De la difficulté d’aborder le marché allemand : le cas de Levi Strauss Signature

Dans un contexte de mondialisation économique, les entreprises sont contraintes de s’adapter aux mutations du marché et d’anticiper de nouvelles tendances. Le secteur du textile-habillement est plus particulièrement touché par le phénomène : de nouveaux concurrents apparaissent, et les comportements de consommation évoluent rapidement. C’est dans ce contexte que le groupe américain décide de lancer la nouvelle marque Levi Strauss Signature. L’objectif principal consiste à vendre des jeans en grande distribution : « sell jeans where people shop ». Après l’introduction de la marque en Amérique du Nord, en Australie et au Japon, le groupe décide de conquérir le marché européen. Avec des résultats variables suivant les pays : l’Allemagne semble un marché particulièrement difficile à appréhender pour le groupe américain ..

Dysregulated Antibody, Natural Killer Cell and Immune Mediator Profiles in Autoimmune Thyroid Diseases.

Funder: FP7 Ideas: European Research Council; Grant(s): 278535, 305280, 324400, 315997The pathogenesis of autoimmune thyroid diseases (AITD) is poorly understood and the association between different immune features and the germline variants involved in AITD are yet unclear. We previously observed systemic depletion of IgG core fucosylation and antennary α1,2 fucosylation in peripheral blood mononuclear cells in AITD, correlated with anti-thyroid peroxidase antibody (TPOAb) levels. Fucose depletion is known to potentiate strong antibody-mediated NK cell activation and enhanced target antigen-expressing cell killing. In autoimmunity, this may translate to autoantibody-mediated immune cell recruitment and attack of self-antigen expressing normal tissues. Hence, we investigated the crosstalk between immune cell traits, secreted proteins, genetic variants and the glycosylation patterns of serum IgG, in a multi-omic and cross-sectional study of 622 individuals from the TwinsUK cohort, 172 of whom were diagnosed with AITD. We observed associations between two genetic variants (rs505922 and rs687621), AITD status, the secretion of Desmoglein-2 protein, and the profile of two IgG N-glycan traits in AITD, but further studies need to be performed to better understand their crosstalk in AITD. On the other side, enhanced afucosylated IgG was positively associated with activatory CD335- CD314+ CD158b+ NK cell subsets. Increased levels of the apoptosis and inflammation markers Caspase-2 and Interleukin-1α positively associated with AITD. Two genetic variants associated with AITD, rs1521 and rs3094228, were also associated with altered expression of the thyrocyte-expressed ligands known to recognize the NK cell immunoreceptors CD314 and CD158b. Our analyses reveal a combination of heightened Fc-active IgG antibodies, effector cells, cytokines and apoptotic signals in AITD, and AITD genetic variants associated with altered expression of thyrocyte-expressed ligands to NK cell immunoreceptors. Together, TPOAb responses, dysregulated immune features, germline variants associated with immunoactivity profiles, are consistent with a positive autoreactive antibody-dependent NK cell-mediated immune response likely drawn to the thyroid gland in AITD

Standardization of cytokine flow cytometry assays

BACKGROUND: Cytokine flow cytometry (CFC) or intracellular cytokine staining (ICS) can quantitate antigen-specific T cell responses in settings such as experimental vaccination. Standardization of ICS among laboratories performing vaccine studies would provide a common platform by which to compare the immunogenicity of different vaccine candidates across multiple international organizations conducting clinical trials. As such, a study was carried out among several laboratories involved in HIV clinical trials, to define the inter-lab precision of ICS using various sample types, and using a common protocol for each experiment (see additional files online). RESULTS: Three sample types (activated, fixed, and frozen whole blood; fresh whole blood; and cryopreserved PBMC) were shipped to various sites, where ICS assays using cytomegalovirus (CMV) pp65 peptide mix or control antigens were performed in parallel in 96-well plates. For one experiment, antigens and antibody cocktails were lyophilised into 96-well plates to simplify and standardize the assay setup. Results (CD4(+)cytokine(+ )cells and CD8(+)cytokine(+ )cells) were determined by each site. Raw data were also sent to a central site for batch analysis with a dynamic gating template. Mean inter-laboratory coefficient of variation (C.V.) ranged from 17–44% depending upon the sample type and analysis method. Cryopreserved peripheral blood mononuclear cells (PBMC) yielded lower inter-lab C.V.'s than whole blood. Centralized analysis (using a dynamic gating template) reduced the inter-lab C.V. by 5–20%, depending upon the experiment. The inter-lab C.V. was lowest (18–24%) for samples with a mean of >0.5% IFNγ + T cells, and highest (57–82%) for samples with a mean of <0.1% IFNγ + cells. CONCLUSION: ICS assays can be performed by multiple laboratories using a common protocol with good inter-laboratory precision, which improves as the frequency of responding cells increases. Cryopreserved PBMC may yield slightly more consistent results than shipped whole blood. Analysis, particularly gating, is a significant source of variability, and can be reduced by centralized analysis and/or use of a standardized dynamic gating template. Use of pre-aliquoted lyophilized reagents for stimulation and staining can provide further standardization to these assays

Exhausted Cytotoxic Control of Epstein-Barr Virus in Human Lupus

Systemic Lupus Erythematosus (SLE) pathology has long been associated with an increased Epstein-Barr Virus (EBV) seropositivity, viremia and cross-reactive serum antibodies specific for both virus and self. It has therefore been postulated that EBV triggers SLE immunopathology, although the mechanism remains elusive. Here, we investigate whether frequent peaks of EBV viral load in SLE patients are a consequence of dysfunctional anti-EBV CD8+ T cell responses. Both inactive and active SLE patients (n = 76 and 42, respectively), have significantly elevated EBV viral loads (P = 0.003 and 0.002, respectively) compared to age- and sex-matched healthy controls (n = 29). Interestingly, less EBV-specific CD8+ T cells are able to secrete multiple cytokines (IFN-γ, TNF-α, IL-2 and MIP-1β) in inactive and active SLE patients compared to controls (P = 0.0003 and 0.0084, respectively). Moreover, EBV-specific CD8+ T cells are also less cytotoxic in SLE patients than in controls (CD107a expression: P = 0.0009, Granzyme B release: P = 0.0001). Importantly, cytomegalovirus (CMV)-specific responses were not found significantly altered in SLE patients. Furthermore, we demonstrate that EBV-specific CD8+ T cell impairment is a consequence of their Programmed Death 1 (PD-1) receptor up-regulation, as blocking this pathway reverses the dysfunctional phenotype. Finally, prospective monitoring of lupus patients revealed that disease flares precede EBV reactivation. In conclusion, EBV-specific CD8+ T cell responses in SLE patients are functionally impaired, but EBV reactivation appears to be an aggravating consequence rather than a cause of SLE immunopathology. We therefore propose that autoimmune B cell activation during flares drives frequent EBV reactivation, which contributes in a vicious circle to the perpetuation of immune activation in SLE patients

Stratégies expérientielleset dimensions de l’expérienceLa quête de l’avantage concurrentiel commercial

International audienceThis research paper focuses on managerial practices desi- gned to generate customer experience. Based on a study ofcompanies operating in a variety of sectors, this researchhas a threefold purpose. First, we deconstruct some expe- riential strategies currently in use both to create experienceand to enhance experienced-based differentiation. Second,we perform an analysis of various experiential strategiesusing a competitive-commercial-advantage grid. Third, weidentify the risks related to the resources made availableby companies as well as to the customer perception of theexperiential context. The main finding of the research is thatgreater awareness of customers’ direct / lived experience isa key success factor in implementing experiential strategies.Finally, the study provides a grid for analysing and monito-ring customer experience with respect to direct experiencecomponents.Cette recherche s’intéresse aux pratiques managériales enmatière de production d’expérience. L’analyse d’exemplesd’entreprises opérant dans des secteurs d’activités variés,permet : (1) de décoder les stratégies expérientielles exis-tantes, en distinguant création d’offre d’expérience et diffé-renciation de l’offre par l’expérience ; (2) de confronter lesstratégies expérientielles à une grille de l’avantage concur-rentiel commercial ; (3) d’identifier les risques associés liésaux moyens engagés par l’entreprise, et à la réception ducontexte expérientiel par le consommateur. Une meilleureprise en compte des dimensions de l’expérience vécueressort comme un facteur de réussite des stratégies expé-rientielles mises en œuvre par les entreprises. Une grilled’analyse et de pilotage de l’expérience, fondée sur les di-mensions de l’expérience vécue est développée

e-voicing an opinion on a brand

The development of social networks has tremendously expanding the potential for consumers to express opinions and ratings regarding brands. This research explores this phenomenon from the consumer point of view and suggests potential research themes for further investigation

L’absence peut-elle restaurer l’authenticité ? Le cas du Marché de Noël de Strasbourg

International audienceThe Strasbourg Christmas Market (MNS) was greatly impacted by the pandemic in 2020. This research delves into the role of absence in the consumption experience through fifteen semi-structured interviews with regular MNS attendees and ethnographic observations of the MNS's iconic locations. Our findings indicate that individuals, affected by two lockdowns and the pandemic's social and economic repercussions, are eager to rediscover the city without overbidding. The absence reinforces the imaginative value of the MNS, imparting renewed significance. The authentic heritage of Strasbourg's historic center appears to have been reclaimed and compensates for the void. The Christmas market is presented as a "place/time" that integrates with the city's palimpsest and regains its allure through its nonexistence. We explore these findings in connection with the search for more authentic cultural and recreational activities.La pandémie aura eu raison du Marché de Noël de Strasbourg (MNS) en 2020. Cette recherche explore la place de l’absence dans l’expérience de consommation et se fonde sur quinze entretiens semi-directifs d’habitués du MNS et sur une approche ethnographique des lieux emblématiques du MNS. Nos résultats montrent que les sujets marqués par deux confinements, par la pandémie et ses conséquences humaines et économiques, sont prêts à redécouvrir la ville sans surenchère. L’absence contribue à renforcer la valeur imaginative du MNS et à restaurer du sens. L’authenticité indexée du centre historique de Strasbourg semble redécouverte et compenser le manque. Le marché de Noël, émerge de l’analyse comme un « lieu/temps » qui s’insère dans le palimpseste de la ville et regagne en désirabilité ce qu’il a perdu à ne pas exister. Nous discutons ces résultats par rapport aux problématiques des activités culturelles et de loisirs en quête de plus d’authenticité

Levi Strauss Signature : A New Brand for Mass-Channel Retail Stores

Chapitre d'ouvrage pédagogique ; Pervez Ghauri et Philip Cateora (éds.), International Marketing, 3ème éd., McGraw HillWritten in close collaboration with the marketing team of the European subsidiary of the Levi Strauss group, this case-study presents the activities of the Levi Strauss group, its position in the European market, its brand portfolio, and the European distribution system of jeans

Zara : Le succès de la fast-moving fashion,

Etude de cas publiée à la Centrale de Cas et de Médias Pédagogiques (CCMP).Cette étude de cas porte sur la politique de marketing international menée par le groupe Inditex et la marque Zara. La création d'un nouveau business model, la fast-moving fashion, a permis au groupe de devenir le leader sur le marché mondial de l'habillement. Aujourd'hui, Zara commercialise ses produits dans soixante-seize pays et cherche de nouveaux relais de croissance dans les marchés émergents. Dans un contexte concurrentiel et conjoncturel difficile, l'entreprise s'interroge sur les lignes directrices de sa politique de marketing international. Le cas contient des informations détaillées sur le groupe Inditex et la marque Zara de même que sur le business model et le développement international de l'entreprise. Il est demandé à l'apprenant d'analyser la stratégie d'internationalisation du groupe, de proposer une politique de marketing international et d'évaluer l'intérêt de la commercialisation en ligne de la marque Zara