The Faster Lane / Tyler Brûlé
Connecting the dots
It’s a sunny Saturday morning here in Zürich, the rooftops and trees are covered in snow, the Swedish radio station I’m tuned in to has started playing Christmas tracks and I’m coming down from my three-week tour that wrapped early Wednesday morning. I’ve spent the past few days trying to process all my impressions from Melbourne and Sydney, Dallas and Montréal, Doha and Dubai. The Tokyo, HK and Bangkok parts of the trip feel like a lifetime ago – but observations from these cities have also been creeping into my analysis of the past few weeks. Here are a few things that I feel will inform my thinking over the year ahead and some actions you, dear reader, might find useful.
Tokyo and the return of retail discovery
Japan’s fashion buyers are back on their game following a few timid years of filling shop rails with more dependable (read: higher margin) house labels and perhaps saving on travel costs by not sending large buying teams to Milan, Florence, Paris and much further afield. After a round of scouting and Christmas shopping I can confirm that Japan has figured out what many retailers are struggling with elsewhere: how to serve an informed customer with confidence and an added dash of surprise. It’s rather the opposite in Australia, Canada and the US, with malls and department stores stocked with predictable brands, sterile shop fits and staff who increasingly feel like flight attendants – there for your safety but not to serve. Step into a branch of Tomorrowland or Beams and everyone is playing a role as part of the overall sales strategy. Behind the cash desk there’s a sharp gent pushing 70 in a beret, a chambray button-down, double-breasted blazer and with a perfectly tied silk bandana round his neck to top off the look. Across the floor a young chap is dressed in a voluminous ensemble from The Reracs (a Japanese label that’s having a moment), and in a nearby department a chic older woman is dressed in a long, pleated-flannel skirt, delicate heels, a cashmere jumper and a sheared-fur gilet. She looks as though she might be sitting on a lot of real estate in Hiroo, drives a gleaming white G-Wagon and somewhere along the way has pulled together a look that many women clearly want a part of – especially given the outfits she’s running between dressing rooms, mannequins and the wrapping desk. This is what proper retail looks and feels like.
Thailand and staying in your lane
Drive in from Bangkok’s Suvarnabhumi Airport and take a moment to look up at the passive billboards selling air conditioners, energy drinks and SUVs. What do you see? First, these products are being promoted by a lot of precise eyebrows and perfect noses. Next, you’ll note that everyone is trim and Thai. Bangkok might have a lot of visitors and residents from Australia, Europe and the Middle East but agencies and brand managers don’t seem too concerned about mandates from HQ that might demand a varied cast of people quite removed from their core market – namely Thailand. There’s something rather refreshing, almost retro, in seeing an accurate depiction of a nation instead of contrived executions that speak to no one. The recent relaunch of a venerable UK auto brand comes to mind.
Dubai and the pull of being safely decadent
On Monday evening I sat down for dinner with a couple of colleagues at LPM (La Petite Maison) in Dubai. During the meal we had to pause several times to take in the groups of women arriving in micro dresses, men in tailored suits and many more in casual gear that suggested they were visiting or on long work assignments from Sydney, Paris and Amsterdam. It felt a bit like London or Hong Kong in the early 1990s – boisterous, glossy and expensive. But also a lot of fun. A young gentleman working for a French luxury-goods group said that this was his new home and there was no going back to Paris. “Why would you? It’s safe here, the sun shines, there’s opportunity, people are having a lovely time and you can fly everywhere.” His sentiment is echoed by many other young Europeans you meet who are attracted by easy employment, no tax, an absence of mobile-phone snatchers and a workplace camaraderie missing in Dublin and Brussels.
Automated immigration gates and facial augmentation
When I arrived in the Gulf I forgot which passport I used previously, so wasn’t recognised by the automated-entry gates. After several attempts staring into the camera and trying various passports, I was booted out of the system and sent to one of the nearby officials. I placed my Canadian passport on the counter and waited for the man in uniform to pick it up but he was too distracted by the conversation at the booth next door. I tried to catch his eye but then also felt the pull of what was unfolding beside us. As I tuned in to the conversation the officer picked up my passport, studied my photo and then guided my eyes to the nearby commotion with a smirk and a raise of his brows. A woman who looked 42 but might have been 72 or even 22, was trying to convince her corresponding officer that she was the same person as represented on her laminated passport page. Having invested considerable time in finding the right surgeon, though perhaps not enough money, she had those pudgy feline features that suggested a botched job or two and a lot of recovery work to get her back out in the world. “We’re getting a lot of these lately,” the officer said. “So much surgery that our machines can’t process the new faces.”
Speaking of round the world…
Santa is powering up his entourage for his annual visit to our Christmas market in London. See right below for more details and looking forward to some Glühwein fun times with you at Midori House.