin 2021, la marque lan\u00e7ait aussi Zara Atelier, des collections vendues de trois \u00e0 quatre fois plus cher que ses autres lignes, insistant sur la dimension&nbsp;<em>\u00ab&nbsp;artisanale&nbsp;\u00bb&nbsp;<\/em>des produits. Depuis avril&nbsp;2022, ce plan d\u2019action est pilot\u00e9 par Marta Ortega P\u00e9rez, la fille du fondateur de l\u2019enseigne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par ailleurs, Zara ne semble pas avoir d\u2019autre choix que de se rapprocher des codes du luxe et de soigner son image de cr\u00e9ateur alors qu\u2019elle est doubl\u00e9e par plus rapide et moins ch\u00e8re qu\u2019elle. Ce qu\u2019on appelle l\u2019\u00ab&nbsp;ultra-fast-fashion&nbsp;\u00bb, incarn\u00e9e par&nbsp;<a href=\"lmfr:\/\/element\/article\/6171995?source=article_inline_link\">l\u2019enseigne chinoise Shein<\/a>, qui fabrique encore plus vite et \u00e0 plus bas co\u00fbt, usant de m\u00e9thodes marketing ultra-agressives qui poussent \u00e0 la surconsommation. Zara propose \u00e0 la vente environ 20&nbsp;000&nbsp;nouvelles r\u00e9f\u00e9rences par an, alors que Shein r\u00e9aliserait ce chiffre en quelques jours seulement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(&#8230;)<br><br><a href=\"https:\/\/www.lemonde.fr\/m-styles\/article\/2023\/07\/28\/zara-copie-colle-par-une-ephemere-marque-californienne_6183653_4497319.html\">Lire l&#8217;article dans son int\u00e9gralit\u00e9.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chaque \u00e9t\u00e9, le M Le Magazine du Monde explore en profondeur des sujets ou des objets de mode, \u00e0 travers ses s\u00e9ries d\u2019\u00e9t\u00e9.&nbsp; Ce trimestre estival 2023, dans \u00ab&nbsp;la Mode [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[169,143,172],"tags":[],"class_list":["post-3846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversation","category-fashion","category-revuedepresse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>En revue (M le Monde) : La Mode \u00e0 la Barre \u00ab\u00a0Copi\u00e9-Toll\u00e9 : Zara copi\u00e9-coll\u00e9 par une \u00e9ph\u00e9m\u00e8re marque californienne\u00a0\u00bb | LeherpeurParis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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