{"id":7060,"date":"2023-07-25T00:00:00","date_gmt":"2023-07-25T00:00:00","guid":{"rendered":"https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/"},"modified":"2024-02-29T15:17:39","modified_gmt":"2024-02-29T15:17:39","slug":"comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches","status":"publish","type":"rbc_my_money_matter","link":"https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/","title":{"rendered":"Comment Silver Icing a tir\u00e9 profit du Programme d&rsquo;acc\u00e9l\u00e9ration du commerce international pour percer de nouveaux march\u00e9s"},"content":{"rendered":"<div class=\"wp-block-rbc-single-article-header\">\n\t<section class=\"section-grey cover pad-t-hlf\">\n\t\t<div class=\"section-inner w-half w-mob-full centered-margin cover section-grey pad-tb-0\">\n\t\t\t\t\t\t\t<div class=\"inline-block pill-container pill-taxonomies\">\n\t\t\t\t\t<div class=\"mar-b-hlf mob-mar-b snipe pill is-style-blue-pill\">\n\t\t\t\t\t\t<a class=\"primary-taxonomy\" href=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/sujets\/entrepreneur\/\">\n\t\t\t\t\t\t\t<span>Entrepreneur<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<h1 class=\"mar-b-hlf mar-t-0 mob-pad-lr-hlf h2 has-black-color\">Comment Silver Icing a tir\u00e9 profit du Programme d&rsquo;acc\u00e9l\u00e9ration du commerce international pour percer de nouveaux march\u00e9s<\/h1><p class=\"mar-b-0 mob-pad-lr-hlf author-text\">By Diane Amato<\/p>\t\t\t\t\t<div class=\"featured-image-wrapper pos-rel\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"930\" height=\"620\" src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2023\/09\/Untitled-design-2023-07-25T113940.942.jpg?quality=80\" class=\" cover-image  wp-post-image\" alt=\"Christina Marcano, fondatrice et chef de la direction de Silver Icing\" srcset=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2023\/09\/Untitled-design-2023-07-25T113940.942.jpg 930w, https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2023\/09\/Untitled-design-2023-07-25T113940.942.jpg?resize=300,200 300w, https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2023\/09\/Untitled-design-2023-07-25T113940.942.jpg?resize=768,512 768w\" sizes=\"auto, (max-width: 930px) 100vw, 930px\" \/>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t<\/section>\n\t<div class=\"article mar-t-dbl\">\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner socials-section\">\n\t\t\t\t<div class=\"top-socials-bar mob-mar-b-hlf\">    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=Comment Silver Icing a tir\u00e9 profit du Programme d&rsquo;acc\u00e9l\u00e9ration du commerce international pour percer de nouveaux march\u00e9s &#038;body=Bonjour, je pensais que cet article de RBC Mes finances d\u2019abord pourrait vous int\u00e9resser: https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/\">\n        <img decoding=\"async\" src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n          alt=\"envelope icon\">\n        <span>\n          Courriel        <\/span>\n      <\/a>\n      <div class=\"social-button-wrapper sharing-copy-wrapper\">\n        <button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/\">\n          <img decoding=\"async\"\n            src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n            alt=\"copy icon\">\n          <span id=\"sharing-copyUrl-Label\">\n            Copier l\u2019URL          <\/span>\n        <\/button>\n        <input type=\"text\" class=\"sharing-copy-text\" aria-labelledby=\"sharing-copyUrl-Label\">\n      <\/div>\n    <\/div>\n  <\/div>\n\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner w-half w-mob-full centered-margin pad-tb-0 mob-mar-t-hlf mob-mar-b\">\n\t\t\t\t<p class=\"cover-pub-line text-xs mar-b-hlf\">Published 25 juillet 2023 \u2022 6 min de lecture<\/p>\t\t\t<\/div>\n\t\t<\/section>\n\t<\/div>\n<\/div>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner w-half w-mob-full\" style=\"border-radius:0x\">\n<p>Silver Icing est un d\u00e9taillant en ligne qui veut r\u00e9soudre la plus grande difficult\u00e9 du magasinage en ligne : trouver des v\u00eatements bien ajust\u00e9s. \u00ab En g\u00e9n\u00e9ral, les d\u00e9taillants en ligne ont un taux de retour de 30 \u00e0 50 %. Les articles voyagent donc beaucoup, ce qui n&rsquo;est pas tr\u00e8s bon pour l&rsquo;environnement \u0096 et ce n&rsquo;est pas tr\u00e8s bon pour l&rsquo;exp\u00e9rience client non plus \u00bb, d\u00e9clare Christina Marcano, fondatrice et chef de la direction de <a href=\"https:\/\/www.silvericing.com\/\">Silver Icing<\/a>.<\/p>\n\n\n\n<p>Christina et son \u00e9quipe ont r\u00e9solu le probl\u00e8me des v\u00eatements mal ajust\u00e9s en adoptant un mod\u00e8le de vente sociale unique. Des stylistes \u2013 des influenceurs de leur r\u00e9gion g\u00e9ographique ou de leur communaut\u00e9 professionnelle ou sociale \u2013 font office d\u2019interm\u00e9diaires entre l\u2019entreprise et les clients. Ils \u00e9changent des renseignements sur l\u2019ajustement de v\u00eatements, deviennent des experts en connaissance des produits et transmettent ce qu\u2019ils ont appris sur l\u2019ajustement des v\u00eatements et les tissus \u00e0 leurs clients.<\/p>\n\n\n\n<p>Ce mod\u00e8le est \u00e0 l&rsquo;avantage du client. Les quelque 10 000 stylistes de Silver Icing peuvent travailler de la maison n&rsquo;importe o\u00f9 au Canada et retiennent 20 % des ventes sans investir dans l&rsquo;inventaire. \u00ab Nous redistribuons les ventes aux femmes partout au pays \u00bb, explique Christina.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De la fabrication et de la vente de gros au succ\u00e8s en ligne<\/h2>\n\n\n\n<p>Christina a accumul\u00e9 plus d&rsquo;une d\u00e9cennie d&rsquo;exp\u00e9rience dans l&rsquo;industrie de la mode avant de lancer Silver Icing. R\u00e9siliente et ayant un talent naturel pour l&rsquo;entrepreneuriat, son parcours a \u00e9t\u00e9 sem\u00e9 d&#8217;emb\u00fbches pour donner lieu \u00e0 une croissance explosive.<\/p>\n\n\n\n<p>Elle a commenc\u00e9 \u00e0 travailler dans l&rsquo;industrie de la mode en 2004 avec sa propre marque de v\u00eatements, Skyler. Elle a fabriqu\u00e9 la marque et a \u00e9tabli des canaux de vente au d\u00e9tail et de vente de gros qui ont connu du succ\u00e8s jusqu&rsquo;\u00e0 la r\u00e9cession de 2008. Quand l&rsquo;entreprise a commenc\u00e9 \u00e0 \u00e9prouver des difficult\u00e9s, elle a d\u00e9cid\u00e9 de la pr\u00e9senter \u00e0 l&rsquo;\u00e9mission <i>Dragon&rsquo;s Den<\/i>.<\/p>\n\n\n\n<p>Elle n\u2019a pas eu d\u2019offre, mais a g\u00e9n\u00e9r\u00e9 beaucoup d\u2019int\u00e9r\u00eat gr\u00e2ce \u00e0 l\u2019\u00e9mission \u2013 elle a surtout gagn\u00e9 un partenaire qui a accept\u00e9 de fabriquer ses v\u00eatements \u00e0 l\u2019\u00e9tranger \u00e0 co\u00fbts r\u00e9duits. Cette relation s\u2019est cependant termin\u00e9e quand le fabricant n\u2019a pas produit la collection dont elle avait pass\u00e9 des mois \u00e0 s\u2019occuper de la pr\u00e9vente, la laissant, ainsi que sa jeune famille, sans argent. \u00ab Nous n\u2019avions plus un sou. Ce fut l\u2019un des rares moments de ma vie o\u00f9 j\u2019ai pens\u00e9 tout abandonner et trouver un emploi ou travailler dans un autre secteur. \u00bb<\/p>\n\n\n\n<p>Tirant profit de l&rsquo;inventaire limit\u00e9 qu&rsquo;il lui restait, elle a essay\u00e9 divers mod\u00e8les d&rsquo;exploitation jusqu&rsquo;\u00e0 ce qu&rsquo;elle adopte le mod\u00e8le de vente sociale actuel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9tablissement \u00e0 l&rsquo;\u00e9chelle locale menant \u00e0 une port\u00e9e internationale<\/h2>\n\n\n\n<p>Christina et ses partenaires \u2013 qui comprennent son mari, Aaron, et son p\u00e8re, Roy, tous deux des ing\u00e9nieurs syst\u00e8me travaillant \u00e0 temps plein \u00e0 Silver Icing \u2013 ont depuis longtemps les \u00c9tats-Unis dans leur mire, ce pays offrant une occasion naturelle d\u2019expansion. Selon Christina, du point de vue des clients et des stylistes, c\u2019est le march\u00e9 id\u00e9al. \u00ab Compte tenu de nos produits et de notre esth\u00e9tique, il y a un tr\u00e8s vaste march\u00e9 de femmes semblable \u00e0 notre march\u00e9 au Canada. \u00bb De plus, Silver Icing donne aux femmes l\u2019occasion de travailler de la maison, selon leur horaire, et d\u2019avoir un revenu d\u2019appoint \u2013 m\u00eame si elles vivent en r\u00e9gion \u00e9loign\u00e9e.<\/p>\n\n\n\n<p>Cependant, l&rsquo;\u00e9quipe tenait \u00e0 mettre en place des syst\u00e8mes et des processus robustes au Canada avant d&rsquo;\u00e9tendre la port\u00e9e de Silver Icing \u00e0 l&rsquo;international. \u00ab Notre croissance initiale a \u00e9t\u00e9 tellement explosive que toute notre \u00e9nergie \u00e9tait mise \u00e0 r\u00e9pondre \u00e0 la demande \u00bb, raconte Christina, ce qui les a inspir\u00e9s \u00e0 \u00e9tablir un syst\u00e8me de commande de groupe permettant aux stylistes de passer des commandes et de livrer les produits plus efficacement.<\/p>\n\n\n\n<p>L&rsquo;\u00e9quipe de Silver Icing devait aussi s&rsquo;assurer que le site Web r\u00e9ponde \u00e0 la forte demande. \u00ab Pendant un lancement de produit, nous avons vendu plus de 10 000 morceaux en 15 minutes, d\u00e9clare Christina, expliquant que les gens se pr\u00e9cipitaient sur le site d\u00e8s que de nouveaux v\u00eatements \u00e9taient lanc\u00e9s, ce qui mettait le site en panne pendant une heure. Nous avons d\u00fb renforcer nos syst\u00e8mes pour leur permettre de r\u00e9sister \u00e0 un achalandage de cette envergure. \u00bb<\/p>\n\n\n\n<p>\u00ab Tous ces efforts ont \u00e9t\u00e9 faits au Canada, ajoute-t-elle. C&rsquo;\u00e9tait une fa\u00e7on contr\u00f4l\u00e9e de renforcer les syst\u00e8mes. Comme le march\u00e9 am\u00e9ricain est beaucoup plus grand, nous devons \u00eatre fin pr\u00eats. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mise \u00e0 profit de programmes de commerce international pour l&rsquo;expansion \u00e0 l&rsquo;international<\/h2>\n\n\n\n<p>Christina et son \u00e9quipe ont tir\u00e9 profit du soutien et du r\u00e9seau de RBC pour amener leur entreprise plus loin. \u00ab Notre conseiller RBC nous a beaucoup aid\u00e9s. Mes exp\u00e9riences pass\u00e9es avec les banques \u00e9taient purement transactionnelles, mais Mike nous a offert beaucoup de soutien. Il s&rsquo;investit grandement dans notre succ\u00e8s, il comprend notre entreprise et il veut que nous r\u00e9ussissions. Il \u00e9tablit les bons liens \u00bb, affirme Christina.<\/p>\n\n\n\n<p>L&rsquo;un de ces liens a \u00e9t\u00e9 la pr\u00e9sentation du <a href=\"https:\/\/www.rbcroyalbank.com\/fr\/entreprises\/commerce-international\/programme-dacceleration-du-commerce-international.html\">Programme d&rsquo;acc\u00e9l\u00e9ration du commerce international<\/a> (PAC), atelier de commerce international complet donn\u00e9 sur une p\u00e9riode de quatre \u00e0 six semaines. Ce programme est hautement interactif. Des experts de l&rsquo;industrie offrent un mentorat direct et un encadrement personnalis\u00e9 pour aider les entreprises \u00e0 prendre de l&rsquo;expansion et \u00e0 avoir une port\u00e9e internationale. \u00ab Le cours nous a vraiment aid\u00e9s \u00e0 peaufiner notre strat\u00e9gie d&rsquo;entr\u00e9e sur le march\u00e9 am\u00e9ricain et \u00e0 bien nous positionner, pr\u00e9cise Hayley Gregg, chef des finances de Silver Icing. Il nous a aussi permis de revoir de fa\u00e7on plus approfondie les divers secteurs de notre entreprise, tels que le marketing, la fiscalit\u00e9 et le contentieux, ce qui nous a \u00e9t\u00e9 fort utile pour lancer notre marque aux \u00c9tats-Unis et cr\u00e9er notre site Web am\u00e9ricain. \u00bb<\/p>\n\n\n\n<p>Le PAC comprend des ateliers intensifs et un encadrement personnalis\u00e9 pour aider les dirigeants d&rsquo;entreprises comme Silver Icing \u00e0 cr\u00e9er un plan d&rsquo;exportation d\u00e9taill\u00e9 et \u00e0 se pr\u00e9parer \u00e0 amener leur entreprise plus loin.<\/p>\n\n\n\n<p>\u00ab La mode n&rsquo;est pas notre centre d&rsquo;int\u00e9r\u00eat, avoue Christina. Notre mission est de renforcer la confiance en soi. Nous voulons que les clients aient des v\u00eatements confortables qui leur vont bien. \u00bb<\/p>\n\n\n\n<p>L&rsquo;\u00e9quipe de Silver Icing est tr\u00e8s heureuse d&rsquo;\u00e9tendre sa mission \u00e0 un nouveau march\u00e9 et d&rsquo;aider plus de femmes \u00e0 se sentir \u00e0 l&rsquo;aise gr\u00e2ce \u00e0 un mod\u00e8le social qui renforce les communaut\u00e9s et les liens.<\/p>\n\n\n\n<div class=\"wp-block-columns has-border-color has-grey-border-color has-light-grey-background-color has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"border-width:1px\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Renseignez-vous sur le\u00a0<a href=\"https:\/\/www.rbcroyalbank.com\/fr\/entreprises\/commerce-international\/programme-dacceleration-du-commerce-international.html\" target=\"_blank\" rel=\"noreferrer noopener\">Programme d\u2019acc\u00e9l\u00e9ration du commerce international<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-rbc-rbc-default-collapsible\"><p><button class=\"collapse-toggle collapsed\" data-target=\"#collapse942faa40\" data-toggle=\"collapse\" aria-expanded=\"false\" aria-controls=\"collapse942faa40\" data-dig-id=\"LP-32776-942faa40\" data-dig-category=\"LP\" data-dig-action=\"accordion closed\" action-closed=\"accordion closed\" action-opened=\"accordion open\" data-dig-label=\"Un mot de nos avocats\"><span>Un mot de nos avocats<\/span><span>Un mot de nos avocats<\/span><\/button><\/p><div class=\"collapse-content collapse\" id=\"collapse942faa40\">\n<div class=\"wp-block-rbc-collapsible-inner-block collapse-inner\">\n<p>Le pr\u00e9sent article vise \u00e0 offrir des renseignements g\u00e9n\u00e9raux seulement et n\u2019a pas pour objet de fournir des conseils juridiques ou financiers, ni d\u2019autres conseils professionnels. Veuillez consulter un conseiller professionnel en ce qui concerne votre situation particuli\u00e8re. Les renseignements pr\u00e9sent\u00e9s sont r\u00e9put\u00e9s \u00eatre factuels et \u00e0 jour, mais nous ne garantissons pas leur exactitude et ils ne doivent pas \u00eatre consid\u00e9r\u00e9s comme une analyse exhaustive des sujets abord\u00e9s. Les opinions exprim\u00e9es refl\u00e8tent le jugement des auteurs \u00e0 la date de publication et peuvent changer. La Banque Royale du Canada et ses entit\u00e9s ne font pas la promotion, ni explicitement ni implicitement, des conseils, des avis, des renseignements, des produits ou des services de tiers.<\/p>\n<\/div>\n<\/div><\/div>\n\n\n\t\n\t<div class=\"wp-block-tk-spacer id-ef3dd435-c7af-4a59-8cc3-8910220244f6\" aria-hidden=\"true\"><\/div>\n\t\n\n\n<p class=\"has-text-align-center h5 mar-b\"><strong>Partager cet article<\/strong><\/p>\n\n\n\n\t\t<div class=\"socials-block\">\n\t\t\t    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=Comment Silver Icing a tir\u00e9 profit du Programme d&rsquo;acc\u00e9l\u00e9ration du commerce international pour percer de nouveaux march\u00e9s &#038;body=Bonjour, je pensais que cet article de RBC Mes finances d\u2019abord pourrait vous int\u00e9resser: https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/\">\n        <img decoding=\"async\" src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n          alt=\"envelope icon\">\n        <span>\n          Courriel        <\/span>\n      <\/a>\n      <div class=\"social-button-wrapper sharing-copy-wrapper\">\n        <button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/mes-finances-dabord\/entreprises\/inspiration\/innovation\/comment-silver-icing-a-tire-profit-du-programme-dacceleration-du-commerce-international-pour-percer-de-nouveaux-marches\/\">\n          <img decoding=\"async\"\n            src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n          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mob-mar-b-dbl mar-t-0\" id=\"h-a-lire-ensuite\">\u00c0 lire ensuite<\/h2>\n\n\n\t\t\t<div class=\"related-posts-type-2\">\n\t\t\t\t<div class=\"related-post-list\">\n\t\t\t\t\t<ul class=\"grid-wpr eh-wpr\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class= 'grid-one-third grid-tb-full grid-mob-full mar-b'>\n\t\t\t\t\t\t\t\t\t\t<article class=\"col-wpr mar-b-0 mar-r-0 mar-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"postcard-img-ctr post-card-image col-md-12 col-xs-6 mob-mar-b-0 pad-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2026\/04\/iStock-506515610-1.jpg?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"travailleur surplombant le quai d\u2019exp\u00e9dition\" srcset=\"https:\/\/www.rbcroyalbank.com\/fr-ca\/wp-content\/uploads\/sites\/13\/2026\/04\/iStock-506515610-1.jpg 2121w, 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