The global gas market became a buyer marketThe concept of deferred salary must be assessed in this light I will table an amendment to this effectRuined by his manager and companion read the view at pThe recession has put an end to this state of affairsChoirs on the other hand is directly movingThis is done and Thomson can now move forwardHowever no new restructuring were announcedIt does not generate a structural deficitStarting for part of its lost time beig did not lose hisThe word is a priori a more timeless. But it was never as fashionable. "The core" has become the new refrain of the trademarks. And accompanied by a return to greater simplicity and authenticity in the air of the time. "In a complex world, return to safe values is very reassuring for consumers", said Sophie Romet, Executive Director of the design agency Dragon Rouge. The public now agrees to pay for quality and are less responsive to the gadget effect. "Consumers expect more and more products corresponding to a real need," notes Laurence Bethines, planneuse strategic Team creative design agency.
According to the marks, the manifestation of the trend takes different forms. FlowerbyKenzo, which ranks fifth in value of women's perfumes sold in France in 2008 according to NPD, will launch in September a version called "essential". Flowers to make more present as the musk, but the fragrance contains fewer components to give an effect of denser material. While the vial, already transparent in the original line, is more slender. "We we are replongés on the characteristics of a Kenzo perfume." "The idea was to return to the heart, the essence of the product and its history, stripping his writing and focusing on the beautiful materials," said Odile Lobadowsky, CEO of Kenzo perfumes. To seduce FlowerbyKenzo enthusiasts but also capture a new audience.
The essential, a box that come out Kusmi tea, play rather map selection, with an assortment of bags of their biggest hits. A way to discover the mark or to other varieties. While it is instead a new range that the brand of food packaging Albal christens "essential" and launches this month. To show that its traditional oven or microwave cooking bags preserve to the maximum the taste of food.
The return of the great classics
The concept in full revival also began to appear more often in the commercial register. As the Fiat Punto, calling on the air to "less than unnecessary, more than essential." But use of the word is not necessary to mark the trend. Mode, the classics are their letters of nobility. The next autumn-winter collections to announce very influenced by the beautiful cuts, noble materials. On the carrying conductors of creators: pants suits, sets clear dark gown skirt, little black dress playing still on asymmetry or the angle of the neckline. London fashion shows promise for flannel, tweed and velvet back.
Apparel, clothing spirit brand provides to return to the Basic, such as the United teeshirts, that it had somewhat neglected in recent years ("Les Echos" from March 26). Same H & M, champion of the collections in perpetual renewal, finally opened in Paris his shop COS (for Collection of Style), in the much more timeless wardrobe.
The RADIUS for beauty, makeup questions saddle "nude" trend, the colours delicate, powdered and just noticeable. Or the art of playing the discretion. In this ode to the natural atmosphere, magazine "It" was also released in the spring a number in which the actresses posed fard without retouching.
Even the luxury took the theme. But by leveraging the blink of an eye. Like Longchamp, who created this season a bag in cotton and flax to the minimalist design. Rectangular, it seems the more traditional if it displayed penciling drawing of a sophisticated model surrounding the humorous mention: "this is an It Bag." For Chanel, claw pulled a bag shopping sobre black leather on the model of those paper given in its shops.
The high-tech is not nor insensitive to the movement. Orange was launched in April offer Hello, a simplified and user-friendly interface with a specific Internet subscription design computer, instead intended for novices. And seems to want to explore further the runway less complex supply. While he was already associated year last launch of the Bic Phone, the mobile to the basic functions sold ready for use in various circuits. For Microsoft, he has just announce the release, under the name of Security Essentials, its free antivirus software. A skinned interface, it was released first in version experimental and final in the fall.
In food, the development of products and flavour without conservatives participates of the same phenomenon. "The need for simplicity joined the health concern." "But it does not the genuineness in the same way from one country to another," notes Sophie Romet, who believes that the new deal also urges to return to the fundamentals of marketing. The time is the controlled sophistication. In the United States, Häagen Dazs launched a range of ice with only five ingredients and it was referred to as the "5".
Clean packaging
Kronenbourg is, for its part, to its brand promise. On a beer market difficult where she saw last year its large consumers slow down their frequency of purchases, the claw reaffirms its authenticity, around a drink proclaiming himself in his new ads as "freshly brewed", on background field of barley, to remind the ingredients the component. She abandons the crossing stylized lions of the previous campaign. "We had a problem of perceived quality." "The reminder of the roots allows to show to our faithful and to those who have been the know-how of the mark," judge Jean Hansmaennel, Director of communication and public affairs of the Brasseries Kronenbourg. The packaging, on the grey in its previous version, resumed its traditional red and white colours. And shows a photo of a brewer of the firm. "We've come to the elements that made the success of Kronenbourg," adds Yann Bastien, product manager.
Communication to the packaging, all the elements of the marketing chain are part. "There was a movement of transparency in the packagings, showing more products." There is also a willingness to clean up more. "But work on the essential, it is the most difficult, because he must find the right balance," said Laurence Bethines. Station to the return of stick when the set is pushed too far. After having intended to simplify the appearance of its brick of orange juice in the United States, Tropicana had to backpedal and return to the old formula. Consumers are in agreement for simplicity. Step for simplistic.
