{"id":19420,"date":"2025-06-10T14:42:12","date_gmt":"2025-06-10T14:42:12","guid":{"rendered":"https:\/\/www.superawesome.com\/blog\/back-to-school-2025-what-brands-need-to-know-about-youth-influence-spend-discovery\/"},"modified":"2025-07-07T08:52:22","modified_gmt":"2025-07-07T08:52:22","slug":"back-to-school-2025-what-brands-need-to-know-about-youth-influence-spend-discovery","status":"publish","type":"post","link":"https:\/\/www.superawesome.com\/fr\/blog\/back-to-school-2025-what-brands-need-to-know-about-youth-influence-spend-discovery\/","title":{"rendered":"Rentr\u00e9e scolaire 2025 : Ce que les marques doivent savoir sur l’influence, les d\u00e9penses et la d\u00e9couverte de produits et services chez les jeunes en France"},"content":{"rendered":"\n
Pour les marques d\u00e9sireuses d’\u00e9tablir des relations durables avec les jeunes publics, la rentr\u00e9e scolaire repr\u00e9sente une opportunit\u00e9 strat\u00e9gique majeure dans le calendrier marketing. Cette p\u00e9riode \u00e9volue : il ne s’agit plus seulement d’acheter des fournitures scolaires, c\u2019est aussi un moment cl\u00e9 pour se connecter avec la G\u00e9n\u00e9ration Alpha et la G\u00e9n\u00e9ration Z.<\/h5>\n\n\n\n

Chez SuperAwesome, nous avons analys\u00e9 les derni\u00e8res donn\u00e9es concernant les enfants, adolescents et familles fran\u00e7aises afin de vous aider \u00e0 garder une longueur d\u2019avance. Cela implique de comprendre l\u2019\u00e9volution des habitudes de consommation, l\u2019influence croissante des jeunes, ainsi que les lieux et moments de d\u00e9couverte.<\/p>\n\n\n\n

La rentr\u00e9e commence plus t\u00f4t et les d\u00e9penses augmentent<\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n
<\/h6>\n\n\n\n

Les achats de rentr\u00e9e d\u00e9butent de plus en plus t\u00f4t chaque ann\u00e9e. En France, 80 % des parents d\u00e9clarent commencer leurs achats d\u00e8s le d\u00e9but ou pendant les vacances d\u2019\u00e9t\u00e9. 35 % d\u00e9butent m\u00eame d\u00e8s la fin de l\u2019ann\u00e9e scolaire, contre 25 % en 2024.<\/p>\n\n\n\n

Les d\u00e9penses suivent la m\u00eame tendance. En 2025, les parents fran\u00e7ais pr\u00e9voient de d\u00e9penser en moyenne 323 \u20ac par enfant, soit une hausse de 20 % par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Le march\u00e9 de la rentr\u00e9e a g\u00e9n\u00e9r\u00e9 6,4 milliards d\u2019euros en 2024, un chiffre en forte croissance.<\/p>\n\n\n\n

Les marques qui attendent la mi-\u00e9t\u00e9 pour lancer leurs campagnes risquent de rater cette opportunit\u00e9. La notori\u00e9t\u00e9, la consid\u00e9ration et l\u2019engagement doivent commencer bien avant la rentr\u00e9e.<\/p>\n\n\n\n

Les enfants et les ados ne sont plus seulement des Influenceurs – Ce sont les d\u00e9cideurs<\/h3>\n\n\n\n

Les jeunes ne sont plus de simples spectateurs des achats de rentr\u00e9e : ils prennent part aux d\u00e9cisions. En France, une majorit\u00e9 de parents d\u00e9clarent effectuer les choix d\u2019achat avec leurs enfants, et une part significative les laisse choisir eux-m\u00eames.<\/p>\n\n\n\n

Les enfants sont \u00e9galement devenus une source majeure de d\u00e9couverte de marques et de produits, notamment dans des cat\u00e9gories comme la mode, la technologie ou les soins personnels. Les parents leur font confiance pour explorer, \u00e9valuer et choisir ce qui compte le plus.<\/p>\n\n\n\n

Pour les marques ciblant les jeunes, cela signifie une chose : il faut les engager directement avec des contenus adapt\u00e9s, sur les bons canaux, et toujours de fa\u00e7on conforme \u00e0 la r\u00e9glementation.<\/p>\n\n\n\n

Le panier de rentr\u00e9e : Place \u00e0 l\u2019expression de soi<\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n
<\/h6>\n\n\n\n

Les achats de rentr\u00e9e ne se limitent plus \u00e0 l’acquisition des fournitures de base, ils deviennent un v\u00e9ritable moment d\u2019expression personnelle. En France, on constate une forte mont\u00e9e en puissance des cat\u00e9gories li\u00e9es au style et \u00e0 l\u2019identit\u00e9.<\/p>\n\n\n\n

Les v\u00eatements de mode sont d\u00e9sormais pr\u00e9sents sur 77 % des listes d\u2019achats des enfants et adolescents, contre 45 % en 2024 \u2013 une progression spectaculaire qui montre \u00e0 quel point l\u2019expression de soi est centrale dans l\u2019exp\u00e9rience de la rentr\u00e9e.<\/p>\n\n\n\n

On observe \u00e9galement une hausse des achats li\u00e9s aux accessoires capillaires, produits de beaut\u00e9 et objets technologiques, qui permettent aux jeunes de d\u00e9finir qui ils sont, autant dans la cour de r\u00e9cr\u00e9 que sur les r\u00e9seaux sociaux.<\/p>\n\n\n\n

La d\u00e9couverte est omnicanale – mais le digital reste dominant<\/h3>\n\n\n\n
\"\"<\/figure>\n\n\n\n
<\/h6>\n\n\n\n

La d\u00e9couverte de marques et produits chez les jeunes se fait aussi bien en ligne qu\u2019en magasin. En France, la d\u00e9couverte en magasin domine \u00e0 38 %, mais l\u2019influence des pairs suit de pr\u00e8s \u00e0 28 %, aliment\u00e9e en grande partie par les usages num\u00e9riques.<\/p>\n\n\n\n

Des vid\u00e9os en ligne aux contenus d\u2019influenceurs, en passant par les publicit\u00e9s interactives et les environnements de jeu, les jeunes d\u00e9couvrent les marques dans des espaces o\u00f9 les m\u00e9dias traditionnels n\u2019ont plus d\u2019impact.<\/p>\n\n\n\n

Si votre campagne n\u2019est pas con\u00e7ue pour un \u00e9cosyst\u00e8me omnicanal, elle passera inaper\u00e7ue. Les marques qui r\u00e9ussiront cette saison seront celles qui activent tous les points de contact, avec des exp\u00e9riences percutantes, engageantes et conformes.<\/p>\n\n\n\n

Ce que les marques doivent faire d\u00e8s maintenant<\/h3>\n\n\n\n

La rentr\u00e9e 2025 s\u2019annonce comme la plus importante \u00e0 ce jour. Voici nos recommandations cl\u00e9s pour les marques et agences souhaitant s\u2019imposer sur le march\u00e9 fran\u00e7ais :<\/p>\n\n\n\n

    \n
  1. Anticipez<\/strong> : Les familles ont d\u00e9j\u00e0 commenc\u00e9 leurs achats. Votre marque doit \u00eatre pr\u00e9sent\u00e9e d\u00e8s maintenant.
    <\/li>\n\n\n\n
  2. Ciblez les jeunes directement :<\/strong> Ce sont eux qui impulsent la d\u00e9couverte et les d\u00e9cisions d\u2019achat. Ne vous adressez pas qu\u2019aux parents.
    <\/li>\n\n\n\n
  3. Misez sur l\u2019identit\u00e9<\/strong> : Les produits qui permettent l\u2019expression de soi capteront l\u2019attention et fid\u00e9liseront sur le long terme. Les produits qui permettent l\u2019expression de soi capteront l\u2019attention et fid\u00e9liseront sur le long terme.
    <\/li>\n\n\n\n
  4. Activez tous les canaux :<\/strong> La d\u00e9couverte est partout. Votre campagne doit l\u2019\u00eatre aussi.
    <\/li>\n\n\n\n
  5. Soyez conforme :<\/strong> En marketing jeunesse, la s\u00e9curit\u00e9 et le respect de la r\u00e9glementation ne sont pas n\u00e9gociables.<\/li>\n<\/ol>\n\n\n\n
    \"\"<\/figure>\n\n\n\n

    T\u00e9l\u00e9chargez les Rapports Complets<\/h3>\n\n\n\n

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

    \ud83c\uddec\ud83c\udde7 Rapport sur les tendances de la Rentr\u00e9e scolaire au Royaume-Uni
    <\/a>\ud83c\uddfa\ud83c\uddf8     Rapport sur les tendances de la Rentr\u00e9e scolaire aux \u00c9tats-Unis
    <\/a>\ud83c\udde9\ud83c\uddea     Rapport sur les tendances de la Rentr\u00e9e scolaire en Allemagne
    <\/a>\ud83c\uddeb\ud83c\uddf7     Rapport sur les tendances de la Rentr\u00e9e scolaire en France<\/a><\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    Pour les marques d\u00e9sireuses d’\u00e9tablir des relations durables avec les jeunes publics, la rentr\u00e9e scolaire repr\u00e9sente une opportunit\u00e9 strat\u00e9gique majeure dans le calendrier marketing. Cette p\u00e9riode \u00e9volue : il ne s’agit plus seulement d’acheter des fournitures scolaires, c\u2019est aussi un moment cl\u00e9 pour se connecter avec la G\u00e9n\u00e9ration Alpha et la G\u00e9n\u00e9ration Z. Chez SuperAwesome, […]<\/p>\n","protected":false},"author":118,"featured_media":19293,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4595],"tags":[4596],"class_list":["post-19420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-back-to-school-fr","tag-back-to-school-fr"],"acf":{"spotify_url":"","amazon_music_url":"","sound_cloud_url":"","post_reading_time":"4","post_views":"158","display_author":""},"yoast_head":"\nRentr\u00e9e scolaire 2025 : Ce que les marques doivent savoir sur l'influence, les d\u00e9penses et la d\u00e9couverte de produits et services chez les jeunes en France - SuperAwesome<\/title>\n<meta name=\"description\" content=\"For brands looking to build long-term relationships with youth audiences, back-to-school season represents a critical opportunity in the annual marketing calendar. 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