{"id":59,"date":"2024-10-07T16:25:29","date_gmt":"2024-10-07T14:25:29","guid":{"rendered":"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/?p=59"},"modified":"2024-10-08T13:40:42","modified_gmt":"2024-10-08T11:40:42","slug":"article-de-vieille","status":"publish","type":"post","link":"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/2024\/10\/07\/article-de-vieille\/","title":{"rendered":"L\u2019art d\u2019\u00e9crire avec style"},"content":{"rendered":"\n<p style=\"font-size:17px\">La marque iconique de papeterie Stabilo se r\u00e9invente en collaborant avec les ma\u00eetres de la haute couture italienne Dolce &amp; Gabbana pour transformer un outil quotidien en v\u00e9ritable accessoire de raffinement<\/p>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-2-1024x576.jpg\" alt=\"\" class=\"wp-image-72\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-2-1024x576.jpg 1024w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-2-300x169.jpg 300w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-2-768x432.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-2.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p style=\"font-size:14px\"><em>Comment une collaboration inattendue pourrait-elle influencer l&rsquo;image de la papeterie dans l&rsquo;esprit des consommateurs ? Quel r\u00f4le joue le storytelling autour de cette \u00e9dition limit\u00e9e pour renforcer l&rsquo;attrait de la collection ? Enfin, comment le design contribue-t-il \u00e0 v\u00e9hiculer un message de \u00ab\u00a0sophistication\u00a0\u00bb, transformant un objet quotidien en accessoire de mode exclusif ?<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<pre class=\"wp-block-code\"><code><\/code><\/pre><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/lE9ItCC4BjY?si=mBgI6t3X7j_0F1m3\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n\n\n\n<p style=\"font-size:16px\">J&rsquo;ai d\u00e9cid\u00e9 de vous pr\u00e9senter un article issu du site <a href=\"https:\/\/creapills.com\/stabilo-dolce-gabbana-collection-surligneurs-20241004\"><strong>Creapills<\/strong><\/a>, r\u00e9dig\u00e9 par <a href=\"https:\/\/creapills.com\/stabilo-dolce-gabbana-collection-surligneurs-20241004\" data-type=\"link\" data-id=\"https:\/\/creapills.com\/stabilo-dolce-gabbana-collection-surligneurs-20241004\">Justine M, le 4 octobre 2024<\/a>. Ce site propose des inventions cr\u00e9atives, des projets insolites et des campagnes publicitaires originales venant du monde entier dans le domaine de la publicit\u00e9 et du marketing.<\/p>\n\n\n\n<p style=\"font-size:16px\">J&rsquo;ai choisi cet article car son titre m&rsquo;a imm\u00e9diatement interpell\u00e9 en mentionnant deux marques que je connais bien : Stabilo et Dolce &amp; Gabbana. J&rsquo;ai donc commencer une lecture plus approfondie de l&rsquo;article, car il nous expose la campagne marketing du produit, ce qui m&rsquo;a encore plus captiv\u00e9.<\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>Pr\u00e9sentation de la collaboration<\/strong><\/p>\n\n\n\n<p style=\"font-size:16px\">En effet, comme \u00e9nonc\u00e9 pr\u00e9c\u00e9demment, l&rsquo;article \u00e9voque la marque de fournitures de bureau Stabilo qui s&rsquo;est associ\u00e9e \u00e0 la marque de luxe italienne Dolce &amp; Gabbana afin de concevoir une collection limit\u00e9e et haute en couleur de 4 surligneurs. Elles les ont personnalis\u00e9s par des noms selon leurs packagings orn\u00e9s de c\u00e9l\u00e8bres imprim\u00e9s:<\/p>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-ad2f72ca wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-medium is-resized\"><img decoding=\"async\" width=\"240\" height=\"300\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-3-240x300.jpg\" alt=\"\" class=\"wp-image-69\" style=\"width:156px;height:auto\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-3-240x300.jpg 240w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-3-819x1024.jpg 819w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-3-768x960.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-3.jpg 1200w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/><figcaption class=\"wp-element-caption\">  Carretto Siciliano<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-4-819x1024.jpg\" alt=\"\" class=\"wp-image-68\" style=\"width:156px;height:auto\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-4-819x1024.jpg 819w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-4-240x300.jpg 240w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-4-768x960.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-4.jpg 1200w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><figcaption class=\"wp-element-caption\">  Blu Mediterraneo <\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-5-1-819x1024.jpg\" alt=\"\" class=\"wp-image-67\" style=\"width:156px;height:auto\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-5-1-819x1024.jpg 819w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-5-1-240x300.jpg 240w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-5-1-768x960.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-5-1.jpg 1200w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><figcaption class=\"wp-element-caption\">       F\u00e9lin Leo <\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-6-819x1024.jpg\" alt=\"\" class=\"wp-image-65\" style=\"width:154px;height:auto\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-6-819x1024.jpg 819w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-6-240x300.jpg 240w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-6-768x960.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-6.jpg 1200w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><figcaption class=\"wp-element-caption\">           Zebra <\/figcaption><\/figure>\n<\/div>\n\n\n\n<p style=\"font-size:16px\">Bien entendu, apr\u00e8s avoir d\u00e9crit les stabilos, les marques ajoutent le lien pour inciter \u00e0 l&rsquo;achat en indiquant \u00ab\u00a0disponible sur la <a href=\"https:\/\/amzn.to\/4dwXkT6\">boutique de Stabilo<\/a>\u00a0\u00bb ou <a href=\"https:\/\/www.amazon.fr\/STABILO-Surligneur-ORIGINAL-Surligneurs-ORIGINAL\/dp\/B0DDYD7QCX?crid=DILK04A11YLN&amp;dib=eyJ2IjoiMSJ9.9UlBr0FdTjeePePC8WEG7vN7OkjFFq54AEsHGGcuN3HmQocCA9QR8ST5wUIYIFT3V_8cO-B2LIiDgFDp3Z_SVJFhuZbWPIBBUQFxF3e1PqVi8Ozdy2Gl4RzgBRNmo_y1wDB4OWqf_BPrBbEpLdDrLJ4yBpVteICOc_Ig58o6jdWZoQjP3cG3oETyvAChe04ZWxcLwgLqdJAKvaBvLgv_TKQ9IEYp1EUD0tuJPpaJvw7TL-ZjEm__77wHOhNWfpVDaW-4yjXoutun14MhgZBpcxNdnNCPJpH_PgH7sKkF71A.kofVD2ofzyl0IFQlxbzsMaxU6qjy3dW2kt2SSapuB9Q&amp;dib_tag=se&amp;keywords=stabilo+dolce+gabbana&amp;qid=1727957244&amp;sprefix=stabilo+dolce+gabana,aps,85&amp;sr=8-1&amp;linkCode=sl1&amp;tag=creapills-21&amp;linkId=afa219cfc09ee3ad942aa22fba33102e&amp;language=fr_FR&amp;ref_=as_li_ss_tl\" data-type=\"link\" data-id=\"https:\/\/www.amazon.fr\/STABILO-Surligneur-ORIGINAL-Surligneurs-ORIGINAL\/dp\/B0DDYD7QCX?crid=DILK04A11YLN&amp;dib=eyJ2IjoiMSJ9.9UlBr0FdTjeePePC8WEG7vN7OkjFFq54AEsHGGcuN3HmQocCA9QR8ST5wUIYIFT3V_8cO-B2LIiDgFDp3Z_SVJFhuZbWPIBBUQFxF3e1PqVi8Ozdy2Gl4RzgBRNmo_y1wDB4OWqf_BPrBbEpLdDrLJ4yBpVteICOc_Ig58o6jdWZoQjP3cG3oETyvAChe04ZWxcLwgLqdJAKvaBvLgv_TKQ9IEYp1EUD0tuJPpaJvw7TL-ZjEm__77wHOhNWfpVDaW-4yjXoutun14MhgZBpcxNdnNCPJpH_PgH7sKkF71A.kofVD2ofzyl0IFQlxbzsMaxU6qjy3dW2kt2SSapuB9Q&amp;dib_tag=se&amp;keywords=stabilo+dolce+gabbana&amp;qid=1727957244&amp;sprefix=stabilo+dolce+gabana,aps,85&amp;sr=8-1&amp;linkCode=sl1&amp;tag=creapills-21&amp;linkId=afa219cfc09ee3ad942aa22fba33102e&amp;language=fr_FR&amp;ref_=as_li_ss_tl\">Amazon<\/a><\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>Difficult\u00e9s de r\u00e9inventions de Stabilo<\/strong><\/p>\n\n\n\n<p style=\"font-size:16px\">Par la suite, elles abordent les probl\u00e8mes auxquels a \u00e9t\u00e9 confront\u00e9e Stabilo, une marque fond\u00e9e en 1855. Malgr\u00e9 son succ\u00e8s, elle a \u00e9galement rencontr\u00e9 plusieurs difficult\u00e9s en raison de sa r\u00e9invention face aux \u00e9volutions du march\u00e9 et aux attentes des consommateurs (bas\u00e9e sur cette <a href=\"https:\/\/societefacile.com\/etude-de-marche-papeterie-et-fourniture-de-bureau-le-guide-complet\/\" data-type=\"link\" data-id=\"https:\/\/societefacile.com\/etude-de-marche-papeterie-et-fourniture-de-bureau-le-guide-complet\/\">\u00e9tude<\/a>)<\/p>\n\n\n\n<p style=\"font-size:16px\">Tout d&rsquo;abord, abordons la question de <strong>la concurrence<\/strong> dans le secteur des fournitures de bureau et d&rsquo;\u00e9criture. Les consommateurs ont commenc\u00e9 \u00e0 \u00eatre s\u00e9duits par de nouvelles marques avec des designs plus modernes. \u00c9galement concernant<strong> les \u00e9volutions des attentes <\/strong>des consommateurs, ils attendent des produits esth\u00e9tiques et des valeurs \u00e9thiques. Il a fallu que la marque s&rsquo;ajuste \u00e0 cette tendance en cr\u00e9ant des designs contemporains\/ modernes. En outre, elle poss\u00e9dait une <strong>image vieillissante<\/strong>, qualifi\u00e9e de \u00ab\u00a0d\u00e9mod\u00e9e\u00a0\u00bb par les jeunes g\u00e9n\u00e9rations. Cette vision a d\u00fb oblig\u00e9 Stabilo \u00e0 revoir son identit\u00e9 visuelle et de ses campagnes marketing pour attirer un public plus large et plus diversifi\u00e9.<\/p>\n\n\n\n<p style=\"font-size:16px\">Enfin aujourd&rsquo;hui, la collaboration \u00e0 permis d&rsquo;attir\u00e9 l&rsquo;attention d&rsquo;un public nouveau en qu\u00eate d\u2019originalit\u00e9, ce qui a donn\u00e9 \u00e0 la marque la possibilit\u00e9 de se r\u00e9inventer et de surmonter ces difficult\u00e9s.<\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>La campagne marketing<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-14-819x1024.jpg\" alt=\"\" class=\"wp-image-64\" style=\"width:160px;height:auto\" srcset=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-14-819x1024.jpg 819w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-14-240x300.jpg 240w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-14-768x960.jpg 768w, https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/wp-content\/uploads\/2024\/10\/stabilo-dolce-gabbana-collection-surligneurs-14.jpg 1200w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/figure>\n<\/div>\n\n\n<p style=\"font-size:16px\">Ensuite, l&rsquo;accent est mis sur la campagne marketing originale qu&rsquo;ont choisie les marques: autour des <strong>FOOH <\/strong>( Fake Out of Home: un concept novateur qui cr\u00e9e l&rsquo;illusion d&rsquo;une campagne publicitaire ext\u00e9rieure qui n&rsquo;existe pas physiquement dans le monde r\u00e9el). Ce choix permet de la rendre plus ludique, on y voit des surligneurs g\u00e9ants \u201cstabilotant\u201d les rues de Milan.<\/p>\n\n\n\n<p style=\"font-size:16px\">Puis, les marques ont tout de m\u00eame choisi de mettre en place un kiosque temporaire dans le quartier de Corso Venezia afin de mettre en valeur cette collaboration insolite.<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><\/code><\/pre><blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/DAYZYmQiU8H\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/DAYZYmQiU8H\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Voir cette publication sur Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/DAYZYmQiU8H\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">Une publication partag\u00e9e par Dolce&amp;Gabbana (@dolcegabbana)<\/a><\/p><\/div><\/blockquote>\n<script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p class=\"has-large-font-size\"><strong>Ouverture critique de la collaboration<\/strong><\/p>\n\n\n\n<p style=\"font-size:16px\">Je me suis donc interrog\u00e9 sur la possibilit\u00e9 que d&rsquo;autres sites de communication en aient publi\u00e9 des articles. Apr\u00e8s avoir consult\u00e9 <a href=\"https:\/\/jai-un-pote-dans-la.com\/rentree-un-trait-de-stabilo-sigle-dolce-gabbana\/\" data-type=\"link\" data-id=\"https:\/\/jai-un-pote-dans-la.com\/rentree-un-trait-de-stabilo-sigle-dolce-gabbana\/\"> <\/a><strong><a href=\"https:\/\/jai-un-pote-dans-la.com\/rentree-un-trait-de-stabilo-sigle-dolce-gabbana\/\" data-type=\"link\" data-id=\"https:\/\/jai-un-pote-dans-la.com\/rentree-un-trait-de-stabilo-sigle-dolce-gabbana\/\">J&rsquo;ai un pote dans la com<\/a><\/strong> qui eux sont parti sur une approche plus humoristique, mettant en avant l&rsquo;aspect ludique de la collection et mettant en \u00e9vidence l&rsquo;originalit\u00e9 de cette association inattendue tandis que pour <a href=\"https:\/\/creapills.com\/stabilo-dolce-gabbana-collection-surligneurs-20241004\" data-type=\"link\" data-id=\"https:\/\/creapills.com\/stabilo-dolce-gabbana-collection-surligneurs-20241004\"><strong>Creapills<\/strong> <\/a>se concentre sur les d\u00e9tails (packaging), mettant l&rsquo;accent sur l&rsquo;\u00e9volution de la marque Stabilo et souligner l&rsquo;impact marketing de cette collaboration.<\/p>\n\n\n\n<p style=\"font-size:16px\">Enfin, j&rsquo;ai cherch\u00e9 des critiques de cette collaboration sur d&rsquo;autres sites en dehors du domaine de la communication. J&rsquo;ai alors d\u00e9couvert sur le site anglais <strong><a href=\"https:\/\/www.trendhunter.com\/trends\/stabilo-boss\" data-type=\"link\" data-id=\"https:\/\/www.trendhunter.com\/trends\/stabilo-boss\">Trend Hunter<\/a> <\/strong>que pour Dolce &amp; Gabbana s&rsquo;associer avec des marques grand public tel que Stabilo pourrait compromettre l&rsquo;exclusivit\u00e9 de la mode de luxe et entra\u00eener des probl\u00e8mes de perception de la marque\u200b. Puis, selon eux, la collaboration semble plut\u00f4t se concentrer sur le marketing et l&rsquo;accroissement de la visibilit\u00e9 de la marque plut\u00f4t que sur une v\u00e9ritable innovation produit ou artistique, ce qui est dommage.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p style=\"font-size:14px\"><em>Finalement, la collaboration inattendue entre Stabilo et Dolce &amp; Gabbana r\u00e9invente l\u2019image de la papeterie en suscitant un sentiment de prestige et d&rsquo;exclusivit\u00e9. Gr\u00e2ce \u00e0  un storytelling centr\u00e9 sur l\u2019unicit\u00e9 et un design sophistiqu\u00e9, apportant une touche de luxe \u00e0 un objet fonctionnel, affirmant ainsi l\u2019audace et l\u2019\u00e9l\u00e9gance de cette collection, d\u00e9sormais per\u00e7ue comme un v\u00e9ritable accessoire de mode<\/em>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-large-font-size\"><strong>Avis <\/strong><\/p>\n\n\n\n<p style=\"font-size:16px\">Toutefois, la lecture de ces articles m&rsquo;a permis d&rsquo;acqu\u00e9rir de nouvelles connaissances : la cr\u00e9ativit\u00e9 sous diverses formes est essentielle, que ce soit dans le domaine de l&rsquo;art, du design ou de la technologie, et qu&rsquo;une campagne de communication est essentiel pour se d\u00e9marquer tant qu&rsquo;elle est b\u00e9n\u00e9fique pour la\/les marques.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque iconique de papeterie Stabilo se r\u00e9invente en collaborant avec les ma\u00eetres de la haute couture italienne Dolce &amp; Gabbana pour transformer un outil quotidien en v\u00e9ritable accessoire de raffinement Comment une collaboration inattendue pourrait-elle influencer l&rsquo;image de la&#8230; <a class=\"more-link\" href=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/rozdupont\/2024\/10\/07\/article-de-vieille\/\">Continue Reading &rarr;<\/a><\/p>\n","protected":false},"author":1,"featured_media":62,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-59","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019art d\u2019\u00e9crire avec style - Ecrits Num\u00e9riques - Rozenn Dupont<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019art d\u2019\u00e9crire avec style - Ecrits Num\u00e9riques - Rozenn Dupont\" \/>\n<meta property=\"og:description\" content=\"La marque iconique de papeterie Stabilo se r\u00e9invente en collaborant avec les ma\u00eetres de la haute couture italienne Dolce &amp; Gabbana pour transformer un outil quotidien en v\u00e9ritable accessoire de raffinement Comment une collaboration inattendue pourrait-elle influencer l&rsquo;image de la... 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