Why the Customer Stops Noticing Brands
In saturated categories, the decision is often made even before a person starts reading the ingredients, description, or advertising message…
Niche Retail in the EU: From Basic Wardrobe to Event Shopping
In the EU niche brand segment, the purchasing structure is changing: the share of purchases …
Entering the South Korean Market: A Cognitive Risk Audit for Business — The Sephora Case
In 2024, Sephora announced its exit from South Korea. Why did a retail giant with an unlimited budget lose to a local player like Olive Young?
Managing product returns in the premium segment
The product is perfect, but customers aren’t coming back? Your returns process is a hidden zone where the brand loses money, often without realizing that all the investment in quality is being wiped out.
Architecture of Commercial Behavior: Brands Reshape Their Presence and Influence Strategy
Why brands need a commercial behavior architecture — and how it is already reshaping the market, from CHANEL to Shein
False assumptions about the buyer: how common marketing clichés lead businesses into illusions
Debunking the false assumptions of classical marketing about customers and their preferences — and what happens in reality
How French Brands Convey a Sense of Prestige: Methods Applicable at Any Level
French prestige is built not on loud prices and extravagance, but on three pillars: restraint …
Pardi: How an Idea Without Packaging Turned Into a Product with a Future
The beauty industry is one of the most competitive. In a category where everything seems …
Audit and Adaptation of Cultural Code: From Local to Premium Segment (PDF
A quality product does not guarantee sales.Every day, new creams, masks, and serums with quality …
What is the Cultural Code of a Product and How Does It Influence Consumer Choice
How Cultural Codes Influence Consumer Choices in the Beauty Market. Examples: France, Asia, USA, CIS Countries.