Nowadays brands are in within our grasp since the day we are born, they are in our everyday life and activities and most of the time we take them for granted, but many of us don’t realize that behind each one of them, there is a story of how all these brands came to be available to us. So, what is a brand?Simply put, a brand is a person’s gut feeling about a product service or organization. It’s a person’s gut feeling because individuals define brands, not companies, markets or publics, and it’s a gut feeling because people are emotional, intuitive beings. Thanks to Olivier Petragallo who came to IFA Paris to give our MBA/Masters students a lecture about his brand, project and experiences, I came to realize this. Olivier, who works for The Fashion Box Group, is developing the international brand Replay in China and he is working on expanding it as well. Most of Olivier’s work is focused on creating customer relationships with the brand and developing the brand inside the Chinese market. While Replay has managed to become a fairly know brand in Europe and other countries, Olivier has found many difficulties trying to reach the Chinese customers and has faced several challenges like maintaining faithful customers who love the brand, or for example Chinese women struggling with the fit and/or the model of the jeans. Replay has been a long-lasting brand, with elevated quality, detail and creative style, which has been producing global campaigns for their promotion and advertising with international figures or models. But when it comes to doing business in China one must have a Global vision and act as a Local, so, sometimes the customer doesn’t feel related to the brand or feels that the brand has nothing to do with them.Although Replay has found various obstacles on its path, they have remained true to its past and origins, they have been paying attention to it and learning from it. Olivier’s story it’s about believing in a brand and having faith in it, and in the end it’s all about loyalty. It is also about creating a bond between the customer and the brand and the love that he has for his brand. This shows us that brands are becoming more than differentiating marks and corporate missions. Some tell stories that are deeply connected to a person’s emotions and feelings. His insights and experiences were very valuable for our students and we will be looking forward to the future of this company. 

We employ web design best practices that convert casual surfers into online shoppers and anonymous prospects into qualified leads Graphic design is not just about style. We'll help you produce materials that speak to your audiences in strong and clear ways We employ web design best practices that convert casual surfers into online shoppers and anonymous prospects into qualified leads Graphic design is not just about style. We'll help you produce materials that speak to your audiences in strong and clear ways.