The Metropolitan Blog

Metrosexual has been ?

2009-03-30T04:17:00.002-07:00

Ken metrosexual and Barbie fashionista : already has been ?

Welcome to the world of the recessionista and the übersexual. The homo consumerus mutates, a neoconsumer emerges.

Last evolutions of a male and a female consumer which are being conditioned by a manipulating and conformist media society.

Layout :

--> Chapter 1: METROSEXUAL, ÜBERSEXUAL AND EVEN NOVOCASUAL or how media create a new masculine ideal to make the market of men's clothing and cosmetics market explode in a context of crisis

--> Chapter 2 (next article): FROM THE FASHIONISTA TO THE RECESSIONISTA or how fashionistas are able to remain addicted in an economic recession, defining a new way of consumption

Chapter 1 : METROSEXUAL, ÜBERSEXUAL AND EVEN NOVOCASUAL or how media create a new masculine ideal to make the market of men's clothing and cosmetics explode in a context of crisis

Part 1: FROM THE METROSEXUAL TO THE NOVOCASUAL.. THROUGH THE RETROSEXUAL AND THE ÜBERSEXUEL

A) THE METROSEXUAL....

A new kind of man emerged a few years ago. Both genders had to redefine manliness. Women emancipated themselves and nowadays men have to show that they are also discriminated. How? In a different way. They have to be "men", to conform to society's patterns.... While women set themselves free from their pattern of "desperate housewives", men are still condemned to be macho and prehistoric caricatures. Thanks to extreme feminism....

However, the "strong" sex is getting stronger. Men are able to show that taking care of themselves is not to be put in a contradiction with the assertion of their masculine identity. At the opposite, it redefines them and makes them more attractive. As for those who object that a man who takes care of himself is gay, they finally understand that this statement is as stupid as saying that a woman who does not like shopping is not a woman.

The Metrosexual uses a $40 face cream, wears fashion shoes and custom-tailored shirts. His hair looks perfect thanks to wonderful shampoos and hair grooming products. The metrosexual enjoys shopping and reading groomy magazines. He is not surprised when a woman tells him that she has more than fifty pair of shoes.

What has changed? Men with manners, men acting like women have always existed. To what extent is it new? Why was the new concept of metrosexuals necessary? ....because some of them are definitely straight. They love women. YES, heterosexuals can be interested in fashion, design and shopping.

The term "metrosexual" is a portmanteau of two words: metropolis and heterosexual. A metrosexual is a straight young urban man willing, even eager, to embrace its "feminine" sides. Marketers love them. They live in big cities. They have a high standard of living. They are style-obsessed shoppers and vain enough to spend a lot of money to look good and be well dressed up.

The Metrosexual is a pretty old term. It first appeared in a The Independent article by the British journalist Mark Simpson published in 1992.

If I caused you to get lost, I suggest you to read the guide in order to get a better understanding of this concept... I assure you there is a guide --> The Metrosexual Guide to Style: A Handbook for the Modern Man (by Michael Flocker). The essentials of "metrosexual" savoir faire: How can the average guy keep up with this new version of cool? Filled with entertaining anecdotes, famous quotes, dos and don'ts and recommendations, The Metrosexual Guide to Style covers everything from dining out to fashion and personal style and home décor.

In short, the METROSEXUAL is the ideal that Ken has to REACH. If he does not succeed, he will be thrown away because he is too old-fashioned. Indeed, the phenomenon of "metrosexualization" has become more and more important.... for the best and the worse. Straight guys can also be stylish and victims of our beloved society of hyperconsumption.

B) ..... RAPIDLY JOINED BY THE RETROSEXUAL AND THE ÜBERSEXUAL

A few years after the conceptual birth of the metrosexual, the "retrosexual" arrived, that is to say the male who refuses to be in, who is retro, who does not like shopping and who does not use perfume. Once the world divided, old-fashioned retrosexuals vs trendy metrosexuals, one realise that most of men don't fit to any of such patterns. They are too "evolved" to be striclty retrosexuels but too conservative to metrosexualize themselves and so feminize themselves! What is the new masculine ideal then? Maria Salzman, Ira Matathia and Ann O'Reilly give us a quite precise overview in their new book The Future of Men.

According to them, the new ideal is übersexuality. Who is the übersexual who replaces the metrosexual a little bit too fast? This term derives from the German word über (= above, superior). It refers to a man similar to a metrosexual but who displays the traditional manly qualities such as confidence, strength and class - leaving no doubt as to his sexual orientation. He has a great style and a brilliant career. He is passionate. He remains totally masculine but is still sensitive to others' feelings and respectful to women. It looks like the metrosexual is evolving...

THE FIVE MAIN DIFFERENCES BETWEEN THE METROSEXUAL AND THE ÜBERSEXUAL

1- The metrosexual dresses according to the latest fashion shows, while the übersexual dresses nicely based on his own reflections.  

2- The metrosexual spends his time grooming his hair, beautifying his look, while the übersexual rather thinks and "beautifies" his thoughts. Of course he might groom himself with expensive products but he would never highlight, wax or self-tan.

3- The metrosexual seems to be only excited when it comes to fashion and beauty, like an obsession, while the übersexual is "able" to talk on any topic.

4- The metrosexual has many girl friends (and sometimes bitches), while the übersexual has male buddies and also enjoys female friends.

 5- Both go to the gym but not for the same reasons. The metrosexual wants to expose himself during parties, while the übersexual just wants to be healthy and comfortable with his appearance.

What should we conclude then? Is the metrosexuel too "gay" and not "heterosexual" enough? Not proud of his masculinity? Why on earth wants Ken to be metrosexual before being übersexual? Because a retrosexual chronologically has to be a metrosexual before reaching a more subtle position: the one of the übersexual. This übersexual characterises the man from the 21st Century who has got rid of his inhibitions thanks to the metrosexualization of society but who wants to avoid looking like a fashion victim addicted to shopping and cosmetics.

There is a tendency to exaggerate and disparage the metrosexual in order to emphasize the übersexual. Metrosexuals are credited with all bad characteristics. The übersexual would have been freed from the most embarrassing: too feminized, too victim of consume society, too vain, too superficial,....

C- LINKED TO SEXUALITY?

Does the übersexual concept mean that gay people can't be virile, strong, sensitive and self-determined? No. Sexual orientation has nothing to do with the label. A lot of gay people are over stylish. A lot of straight people are retrosexuals but there is also a lot of straight übersexuals and gay old-fashioned retrosexuals. Of course this categorization is a new way of describing the personalities of millions of people who can't be the same but it has at least nothing to do with sexuality. Sexuality is not directly linked to a lifestyle and a look. At this point, we would prefer the division of the masculine world into peasant retrosexuals and metropolitan übersexuels than into straight and gay people even though both categorizations simplify and misinterpret reality.

Why being permanently and strictly categorized anyway, whatever regarding our sexuality or lifestyle?

D- PRACTICAL APPLICATION OF THIS SCHEMA: MARKETING EXAMPLE OF L'OREAL

L'Oréal Paris took an interest in current masculinity. The brand did some research and questioned diverse specialists (analysts, coaches, sociologists, journalists, fashion,...). The profile of the new man has been identified. L'Oréal has baptized... the NovoCasual. What's that? Another avatar derived from the metrosexual....?

The NovoCasual is reconciled with main components of his identity: virility, creativity, sensibility, seduction and charisma. In any situation, he shows his virility, his uniqueness and his creativity. With a casual attitude, he is able to adapt himself. Perfect father and husband. Best "buddy". Successful professional. His best ally remains his look. He has no inhibitions taking care of his body. The NovoCasual is the perfect consumer for L'Oréal Paris.. !

Once the profile determined, the brand needs a face to embody and promote this new ideal of masculinity. Patrick Dempsey has been chosen. He represents Men Expert: Patrick Dempsey the sexy Dr. of the show Grey's Anatomy would be like most men of the 21st Century, that is to say natural, nice and seductive in any circumstances. He is relaxed in VIP parties as well as in a supermarket. Groomed but casual. He is the "NovoCasual". Got it, guys?.... To succeed, one has to be like Patrick Dempsey.

Contrary to major brands of prêt-à-porter and haute couture, L'Oréal chose not to impose a western face in emerging markets like Asian ones. In Kuala Lumpur, one would be amazed how many adverts for L'Oréal MEN there is. Asia has its own Patrick Dempsey, a symbol Asian people can identify with. A symbol yet not too far from western beauties.

Stand for men in the L'Oréal shop of KLCC Suria (luxurious shopping center

in Kuala Lumpur, Malaysia), near the Petronas Towers

In the underpass from the subway station

to the shopping center, it clearly appears

how serious the mass-marketing strategy

in Asia is. Walls are not walls but adverts.

These adverts are in the English and Malay

languages. A sign of globalization but also

a proof that the brand L'Oréal adapts itself

to the Asian market which is very "fond" of

cosmetics.

The NovoCasual is a natural man. He takes care of himself and is proud to do so. However, he does not want to be a slave of his look, of others' look, of anabolic and slimming cares. In that sense, he is the heir of the ÜBERSEXUAL. That is why L'Oréal Paris has developed efficient and specific cares that can be used every day. Let's have a look at this market and understand how it emerges and can be subtly conditioned.

Part 2: THE MAN IS THE FUTURE OF FASHION AND COSMETICS.....

A) An emerging market...

The men market has been booming since a couple of years. In the next decade, we can expect a huge blossoming. We will use the French market as an example because it is quite representative of the European market and because a lot of cosmetics brands are French.

Men are the new targets. That's for sure. Brands try to adapt. They open specific shops or redesign them (butterfly design in the DIOR shop in Paris for the fall / winter collection). Metrosexuals belong to a high purchasing power category and are easy targets. However, the more traditional male clientele still needs to be confident while shopping. Men often long for a complete new look and lifestyle. However, they do not dare as they need to be guided. Since 2007, the Bon Marché proposes private stylists for custom-tailored advice.

Men's cosmetics market is nowadays dynamic and promising. Major brands in
the women's cosmetics market like Clarins and L'Oréal launched specific ranges: Clarins For Men (2002) and L'Oréal Men Expert (2004). Both were successful. Since a couple of years, marketing strategists have made men aware that taking care of themselves doesn't call into question their virility, associating them to an effiminate or homosexual universe.

What is there in the middle of a Lancôme stand in the luxurious shopping center of Buenos Aires (Galerias Pacifico)?

.... An advert for Lancôme MEN of course!

B).... BOOSTED THESE PAST FEW YEARS BY A WELL-PREPARED EDUCATION OF MALE CONSUMERS

« Nous devons prouver aux hommes qu'il existe des soins qui leur sont spécifiquement destinés »

« We have to prove to men that some care products are specifically done for them.»

Christophe Novelli, French manager of Nivea For Men

The key for expansion is the education of consumers. Men have to get used to cosmectics and be convinced that they remain masculine in spite of care products.

First strategy : create cares men can identify with. Packaging, klick, smell, texture, etc... make the care more masculine.

Second strategy : segmentation of ranges according to each clientele. 15-25 years old customers take care of their look. 20-30 years old usually want to hydrate their skin. After-shave Creams remain the most important care. They must have light textures with fast penetration.

C) MAN : SEXUAL OBJECT BECAUSE HE (It?) IS WORTH IT

Did feminists win their fight? Maybe they did, but we still wait for "masculinists" to assert themselves. Men are used as objects just like women. Men are reified through advertising. Therefore, metrosexualization of society has darker aspects. Not that delightful...

A metrosexualization is firstly a SEXUALIZATION..... Men become sexual. They get naked, used, merchandised. Men match up to women in the field of consumption while being reified, whereas women profesionally and socially matched up to men while taking power. Feminists might be proud:we have a balance for the best... and above all for the worst. Adverts show retouched, perfect, dreamlike and western bodies. They erase differences; make "real" people feel guilty, benefit from our frustrations. This danger increases because such adverts can be seen everywhere.

Showing a naked man in an advert is pretty new. It started a few years ago with adverts such as this one.

In the early 2000s, famous brands were presenting "porno chic". A few years later, phallic symbols are omnipresent and recurrent. Penis, buttocks, low waist. Every single part with erotic potential is used. Is there no complex anymore? A recent advert (2009) in Argentina (usually well-known as a male chauvinist country) for a beer (a typical masculine product) may surprise. Have men got rid of their complexes?

It has become so normal for naked women to denounce it and fight. However, who reacts for men? For instance, each of you has probably already seen Dolce Gabbana's ad campaigns in fashion magazines. The following ad was forbidden and provoked a scandal. The woman would be seen as dominated. The scene would stand for a collective rape.

Then why does nobody protest against naked men next to styled women.... ? THE consumer notices how classy women are and how... naked men are... with everything it implies. Let's have a look...

Dolce Gabanna went too far for a prêt-à-porter brand. Here are some pictures of the calendar they sold in 2007:

Why going so far? The market has a huge potential. Traditional men are not targeted but gay people (who love such ad) and women. Men products are still bought at 80% by their wives / girlfriends. As a consequence, ad should make women fantasize. Men unconsciously hope to look like models thanks to this kind of products. What a dangerous illusion! Even Models don't look like themselves. They have been retouched and made up to look perfect.

D) Blogosphere : creme de la creme

Fashion men's magazines such as Vogue or L'officiel may be outstripped by a huge amount of blogs or websites. Internet is the driving force behind the development of men's market. If Ken could only mention two addresses, he would mention Mensrag and the incontrovertible The Fashionisto.

Mensrag

www.mensrag.com

A blog on the prowl for the latest trends in the men's world. Fashion. Art. Music....

Reports on fashion shows are particularly well done.

The Fashionisto : THE blog to know for men's fashion

thefashionisto.com

old design (above) .... new design (below)

Thanks to daily updates, this blog is a bible. It became so successful that it gave birth to "babies". FASHION GONE ROGUE, concerning women, is also marvellous (www.fashiongonerogue.com). Today, on March 30th, a very rising "baby", THE FASHIONISTO DIARIES starts (http://thediaries.thefashionisto.com). Be sure that we will report on it again.

To Conclude the 1st Chapter:

The excessive metrosexualization and men's sexual reification arise from advertisement and marketization of all layers of society. The expanding market has a promising future, especially in Europe where the women's market can't be expanded anymore. The recession forces western brands to look for new and emerging markets such as men's market and Asian market.

Maria Salzman who invented the übersexual is.... in advertising. People who are in advertising invent concepts. These concepts don't necessarily correspond to reality. They have to create a reality (like the metrosexual) more than reflecting one.

What Ken Metrosexual reports about is yet rather serious. This blog concerns the heart itself of our hypermodern society. For instance, Obama remains a relevant example of the ÜBERSEXUAL man (George Clooney, Bill Clinton and Barack Obama are in the TOP 5). Since a couple of years, everything is related to image, beauty, desire, seduction and consequently... sex! This phenomenon is not recent but the hold of advertisement and marketing on our society increased it. It seems harmless (ad for perfume, promotional campaigns for ready-to-wear, etc...) but that threatens the most the integrity and the dignity of our metropolitans. A surface not so superficial.

Zara / Mango

2009-03-16T17:33:00.000-07:00

Zara / Mango : FASHION CONQUISTADOR

The secrets of a miracle

The precise analyse of a marketing strategy

Did you think that ZARA's and MANGO's fairy tale was the result of luck? Did you wonder why Europeans can't shop without buying a lot of clothes in ZARA or MANGO and getting into debt? The answer is easy. Both brands have an intelligent strategy, an effective production and an unstoppable marketing. It has nothing to do with luck ! Let's analyse together and dissect, after a short history, what makes the spanish prêt-à-porter so successful.....

ZARA

The company's track record is pretty impressive. Since 2000, Inditex (Zara, Massimo Dutti, Pull and Bear, Stradivarius, Bershka, Oysho) tripled its sales and profits as it has doubled the number of stores. In 2001, Ortega became the world's 23rd richest person, with a personal fortune that Forbes estimated at $12.6 billion.

Inditex has managed to get so far, so fast largely through the use of innovative management and logistics techniques, which have now become the subject of studies in business schools around the world.(1)

(1) For instance, a Zara Fast Fashion Workshop was held on October 21st, 2005, at the Fashion Institute of Technology in New York City

--> History

Spanish entrepreneur Amancio Ortega Gaona started a firm manufacturing lingerie and nightwear in 1963 in La Coruña (Galicia). He opened the first Zara store in 1975, to sell stock after a customer cancelled a large order. Since then Zara has made high fashion universally, generating sales of 3.8 billion euros. The 1980s saw rapid expansion across Spain, followed by the opening in 1988 of the first Zara store outside Spain, in Porto, Portugal. Other shops followed swiftly in New York in 1989, Paris in 1990.

Now the group has nearly 3,900 stores in 70 countries around the world. It has expanded so rapidly in recent months that it has even overtaken its main US rival Gap to become the world's largest clothing retailer. The difference may be tiny, but for the first time the Spanish group has inched past its American rival. It is three years since Inditex overtook H&M, to become the biggest clothing retailer in Europe.

Regarding the present context in the textile wear production (= a bitter competition), Zara's success seems to be a fairy tale… a fairy tale that has been very precisely organised since years thanks to an innovative and audacious commercial strategy.

--> The concept

"Zara was a fashion imitator. It focused its attention on understanding the fashion items that its customers wanted and then delivering them, rather than on promoting predicted season's trends via fashion shows and similar channels of influence, which the fashion industry traditionally used." (2)

(2) according to Businessworld magazine

The 3 golden rules :

1- Follow the trends of fashion shows... Zara's talent consists in observing in a discerning way the trends to follow. As a consequence, what is proposed is perfectly adequate to the client's desires.

2- Tease the desires of customers... Zara turns the last musts of high fashion houses into affordable clothes.

3- Be in tune with the desires of customers. 200 designers receive informations from all shops in order to know what is being sold and what is not. So they simutaneously adapt the products to consumers' behaviours. They are also informed about sails of creators and houses they inspire themselves of. Therefore, they can determine more precisely the potential of each item.

--> Strategy "Design on demand"

The success of items lies in the fact that Zara is able to adapt the offer in the shortest time possible to what customers want. For Inditex, time is the main factor to take into account. ,It is even more important than the costs of production.

When Zara opened in England, it was the first fashion chain to constantly restock. That has become commonplace but then it was a brilliant strategy at the beginning.... luring customers back weekly by offering something different on every visit. Nowadays, deliveries arrive at stores twice per week from Zara headquarters. At all stores. Ken even checked in Kuala Lumpur, in Malaysia. Failure rates of Zara's new products were reported to be just 1 per cent, considerably lower than the industry average of 10 per cent.

The company can design a new product and have finished goods in its stores in four to five weeks; it can modify existing items in two weeks (compared with a six-month industry average). It produces about 11,000 distinct items annually compared with 2,000 to 4,000 items for its main competitors.

If a design doesn't sell well within a week, it is withdrawn from shops and further orders are cancelled. A new design is pursued. No design stays on the shop floor for more than four weeks. An average high-street store in Spain expects customers to visit three times a year. That goes up to 17 times for Zara.

The capacity of reaction has to be short : a climate change, a surpise, a new trendy product that all stars wear. According to Zara, the climate is the first factor to be taken into account. A rainy summer or a warmy winter can ruin a whokey words of Zara.

Zara became adept at picking up up-to-the-minute trends and churning them out to stores in a matter of weeks. For example, after Madonna's first concert date in Spain during a recent tour, her outfit was copied by Zara. By the time she performed her last concert in Spain, some members of the audience were wearing the same outfit. Thanks to whom?

By constantly refreshing the collection, Zara was able to prevent the accumulation of non-saleable inventories and customers constantly returned to stores to browse new items.

--> an intimate communication / a marketing of scarcity

Zara chose an interactive relation with its clients.

- No noisy advert : In comparison with other clothing retailers, who spent 3-4 per cent of sales on advertising, Zara spent just 0.3 per cent. The little it did spend went to reinforce its identity as a clothing retailer that was low-cost but high fashion.

- No glamourous partenrship or media-related events : Zara most importantly wants to create desires among customers and make them come back.

- Communication Strategy : its weekly shop windows

Zara relied on its shop windows to communicate its brand image. They are elaborated in Spain every week and have to be the same in all shops.

This choice of an almost non-existant communication makes them save a huge budget in order to invest in real estate. The stores have the best location possible which is crucial : they must be seen, accessible and in places known for shopping to keep a direct relation with consumers.

Customers entering a Zara store on Regent Street in London, Rue Rivoli in Paris, Fifth Avenue in New York or Avenidas das Americas in Rio de Janeiro generally discovers the same environment: a predominantly white, modern and spacious store, well-lit and walled with mirror.

- Marketing of scarcity : Each item is only producted 10 or 15 000 times, which has two advantages : exclusivity for customers and need for Zara to create new items.

--> Outsourcing ? Zara - a vertically integrated retailer

The key to Inditex's brand diversification lies in the group's vertical integration. Almost all the phases of developing and selling are carried out in house — from design and production to logistics and sales. It designs, produces, and distributes itself. Unlike similar apparel retailers in the same market, Zara controls most of the steps on the supply-chain.

50% of the products Zara sells are manufactured in Spain, 26% in the rest of Europe, and 24% in Asian and African countries and the rest of the world. So while competitors outsource production to Asia, Zara makes its most fashionable items - half of all its items - at a dozen company-owned factories in Spain and Portugal, particularly in Galician and northern Portugal. Clothes with a longer shelf life, such as basic T-shirts, are outsourced to low-cost suppliers, mainly in Asia and Turkey.

At the Zara distribution centre, optical reading devices were used to sort and distribute over 60,000 items per hour. The garments were then picked up and collected by trucks, which transported them to different destinations all over Europe (about 75 per cent of deliveries). Products for more distant destinations were transported by air (about 25 per cent)

Of course outsourcings would make the costs of production go down but it will extend the deadline to 2 or 3 months as well.

Store in Casablanca (at the top) and in the 5th Avenue in NY (at the bottom)

--> Limits

The Zara model seems to work better in markets where customers have an appetite for fashion (such as France, Italy, Japan and the UK). In other markets, where consumers are less fashion-focused (such as Germany and the US), Zara is less successful.

Zara only has one manufacturing and distribution center in the world. It is both a gift (all steps of development can be controled) and a curse. The risk is huge. If there is a power shortage, strike or even a natural disaster in the area, it will be sure to affect Zara dramatically.

Another weakness of Zara is its euro-centric model :

- First of all, there is an expected over saturation of Zara stores in Europe by 2013, which would mean that running the stores would actually cost more money than their revenue.

- Second of all, the european strong currency makes prices climbing in places such as the United States where the same piece of clothing can be up to 50% more than in Spain. Therefore, Zara products are low-cost in Europe, while they are priced as luxury fashion items in the rest of the world. Europeans would be stunned by the prices of items in Buenos Aires (clearly unaffordable for the argentinean standart of living and even more expensive than in Europe). In Singapore, one of the best places to shop in the world, Zara is also very expensive in comparison with other similar non european shops.

--> Future Opportunities

The Zara lifestyle : Zara tends to diverse its offer. Nowadays, the concept that made the brand famous, based on the democratization of luxurious inspired by high fashion is being a little bit forgotten. The brand has to evolve. The offer is more and more diverse. From make-up to furnitures by Zara Home, Zara has the ability to develop a real brand image.

China and India :

Zara's next step is certainly in China, where 9 shops were openend since 2004. Amancio Ortega clearly wants to profit from the emerging chinese middle class and extend rapidly his reign in the market.

The greatest source of growth in the near future will probably come from India. India has been one of the top retail investment markets for the last three years. The opening of stores in India has been planed for 2010.

MANGO

Aimed at urban women aged between 18 and 40, Mango has turned into one of the two leading Spanish clothing exporters, with 1,200 stores worldwide in 89 countries. Indeed, the brand that was created in 1984 has become successfull although the market of women's clothing remains extremely competitive. In 2008, the turnover reached 1,3 billion euros. As a consequence, the main shareholders, the brothers Andic, figure among the 350 world's biggest fortunes, according to the US business magazine Forbes.

--> History

Mango is an exception. Isak et Nahman Andic, two 14 years old turkish brothers emigrated to Spain. When he was 17, Isak traveled in Asia and came back home with tee-shirts he wanted to sail twice more. He started sailing the items on the flea market with his brother. In 1984, they opened their first shop in one of the greatest boulevards of Barcelona : Passeig de Gràcia. It was called Mango, a reference to the tropic fruit Isak tasted when he went to the Philippines and liked because it tasted very different from what he used to taste…

Mango's rapid international expansion has enabled the brothers to meet their goal of having a retail outlet in every large city in the world. The brand embarked upon international expansion in 1992 with the opening of two franchise stores in Portugal. The first Mango shop in America was inaugurated in Mexico in 1994. With its entry into Taiwan in 1995, MANGO/MNG established itself in the Asian market. Mango is also the first Spanish brand to have successfully broken into the complicated Italian market.

The store boulevard Haussman in Paris remains the best example to assess Mango's success. Every day, 8, 000 consumers enter this new store of 1 400 m2, located in the quarter with the highest shopping debit in Europe, next to the Grands Magasins (Galeries Lafayettes and Printemps). Bought two years ago, it was highly expensive (approximatively 20 Million Euros). In a few moths, this shop has become the number one for the brand : best turnover.

On November 20th, a new shop MANGO opened in New York in spite of the crisis or rather thanks to the crisis because a lot of brands had to close their shops which brought new opportunies and markets. Mango even has an eye on the 5th Avenue and the Champs Elysées.

--> New Developments

ONLINE STORE : An increasing number of people visit the online store to do their shopping. Thanks to the website, the 713,000 users registered so far, 26% more than last year, have found a convenient and practical way to purchase items from the MANGO collection. 11,000 orders are now placed every month.

FOR MEN : The HE Homini Emerito collection has also recorded an increase in online sales since it was lauched in March 2008. The section of this collection has been enlarged afterwards, in order to be adapted to the men's market.

ASIA : The last major new development is undoubtedly the project to bring Mangoshop.com to China. After Beijing, Mango is continuing its expansion in the Asian giant with the opening of two new stores in Shanghai. Both are large stores and are located in two of the city’s most prestigious shopping centres: Superbrand Mall and Plaza 353 Mall.

--> Marketing in a very competitive market

How to avoid a direct competition ? Simply by creating products that cannot be compared to the ones that the competitors create, mainly ZARA and H&M. That way, Mango brings someting else and aims at a slightly different market.

To face Zara, which does not advertise and creates impeccable basic items, Mango tries to be highly fashion and glamour :

1) by manifolding shows with designers

2) by collaborating with muses such as Pénélope Cruz

To face H&M which is imbattable when it comes to the quality/ price ratio, Mango :

1) proposes more expensive items but more sophisticated

2) renews more often

Mango is consequently an exception within the market. It avoids a direct competition : less trendy than H&M, more intimist than Zara, the brand succeeded to attract urban clients who want to be in without being "fashion victim".

Mango's PLUS ?

1) Mango proposes clothes that are at the same time trendy and practical. Of course the stylists are inspired by fashion shows but they have to design more than 70 % of basic clothes and around 30% of "fashion" products. Prices remain affordable even though they are higher than the ones in Zara. Mango's goal consists in proposing clothes for everything. That is the reason why the brand opened different lines. Indeed, after a few years, it extended its target. As a consequence, one can find pupils, sophisticated thirty years old women as well as older women with a basic style.

2) All shop assistants are personal shoppers. They have been trained to advice customers. MANGO wants to offer an environnement conducive to consumption even though prices will be consequently higher.

--> Marketing Strategy

MANGO's budget for communication is very important. Milla Jovovich created a mini collection a few years ago. Most recently, the famous Penelope and Monica Cruz designed for the brand too. Mango is not only looking for spangles. The headquarter wants the chosen stars to feel free and bring their own vision of fashion through these mini-collections (25 different items). The sisters Cruz decided to create clothes their would like to wear but they were also inspired by the lothes they already wear. Mango uses the image of these beautiful spanish women who are elegant but also modern.

--> Mango and France

Let's not forget that the new strategic market is not only the Asian one but the French one. France is traditionnally a country of shopping. French women spend much more money for clothes than spanish women. The 89 shops in France represent 10 % of Mango's turnover and it is only the beginning. 25 openings have been planned in 2008. What's next? The market of men's clothing is the most challenging. The competition remains less important than for the market of women's clothing. However, the only competitor is a huge one : ZARA MEN.

.... It's fast, it's outrageously fashionable. How could our addicted fashion victims resist ?

Bus

2009-03-12T04:55:00.000-07:00

Bus-psychology : where do I sit ?

Does your sit on a bus define your personality ? Yes, according to a psychologist (Dr Tom Fawcett of Salford University). Research suggests your seat preference on a Londoner bus could indicate what sort of character you have...

Dr Fawcett, a lecturer on mental toughness who has helped train Olympic athletes, said there were definite patterns in people's behaviour depending on where they sat. He came to his conclusions after watching people on hour-long bus trips between Bolton and Manchester.

"With something as habitual as getting on a bus people may find it surprising that their choice of seat can actually reveal aspects of their personality."

According to him, bus passengers fell into seven distinct groups.

--> Those at the front on the top deck are generally forward thinkers.

--> Those at the back are rebellious types who do not like their personal space being invaded (that's not big news, our past of pupils reminds us of the fact that brainy people sit in front whereas rebels and leaders sit on the large seat at the back - for five people.)

--> Sitting in the middle are independent thinkers - usually younger to middle-aged passengers more likely to read a newspaper or listen to a personal music player.

--> On the bottom deck at the front tend to be gregarious meeters-and-greeters while those in the middle are "strong communicators". Travellers who automatically head for the rear downstairs are said to be risk-takers who like to sit on elevated seats because it makes them feel important.

--> The final group is defined as chameleons - travellers who do not care where they sit because they feel they can fit in anywhere.

One problem : he does not say what happens to forward thinkers on a single-decker bus. Do they wait for a double-decker ?

..... I am sure that you will listen to people's body language in the future. Don't underestimate it.

Barbie 50 years old

2009-03-09T08:01:00.001-07:00

Happy 50th Anniversary, Barbie !

Style icon, fashion idol, cultural trendsetter… Barbie’s appeal knows no bounds and it’s as strong today as it ever was.

If you thought that Barbie was just plastic and idolized without reason... if the concept-author of the Metropolitan Blog (Ken Metrosexual) remains a mistery for you, this article has been written for you!

Every second, two Barbies are sold in the world. For a woman turning 50, Barbie sure does look good and has never looked so good. She is making appearances at Fashion Week, has her own blog (way cool by the way), has a Twitter account and a Facebook account and you can even see how she’s made in a cool YouTube video.

Barbie's legendary 50th year will be the most epic, global celebration in the brand's history. There are very few brands in the world that serve as a reflection of fashion, culture and aspiration like the Barbie brand. ... This is a celebration of 50 fabulous years but also.... Barbie's 50th anniversary is also very much about unveiling the next chapter for the Barbie brand and celebrating their future. From new initiatives at retail to exciting collection of celebratory and must-have products, 2009 is definitely more than just an anniversary.The brand is being approached as a fashion brand. Barbie is among, and has always been among, the most popular dolls in the world. Through fashion and fabulous accessories, Barbie has represented what all American women want to be – independent, successful and fabulous at any age – and all the things they should be.

BARBIE'S HISTORY

Created after a german doll called Lili, Barbie debuted at the New York Toy Fair on March 9, 1959. Cost: $3. Since then, she’s amassed a wardrobe cut from more than 105 million yards of fabric, and worn more than a billion pairs of teeny plastic shoes. Her resume includes stints as a model, flight attendant, astronaut, surgeon, aerobics instructor, soccer star, Air Force pilot, rapper and Olympian. She was dreamed up by Ruth Handler, the wife of a Mattel co-founder and mom to Barbara and ... can you guess? ... Ken.

Barbie is redesigned every seventh year. For instance, her face has become smiling and her body tanned in the sixties.

BY THE NUMBERS

• 1 billion – fashions have been produced since 1959 for Barbie and friends

• 74.5 million – results received from googling Barbie

• 300,000 – Barbie dolls sold in 1959

• 300 – Facebook pages in her likeness

• 1,000 – YouTube Channels dedicated to Barbie

• 100 – people, designers, seamstresses, pattern makers and stylists needed to create a single Barbie outfit and look

• 90 – percent of girls ages 3-10 who own at least one Barbie doll

• 70 – famous designers who have outfitted Barbie

• 50 – different nationalities Barbie has represented

• 43 – years Barbie and Ken were together

• 12 – average number of Barbie dolls girls ages 3-6 own

• 1–Barbie is the No. 1 doll property in the US and the No. 1 worldwide property in the traditional toy industry

MORE THAN JUST A DOLL

Barometer for fashions

Barbie is so much more than the most popular doll in the world. For five decades, she has inspired girls of all ages to dream, discover and celebrate their girlhood in a world without limits. It is a little girl’s introduction into fashion and style.

Baromet for social issues of western countries

Barbie is more than a person and a fashion victim. She is a myth and exerts a palpable pull on American culture although she is very small. For example, the music I'm a Barbie Girl by AQUA shows how deeply the "barbie culture" is influent in western societies.

An intergenerational pattern

Following the american political correctness, ethnic Barbies have been created : for instance, a black one in the sixties. In 1986, the disabled one was on sale.

Barbie has become independant, emancipated (divorce with Ken in 2004) and very modern. Indeed, she has represented all ethnies and 118 jobs). She's the World's only brand that allows girls to imagine themselves as a mermaid to a movie star, a fairy to a fashionista, and a princess to a president.

CRITICS

Despite years of scorn by feminists, Islamic idealists and parents who criticized the doll's physical appearance, Barbie's popularity hasn't suffered a decline.

We shouldn't have our children look up to Barbie. She is unrealistic, and too many girls end up with eating disorders for trying to look like her. Indeed, in the early Sixties, Barbie coud be bought with a kit pyjama party including a pyjama, a comb, slippers and....scales (stopped around 40 kilos) with the book « How to loose weight » in which one can read : « Don't eat! ». Moreover,in the nineties, a young french woman did surgery ten times in for years to look exacly like her favorite doll.

Barbie is not human. Why ? She has implausible anatomical proportions : 39-21-33. If Barbie was a human being, she would not be able to move without falling regarding her proportions: a simple matter of balance. Anthropomorphic studies conclude that less than 1 woman out of 100 000 has Barbie's mensurations.

CELEBRATIONS

Main events which celebrate the anniversary

Mattel celebrates Barbie's 5Oth anniversary with :

* a version modelled on German chancellor

Angela Merkel the barbie doll is tall, blond with blue eyes. Its tiny waistine looks suspicious. Who knew Angela Merkel was so hot and smiling in spite of the economic crisis that has to face the Europe's largest economy ?

* the 2009 Barbie Runway Show, on Febr. 14th (Valentine's day) during Mercedes benz Fashion Week New York for the Fall 2009 collections

The Herald Tribune and The Associated Press both announced that Mattel – the doll's manufacturer – and the Council of Fashion Designers of America celebrated the iconic doll's half-century birthday with this fashion show that brought 50 designer fantasy outfits to the runway. The event was an entertaining and vibrant look at the history of Barbie. The show was fun to watch and it was interesting to see how the look and essence of such an iconic character has transcended time to both follow and influence not only the trends of fashion but the style and individuality of women. The runway was taken over by models in dresses designed by top names in the fashion world such as Vera Wang, Badgley Mischka, Tommy Hilfilger and Calvin Klein.

* Events in Paris :

- a BARBIE FASHION SHOW at the Galeries Lafayettes ( 6- 25 April)

at the first level, 50 outfits designed by fashion leaders : Sonia Rykiel, Christian Lacroix, Chantal Thomass, Jean-Charles de Castelbajac, Karl Lagerfeld...

- in the french concept store Colette...

The doll world will be presented : bag, cellphone, MP3, makeup, cosmetics, candies,... all accessories necessary to be a real Barbie! There will also be clothing collection, in limited edition, designed by the american Jeremy Scott (from March 12th).Most importantly, Karl Lagerfeld will exhibe a serie of pictures in which Barbie in human proportions poses with a young man : mi-Ken, mi-Karl.

- exhibition of the first Barbie dolls in the Musée de la poupée

* Other events in the world in 2009 :

- Opening of the brand's first flagship store in Shanghai in March

- Run a four-day National Barbie Doll Collector's Convention in Washington, D.C., in July....

Join the celebration all year round. Browse upcoming A-list events, check out the chicest product launches and see how an icon throws a party --> http://barbiestyle.barbie.com/events.html

BARBIES-INSPIRED MERHANDISE (being released this year)

- Stylist Orlando Pita used a prototype of the Barbie Loves T3 Featherweight dryer to create hairstyles for the Barbie runway show. Look for the dryer, $200, in stores this September.

- Barbie’s sweet on accessories, including a shoebox of “The Perfect Pair of Chocolate Heels.” Her new candy line, $8 to $28, hits stores in April. At Dylan’s Candy Bars in New York; or dylanscandybar.com.

- Limited-edition Barbie Loves Stila Beauty Cans, $40, including the original ponytail doll (1959), Malibu Doll (1971) and Foxy Doll (1980)

+ the Barbie Loves Stila Talking Palette, ($40) on sephora.com.

- A book published by les éditions Assouline retraçant l’univers de la muse de notre enfance. In a bubblegum pink box, this collector book pays tribute to Barbie. It reminds us of its beginnings and diverse evolutions throughout history. A luxuous book that will fulfill the little girl in you !

In New York, Bloomingdale’s or on assouline.com ($500).

In Paris, in the Assouline shop (340 €)

4, square alboni

75016 PARIS

- Hotel Chocolat (british chocolatier)

Contents: 8 chocolate Barbie microslabs

hotelchocolat.co.uk

- Barbie make-up for women will also go on sale in 2009, featuring aptly titled make-up colours, such as 'All Dolled Up' and beauty creams named, 'Plastic Smooth'.

--> THE BLOG : Ready to indulge in everything Barbie? This is the place to celebrate fifty years of fun, fashion and friends. Read about everything from the most talked about runway moments, hottest parties, chicest trends and more. Check out exclusive video content, photo galleries and all the latest must-have goodies!

Teaming up with fashion designers Jeremy Scott and Vera Wang, as well as The Council of Fashion Designers of America, Barbie is to be transformed into a bona fide fashion brand complete. Who said that the best part of life was after 50 ?

galant Paris vs naughty Paris

2009-03-09T04:52:00.000-07:00

Are you galant or rather naughty ?

Paris galant

A romantic Weekend in Paris... too cliché ? I have what you need to make it overwhelming: the best adresses that make Paris a romantic capital. Fits to all budgets and wishes and is perfect for people, who love Paris and want to discover or rediscover the city.

Ah, Paris.... a sleeping beauty ? Crap ! Paris is desobedient, capricious and still able to surprise us... Of course, you may say that this city refuses face-lifts, but it still follows trends .

No matter that if you just spend one night in the capital city

or if you plan to stay there for longer, Parisians as well as foreigners will find in Paris Galant what they look for. This can add spice to a love escapade. A luxurious hotel for a wonderful night, an old house lost in a garden for an intimate evening, secret boutiques offering naughty underwear, melted chocolate or even exquisite butcher shops, why not ? All extravagance is welcome.

You can trust the author, who is a real specialist when it comes to

unusual, authentic and romantic places all around the world. Thanks to a lot of illustrations, this little book describes skillfully every destination and gives all the information you might need: addresses, phone numbers, websites and prices. Who could not say that this book is simply perfect for lovers of Paris and those, who would like to enjoy Paris in a different way?

The TOP 5 of addresses of this "romantic bible" :

1) Relais Christine. A charming hotel situated in an old house from the 14th Century.

2) Le Chacha Club. Located in the quarter of Les Halles, the Chacha Club, a restaurant but also smoking room, bar and dancing hall, proposes all kind of atmospheres. This last born of the Parisian nicghtlife, captivates with its tasty food, the dimned light and the neo-baroque decoration.

3) Bar à chocolat Mauboussin. In this boutique at the Champs-Elysées, chocolate is definitely an aphrodisiac. Drink it or crunch it !....

4) Flûte l'Etoile. Located not too far from the Arc de Triomphe, this extraordinary place dedicated to the tasting of champagne offers you the ultimate experience! A New Yorker Concept that has been brought to Paris for lovers of bubbles.

5) Parfumerie Shiseido. A gorgeous parfumery in the middle of the very important gardens of the Palais Royal. This place, not usual and surprising, yet very creative, offers you an absolute heartbreaking olfactory visit.

Paris galant, 192 pages, Editions Fizzi, 20 €

Paris coquin

... Paris, symbol of love and romanticism à la française, finally got its naughty travel book. A small one, but for enticing discoveries, for sexy, erotic and even taboo addresses... I can't wait to hear of such places from you!!!

The Parisian journalists Diana Béraud and Aurélia Hermange make us visit the most exciting places of the capital city. The variety of addresses in this book reaches from spas, offering special massages for the two of two, to partner-swapping clubs, erotic and sex shops as well as transformism.

Each address is rated with a system of pictograms indicating the degree of libertinism... Watch out, these small drawings are important:

1 pepper = for all

2 peppers = watch out, hot hot !

3 piments = specific addresses for informed and experienced people

For instance, a boutique or a bookstore X would have one pepper. A gay nightclub would have two peppers and a partner-swapping place three.

Le petit livre de Paris coquin, 160 pages, Editions First, 2,90 €

Crispy Addresses Paris (1)

2009-03-09T04:51:00.000-07:00

Some crispy addresses in.... PARIS (1)

1 restaurant : Sur un arbre perché

Comfortably installed in a cabin or balancing in a seesaw, let's taste this delicately flavoured cooking. Yes, eating with your friends in a cabin is possible in Paris! It is an expensive restaurant, yet not too expensive considering the quality of the food and the fact that it is a concept restaurant.

Here are some examples of what you can drink (drinks from fair trade) :

fruit juices from Brasil, cafés noisette from Mexico, or traditionnal banana-beers from Ghana,...

.... and eat (in french) :

- Panier de légumes bio parfumés à l'essence d'amandes et mêlée d'alpha salades (22 euros)

- Millefeuille de chèvre frais et son croquant à la quinoa, chutney de figue et abricot à la vanille, poivrons grillés et coulés de tomate

- Dos de filet de dorade royale pêché à l'huile d'olive, risetto de vert à la crème de soja et jeunes pousses de roquette au parmesan (21 euros)

It is creative, fraught with intimacy. Experience the atmosphere and cooking as soon as possible.

A detail that is often relevant for a restaurant : the toilets ! In Sur un arbre perché, you can also enjoy the cabin atmosphere in the toilets. I don't say more....

THE PLUS : The cocooning parenthesis with the massage and relaxation espace... ! Before lunch or dinner or independently from a meal.

Sur un arbre Perché

1 rue du 4 Septembre

Underground : Bourse

Reservation for the Restaurant +33 (0)1 42 96 97 01 (it is better to book for the cabins)

Reservation for the traditionnal Shiatsu +33 (0)6 03 32 90 12

1 club : Le divan du monde

Let me introduce you to a highly famous parisian club from the 19th Century. Incontrovertible for musical events and for international videos. It's a place for diffusion, events and creations dedicated to music, dance, theater and cinema. An auditorium at the ground floor and a "divan japonais" (= japanese couch) upstairs.

Le divan du monde invites artists who want a long-term programmation, who want to encourage proximity with the audience, the development of a career and a total imersion into a world which is, each time, peculiar to the artist. Eclectic, choc and trendy atmosphere. For those who love shows.

Auditorium : from 7 pm to 11 pm

Divan japonais : from 11 pm to 3 am

75 rue des Martyrs

Underground : Pigalle

1 bar : Zéro de conduite

"THe" must for "adulescents" (french neologism which means : adults who want to stay teenagers). Cocktails - with childish names like Popeye or Bambi - are to be drunk in baby bottles. One can eat candies, watch cartoons on abig screen or play board games. Lollipops or small drinks can be won during the "minute du Trivial poursuit"... for the ones who answer fast. This small bar (not more than 40 people) is the best place to go back to your childhood. One question remains : should we ask our parents for a permission ?

New : baby's bottles are now to take away. You have the right to keep it. If you come back with it, you will only have to pay for the recharges !

During holidays : party "youpi l'école est finie" (= great, school is over)

Fridays and Saturdays evenings : zapping, Les nuls (french group of comic actors who were very famous in the ninties), etc

Tuesdays, Wednesdays and Thursdays: from 8.30 pm to 1.30 am

Fridays, Saturdays : from 6 pm to 2 am

Sudays : from 9 pm to 1 am

14 rue Jacob

Underground : Saint-Germain des Prés

1 cinema : le Latina

The Latina, a cinema specialized in movies from Latin America, has just been reopened : two rooms completely renewed, gallery, small library,...

Once a month : classic movies

Sundays around 6 pm : "catching up" with recent movies which were not shown long enough in Parisian cinemas

Late Saturdays : cult movies

Once a month : night with a theme, breakfast included ;-)

20 rue du Temple

Underground : Saint-Germain des Prés

http://www.lenouveaulatina.com

1 bookstore : Shakespeare and Co

At the heart of Paris, rive gauche, the bookstore Shakespeare and Company is a must for english literature. All literature enthusiasts will enjoy the place : classic books, sometimes very old ones (which remind us of the library in Hogwards) but also the most recent publications. To be short : a nice combination between nostalgia and trend... In the middle of the Quartier latin (for centuries center of Paris' creativity and intelligentsia), this library has also a major role in the english-speaking cultural community. It welcomes many writers, organises readings, workshops and other kind of meetings. One is for sure : Shakespeare and Company is not only a bookstore. It is also a library for english-speaking literature. The first floor is reserved for travellers, knows as "tumbleweeds" who can get free accomodation there in return for a few yours of work per day.

George Whitman is the legendary owner of Shakespeare and Company. Born in Salem, Massachusetts, he made Paris his home sixty years ago. George is a bibliophilia, wants his guests to read one book per day and thinks that he lives in a novel. This 91 years old man has recently retired but he remains the soul of the bookstore.

A real " wonderland for books"

Shakespeare and Company

3 rue de la Bûcherie

75005 Paris

Tel : 01.43.25.40.93

Underground : Maubert-Mutualité

Opening :

Every day from 10 am to 11 pm

1 show : au Palace

After being close for ten years, le Palace reopens with the goal to be what it used to be : a theater. A famous place which has seen the tops of haute couture (YVSL, Lagerfeld, Kenzo, Mugler...) and of show business (among others Andy Warhol)

Crazy, funny and elegant programming which began with Valérie Lemercier...

8 rue du Faubourg Montmartre

Underground : Pigalle

http://www.theatrelepalace.fr

1 exhibition : David LaChapelle, Musée de la Monnaie

Enough with huge adverts, the famous american photographer LaChapelle is now working for "art". The exhibtion makes us discover installations made of car wrecks in cardboard hanged on walls, all kind of paintings, two excited pigs. Stars are never really far away : Paris Hilton watching herself in a mirror, Naomi Campbell lying on a table. The most famous pictures as well as unknown ones are exhibited. Exclusively and for the first time in Europe, the audience will have the chance to discover the last series of 2008 : Présages d’Innocenc. This series is very innovative because the artist pushes the borders of photography away in order to create paintings where the look can go from the 2D to the 3D.

A retrospective of 200 pieces, the biggest that has ever been organised in France.

Until May, 31st, 2009

10 euros

(cheap rate : 8 euros)

11 quai de Conti

Underground : Pont neuf

1 encompassing cultural place :

Les Trois Baudets.

On February 10th and after nine months of rebuilding, Les Trois Baudets reopened. It used to be a high place for parisian shows. Now it wants to become a new place for musical audacity and discovery. With two bars, a restaurant and cultural initiatives for all, it won't be a simple diffusion place. The concert hall tries to be what it used to be : a hall where a lot of artists debute and a place for "independant" music (compared to the mainstream commercial music) with workshops (how to write songs), conferences, debates, showcases,.... One should know that many french careers have begun there : Jacques Brel, Georges Brassens, Henri Salvador, Juliette Gréco, Boris Vian, Serge Gainsbourg, etc....

Open from tuesdays to sundays

54 boulevard de Clichy

http://www.lestroisbaudets.com

Love the megalo-metropolises

2009-03-03T01:43:00.000-08:00

MEGALO-METROPOLISES, JE VOUS AIME...

Through writings, screens, paintings, pictures or even dances, big cities have never stopped inspiring and being celebrated. Last work of art : the movie NY, I love you by the same director as for Paris, je t'aime has been released a few days ago in the States and will be released in a few months in Europe.

Paris, je t'aime

--> French trailer with english subtitles

--> International trailer

Paris, je t'aime is a movie starring an ensemble cast of actors from different countries (mainly French, American and English actors). Among the 21 directors who participated in the project, some are famous actors who worked for the first time as a director, like Gérard Depardieu . Most of these dircetors are worldwide renowned : for instance Joel and Ethan Cohen, Alphonso Cuarón, Walter Salles or Gus Van Sant. The movie premiered at the Cannes Festival on May 18th 2006, opening the section Un Certain Regard.

The movie consists of 18 short movies set in one of the 20 arrondissements of Paris. Initially, 20 short movies were planned, one for each arrondissement but two of them (the XVe and the XIe) were not included in the final movie because they could not be properly integrated to it.

For those who have not seen the movie, here are some short presentations and links to watch an extract on youtube.

° Quais de Seine = IVe arrondissement

A young man, hanging out with two friends who taunt all women who walk by, strikes up a "friendship" with a young Muslim woman.

° Le Marais = IVe arrondissement

A young male customer (Gaspard Ulliel) finds himself attracted to a young printshop worker and tries to explain him that he believes the man to be his soulmate, not realizing that he speaks little French.

° Tuileries = Ier arrondissement

A comic movie in which an American tourist waiting at the Tuileries station becomes involved in the conflict between a young couple in a middle of a fight.

---> end of the Quais de Seine, followed by the whole extract of Le Marais and the beginning of Les Tuileries

° Bastille = XIIe arrondissement

Prepared to leave his marriage for a much younger lover, a man instead decides to stay with his wife after she revealed a terminal illness - and rediscovers the love he once felt for her.

° Tour Eiffel = IVe arrondissement

A boy tells how his parents, both mime artists meet in prison and fall in love.

° Place des fêtes = XIXe arrondissement

A Nigerian man, dying from a stab wound in the Place des fêtesa asks a woman paramedic for a cup of coffee. It is then revealed that he had fallen in love at first sight with her some time previously. By the time she remembers him, and received the coffee, he is dead.

° Faubourg Saint-Honoré = Xe arrondissement

A struggling actress (Natalie Portman) breaks up with a young blind man on the phone which makes him reflect on the growth and seemingly decline of their relationship.

This film appropriately shows the reality of a city as big and multicultural as Paris : from the Muslim "charmante demoiselle" who goes to the mosque with her grandfather to the black immigrant or the blind, we can approach all kinds of parisian people. Reality is crual, life hard but that's what makes these love stories so beautiful and fragile. Which other city than the city of love itself could be a better place for such a movie? Love is veiled, revealed, dryed out, reinvented or weakened. We rediscover the city of Paris and easily succomb to this love declaration to Paris and to this declaration to love in Paris.

New York, I love you

Trailer

12 short movies, 5 minutes for each for them. They talk about the beginning of a love story in one of the five boroughs of the Big Apple. Once again, very famous directors (for Europe : Yvan Attal and Fathi Akin) but also movie stars make (for instance, Nathalie Portman, Scarlett johansson, hayden Christensen, Orlando Bloom or Isabelle Adjani) have worked for this project.

Rachel Bilson, Hayden Christensen and Orlando Bloom during the filming...

Cities, I love you

CITIES

You can learn everything about a city by watching its people

The speed they move tells you the cities attitude

fast, they run from life

slow, they observe it

the way they greet you

if they greet you

tells you what they think about man kind

friendly, they have hope

intreverted, their hope is lost

Their Height

tall, there's plenty of good food

with diners on each block

small, too many coffee shops

If the city has bridges

its people want to travel

If it has walls

its people want to stay

If the city has art

its people can find beauty in their city

If the city has sky scrappers

its people want to find beauty from their watch towers

The more people a city has

The more opportunity the city has

The more people a city has

The more ideas the city has

The more people a city has

The more history the city has

The more people a city has

The more war the city has

The more war a city has

The less people the city sees

Don't let the People destroy your City

because the City will destroy your People

The more people a city has

The more love the city has

The more love a city has

The more people the city has

The People produce their Cities

The People make their Cities

The People love their Cities

and the Cities produce their people

and the Cities make their people

and the Cities love their people

John Dohoney

Baudelaire and the modern city

Baudelaire knew and understood Paris very well. The poet's life can only be enlightenend by the fact that he lived in this capital city. The modern life he paints shows how deeply he loved the place.

The poet is an experienced witness of the Parisian atmosphere and his Paris is sometimes not so different from the city that Parisians experience today. His writings being forerunner talk about the first symptoms that face the disturbed people living in our "megalo-metropolises". Their anonymous galbes are lost in a consum mass and an empire of money.

Here is the preface of Petits Poèmes en prose, in which he explains why he chose a poetic prose and the link between this way of writing and the megacity.

" For Arsène Houssaye

(...) I have a little confession to make to you. It was as I was thumbing through, for at least the twentieth time, Aloysius Bertrand's famousGaspard de la Nuit (doesn't a book that is known to you, me, and some of our friends have the right to be called "famous"?) that I was struck by the idea of trying something analogous, and of applying to the description of modern life, or rather of a modern and more abstract life, the approach he applied to the painting of life in the past, so strangely picturesque.

Who among us has not, in his more ambitious days, dreamed of the miracle of a poetic and musical prose, without rhythm and without rhyme, supple enough and abrupt enough to adapt itself to lyrical movements of the soul, to the undulations of reverie, to sudden leaps of conscience.

This obsessive idea owes its birth above all else to the frequenting of enormous cities, to the criss-crossing of their innumerable relations. Did you yourself, my dear friend, not attempt to translate into song the strident patter of the street-seller of glass, and to express in a lyrical prose all of the distressing suggestions that his cry sends up through the street's highest fogs, to the very garrets? (....)

Your very affectionnate,

C. B."

The following poems are related by a common aesthetic and by the underlying unity of the place. We will soon come back to this subject. A whole article will be written about the "Paris of Baudelaire" and the "Baudelaire from Paris".

Crazy year....

2009-03-01T00:57:00.000-08:00

Happy new crazy year 2009

Have you heard the latest ? Let me update you ! Useless news as well as revolutionary things shows how creative or bored the producers are.

Desperate Housedaughters : Barbie "of the Undead"

Which girl has not been dreaming about this? Girls usually get sick of the fact that Barbie is the prettiest, the best combed and the best dressed. Sometimes, we feel like cutting her hair, pulling her eyes out and operate her with a compass, etc.... and trust me : a child's imagination is endless.

Now it's done....

but by professionnals. Not any girl could have done that. It is art. A lot of people have been asking whetever the doll is for sale, and it is since January...

Too bad, it would have been great to give it to our freak cousine for Christmas.

No need to go on with the subject : Ken gets indignant, Ken rebels, Ken wants a revolution but nobody else seems to be offended.....

Fast Food J'adore

(designed by Burger King)

They won't dare ! Yes, they did. Burger King has its own perfume : « Flame ». The slogan is not tremendously charming and original : « When fire meets desire ». This perfume is for your body and smells the grilled steak. Yes, grilled steak ! Don't ask who wants to smell that way. If you want it or want your relatives to smell the grilled steak, you can have it in the internet http://www.firemeetsdesire.com/ or buy it in Burger King in New York for 3,99$.

A hood string or the art of being extremely ridiculous ?

A renewed string : two artists (Han et Brikauski) gave it a new dimension: more modern and practical. It is called « Hood Thong », a combination between a string and a hood. My god.... this is a promise for scorching nights.

An artificial hymen

The artificial hymen : fresh and available in stores..... It can replace the virginity of the happy consumer. The problem of our little Ladies is solved, which makes also guys satisfied: no excuse to wait for the wedding night and consume love. How to do that ? Are you already lost ? Don't worry : everything is explained in the modus vivendi. You have to put it "you-know-where" and then wait until it has bulged a little bit. If the female client is stupid (or the male one, who knows ?), it is precised - as it is precised on condom boxes Don't use again, throw away after use - that you should moan to make your lover believe that this is your first time.

Who's next ?

How far will we be going ?

Is our society losing mind ? It may be one of the best solutions to face the "crisis" and the pathetic world that have created media to make us more tasteless and flabby in the couch.

Let's not joke about that.... The french internet site www.colette.fr proposes T-shirts with such :

- La crise et moi, on est potes sur facebook. (The crisis and I are friends on facebook)

- T'as pas vu a crise ? Elle me doit des sous. (Have you seen the crisis ? She owns me money)

- aldantelacrise.com (aldantethecrisis.com)

Is it the only way to face the crisis ? Making a moquery of that ? Why not !

2008 was the crazy year for trompes l'oeil. They are overwhelming, whetever huge giraffes or old libraries, whetever butterflies or flowers .... we love it.

The most surprisingly trompe l'oeil is the one for shoes by Tempu Paints (New York), a society specialised in body painting, which for instance took care of the make up for X-Men or Da Vince Code. Jugde by yourselves.

To celebrate the new year, we propose ice cubes which look like Lego cubes. Just chill the champagne with it.

After High Heels and Volver by Almodovar, let me introduce you to the RE-VOLVER HEELS, another shooes whim,... Presented for the spring summer 2009 Chanel runway and designed by Lagerfeld, these shooes are now on sale for "only" 2 000 euros.

Vertical constructions ? Let's go to Dubaï where they plan to build the first entirely mobile tower.

http://www.youtube.com/watch?v=iY0Uuyf8Xhw&feature=related

Even Paris has not been forgotten in 2009. To celebrate its 120 anniversary, the Eiffel Tower will discover a surprise at its top.....

..... a plateform....

Finally, more sinister : a 34 years old British, Wayne Forester, was condemned in October to go to jail for the rest of his life. Why ? After a break, his wife changed her facebook status into "single". He couldn't stand it and killed her. Thank you, news feed ! We must be careful : an American got fired because he was not working on a friday. He said he was "sick". One of his colleages saw pictures of him at a party on facebook and was so nice that he showed it to the boss. On Monday, after a little chat with the boss, there was no more reason to party.... And the list of such unpleasant consequences is getting dangerously longer and longer.... but don't worry, a special article about facebook will be soon online !

Desperate SEXE : It's not over !

You get bored on a flight ? Don't worry.... We got the solution for you : a small modus operandi to make love in security during the flight : http://www.sextutor.com/plane

Last year, sex was very parodied : for thoses who need an update, enjoy the advert of Diesel porno XXL or the Greenpeace one....

DIESEL

GREENPEACE

After the first pregnant man (originally a woman that was operated to become a man and whose spouse could not give birth),.......

- the world's record of male orgasms in one day : 31 times during the Masturbations-Marathon in San Fransisco....

- the result of californian research professors studying the link between share of household chores and conjugal sex : the more they share, the better sex they have....

- the latest tatoo of David Beckham : his wife Victoria on his left harm..... naked.......

- the failure of an Ecuadorian politician Maria Soledad Vela to put the right to good sex in the law...

- the distinction between toilets with or without urinal and not between men and women anymore because transexuals were "discriminated" in Manchester and pressed charges.....

What's next ? The WiiPorno to solve proxenetism ?

The lego porno ?

But let's be sure about this : it's not over.... new surprises are coming up soon !

World Capital

2009-02-28T23:23:00.000-08:00

Where is "THE" City ?

Which city can boast about being more than a world city, being THE world city, being the world's capital ? First of all, is there an epicenter, a place where everything starts and comes back to soon or later? Tough question! We should probably be very careful when it comes to that subject. Whereas New York, glooming of post-WW2 influence does not care so much about that, the subject is very sensitive in Europe. Indeed, London disparages Paris, which has still not accepted the fact that they lost the 2012 Olympics for the third consecutive time against its British rival.

The debate captivates us all but irritates the majors of these metropolises. After Paris during the 19th Century and New York during the 20th, London could be considered as the capital of the world of the new millennium. This is at least what people think and what studies conclude. In December 2007, a new study (1) found that London outperforms 60 of its global rivals as an economic and cultural powerhouse. Following months of research on demographics, financial markets, tourism trends, transport facilities and data relating to sports and art events, the study concludes that London is in fact the world's capital. New York, beaten out by two points, placed second on the list. Paris, which lags a full 10 points behind, came in third and won the title of Continental Europe's capital thanks to its financial clout and busy international airports. London’s mayor Ken Livingstone said that the research showed that one of the city’s biggest assets is its multicultural makeup (2). Following this victory and the overwhelming amount of praises London got in its aftermath, the British capital also considers its election for the next Olympics as a proof of its new glory, a completely assumed and demonstrated glory.

(1) This survey was carried out by The Independent and allows, for the first time, for a direct comparison of different global cities.

(2) Ken Livingston : “London is establishing itself as the world’s number one financial centre and greatest city in the world. Londoners are proud of our ‘unity in diversity’ and regard the multiculturalism of our city as one of its greatest strengths. With over 300 languages spoken here, London is literally the most international city in the world. Its financial sector, its creative industries and its tourism industry all rely, in different ways, on their relations with the rest of the world and, with the achievements of winning the Olympic Games and hosting major sporting events like the Tor de France, we have proved the success of becoming the city that embraces globalization.”

Just recently crowned as king of the world, London certainly doubts and fears that its crown could be stolen. New York was weakened by 9/11 but only for a short glimpse. Barely a delay, it collapsed in order to rebound better and faster than before. The Big Apple is back and how it is.... more surprising than ever, in a very decisive moment. Obama just brought the America of endless possibilities and the American dream back and, with it, soft power (3).

(3) soft power : the ability to obtain what you want through co-option and attraction rather than the hard power of coercion and payement. In that particular context, it refers to the cultural influence of the US that they can use to control the world. The other possibilty would be miltary (= hard power).

However this forecast come back of New York was done before October 2008. A new index of global cities has been calculated by the global management consulting firm A.T. Kearney, by the Chicago Council on Global Affairs, and the Newspaper FOREIGN POLICY. According to them, New York would be the world leader again soon. Dear Lord ! These new data transmits a new point of view: in 2008 more than 50% of the world population lives in a city. It also confirms that New York, London and Paris are the world's most global cities, but reveals that these top-ranking cities face increasingly strong competition from emerging cities such as Bejing, Moscow, Shanghai or Dubai.

Top 10

1. New York

2. London

3. Paris

4. Tokyo

5. Hong Kong

6. Los Angeles

7. Singapore

8. Chicago

9. Seoul

10. Toronto

Of course it could be said that New York has resurrected since 9/11 but what about Paris ? Is the French capital a dangerous competitor for London or ville musée stuck in the past because of its desire to remain beautiful? It is often said that the Sleeping Beauty is in a process of "muséification" (turning into a museum). WRONG ! In 2008, it reconfirmed its economic leadership in Europe. Paris Capitale is the biggest and wealthiest city of the Old Continent, placing even ahead of London, which even struggles to come out first for some international criteria. Does that mean that Paris remains in the race? Indeed. And even if it does not aim at the title of world's capital, Paris would remain more than satisfied of its European leadership. In this light, the following sentence of the London mayor seems then a bit pretentious: We don't think of ourselves as in competition with Paris. We've won that contest. We measure ourselves against New York.

LONDON

Nowadays, London stands for the future. That's for sure. New York remains very American, Paris is still very French. London, on the other hand, attracts workers from all over the world and welcomes millionaires by thousands, especially from emerging countries. After September 11, America tightened its orders, which have stopped scientists from working in the US, in spite of the famous "brain drain" that makes the country so strong. The UK's relatively open borders and the tax regime have become a competitive advantage. London is rather passport-blind.

Why has London become so international? It should be said that London does not have the luxury of being the de facto capital of a continental economy. Instead of being Europe's center, the city profits from its geographical advantage : center of the world and part of the world's largest market, The European Union. From London, one can talk to Tokyo in the morning and America (even Los Angeles) in the afternoon. A businessman can get on plane from Bombay and be in London in seven hours and from Bejing in nine. This is one of the many reasons why London has turned itself out into an international marketplace while New York has remained essentially a domestic financial capital.

Until now, New York still dominates. Nevertheless, the British capital already leads the Big Apple in some new and growing areas. London's financial workforce has been growing while New York's has been shrinking. Indeed, the City added 13 000 jobs between 2002 et 2005 (+ 4,3 %). The London Stock Exchange is an extremely international market place: around 500 companies listed on the stock exchange from more than 60 different countries.

Economically, both are outstanding global centers but culturally (in its popular meaning), London clearly wins. In the capital of a great empire such as the British one used to be, colonial influences are still discernible. You can eat at a great Indian or a fine Libanese place. You can also find a typical and tasteful custard pie from Lisbon or a French gastronomic restaurant. London in itself is a mini-world. The world manages to fit in one city: London is historically made up of immigrants. The true and pure Londoner is a rare species. Be it Roman, Vicking, Anglo-saxon, Norman, Hugenot or Jamaican, the city has assimilated ethnically diverse people. Wherever you are from, whoever you are, you will feel at home in London. Moreover, London has been imposing itself for a few years as a major place for the prêt à porter, being a direct competitor to Paris, New York and Milan. Walking down the street would remind you of how London is and people sometimes wear themselves as if they were in a fashion show. Finally, the city is driven by its proximity to continental Europe, Russia and the Middle East.

This attractiveness worries France, which explains why Nicolas Sarkozy, as presidential candidate, came to London to chase the votes of young advertising executives and derivates traders who had quit Paris in order to benefit from a higher standard of living. London has become the fifth largest French city : 300 000 live and work there.

The irony is that London today seems so vibrant and cosmopolitan thanks largely to US influences. London might be winning against Paris because it is English-speaking. Without American soft power, London would have never imposed itself as the world's capital.

NEW YORK

"Hello Upper East Siders.... Gossip Girl here, your one and only source into the scandalous life of Manhattan's elite...." This sentence is already a myth for a whole generation : every episode of the CW's Gossip Girl begins that way every monday night. The City where it is shot, New York, has something to do with the success of the show and vice versa. The show La série a balayé the old Beverly Hills 90210 or 7th heaven, which were shot in California. From now on, NY is a must, NY's high society (consequently the world's) is "in".... Who are these "Upper East Siders" ? Are there any Serena Van de Woodsen, Blair Waldorf, Chuck Bass and Nate Archibalt ? These young rich proliferate. The Upper East Side consists of the three richest postal codes of the whole country. Manhattan has become a zoo for rich people. The Upper East Siders fights against the absurd life with chic clubs, elitist schools, hundreds of slaves taking care of all their desires and co-ops (4)

(4) buildings for which you should have the agreement of the other owners in order to have the privilege to move in.

Blake Lively, Gossip Girl's heroine for the cover of Vogue US (February)....

You were not sure but from now on, it is a fact : the world city has regained its creative capacity. In the Big Apple, perpetual movement is the norm. One can enjoy New York thoroughly every day even if you have lived in the city forever. No one ever gets sick of the Big Apple.

Apart from having these obvious assets of a global city, New York imposes itself as the city where each of us can succeed. Far away from powerful and rigid Parisian and London hierarchical social structures, that have been inherited from centralizing monarchies of divine right, New Yorkers don't care where you are from or where you want to go. Of course one could argue that the city culturally remains less innovate than other more vibrant metropolises but if you want to succeed in art, medias, business, finance or diplomacy, all roads have been leading to and still are leading to.... New York. It is for sure the capital of success and achievement. It stands for the American dream. Millions of thirsty people live there and give to the city its highly creative and chameleon makeup.

Just like our world, in New York, money rules and structures everything : money you want, money you spend without keeping track, money you don't have, money that buy us, etc... With the weak dollar and the euro stability, Europeans go in more than ever for New York. Indeed, London is absurdly expensive : the cost of living in New York is nearly half of what it is in London (before the pound became that weak because since a few weeks, Europeans compulsively go to the capital of mass shopping and take advantage of a more than attractive exchange rate).

PARIS

Paris is definitely out of competition. Don't be too sure about this! The city is not just a heaven for tourists but also Europe's major financial powerhouse. Paris' life corresponds to the famous Metro, boulot, dodo (commuting, working and sleeping). Why is Paris urban are Europe's biggest city economy (and the fifth in the world after Tokyo, New York, Los Angeles et Chicago)? The city is very influential in education, entertainment, media, fashion, science and the arts. Many international organizations have their seat in Paris like the UNESCO, the OECD (Organization for Economic Co-operation and Development) and so does the International Chamber of Commerce. Paris attracts more international investments than London.

What makes the French capital that attractive? Its stability. A huge part of Parisian wealth accrues from tourism. Indeed, the most popular destination in the world welcomes over 30 millions foreign visitors per year. As for property prices, they have remained fairly steady. Among the top 10 investments hotspots in the world, the French capital came fourth. (source : AFIRE, Association of Foreign Investors in Real Estate). Paris as a major business and cultural center can be explained by the prestige that the capital city enjoys: the Champs Elysées is full of offices staffed by only one or two people, located there with the sole purpose of having the prestigious address. In 2005, Paris was the only European city where both sectors (industrial and service) grew. 6 000 jobs were created through foreign investments, more than in London and Barcelona taken together. In 2006, among the 500 biggest companies in the world, 27 were located in Paris : behind Tokyo (52) but before New York (24), London (23) and Bejing (15).

The Parisian Business area is divided into several districts but L'opéra (9ème arrondissement) is home to the capital's densest concentration of offices, banks and businesses. The Stock Exchange, Palais de la bourse, and financial giants are tucked in with department stores and cafés. And last but not least, La défense, the largest purpose-built business district in Europe lies on the western edge of Paris, on the axis of the Louvre and the Champs Elysées. Some 30 000 make a daily commute to this skyscraper forest. For a few years, the property parc of La défense has been tremendously extending, thanks to many projects for new edifices.

Finally, whereas London's money comes from international finance, which is more and more unreliable in the face of the crisis, the luxury business is one of the most successful and developing markets. Suits are paradoxically more than rentable (a palace is rentable when minimum 60% of the rooms are occupied). As a consequence, new luxurious hotels and shops are popping up and luxury stores are sprouting in the chic Paris..... The new Bvlgari Store on George V Avenue is a huge twin store of almost 1 500 square meters. The "institut Dior" in the Athénée Plaza (one of the six luxurious hotels of the capital) just opened. Three new luxurious hotels are being built in western Paris. Among the six existing, four have been renewed to face the arrivals of 400 new rooms.

.... To conclude ?

Relicts from the past.....

London is sparkling and thanks to its financial heart, the City has gained its influence back. It should not be forgotten that the City was once the world's economic heart.... Paris benefits from a prestige in fashion, gastronomy, luxury and culture (literature, museums, cinema,...). This current prestige is inherited from the past as well : not from the colonial empire but from the cultural supremacy that France used to have. This supremacy was natural at first: France was the most populated, powerful and admired country in Europe. The French royal court was exemplary for all courts of the continent, from Vienna to Saint Petersburg. This cultural supremacy continued during Enlightenment and the French Revolution, which made France a precursor for human rights and universal democracy. Finally, this supremacy went military under Napoleon Bonaparte.

In the name of the rights of nation to self-determination and thus in the name of French revolutionary ideas, European nations rebelled against the invader. That way, Paris has always tried to diffuse the French values and culture, whether by force (the French colonial empire which was supposed to bring civilization) or through its cultural influence. After WW2, France succeeded to stay on stage thanks to intellectuals such as Sartre, De Beauvoir or Camus.

Paris lags behind.....

Nowadays, except for its famous "exception culturelle", Paris is no longer the world's intellectual center and no longer the world's center. Paris does not have the means to be a world's capital in comparison with our two English-speaking giants.

Paris overshadows London and threatens its title.... not with an eye on taking the crown away from the world's capital but with an eye on maintaining its European leadership. London could be the center of the world from afar if Paris could be the center of Europe. Paris does definitely not have the same weight than its English-speaking competitors but its importance doesn't help London to win the competition either.

Paris should now gamble on the strength of its economic competitiveness in order not only to "be" Europe's major financial powerhouse but also " have the image" of being such. Paris is not being helped by its image of world's tourist capital nowadays. Paris has remained the world's capital for culture and has not succeeded to get rid of this image in the eyes of international business. However, it is not over yet. Our superficial and esthetic-centered world cannot abandon a city, which has the reputation of being the most beautiful. Woody Allen left New York for London that he judged to be too "American". From now on in love with Europe (since he has been shooting in Barcelona), his dream is about to come true : shooting a movie in Paris from the coming summer on.... which could not make France any happier.

Two english-speaking cities neck and neck.....

In New York and in London, the central business districts are called "the city" which is pretty symptomatic (5). Of course, both have imposed themselves as centers of the city before being worldwide epicenters. It is from the City in London, that the economic empire where "the sun never sets" was directed, and Manhattan was the place where settlers arrived before populating the North American continent, later to become the world’s superpower.

(5) City = nickname of Manhattan and name of the Londoner business district

World's capital vs global capital.....

We could conclude with such a play on words: both cities rank first but although New York remains the world's capital, London is the global capital. Let me explain. The world's capital is to be taken in its totality. It is a complete capital, which also includes the fanciful part. The United Nations are in New York and the Americanization of the world does not have to be proved anymore. On the other hand, London, first global city, is the world's capital in a post-financial globalization definition. New York stands for Americanization and lives off of the American dream that everyone adopts. Contrary to that, London does not impose its values. The city rather reflects "global,” multicultural values that make it more of a mini-me world than a center of our planet, which generates culture. While NY defines the metropolitan, London defines the cosmopolitan. Therefore, both cities are capitals, each one a capital of a different kind, but de facto a world's capital.

Three decisive cultural centers that complete each other.....

The Queen Mother, once exhausted and in a slow down, is now resurrecting. The Queen New York has become aware of the fragility of its preeminence, preeminence which is far from being taken for granted. As for the French cousin, she shouldn't be underestimated. The three cities are cultural world's capital. And Paris has successfully defended its position of European capital, which guarantees the title of historic and therefore cultural capital (in its noble meaning). The prestige of the artistic and intellectual Paris is not just a vestige from the past : the offer for exhibitions and museums in Paris proves it. London is the cultural capital in its most basic meaning: multiculturalism and internationalism are celebrated as values of high importance. Finally, New York is and has always been capital of the arts industry (work of art, television,...) and more generally capital of the mass culture that molds our thoughts and conditions our imaginary.

Fight to death......

War has been declared but let's not overdramatize. Each city will survive! First of all, a competition between NY and London can only be positive, encouraging them to outstrip the rivals.

Paris would have the assets for becoming a world capital but does not have the shoulders for it: structurally speaking, Paris cannot welcome the world and its diverse influences. ... Thank god! We should be grateful for the fact that Paris has not succeeded to be excessively globalized. Who would want Paris to be internationalized and so English-speakinged, starbucksed etc ? Who would want Paris to push its borders out and abandon its Hausmanian urbanism which of course cannot evolve this much but which also makes the city of the most beautiful if it is not THE most beautiful. Who would like an endless Greater Paris without architectural coherence? A Greater Paris is not as useful as we might think. Nevertheless, an entity must very soon be created, independent from the Region Ile de France, in order to coordinate huge projects and restructuration of "Paris Capitale". Paris Capitale would be better than a Grand Paris (=Paris intra muros and its very close suburbs). Paris Capitale would include the whole urban area, which represents a relevant conceptual scale for our 21st Century. Such an instance would have a worldwide power as its budget would be huge.... the one of the fifth GPD of any city worldwide.

Matching these big cities and supposing them fighting over a crown is an illusion; rankings evolve, criteria change. Nowadays, fashion, economy and people are so unpredictable that no ranking is definite. Even better. We are looking forward to see how the situation is going to evolve and we wish good luck to the three majors in taking up the challenges of the new century.