{"id":13679,"date":"2016-04-12T00:00:00","date_gmt":"2016-04-11T22:00:00","guid":{"rendered":"http:\/\/shoelifer.com\/2016\/04\/12\/reseaux-sociaux-quand-la-mode-derape\/"},"modified":"2020-08-30T13:09:51","modified_gmt":"2020-08-30T12:09:51","slug":"reseaux-sociaux-quand-la-mode-derape","status":"publish","type":"post","link":"https:\/\/serafina-hub.com\/new_en\/mode\/actu-mode\/reseaux-sociaux-quand-la-mode-derape\/","title":{"rendered":"L&#8217;\u0153il de Shoelifer : quand la mode d\u00e9rape."},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Hedi Slimane est parti le 1<sup>er<\/sup> avril, Anthony Vaccarello est arriv\u00e9 le 4 et le lendemain, toutes les images de l\u2019\u00e8re Slimane ont \u00e9t\u00e9 gomm\u00e9es en un clic du compte Instagram de Saint Laurent. \u00c0 la place, un unique portrait du nouveau Directeur Artistique.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Cela m\u2019a ramen\u00e9e quelques ann\u00e9es en arri\u00e8re, le jour o\u00f9, de passage \u00e0 Florence, j\u2019ai fait le pied de grue devant l\u2019entr\u00e9e du mus\u00e9e Gucci, impatiente d\u2019y trouver peut-\u00eatre quelque tr\u00e9sor enfoui. J\u2019ai \u00e9t\u00e9 surprise en effet.\u00a0L\u2019histoire de la marque italienne s\u2019\u00e9talait sur 3 \u00e9tages. En bas, une Cadillac sigl\u00e9e du mythique GG c\u00f4toyait des malles arborant la fameuse bande vert-rouge-vert\u00a0; \u00e0 l\u2019\u00e9tage, des accessoires et des robes du soir sign\u00e9es uniquement Frida Giannini, Directrice Artistique de la marque \u00e0 l\u2019\u00e9poque. \u00c9tonnamment, du designer Tom Ford, architecte incontestable de la renaissance de Gucci, il ne restait qu\u2019un\u2026 v\u00e9lo\u00a0! Allez savoir ce qui subsiste du travail de Frida Giannini au mus\u00e9e apr\u00e8s son r\u00e9cent remplacement par Alessandro Michele.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Un autre exemple. Qui se souvient du passage de Marc Bohan ou de Gianfranco Ferr\u00e9 chez Dior, sinon une poign\u00e9e de personnes averties\u00a0? Las. La mode n\u2019en est pas \u00e0 son premier fait divers de la sorte. C\u2019est une \u00e9vidence, la marque pr\u00e9vaut sur la valse des directeurs artistiques. Mais la plupart de ces maisons bien \u00e9tablies ont l\u2019habitude de puiser dans leur histoire tant\u00f4t pour faire rena\u00eetre un sac, tant\u00f4t pour rappeler au monde leur amiti\u00e9 avec des ic\u00f4nes du cin\u00e9ma ou\u00a0encore pour simplement l\u00e9gitimer leur positionnement dans l\u2019univers du luxe. Dommage qu\u2019elles se contredisent parfois et aussi sec dans le cas de Saint Laurent.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Cela peut d\u00e9router et heureusement, demain on aura oubli\u00e9 car nous sommes dans l\u2019\u00e8re du zapping. Internet est n\u00e9anmoins devenu une m\u00e9moire vive difficilement contr\u00f4lable. On peut y suivre ses marques pr\u00e9f\u00e9r\u00e9es et finalement se faire son propre mus\u00e9e de photos, quitte \u00e0 se rappeler aux bons soins des maisons si d\u2019aventure on n\u2019est pas d\u2019accord. Une fa\u00e7on de faire un peu n\u2019importe quoi et de compliquer les strat\u00e9gies des groupes de mode qui vivent actuellement une p\u00e9riode de transition compliqu\u00e9e, oblig\u00e9s de se r\u00e9inventer en p\u00e9riode de crise tout en tenant compte des contraintes du web 2.0.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Quoi qu\u2019il en soit, cette fa\u00e7on d\u2019agir qui consiste pour les maisons \u00e0 faire table rase du pass\u00e9 \u2013 et surtout des acteurs qui construisent pourtant l\u2019identit\u00e9 des marques \u2013, \u00e0 le nier pour mieux le r\u00e9inventer peut-\u00eatre, ce n\u2019est pas le marketing qu\u2019on pr\u00e9f\u00e8re. Au contraire, il faut savoir assumer les trajectoires.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hedi Slimane est parti le 1er avril, Anthony Vaccarello est arriv\u00e9 le 4 et le lendemain, toutes les images de l\u2019\u00e8re Slimane ont \u00e9t\u00e9 gomm\u00e9es en un clic du compte Instagram de Saint Laurent. \u00c0 la place, un unique portrait du nouveau Directeur Artistique. Cela m\u2019a ramen\u00e9e quelques ann\u00e9es en arri\u00e8re, le jour o\u00f9, de passage \u00e0 Florence, j\u2019ai fait le pied de grue devant l\u2019entr\u00e9e du mus\u00e9e Gucci, impatiente d\u2019y trouver peut-\u00eatre quelque tr\u00e9sor enfoui. J\u2019ai \u00e9t\u00e9 surprise en effet &#8230;<\/p>\n","protected":false},"author":12,"featured_media":2438,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[16969],"tags":[1199,1207,1238,1267,1324,1385,1500,1522,1523],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v21.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L&#039;\u0153il de Shoelifer : quand la mode d\u00e9rape. | Shoelifer.com<\/title>\n<meta name=\"description\" content=\"\u00c9clairage sur les m\u00e9thodes du marketing de mode apr\u00e8s la r\u00e9cente pol\u00e9mique autour du compte Instagram de Saint Laurent.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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