{"id":17347,"date":"2018-11-02T19:55:39","date_gmt":"2018-11-02T16:55:39","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=17347"},"modified":"2024-01-03T13:41:09","modified_gmt":"2024-01-03T13:41:09","slug":"hm-uniqlo","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/hm-uniqlo\/","title":{"rendered":"Retail Spotlight : H&amp;M, UNIQLO et autres"},"content":{"rendered":"<ul>\n<li><strong>Les temps sont durs pour les enseignes de mode, et encore plus pour les boutiques sp\u00e9cialis\u00e9es dans les v\u00eatements de marque priv\u00e9e (aussi appel\u00e9es SPA)<br \/>\n<\/strong><\/li>\n<li><strong><strong>H&amp;M a re\u00e7u plus de trafic au cours de l\u2019ann\u00e9e qui vient de s\u2019\u00e9couler, mais le trafic est en baisse sur l\u2019ann\u00e9e. Le trafic d\u2019UNIQLO a augment\u00e9 de 11% sur la m\u00eame p\u00e9riode.<\/strong><\/strong><\/li>\n<li><strong>Une grande proportion du trafic d\u2019UNIQLO provient de Reddit, et plus sp\u00e9cifiquement d\u2019un unique subreddit visant \u00e0 d\u00e9goter les meilleures promos de la mode pour homme.<br \/>\n<\/strong><\/li>\n<\/ul>\n<p>Nous avons d\u00e9j\u00e0 trait\u00e9 de fa\u00e7on exhaustive le ralentissement des ventes en boutique physique au profit du monde en ligne. La retail apocalypse\u00a0comme certains la nomment, repr\u00e9sente un d\u00e9fi pour chaque d\u00e9taillant, qui doit trouver des moyens de diff\u00e9rencier sa marque et d\u2019atteindre les consommateurs qui sont toujours pr\u00eats \u00e0 acheter.<br \/>\nLa fr\u00e9quentation des magasins de v\u00eatements en ligne a continu\u00e9 de diminuer au cours des 18 derniers mois, avec une baisse de 16% des visites sur les 100 principaux sites entre janvier et mai 2017 et janvier et mai 2018. Parmi ce groupe de d\u00e9taillants, un sous-groupe d\u00e9cline plus rapidement\u00a0: les boutiques sp\u00e9cialis\u00e9es dans les v\u00eatements de marque priv\u00e9e, connues dans l\u2019industrie sous l\u2019appellation SPA. Aux Etats-Unis, ces enseignes comprennent H&amp;M, Zara, UNIQLO, American Eagle et J.Crew. Le trafic vers les 10 principales enseignes SPA a diminu\u00e9 de 22% entre janvier et mai 2017 et janvier et mai 2018.<br \/>\nM\u00eame au sein de ce groupe de sites qui semblent avoir \u00e9t\u00e9 particuli\u00e8rement touch\u00e9 par le ralentissement, quelques sites sont en plein essor. Leur succ\u00e8s dans une p\u00e9riode difficile pour les d\u00e9taillants encourage les marques qui continuent de chercher des moyens de surmonter la crise.<br \/>\nBien que hm.com ait re\u00e7u plus de trafic que certains de ses concurrents au cours des 13 derniers mois, sa tendance \u00e0 la baisse est notable. A l\u2019inverse de la tendance observ\u00e9e chez les d\u00e9taillants des enseignes SPA, jcrew.com a vu son trafic rester relativement stable, tandis que le trafic vers uniqlo.com de janvier \u00e0 mai 2018 a augment\u00e9 de pr\u00e8s de 11% par rapport \u00e0 la m\u00eame p\u00e9riode en 2017.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_4a072d0a-6248-443e-b4ae-489a868f05e0\" data-title=\"blog_hm&amp;uniqlo_traffic_0618\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?dy1\"><\/div>\n<\/p>\n<h2>Comment UNIQLO a surperform\u00e9 le march\u00e9<\/h2>\n<p>Plusieurs facteurs ont contribu\u00e9 \u00e0 la croissance du trafic d\u2019UNIQLO au cours des derniers trimestres. Pour comprendre pourquoi l\u2019entreprise r\u00e9ussit mieux que ses concurrents, il est important de d\u00e9terminer en quoi sa strat\u00e9gie marketing digital diff\u00e8re. Tout comme les autres enseignes SPA, uniqlo.com g\u00e9n\u00e8re une grande proportion de trafic direct. Les enseignes SPA comptent sur l\u2019image et la notori\u00e9t\u00e9 de marque pour rester en t\u00eate des pr\u00e9occupations des consommateurs.<br \/>\nPour g\u00e9n\u00e9rer du trafic, les enseignes SPA utilisent traditionnellement le trafic de recherche organique, r\u00e9f\u00e9rant \u00e0 la marque ou non. Comme ses concurrents, uniqlo.com a g\u00e9n\u00e9r\u00e9 une part consid\u00e9rablement moins importante de trafic gr\u00e2ce \u00e0 la recherche organique.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_22bfb790-f9f3-40a9-8ec6-ce08cba30346\" data-title=\"blog_hm&amp;uniqlo_marmix_0618\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?CxU\"><\/div>\n<\/p>\n<h3>Constitution d\u00e9mographique et pouvoir des r\u00e9seaux sociaux<\/h3>\n<p>Une autre diff\u00e9rence majeure du trafic entrant vers uniqlo.com est la pr\u00e9dominance du canal des r\u00e9seaux sociaux. Le site a re\u00e7u un peu plus de 12% de son trafic des r\u00e9seaux sociaux, compar\u00e9 \u00e0 hm.com et zara.com qui ont chacun enregistr\u00e9 moins de 5% de leur trafic provenant de ce canal.<br \/>\nExplorer de plus pr\u00e8s les sites de r\u00e9seaux sociaux g\u00e9n\u00e9rant du trafic vers uniqlo.com r\u00e9v\u00e8le qu\u2019environ 70% de ce trafic provient de Reddit et moins de 20% de Facebook.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-16695 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/blog\/2018\/06\/uniqlo-reddit.png\" alt=\"Liens vers Uniqlo \u00e0 partir d\u2019un unique subreddit\" width=\"876\" height=\"340\" \/><\/p>\n<p>Dans Reddit, nous pouvons identifier les subreddits sp\u00e9cifiques ayant g\u00e9n\u00e9r\u00e9 du trafic sur le site. Plus de 65% du trafic de Reddit vers UNIQLO provenait du seul subreddit \u00ab\u00a0frugalmalefashion\u00a0\u00bb. Ce fil unique parmi l\u2019immense site de m\u00e9dias sociaux \u00e9tait responsable de plus de 5% du trafic global vers uniqlo.com au cours des 12 derniers mois.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_1217f6f7-237d-4601-895c-8733d5c28d6a\" data-title=\"blog_hm&amp;uniqlo_subreddit_0618\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?VkK\"><\/div>\n<br \/>\nCette concentration de trafic provenant d\u2019un seul subreddit renforce \u00e9galement un autre aspect de la composition d\u00e9mographique du trafic en ligne d\u2019UNIQLO. La ventilation par genre de la plupart des enseignes SPA en ligne favorise fortement les utilisatrices, alors qu\u2019uniqlo.com pr\u00e9sente une r\u00e9partition homme-femme particuli\u00e8rement homog\u00e8ne. Bien que la page d\u2019accueil du site ressemble beaucoup \u00e0 celle de ses concurrents, il semblerait qu\u2019UNIQLO fasse quelque chose de plus pour attirer plus de consommateurs masculins;\u00a0<a href=\"https:\/\/home.barclaycard\/press-releases\/2017\/11\/suit-you-sir--modern-men-spend-more-than-women-but-retail-therap\/\">les rapports sugg\u00e8rent d&#8217;ailleurs que les hommes d\u00e9pensent plus que les femmes en v\u00eatements<\/a> et qu\u2019ils pr\u00e9f\u00e8rent le faire en ligne.<br \/>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_27b1362c-c850-4793-90dc-2ea2261fafc0\" data-title=\"blog_hm&amp;uniqlo_demog_0618\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?nkw\"><\/div>\n<br \/>\nJcrew.com est le site qui pr\u00e9sente la r\u00e9partition des genres la plus proche d\u2019UNIQLO. Il est utile de noter que jcrew.com a \u00e9galement re\u00e7u une plus grande proportion de son trafic des r\u00e9seaux sociaux, et qu\u2019une grande partie de ce trafic peut \u00e9galement \u00eatre attribu\u00e9e au m\u00eame subreddit, \u00e0 savoir \u00ab\u00a0r\/frugalmalefashion\u00a0\u00bb.<\/p>\n<h3>Conclusion<\/h3>\n<p>Dans un climat difficile pour les d\u00e9taillants, les marques gagnantes trouvent des moyens d\u2019acqu\u00e9rir de nouveaux clients. D\u2019autres enseignes SPA peuvent apprendre du focus fait par J.Crew et UNIQLO sur le consommateur masculin et la mani\u00e8re dont ces sites exploitent le pouvoir des m\u00e9dias communautaires et sociaux pour g\u00e9n\u00e9rer des visites et, finalement, des ventes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les temps sont durs pour les enseignes de mode, et encore plus pour les boutiques sp\u00e9cialis\u00e9es dans les v\u00eatements de marque priv\u00e9e (aussi appel\u00e9es SPA) H&amp;M a re\u00e7u plus de trafic au cours de l\u2019ann\u00e9e qui vient de s\u2019\u00e9couler, mais le trafic est en baisse sur l\u2019ann\u00e9e. Le trafic d\u2019UNIQLO a augment\u00e9 de 11% sur [&hellip;]<\/p>\n","protected":false},"author":78,"featured_media":29778,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8317,7897],"tags":[],"class_list":["post-17347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail Spotlight : H&amp;M, UNIQLO et autres | Similarweb<\/title>\n<meta name=\"description\" content=\"Uniqlo et d&#039;autres boutiques sp\u00e9cialis\u00e9es(SPA) trouvent des moyens de commercialiser leurs produits aux hommes en utilisant Reddit et d&#039;autres r\u00e9seaux sociaux.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, 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Paloma is also passionate about Food, Travels, and Family!","url":"https:\/\/www.similarweb.com\/blog\/author\/paloma-bernard\/"}]}},"lang":"fr","translations":{"fr":17347},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/17347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/users\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/comments?post=17347"}],"version-history":[{"count":3,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/17347\/revisions"}],"predecessor-version":[{"id":185020,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/17347\/revisions\/185020"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/media\/29778"}],"wp:attachment":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/media?parent=17347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/categories?post=17347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/tags?post=17347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}