Since the success of the red and yellow DHL T-shirts hijacked by the brand Vetements, wearing garments signed by brands outside the fashion world has become in vogue. The further they are from the fashion industry, the better the effect. Lidl sneakers and sweaters are good examples (see The Weekly Note of January 10th) but also McDonald’s […]

Cookbooks read us as much as we read them. Skimming their titles on a bookshop table help us understand our times. In the beginning were the chefs, the real ones, the ones you recognize by their toques rather than by their follower number. Their encyclopedic mission was to divulge their know-how and give everyone the feeling that […]

Firmly resolved not to be trapped in the low-price category, hard discounters are constantly taking initiatives and making statements to assert their difference. In some cases, they open their doors to new consumers, leaving the traditional ones to other brands. In other cases, they offer ugly sweaters and socks made to become very desirable. This desire […]

What is iconic? For some time now, the word has been spreading in all markets at the speed of a virus. Every brand now dreams of having its own iconic product. To achieve this, some search their backgrounds to find one or two that could claim to be iconic, while others don’t hesitate to invent one from […]

In recent times, we only talked about bulk selling conquering new territories day after day. Food, of course, but also beauty and cosmetics, home care, oil, wine… Supermarkets dedicated shelves to bulk goods, brands were created (Day by Day), the glass container market exploded. Packaging disappeared, new behaviors became habits. Overall, a great benefit to […]