Archives par mot-clef : Brands

Why do brands need media muses?


“In reality, women are more ‘real,’ and not as perfect as Adriana Karembeu. People need reality, they need truth.” These are the words of Nicolas Chomette, head of Black & Gold, a design and strategy company. He adds, “Sometimes we wonder whether the use of muses simply hides a brand’s lack of imagination, and perhaps even their laziness. Have they run out of ideas?” (1) Some brands, like Dove in 2012, have chosen to use consumers as muses. Is it due to a lack of imagination or a way to increase sales? Why do brands use muses?

An insight into female shoppers in France


Shopping is generally thought of as a typically feminine activity and female consumers have gained the reputation of being shopaholics! However, we are now seeing a number of changes. The economic situation in France has become more complicated in recent years, purchasing power is a worry for many households, and new technology is evolving … How are women responding to these changes? What shopping habits do they have in 2013? Have their expectations and attitudes changed? Are Smartphones and e-commerce now an integral part of their purchases?

In answer to these questions, in June 2013, Unibail-Rodamco launched a Shopping Observatory, in partnership with Ipsos, to try and understand French women and their shopping patterns, their motivations, what holds them back, their indulgences, as well as future trends. (1)