Flair Collection

Flair France 2024: the year of temptations

In this edition, we will discover together the trends that will mark 2024. Between resolutions and revolutions, the year promises to be rich in emotions. How are the French experiencing this period? Is nostalgia a solution to cope with the current climate? From the Barbie pink wave to the growing success of second-hand purchases and luxury, let's dive into the year 2024 and its contradictions.

From committed to engaging brands

Brands are moving from performative activism to actively engaging with causes their customers care about. This shift ensures genuine impact, avoids "washing" accusations, and builds trust by aligning with consumer values and providing tangible results.

Tough times for food and beverage premium brands

National food brands are struggling due to inflation, losing market share to cheaper private labels. Consumers question their value proposition and transparency, while retailers have become more vocal. National brands need to justify their prices, rebuild trust, and communicate effectively to stay relevant. What lessons can be learned from winning brands?

The 2023 Rugby World Cup in France: empathetic sports sponsorships

Last year’s Rugby World Cup saw brands leveraging sponsorship opportunities, with most sticking to traditional themes. However, Volvic's campaign featuring Antoine Dupont in a nature setting, emphasizing personal connection and values, stood out, highlighting a potential shift towards more empathetic and meaningful sports advertising.

Esports boom

Esports has exploded in popularity, especially among young males, attracting major sponsors like Orange and Michelin. Teams, often backed by venture capital and led by influencers, rely heavily on sponsorships for revenue. Women's esports are also growing, with support from brands like Aldi. France, with its large fanbase and government support, is poised to become a major espo...

Fast fashion or second-hand luxury?

Second-hand luxury is booming in France, driven by affordability and sustainability. French consumers, particularly women, are embracing pre-owned luxury goods, making high-end items more accessible and appealing.