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Plassard : la laine fait peau neuve grâce au digital

Author

Listed:
  • Frédéric Aubrun

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MARGE - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon)

  • Ishraf Zaoui

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

Abstract

Plassard Laines est une PME, spécialisée dans la laine et les fils, née en 1879 à Varennes-sous-Dun, au cœur de la Saône-et-Loire en région Bourgogne. Depuis 140 ans, Plassard se positionne comme acteur à la fois de la mode et des loisirs créatifs. En janvier 2017, Grégory Fournier rachète l'entreprise qui est familiale depuis quatre générations, et décide de lui faire peau neuve. Le cas vise à identifier les leviers digitaux qui permettraient à l'entreprise de moderniser son image de marque et de toucher un public plus jeune. Cette stratégie de repositionnement s'inscrit dans le cadre de la nouvelle mission qui est de faire de Plassard la meilleure expérience tricot en ligne et en magasin en France.

Suggested Citation

  • Frédéric Aubrun & Ishraf Zaoui, 2025. "Plassard : la laine fait peau neuve grâce au digital," Post-Print hal-05570979, HAL.
    • Handle: RePEc:hal:journl:hal-05570979
    DOI: 10.3917/rcsg.028.0046
    as

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