{"id":182715,"date":"2024-12-16T00:00:00","date_gmt":"2024-12-15T23:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/zalando-rachete-about-you-ce-que-cela-signifie-pour-la-suisse\/"},"modified":"2026-04-15T10:00:28","modified_gmt":"2026-04-15T08:00:28","slug":"zalando-rachete-about-you-ce-que-cela-signifie-pour-la-suisse","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/zalando-rachete-about-you-ce-que-cela-signifie-pour-la-suisse\/","title":{"rendered":"Zalando rach\u00e8te About You - ce que cela signifie pour la Suisse"},"content":{"rendered":"<p><a href=\"https:\/\/blog.carpathia.ch\/\" target=\"_blank\" rel=\"noopener\">Rapport d&rsquo;Alexandra Sch\u00e4rer, carphatia.digital.business.blog<\/a><\/p>\n<p>La nouvelle du rachat de son concurrent About You par la plateforme de mode Zalando, bien plus grande, <strong>a \u00e9t\u00e9 une surprise pour beaucoup<\/strong>. Pour certains observateurs du march\u00e9, comme notre coll\u00e8gue allemand Jochen Krisch, la question n&rsquo;\u00e9tait plus de savoir si Zalando allait faire ce pas, mais seulement quand. <\/p>\n<p><strong>Mais proc\u00e9dons par ordre :<\/strong><\/p>\n<ul>\n<li>Zalando devrait acheter About You pour <strong>1,2 milliard d&rsquo;euros<\/strong> <\/li>\n<li>Dans le secteur B2C, le groupe poursuivra <strong>une strat\u00e9gie \u00e0 deux marques<\/strong> <\/li>\n<li>Dans le secteur B2B, <strong>SCAYLE<\/strong>, le logiciel B2B d <strong>&lsquo;About You<\/strong>, viendra compl\u00e9ter le syst\u00e8me d&rsquo;exploitation de commerce \u00e9lectronique <strong>ZEOS<\/strong> de Zalando.<\/li>\n<\/ul>\n<p>Pour en savoir plus, consultez le <a href=\"https:\/\/corporate.zalando.com\/de\/investor-relations\/zalando-und-about-you-buendeln-ihre-kraefte\" target=\"_blank\" rel=\"noopener\">communiqu\u00e9 de presse officiel<\/a>.<\/p>\n<h3>Nos estimations<\/h3>\n<p>Avec un <strong>chiffre d&rsquo;affaires estim\u00e9 \u00e0 CHF 1&rsquo;650 millions pour l&rsquo;exercice 2023<\/strong>, Zalando est le<strong> plus grand d\u00e9taillant de mode suisse<\/strong> et \u00e9galement le plus grand d\u00e9taillant en ligne B2C en Suisse. About You est \u00e9galement pr\u00e9sent en Suisse, mais <strong>bien plus petit<\/strong>que Zalando, avec un <strong>chiffre d&rsquo;affaires<\/strong> estim\u00e9 <strong>\u00e0 CHF 105 millions.<\/strong> La fusion permettra \u00e0 Zalando de gagner un peu de parts de march\u00e9 en Suisse. <\/p>\n<p><strong>Pour les consommateurs suisses<\/strong>, la fusion ne <strong>sera pas imm\u00e9diatement perceptible :<\/strong> Zalando continuera \u00e0 g\u00e9rer About You et Zalando comme deux marques avec deux boutiques en ligne\/applications. En outre, nous ne pensons pas que Zalando r\u00e9percutera les \u00e9conomies r\u00e9alis\u00e9es gr\u00e2ce aux synergies (Zalando vise \u00e0 long terme des synergies d&rsquo;environ 100 millions d&rsquo;euros par an au niveau de l&rsquo;EBIT du groupe) sous la forme de prix plus avantageux pour les consommateurs finaux. <\/p>\n<p>Il est tout \u00e0 fait possible qu&rsquo;<strong>About You disparaisse en tant que marque<\/strong> et soit int\u00e9gr\u00e9e \u00e0 Zalando, ou que le <strong>positionnement des deux plates-formes soit encore plus affin\u00e9 :<\/strong><\/p>\n<ul>\n<li>Zalando <strong>s&rsquo;adresse \u00e0 des personnes sensibles \u00e0 la mode<\/strong> et se concentrera encore plus sur le grand choix, la qualit\u00e9 et l&rsquo;excellente exp\u00e9rience d&rsquo;achat et continuera \u00e0 d\u00e9velopper l&rsquo;offre dans le domaine du style de vie, comme la beaut\u00e9 et le sport, au-del\u00e0 de la cat\u00e9gorie purement mode.<\/li>\n<li>About You continue \u00e0 cibler les<strong> jeunes passionn\u00e9s de mode<\/strong> avec une approche de divertissement et de communaut\u00e9 qui va au-del\u00e0 de sa propre plateforme et s&rsquo;\u00e9tend aux m\u00e9dias sociaux, y compris les \u00e9v\u00e9nements et les collaborations avec des c\u00e9l\u00e9brit\u00e9s. Zalando pourrait apporter une r\u00e9ponse europ\u00e9enne avec AboutYou, notamment face \u00e0 son puissant concurrent Shein qui vise le m\u00eame groupe cible mais avec des prix ultra-fashion. <\/li>\n<\/ul>\n<p>La fusion est \u00e9galement int\u00e9ressante pour les deux parties, car elles vendent toutes deux <strong>des solutions B2B<\/strong> pour les d\u00e9taillants et les marques de mode, qui sont <strong>compl\u00e9mentaires<\/strong> et qu&rsquo;elles peuvent d\u00e9sormais proposer sous un m\u00eame toit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une actualit\u00e9 br\u00fblante en provenance de Berlin : Zalando rach\u00e8te About You. Voici l&rsquo;avis de carphatia sur ce rachat et ses implications possibles pour les consommateurs*, les commer\u00e7ants et les marques suisses. <\/p>\n","protected":false},"author":5,"featured_media":180710,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-182715","news","type-news","status-publish","has-post-thumbnail","hentry","category-marques-produits"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zalando rach\u00e8te About You - ce que cela signifie pour la Suisse - Sportbiz<\/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:\/\/sportbiz.ch\/fr\/news\/zalando-rachete-about-you-ce-que-cela-signifie-pour-la-suisse\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zalando rach\u00e8te About You - ce que cela signifie pour la Suisse - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Une actualit\u00e9 br\u00fblante en provenance de Berlin : Zalando rach\u00e8te About You. 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