Tuesday 24th June 2021
Keep Calm and Brand Yourself
Do you know who you are? Who do you address? Who is your target consumer? How would you like to be remembered? to be identified? to be recognized? What do you want your image to be associated with? What are the values you stand for? One thing gathers all the answers to these questions: IDENTITY.
A company has a corporate branding, an individual has a personal branding. People are more interested than ever in brands' values and beliefs. This also means that diversity -and diversification- are essential, and that the standardization of identities reduces the identification of the brands, the differentiation of brand values and the appreciation of their singularity.
Being true to one's identity, heritage and values sets a purpose to one's project. This gives the uniqueness, the legacy it deserves. Recognized organizations and their ambassadors, who embody their strong identity and the expression of their values, drive a lifelong experience and relationship with their customers. If constantly respected and rejuvenated over time, style trends and generations, identity is the path to ultimate legitimacy, loyalty and success. So that after years, decades, even centuries, your brand goes from strength to strength, from being a pioneer to becoming an icon.
A long-term vision and a purposeful identity are crucial for those who do not want to start up early and close down rapidly in a fast-paced and volatile environment, in an ever-changing customer experience. Cultivate the art of your brand DNA and acculturate people to its singularity and values.
"A [branding] is a flag, a signature, an escutcheon, a street sign. [It] is less important than the product it signifies; what it means is more important than what it looks like." (Paul Rand)
Your identity is meant to spark a positive recognition and emotion in your customers' mind, leading to interactions and the desire to experience your brand.
Tuesday 22nd June 2021
Gold Fever and Silver Lining
In an interview with Le Journal du Dimanche, Cyrille Vigneron, CEO at Cartier, warns against the risk of overheating in the luxury sector, due to the combined strong recovery in China, in the USA and then in most markets. This great increase in demand for luxury products is accompanied by the struggle for the supply chain to cope with the tensions in the sourcing of precious raw materials, in a similar way as what is currently experienced in other sectors and industries.
In the financial year ending March 31, Richemont Group recorded a turnover of €13+ billion (-8%), while it saw its profit rise by a flattering +38%.
Mr. Vigneron explains this success with a brand strategy refocusing on Cartier's iconic products and based on 4 pillars that will surely sound familiar to many luxury professionals (and hopefully to some students I came across):
- customer's emotional connection with the brand
- a strong, reliable, established, unaltered, historical brand image one can relate to
- high desirability with highly coveted designs
- iconic products
The silver lining is that such a strategy leads to a higher demand and a natural durability - which consumers seem to appreciate and invest in - built and further developed on iconic and timeless products, while some other brands are more dependent on seasonal developments and novelties.
Breakthrough at Tiffany's: meanwhile, their competitors address the younger generation in a more daring and bold manner, by moving away from their signature products (see link in comments).
2 strategies seem to be in competition here: very interesting to gauge both in the coming years. Do you think Time(less) is (more) money? Or a legendary brand that dares wins?
In (my) other (own) words: is a "legendaring" brand a golden goose?
Thursday 17th June 2021
Keep Calm and Create Value
Mask off, put on a happy face! Breathe and smile! As normal life slowly resumes, it is a great occasion to celebrate its return with the launch of my "Keep Calm" campaign.
A bit of history: "Keep Calm and Carry On" was a motivational poster produced by the British government in 1939 in preparation for WWII's The Blitz and intended to raise the morale of the population.
On one hand, we all hope Covid is behind us and that we will never endure the same experience again. A brighter future may finally shine at the end of the Covid tunnel. On the other hand, we have to better anticipate the changes to accelerate and still to come. We have learnt so much about the threats to our planet and humankind, about the weaknesses of our organizations, about the strengths of our multiple talents and about the new opportunities that we can imagine and create for the future.
So, after the despair of lockdowns and curfews, then the excitement of coming out, it is now time to soothe our fears and reveal our strengths, to keep calm and carry on.
Carry on doing what we are good at doing, but necessarily in a better and different way, based on what we have learnt and experienced over the last 15 months.
On week 1 of my motivational campaign, I commit to keep calm and create value: added value (uniqueness), shared value (equity), emotional value (desirability), durable value (sustainability), brand value (identity), brand new value (innovation).
It is what I love doing and what captivates me. I know it is what I will do somewhere, with some peers, for some other peers, whatever the future brings.
And you? What is your slogan for tomorrow?
Tuesday 15th June 2021
My Covid Year
How has your Covid year been? Has this year left you with imposter syndrome while you are about to go back to normality?
As I am currently open to new opportunities for my next move and in anticipation of the question "What have you done during Covid?", I would like to share some of my own KPIs for what will be remembered as "the Covid year".
There is no doubt we found ourselves outside of our comfort zone over the last 15 months and this has changed the way we work immeasurably. We have developed new (or simply discovered dormant) skills with WFH and the unprecedented challenges we had to take up with the pandemic: resilience, flexibility and more creativity are soft skills that are now clearly measurable through performance indicators. This year has also been a great opportunity to learn and to support people and businesses in making their way through this challenging time. However, although we all lived the same difficult experience with Covid, some seem to feel disconnected with the reality when office life resumes. Searches for "imposter syndrome" have increased by 150% over the last year, 85% of employees feeling incompetent at work. We must be proud of what we have achieved during this Covid year. And we look forward to a brand new future and to a workplace where one won't have self-doubt in one's abilities. Who can't wait to return to an office, after some well-deserved holidays and no syndrome thanks to a solid track record of this Covid year?
Sunday 6th June 2021
Virtual Show or Virtuous Slow?
"Fashion can’t survive for long if it’s only virtual"
Do you agree with this quote by Giorgio Armani?
As Covid has shuffled the cards of the fashion industry in the way we think, distribute, sell and buy collections, the priority is now to set a new "time for fashion" and to define the right balance for Bricks and Clicks.
While DNVBs seek more authenticity and luxury brands finally dare to operate a digital transformation, the future of many industries like fashion also depends on how much their consumers want to go back to the stores, greet and connect with brands and their sales staff. Interestingly, in my latest talks, surveys (also with Gen-Z) and works, reality seems to make a strong comeback after a year of virtuality. This reaffirms my interest and humble reflection on the equilibrium Human/Environment/Machine.
Do the fashion world and enthusiasts have to get prepared for a hangover after months of going on the digital booze? And can local retail and physical connection with brands help when digital sobriety becomes a more popular and responsible approach for our organizations? The fashion world may eventually return to where it was before the pandemic, at an even faster pace thanks to new digital solutions, but its digitalization has widened the gap between high-street and high-end: Made too fast VS Made to last.
So, which fashion queen are you?
Thursday 3rd June 2021
Savez-vous ce que le digital peut apporter à votre entreprise ou votre projet ?
Comment utiliser le digital pour booster votre activité ?
Vous aussi vous pensez que l'union fait la force ?
Nombreux sont ceux parmi vous qui me connaissent pour mon expérience en design et stratégie de marque.
Mais si la crise sanitaire a révélé la force du numérique et qu'il a même permis aux collaborations de se maintenir et s'enrichir, aux entreprises de survivre, poursuivre leurs activités voire de se développer, les membres du Collectif Digital CONSULTEAM ont décidé d'apprendre, de se former et de désormais accompagner les entreprises dans :
- leur transformation numérique
- la construction et le déploiement d'une stratégie marketing digitale porteuse de sens
- leur développement commercial
Et parce que les beaux projets naissent avant tout de belles rencontres et de la conviction qu'une association de compétences promet toujours une collaboration plus performante, notre Collectif est prêt à vous faire surfer la nouvelle vague du numérique, avec ambition, efficacité et bienveillance !
Et vous, êtes-vous prêts à relever avec nous les défis de demain et à vous laisser porter par le vent d'une liberté enfin retrouvée ?
Wednesday 12th May 2021
A business at (second)hand?
Luxe : une opportunité à portée de (seconde) main ?
Rien de mieux pour en parler que des chiffres et le pays en passe de devenir le 1er marché mondial du luxe : la Chine.
Alors que la pandémie révèle de nouveaux paradigmes de création de valeur et qu’elle accélère l’adhésion des marques aux stratégies de vente omnicanal et à des démarches durables, les 1ers signes du rebond du luxe semblent renforcer l’idée d’un lien avec les consommateurs toujours plus fort et pérenne.
Quels sont les enjeux pour les marques ?
- garder le contrôle sur leurs produits et image
- poursuivre leur lutte contre la contrefaçon
- avoir des experts capables de créer des produits qui perdront peu de valeur (voire qui en prendront) et de les authentifier
Key figures: Luxury market in China: €44 billion, 1/3 of luxury goods is purchased by Chinese, 25 to 30% of luxury goods bought by Westerners are on secondhand market vs 3% in China.
Thursday 20th May 2021
Interview: My passion for design
How would you define design?
Read my answer to this question among others about passion, creativity, sustainability, leather, creative direction, arts, education on Parsons Paris blog.
Since I started 18 months ago as a SDM faculty at Parsons Paris, in a year that will forever be marked by the pandemic, I am so grateful to have had the unique opportunity to put myself to the test: to give more and receive in return, to teach and to learn, to listen and to be heard (sometimes), to share and to value the relief of feeling helpful, to commit and to trust, to grow and to help to develop, to be resilient and optimistic at the same time.
Thank you very much to Caroline MARIE for her very interesting questions, to Karen Decter for her amazing support, to Florence Leclerc-Dickler and Anna Krutiy for their great work with students, to my fellow experts who contributed to my class Muriel Chiariglione, Victoria Abad kerblat, Thomas Eberhard, David Rosenblum, Alexandre Monnin.
Sunday 16th May 2021
Free of charge, full of energy
Managers, do you know what can make your team more efficient, productive and engaged?
A new book written by a prominent figure in management? A new school of management? A new device or app?
Find out in the attached 48s video about what can make you a better leader and successfully change the culture of collaboration, innovation and workplace.
In a survey with US workers, Gallup investigated the opportunity to reduce employee burnout and absenteeism, and to improve employee well-being.
Based on a landmark study analyzing 3,500+ business units with 50,000+ individuals, researchers identified what was related to core objectives of most organizations, especially since the pandemic.
This is relayed in the interesting article by Övül Sezer, Kelly Nault and Nadav Klein in Harvard Business Review.
Wednesday 12th May 2021
The Ace of Arts
L'Art et la Matière
Un grand merci à David Rosenblum d'avoir ouvert les portes de son atelier Atelier Bettenfeld-Rosenblum aux étudiants de Strategic Design and Management de Parsons School of Design et d'avoir partagé sa passion, son savoir-faire, son art et son expérience.
Une bien belle manière pour les étudiants de conclure un semestre dédié à la création et à l'inspiration autour de leur histoire personnelle et de leur héritage familial.
Thank you very much David for welcoming Parsons' SDM students in your atelier and for sharing your passion, know-how, craftsmanship and experience.
It is a nice way to wrap up a semester about creation, of course, and also about one's own story, heritage and source of inspirations.
Sunday 9th May 2021
Chanel's Cruise collection 2021 echoes the sustainable fashion trend with this announcement: its iconic tweed, created by Lesage Paris, will now use more than 70% of recycled and GOTS certified threads.
Personally I prefer the request for "iconic" rather than for "classic" or "timeless" designs, as a design that lives on is durable by definition.
This form of sustainability has always been underlying in Chanel's DNA with products designed to last.
Will an iconic and durable style combined with sustainable materials be the new fashion?
Wednesday 5th May 2021
Do you know your roots?
How do they influence and inspire you?
This semester at Parsons School of Design in Paris, Sophomores in Strategic Design and Management are asked to explore their own inspirations and the origin of their passion for creation.
Yesterday they have presented the outcome of their reflection and work. We have seen very inspiring projects, showing great open-mindedness, personality and rich diversity, by students from the USA, Ukraine, Colombia, Lithuania, Norway, Mexico, Lebanon, Italy, ...
It is also a great opportunity to encourage them to create change with their heart and values.
Because knowing one's background can be a valuable source of inspirations, emotions, respect and pride.
Respect your heritage to improve our future.
Sunday 2nd May 2021
Do you remember where you were 10 years ago?
Surely Kate and William do!
For me, today marks the 10th anniversary of my move from London to Paris. After 6 amazing years in London, I started on 2nd May 2011 my new position at Swarovsk in Paris.
There is no doubt my London years and experience made the designer I am today and I feel so thankful and proud for all the good memories, the great learning and the successful projects! 10 more years of experience later (and Brexit... and Covid), including more collaborations with UK based brands since 2016, this chapter of my life will always be very special and will remain a milestone in my career.
Thank you to all the talented people and inspirational teams I have had the tremendous pleasure to collaborate with!
Friday 30th April 2021
Kintobe is opening a new store
Today marks a special day for Kintobe. In a time where physical retail is dying Kintobe is making a bold move to bet on physical retail!
Kintobe is opening a store with Copenhagen Cartel, MessyWeekend Copenhagen and Karmamia. All brands committed to make the world more sustainable and to give their customers unique products and experiences!
By creating a shared universe our 4 brands are offering a place to see our assortment range in full and get inspiration from other cool local sustainable brands while enjoying a drink and chatting with likeminded.
We hope you will pop by our store!
Come join us and remember to... carry kindness.
Monday 26th April 2021
To all fashion students, young designers and freelancers.
Here is the unique opportunity to find exceptional materials from LVMH inventory at a competitive price!
Nona Source is the 1st online resale platform that promotes LVMH's environmental strategy to revolutionize sourcing and that addresses designers, so that you can create, further explore your talent and wake up these "sleeping beauties".
DARE, LVMH's intrapreneurial program, is an incubator for new projects to transform ideas into concrete solutions.
Friday 23rd April 2021
Isn't creativity essential?
Isn't creativity essential?
What is essential?
Out-of-the-box or outlaw?
Here is food for bodies (essential) and food for thought (non-essential) under one roof.
After a year of legitimate restrictions, more questionable decisions and controversial communication from a political and ethical perspective, many of us wonder: what can be judged and labelled essential or not?
In a similar way to local initiatives we have seen here and there to smartly circumvent the Covid regulations, The Design Museum in London remind the world that creativity is essential.
Responsibility is to identify problems.
Creativity is to solve those problems.
With creativity at the top of the soft skills companies are looking for in 2021, we may see more of this in the near future...
The Design Museum
Thursday15th April 2021
The future of retail
As UK stores reopen, how will Covid-19 reshape the shopping experience?
With e-commerce as the new normal for months, with the challenges the online luxury model is facing and with consumers' higher expectations for service and convenience, what will retail and direct-to-consumer be?
People are excited to come out after months of shopping online, browsing behind their screens and seeing e-commerce packaging waste at an all-time high. Are brands ready to meet their post-Covid expectations?
After "Click&Collect" era, is it time for what I am tempted to call "Greet&Connect", with consumers eager to reconnect with their local retailer and enjoy personalised service?
Those who doubt that retail can make a strong comeback may rely too much on consumers' behaviours and not enough on how humans want to socialize again and live the brand experience rather than navigate it.
The future of retail is at the end of the Covid tunnel and it may be brighter than expected by e-commerce fans, especially when wisely combined with digital solutions to enhance a true experience.
Tuesday 6th April 2021
"Rien ne vaut un rêve pour créer l'avenir."
Bien au-dessus des terres infertiles de la polémique, à Poitiers comme ailleurs, qui peut sérieusement douter que les rêves des enfants, mais aussi des adultes, ne sauraient élever notre société et l'amener à enfin concilier futur et éco-responsabilité ?
"There is nothing like a dream to create the future." (Victor Hugo)
Can dreams lead to a better and more sustainable future?
Visuel : Projet Aeolia
Se mouvoir et s'émouvoir :
comment réinventer le voyage dans les airs
Diplôme 2005 Strate Ecole de Design
Avec la collaboration de Pierre Balaskovic, ingénieur et astrophysicien, consultant en aéronautique.