{"id":27397548,"date":"2025-08-28T08:53:53","date_gmt":"2025-08-28T08:53:53","guid":{"rendered":"https:\/\/theagent.com\/blog\/aigle\/"},"modified":"2026-04-20T10:17:06","modified_gmt":"2026-04-20T10:17:06","slug":"aigle","status":"publish","type":"post","link":"https:\/\/theagent.com\/fr\/blog\/aigle\/","title":{"rendered":"Aigle"},"content":{"rendered":"

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Comment le bon assortiment de produits a aid\u00e9 Aigle \u00e0 acc\u00e9l\u00e9rer sa croissance sur Zalando<\/b><\/h1>\n

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+600 % NMV<\/b><\/h2>\n

Cat\u00e9gorie Enfants <\/b>depuis 2023<\/span><\/p>\n

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Baisse du taux de retour<\/b><\/h2>\n

de 53,6 % (2023)<\/b> \u00e0 41,1 % (depuis le d\u00e9but de l’ann\u00e9e 2025)<\/b><\/span><\/p>\n

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Priorit\u00e9 aux bottes embl\u00e9matiques<\/b><\/h2>\n

en tant que produit phare le plus vendu<\/span><\/p>\n

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Derri\u00e8re la Marque<\/b><\/h2>\n

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

Aigle est une marque fran\u00e7aise embl\u00e9matique, reconnue pour son expertise technique et son esprit outdoor. La marque est pr\u00e9sente sur Zalando depuis plusieurs ann\u00e9es avec une offre compl\u00e8te de produits (homme, femme et unisexe) allant de bottes \u00e0 45 \u20ac \u00e0 des parkas haut de gamme \u00e0 500 \u20ac. <\/span><\/p>\n

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

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

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

Apr\u00e8s plusieurs saisons sur Zalando, Aigle et The Agent ont d\u00e9cid\u00e9 d’affiner l’assortiment de produits afin de soutenir une nouvelle phase de croissance. L’objectif : acc\u00e9l\u00e9rer les performances en \u00e9largissant le public cible tout en renfor\u00e7ant l’identit\u00e9 de la marque sur la plateforme. <\/span><\/strong><\/p>\n

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Notre collaboration : une strat\u00e9gie de diversification cibl\u00e9e<\/b><\/h2>\n

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

Pour faire passer ses performances sur la marketplace au niveau sup\u00e9rieur, Aigle a pris deux mesures cl\u00e9s :<\/span><\/p>\n

<\/span><\/p>\n

    \n
  • Lancement de la <\/span>cat\u00e9gorie Enfants<\/b>, auparavant absente de Zalando<\/span><\/li>\n
  • Prioriser ses bottes en caoutchouc embl\u00e9matiques<\/b>, le produit phare de la marque, afin de tirer parti \u00e0 la fois de la notori\u00e9t\u00e9 et des performances commerciales<\/span><\/li>\n<\/ul>\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 custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\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 custom_margin__hover_enabled=\u00a0\u00bboff|desktop\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 : un impact concret en seulement deux saisons<\/b><\/h2>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_4,1_4,1_2″ 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_4″ _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

    +600 % NMV<\/b><\/h2>\n

    Provient d\u00e9sormais de la cat\u00e9gorie Enfants<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_4″ _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 bulle de croissance s’est \u00e9largie<\/strong><\/h2>\n

    La bulle de croissance s’est \u00e9largie avec une nouvelle client\u00e8le<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _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

    Optimisation de l’assortiment de produits<\/strong> <\/span><\/strong><\/h2>\n

    a contribu\u00e9 \u00e0 stabiliser la situation \u00e9conomique globale :
    <\/span><\/strong><\/p>\n

      \n
    • R\u00e9duction du taux de retour :<\/span>\n

      <\/span><\/li>\n

        \n
      • 2023: 53.6%<\/span>\n

        <\/span><\/li>\n

      • 2024: 44.7%<\/span>\n

        <\/span><\/li>\n

      • 2025 (depuis le d\u00e9but de l’ann\u00e9e) : 41,1 %<\/span><\/li>\n<\/ul>\n<\/ul>\n

        <\/span><\/strong><\/p>\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\udca1 <\/span>Un assortiment de produits bien adapt\u00e9 est un levier strat\u00e9gique <\/span>Cette r\u00e9ussite prouve que l’adaptation de votre assortiment de produits \u00e0 la marketplace (en \u00e9quilibrant la demande des consommateurs, les performances financi\u00e8res et l’ADN de la marque) est un outil puissant pour : <\/span>Acc\u00e9l\u00e9rer la croissance \/ <\/span>Am\u00e9liorer la rentabilit\u00e9 \/ <\/span>Prendre le contr\u00f4le des dynamiques commerciales \u00e0 long terme<\/span><\/em><\/p>\n

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

        Comment le bon assortiment de produits a aid\u00e9 Aigle \u00e0 acc\u00e9l\u00e9rer sa croissance sur Zalando+600 % NMV Cat\u00e9gorie Enfants depuis 2023Baisse du taux de retour de 53,6 % (2023) \u00e0 41,1 % (depuis le d\u00e9but de l’ann\u00e9e 2025)Priorit\u00e9 aux bottes embl\u00e9matiques en tant que produit phare le plus venduDerri\u00e8re la Marque Aigle est une marque […]<\/p>\n","protected":false},"author":12,"featured_media":27397550,"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":[36,35,57,66],"tags":[37],"dipi_cpt_category":[],"class_list":["post-27397548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports-outdoor","category-case-studies","category-etudes-de-cas","category-sports-et-activites-de-plein-air","tag-catalogue-content"],"_links":{"self":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397548","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=27397548"}],"version-history":[{"count":6,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397548\/revisions"}],"predecessor-version":[{"id":27398231,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/posts\/27397548\/revisions\/27398231"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/media\/27397550"}],"wp:attachment":[{"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/media?parent=27397548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/categories?post=27397548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/tags?post=27397548"},{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/theagent.com\/fr\/wp-json\/wp\/v2\/dipi_cpt_category?post=27397548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}