{"id":27397097,"date":"2025-08-20T15:05:35","date_gmt":"2025-08-20T15:05:35","guid":{"rendered":"https:\/\/theagent.com\/blog\/thinking-mu\/"},"modified":"2025-08-27T16:26:09","modified_gmt":"2025-08-27T16:26:09","slug":"thinking-mu","status":"publish","type":"post","link":"https:\/\/theagent.com\/fr\/blog\/thinking-mu\/","title":{"rendered":"Thinking mu"},"content":{"rendered":"

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Comment thinking mu a am\u00e9lior\u00e9 sa visibilit\u00e9 et sa croissance sur Zalando gr\u00e2ce \u00e0 une strat\u00e9gie cofinanc\u00e9e de type \u00ab full-funnel \u00bb<\/b><\/h1>\n

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+90 % de croissance<\/b><\/h2>\n

par rapport \u00e0 la saison hivernale pr\u00e9c\u00e9dente<\/span><\/p>\n

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ROPI : 7,76<\/b><\/h2>\n

Retour sur investissement partenaire<\/span><\/p>\n

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Budget total de 50 000 \u20ac<\/b><\/h2>\n

r\u00e9parti entre Zalando et ICEX<\/span><\/p>\n

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En coulisses<\/b><\/h2>\n

<\/b><\/p>\n

Thinking Mu est une marque de mode durable espagnole pour hommes et femmes. Active sur Zalando depuis plusieurs saisons, la marque a connu une croissance constante gr\u00e2ce \u00e0 une \u00e9troite collaboration avec The Agent, atteignant une croissance annuelle moyenne de +20 %. <\/span><\/p>\n

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Le d\u00e9fi<\/b><\/h2>\n

<\/b><\/p>\n

<\/b><\/p>\n

Avec ses principaux march\u00e9s de vente sur Zalando situ\u00e9s en dehors de l’Espagne, Thinking Mu devait renforcer \u00e0 la fois sa visibilit\u00e9 et sa notori\u00e9t\u00e9 pour se d\u00e9velopper davantage. L’objectif : \u00e9largir la port\u00e9e et l’engagement tout en restant fid\u00e8le \u00e0 son identit\u00e9 durable. <\/span><\/p>\n

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Notre collaboration : une strat\u00e9gie de marque ax\u00e9e sur la performance<\/b><\/h2>\n

<\/b><\/p>\n

Nous avons jet\u00e9 des bases solides pour la croissance en :<\/span><\/p>\n

    \n
  • Optimisation de l’assortiment et des niveaux de stock<\/span><\/span><\/li>\n
  • Lancement progressif de nouvelles places de march\u00e9 comme About You<\/span><\/span><\/li>\n
  • Cr\u00e9ation d’un Brand Home en accord avec leur image moderne et responsable<\/span><\/span><\/li>\n
  • Soutien au d\u00e9veloppement d’une communaut\u00e9 fid\u00e8le sur Zalando<\/span><\/li>\n<\/ul>\n

    Ensuite, nous avons recommand\u00e9 de rejoindre un programme de marketing de co-investissement<\/b> avec Zalando<\/b> et ICEX<\/b> (l’agence espagnole pour l’exportation de la mode). Gr\u00e2ce \u00e0 ses solides r\u00e9f\u00e9rences en mati\u00e8re de durabilit\u00e9, Thinking Mu a obtenu un cofinancement de 50 % sur son investissement marketing total. <\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#f2f1ec\u00a0\u00bb scroll_fade_enable=\u00a0\u00bbon\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|40px|auto|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_2_font_size=\u00a0\u00bb40px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

    Les r\u00e9sultats : une campagne \u00ab full-funnel \u00bb avec un impact r\u00e9el<\/b><\/h2>\n

    La marque a lanc\u00e9 une strat\u00e9gie \u00ab full-funnel \u00bb pour l’AH24, avec un investissement total de 50 000 \u20ac<\/span><\/b><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_3,1_3,1_3″ use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb2″ make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb min_height_tablet=\u00a0\u00bb\u00a0\u00bb min_height_phone=\u00a0\u00bbauto\u00a0\u00bb min_height_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb height_tablet=\u00a0\u00bb\u00a0\u00bb height_phone=\u00a0\u00bbauto\u00a0\u00bb height_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||16px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#30454f\u00a0\u00bb custom_padding=\u00a0\u00bb30px|30px|30px|30px|true|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_2_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_2_font_size=\u00a0\u00bb45px\u00a0\u00bb header_3_font=\u00a0\u00bb–et_global_body_font|500|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_3_font_size=\u00a0\u00bb45px\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

    La marque a lanc\u00e9 une strat\u00e9gie \u00ab full-funnel \u00bb pour l’AH24, avec un investissement total de 50 000 \u20ac<\/strong><\/p>\n

    <\/strong><\/p>\n

      \n
    • Produits sponsoris\u00e9s<\/b> (juillet\u2013d\u00e9cembre) : pour stimuler les conversions<\/span><\/li>\n
    • Notori\u00e9t\u00e9 de la marque<\/b> (octobre) : banni\u00e8re de la page d’accueil de Zalando pour am\u00e9liorer la visibilit\u00e9<\/span><\/li>\n<\/ul>\n

      [\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#30454f\u00a0\u00bb custom_padding=\u00a0\u00bb30px|30px|30px|30px|true|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_2_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_2_font_size=\u00a0\u00bb45px\u00a0\u00bb header_3_font=\u00a0\u00bb–et_global_body_font|500|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_3_font_size=\u00a0\u00bb45px\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

      Principales performances de la premi\u00e8re saison<\/strong><\/p>\n

      <\/strong><\/p>\n

        \n
      • ROAS<\/b> : 3,88<\/span><\/li>\n
      • ROPI<\/b> : 7,76<\/span>
        <\/span><\/b><\/b><\/li>\n
      • +90 % de croissance<\/b> par rapport \u00e0 l’hiver pr\u00e9c\u00e9dent<\/span>
        <\/b><\/strong><\/span><\/li>\n
      • +50 % de croissance<\/b> par rapport au PE25<\/span><\/strong><\/span><\/li>\n<\/ul>\n

        [\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#30454f\u00a0\u00bb custom_padding=\u00a0\u00bb30px|30px|30px|30px|true|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_2_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_2_font_size=\u00a0\u00bb45px\u00a0\u00bb header_3_font=\u00a0\u00bb–et_global_body_font|500|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_3_font_size=\u00a0\u00bb45px\u00a0\u00bb width=\u00a0\u00bb100%\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

        \u00c0 la mi-2025, les r\u00e9sultats continuent de surpasser les attentes :<\/strong><\/p>\n

        <\/strong><\/p>\n

          \n
        • Le ROAS a <\/span>tripl\u00e9<\/b> depuis la premi\u00e8re campagne<\/span><\/li>\n
        • La marque maintient une <\/span>croissance estivale \u00e0 deux chiffres<\/b><\/li>\n
        • En voie de doubler le volume net de ventes<\/b> par rapport \u00e0 l’\u00e9t\u00e9 pr\u00e9c\u00e9dent<\/span><\/b><\/li>\n<\/ul>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|40px|auto|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font_size=\u00a0\u00bb13px\u00a0\u00bb header_2_font_size=\u00a0\u00bb40px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

          \ud83d\udca1Cette \u00e9tude de cas prouve qu’une strat\u00e9gie bien \u00e9quilibr\u00e9e (performance + notori\u00e9t\u00e9), soutenue par des outils de co-investissement intelligents, peut transformer la visibilit\u00e9 sur la place de march\u00e9 et alimenter une croissance durable.<\/i><\/span><\/p>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

          Comment thinking mu a am\u00e9lior\u00e9 sa visibilit\u00e9 et sa croissance sur Zalando gr\u00e2ce \u00e0 une strat\u00e9gie cofinanc\u00e9e de type \u00ab full-funnel \u00bb+90 % de croissance par rapport \u00e0 la saison hivernale pr\u00e9c\u00e9denteROPI : 7,76 Retour sur investissement partenaireBudget total de 50 000 \u20ac r\u00e9parti entre Zalando et ICEXEn coulisses Thinking Mu est une marque de mode durable espagnole […]<\/p>\n","protected":false},"author":12,"featured_media":27397098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[57,58],"tags":[39],"dipi_cpt_category":[],"class_list":["post-27397097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-pret-a-porter","tag-marketing"],"_links":{"self":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397097","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/comments?post=27397097"}],"version-history":[{"count":8,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397097\/revisions"}],"predecessor-version":[{"id":27397417,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397097\/revisions\/27397417"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/media\/27397098"}],"wp:attachment":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/media?parent=27397097"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/categories?post=27397097"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/tags?post=27397097"},{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/dipi_cpt_category?post=27397097"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}