{"id":9004111222137041,"date":"2020-11-27T10:32:37","date_gmt":"2020-11-27T10:32:37","guid":{"rendered":"https:\/\/www.hgf.com\/?p=9004111222137041"},"modified":"2025-11-13T20:12:49","modified_gmt":"2025-11-13T20:12:49","slug":"une-histoire-instagram-tres-moderne","status":"publish","type":"post","link":"https:\/\/www.hgf.com\/fr\/centre-de-connaissances\/articles\/une-histoire-instagram-tres-moderne\/","title":{"rendered":"Une histoire Instagram tr\u00e8s moderne"},"content":{"rendered":"

Missguided est un d\u00e9taillant bas\u00e9 au Royaume-Uni vendant principalement des v\u00eatements destin\u00e9s aux jeunes acheteuses et b\u00e9n\u00e9ficiant d’une importante couverture m\u00e9diatique gr\u00e2ce aux influenceurs et aux r\u00e9seaux sociaux. L’entreprise a \u00e9t\u00e9 fond\u00e9e en 2009 par Nitin Passi et a vu le jour \u00e0 Manchester, mais s’est depuis consid\u00e9rablement d\u00e9velopp\u00e9e et a export\u00e9 vers d’autres pays tels que les \u00c9tats-Unis et l’Australie. L’entreprise est reconnue pour \u00eatre tr\u00e8s active sur tous les canaux de r\u00e9seaux sociaux et privil\u00e9gie la mode rapide et les tendances en mati\u00e8re de design. <\/p>\n

Comme le savent de nombreux d\u00e9taillants, il est souvent difficile en tant qu’entreprise de mode rapide de trouver cet \u00e9quilibre entre \u00eatre \u00ab tendance \u00bb et ne pas tomber l\u00e9galement dans le pi\u00e8ge de copier \u00ab un look \u00bb ; m\u00eame si une affaire n’est pas port\u00e9e devant les tribunaux, la menace d’une r\u00e9clamation peut souvent causer une publicit\u00e9 n\u00e9gative. Cependant, le besoin commercial de ventes peut souvent prendre le pas, \u00e9tant donn\u00e9 \u00e0 quel point les consommateurs sont maintenant exigeants pour que de nouveaux designs et v\u00eatements soient facilement disponibles. <\/p>\n

Missguided (MG), qui s’appuie fortement sur les r\u00e9seaux sociaux et les influenceurs pour stimuler les ventes, a malheureusement trouv\u00e9 son ma\u00eetre en Kim Kardashian-West (KKW) apr\u00e8s avoir tagu\u00e9 ses looks sur Instagram. KKW a remport\u00e9 pr\u00e8s de 2,8 millions de dollars dans un proc\u00e8s devant un tribunal californien o\u00f9 elle affirmait que MG utilisait \u00ab sa personnalit\u00e9 et ses marques commerciales<\/em> \u00bb pour augmenter les ventes et en essence \u00ab copier \u00bb ses tenues qu’elle publie sur Instagram pour ses abonn\u00e9s. Par exemple, il \u00e9tait possible de cliquer sur des photos de KKW et d’\u00eatre dirig\u00e9 vers MG vendant leur version d’une robe dor\u00e9e et cela \u00e9tait fait tr\u00e8s rapidement. \u00c0 noter, l’affaire n’a pas \u00e9t\u00e9 d\u00e9fendue par MG, il n’y a donc eu aucune d\u00e9termination sur le fond ou l’originalit\u00e9 du design, mais l’affaire est un exemple de la fa\u00e7on dont les c\u00e9l\u00e9brit\u00e9s peuvent agir contre le fait d’\u00eatre tagu\u00e9es. <\/p>\n

Il ne sera pas surprenant de savoir que KKW est tr\u00e8s avis\u00e9e en mati\u00e8re de protection de la propri\u00e9t\u00e9 intellectuelle, comme le reste de sa c\u00e9l\u00e8bre famille de t\u00e9l\u00e9-r\u00e9alit\u00e9. L’aspect du droit des marques commerciales de cette affaire n’a pas \u00e9t\u00e9 explor\u00e9 devant le tribunal car MG n’a pas d\u00e9fendu la r\u00e9clamation faite contre eux et ainsi un jugement par d\u00e9faut de dommages-int\u00e9r\u00eats et d’honoraires d’avocat a \u00e9t\u00e9 rendu contre eux, ainsi qu’une ordonnance que MG ne fasse plus aucune r\u00e9f\u00e9rence aux marques commerciales de KKW sur de futurs posts. \"\"<\/p>\n

Les principaux points avanc\u00e9s par KKW \u00e9taient que l’utilisation par MG de marques commerciales susceptibles d’amener les consommateurs \u00e0 croire qu’il existe une association (ou un endossement ou un parrainage) \u2013 les consommateurs ont en fait exprim\u00e9 qu’ils pensaient que MG avait \u00ab collabor\u00e9 \u00bb avec KKW, cr\u00e9ant ainsi une connexion sur les r\u00e9seaux sociaux via la place de march\u00e9 en ligne, \u00e9tant donn\u00e9 qu’Instagram est une plateforme de vente cl\u00e9.<\/p>\n

Il a \u00e9t\u00e9 avanc\u00e9 que MG ne \u00ab r\u00e9plique pas simplement les looks de ces c\u00e9l\u00e9brit\u00e9s \u00bb mais \u00ab utilise syst\u00e9matiquement les noms et l’image \u00bb des stars pour vendre des articles de mode rapide. Ainsi, il a \u00e9t\u00e9 soutenu que MG utilisait la c\u00e9l\u00e9brit\u00e9 et la r\u00e9putation de KKW dans le monde de la mode et en tant que c\u00e9l\u00e9brit\u00e9 mondiale g\u00e9n\u00e9rale pour vendre des v\u00eatements, utilisant ainsi son image pour la lier \u00e0 leur propre marque. Clairement, les marques s’associent fr\u00e9quemment avec des c\u00e9l\u00e9brit\u00e9s et \u00e9chouent aussi souvent, \u00e9tant donn\u00e9 l’affaire Rihanna c. Topshop[1]<\/em>. <\/p>\n

KKW s’est exprim\u00e9e sur les r\u00e9seaux sociaux au sujet du respect des designs originaux et cela soul\u00e8ve donc l’\u00e9ternelle question de combien d’inspiration peut-on puiser dans un design existant ? Le principal probl\u00e8me avec cette affaire, selon l’avis de cet auteur, \u00e9tait le \u00ab lien \u00bb clair avec la personnalit\u00e9 de KKW et le tag vers elle, comme s’il s’agissait d’une collaboration. Dans cette affaire, MG a fini par \u00eatre interdite d’utiliser les \u00ab marques commerciales \u00bb de KKW en relation avec la vente, le marketing ou la distribution de ses produits. Malheureusement, pour MG, ils ont aussi fait r\u00e9f\u00e9rence au fait qu’ils ont vu le post de KKW en faisant le commentaire \u00ab Le diable travaille dur mais Missguided travaille plus dur<\/em> \u00bb en relation avec la robe dor\u00e9e qui faisait partie des posts de r\u00e9seaux sociaux contest\u00e9s. <\/p>\n

Ainsi, \u00eatre en ligne n’est pas diff\u00e9rent d’\u00eatre dans un magasin de rue principale. Les r\u00e9seaux sociaux \u00e9voluent rapidement et les marques doivent faire attention aux c\u00e9l\u00e9brit\u00e9s qu’elles taguent sur les posts, au cas o\u00f9 un consommateur pourrait voir cela comme une collaboration. <\/p>\n

 <\/p>\n

[1] [2015] EWCA civ 3<\/p>\n

 <\/p>\n

Cet article a \u00e9t\u00e9 pr\u00e9par\u00e9 par la Directrice des Marques Commerciales d’HGF Rebecca Field<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Missguided est un d\u00e9taillant bas\u00e9 au Royaume-Uni vendant principalement des v\u00eatements destin\u00e9s aux jeunes acheteuses et b\u00e9n\u00e9ficiant d’une importante couverture m\u00e9diatique gr\u00e2ce aux influenceurs et aux r\u00e9seaux sociaux. L’entreprise a …<\/p>\n","protected":false},"author":315,"featured_media":9004111222137043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[536,517],"tags":[],"class_list":["post-9004111222137041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-centre-de-connaissances","sector-commerce-de-detail","service-dessins-et-modeles","service-marques","service-publicite","sector_groups-marques"],"acf":[],"yoast_head":"\nUne histoire Instagram tr\u00e8s moderne - HGF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hgf.com\/fr\/centre-de-connaissances\/articles\/une-histoire-instagram-tres-moderne\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Une histoire Instagram tr\u00e8s moderne\" \/>\n<meta property=\"og:description\" content=\"Missguided est un d\u00e9taillant bas\u00e9 au Royaume-Uni vendant principalement des v\u00eatements destin\u00e9s aux jeunes acheteuses et b\u00e9n\u00e9ficiant d'une importante\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hgf.com\/fr\/centre-de-connaissances\/articles\/une-histoire-instagram-tres-moderne\/\" \/>\n<meta property=\"og:site_name\" content=\"HGF\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-27T10:32:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-13T20:12:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hgf.com\/wp-content\/uploads\/2021\/05\/A-very-modern-Instagram-tale.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Akvil\u0117 Lukauskaite\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@behrooz@tall.agency\" \/>\n<meta name=\"twitter:site\" content=\"@hgf_ip\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Akvil\u0117 Lukauskaite\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/\"},\"author\":{\"name\":\"Akvil\u0117 Lukauskaite\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/#\\\/schema\\\/person\\\/e6343663c5ee3e1ccea20cd220f97f30\"},\"headline\":\"Une histoire Instagram tr\u00e8s moderne\",\"datePublished\":\"2020-11-27T10:32:37+00:00\",\"dateModified\":\"2025-11-13T20:12:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/\"},\"wordCount\":898,\"publisher\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.hgf.com\\\/wp-content\\\/uploads\\\/2021\\\/05\\\/A-very-modern-Instagram-tale.jpg\",\"articleSection\":[\"Articles\",\"Centre de connaissances\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/\",\"url\":\"https:\\\/\\\/www.hgf.com\\\/fr\\\/centre-de-connaissances\\\/articles\\\/une-histoire-instagram-tres-moderne\\\/\",\"name\":\"Une histoire Instagram tr\u00e8s moderne - 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