{"id":383,"date":"2022-04-27T11:59:18","date_gmt":"2022-04-27T09:59:18","guid":{"rendered":"http:\/\/localhost\/wordpress%20\/?p=383"},"modified":"2022-05-10T22:01:05","modified_gmt":"2022-05-10T20:01:05","slug":"troisieme-article","status":"publish","type":"post","link":"https:\/\/www.websneakers.mailles.fr\/index.php\/2022\/04\/27\/troisieme-article\/","title":{"rendered":"Le plan d’Adidas pour durer : retirer ses Stan Smith"},"content":{"rendered":"\n

Une strat\u00e9gie payante si l\u2019on en croit le succ\u00e8s du retour des Stan Smith.<\/p><\/blockquote>\n\n\n\n

En 2011, Adidas a pris une d\u00e9cision ambitieuse: arr\u00eater la vente d\u2019une de ses baskets phares, la Stan Smith. Le plan \u00e9tait d’assainir le march\u00e9, le manque d\u2019offre cr\u00e9erait ainsi une demande. Un coup calcul\u00e9 par Adidas. Afin de raviver le d\u00e9sir des consommateurs quelques temps avant de la r\u00e9introduire sur le march\u00e9. Ce qui a \u00e9t\u00e9 fait en 2014. Et comme pr\u00e9vu, le retour de la Stan Smith a \u00e9t\u00e9 gagnant. <\/p>\n\n\n\n

\u00ab\u00a0Nous savions trois ans et demi avant l\u2019\u00e9tape num\u00e9ro une ce qui se passerait.\u00a0\u00bb <\/p>se r\u00e9jouit Jon Wexler, vice-pr\u00e9sident du d\u00e9partement marketing.<\/cite><\/blockquote>\n\n\n\n

Stan Smith et Superstar: la raret\u00e9 comme facteur de succ\u00e8s<\/h2>\n\n\n\n
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La Stan Smith et sa soeur la Superstar ont \u00e9t\u00e9 le fer de lance du retour d\u2019Adidas sur la sc\u00e8ne mondiale. La marque continue ainsi de se d\u00e9velopper, notamment sur le march\u00e9 am\u00e9ricain o\u00f9 ses ventes ont augment\u00e9 de 16% au second trimestre. Cependant, selon le PDG de la marque, Kasper Rorsted, durant les dix-huit derniers mois, Adidas a frein\u00e9 la distribution de ces deux mod\u00e8les, il existe d\u00e9sormais plus de demande que ce que Adidas veut satisfaire. L\u2019entreprise pense sur le long terme \u00e0 son \u00abint\u00e9grit\u00e9 de marque\u00bb.<\/p>\n\n\n\n

Le milieu de la basket et de la mode en g\u00e9n\u00e9ral sont bas\u00e9s sur la raret\u00e9. Nike et sa basket Jordan en sont l\u2019incarnation parfaite. Alors que l\u2019entreprise a accru les quantit\u00e9s de Jordan distribu\u00e9es sur le march\u00e9 pour booster ses ventes, les consommateurs ont perdu leur int\u00e9r\u00eat pour la marque. Nike a ensuite fait marche arri\u00e8re pour rendre les Jordans plus rare.<\/p>\n\n\n\n

Comme quoi, vendre plus n’est pas forc\u00e9ment synonyme de croissance.<\/p>\n\n\n\n

A lire aussi…<\/h2>\n\n\n\n
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Cuir de Pomme<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
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Les Chaussures moches<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Une strat\u00e9gie payante si l\u2019on en croit le succ\u00e8s du retour des Stan Smith. En 2011, Adidas a pris une d\u00e9cision ambitieuse: arr\u00eater la vente d\u2019une de ses baskets phares, la Stan Smith. Le plan \u00e9tait d’assainir le march\u00e9, le manque d\u2019offre cr\u00e9erait ainsi une demande. Un coup calcul\u00e9 par Adidas. Afin de raviver le… Lire la suite »Le plan d’Adidas pour durer : retirer ses Stan Smith<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nLe plan d'Adidas pour durer : retirer ses Stan Smith - Web Sneakers<\/title>\n<meta name=\"description\" content=\"Web Sneakers Le plan d'Adidas pour durer : retirer ses Stan Smith Adidas arr\u00eate la vente de ses baskets phares Stan Smith.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websneakers.mailles.fr\/index.php\/2022\/04\/27\/troisieme-article\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le plan d'Adidas pour durer : retirer ses Stan Smith - 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