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My Personal essays, fashion industry reflections, Paris-to-Montreal stories, and behind-the-scenes notes on working in fashion.
Follow on Medium →- How to Sell Fashion in France: Lessons From Canadian Brands
For many Canadian fashion brands, expanding to France represents an exciting opportunity. Because , France remains one of the world’s most influential fashion markets . And trade relations between Canada and France continue to grow. According to Trading Economics, Canada’s exports to France reached approximately US$3.64 billion in 2025, highlighting the strength of commercial exchanges… - Go-to-Market Strategy for Canadian Fashion Brands: Beyond Brand Positioning
If you have ever travelled abroad, you already understand one of the most important principles of international expansion.Speaking the language and understanding the local culture do not automatically qualify you to enter a country. Administrative requirements, legal procedures and operational realities can stop your journey before it even begins.The same applies to Canadian fashion brands… - How Lanvin could rebuild desirability : A Global Marketing Case Study
If I Were Part of Lanvin’s Global Commercialization Team Global Marketing Case Study – Lanvin’s Path to Luxury Growth Following a reported decline in revenue, Lanvin has appointed Barbara Werschine as Chief Executive Officer to lead a major transformation of the house.Having held leadership positions at Hermès, Céline, Louis Vuitton and Eric Bompard, her mission… - My Fashion life From Paris to Montreal
A Personal Journey Through Fashion, Luxury and Identity Along my life in Fashion From Paris to Montreal , Certain people often ask me why I speak about Fashion with so much emotion . And honestly, I think it is because fashion was never something distant or aspirational in my life. It was simply… normal. I… - How to Position a Fashion Brand for France
How to Position a fashion brand for France ? The strategic guide for brands ready to enter one of the most demanding fashion markets in the world. France is not just another market France doesn’t reward effort — it rewards precision. Many brands try to expand into France assuming that: But they are wrong. If… - Gap’s Powerful brand collaboration strategy: How collabs Restored Relevance
Brand collaboration strategy is what brought Gap back into relevance. And their latest partnership with Victoria Beckham proves it. Most fashion brands think they have a product problem. But Gap proved something else.They had a positioning problem , and they solved it without reinventing what they sell. The Numbers Tell a Different Story In 2023,… - Première Vision Montréal: The overlooked Gap in Canadian Fashion
After attending Première Vision Montréal, one thing became clear:Canadian fashion brands don’t lack product. They lack positioning. Across the different conferences—Financing Fashion, From Label to Impact, CUSMA and Tariffs, and Made in Québec—the conversations extended far beyond creativity. They focused on structure, sustainability, production, and global competitiveness. The industry is evolving. But one gap remains… - Customer Success in Fashion: B2B vs B2C Roles Explained
Most people hear “customer success” and imagine answering emails, processing returns, or handling complaints. In fashion, the reality is far more strategic. Customer success teams often sit at the intersection of operations, logistics, merchandising, technology, and client retention—making them one of the most underestimated functions inside a fashion business. But not all customer success roles… - How Much Does Visibility Really Cost for a New Fashion Brand?
A Fashion brand visibility cost must be considered when planning to scale. Once a brand’s identity is clearly defined, the next step is often misunderstood. Visibility does not happen organically at scale — it requires structure, planning, and investment. For emerging fashion brands, the challenge is not only to create compelling products, but to allocate… - 6 ways for Montreal Fashion brands to become globally successful
Montreal fashion brands don’t lack talents and creatives. They surely don’t lack infrastructure either. but they definitely lack strategic positioning on the global stage. As the fashion industry becomes increasingly competitive and globalized, scaling is no longer just about production or distribution. It requires clarity of identity, strong storytelling, and a deliberate approach to growth…. - Adaptive Fashion: Why Montreal Needs More Inclusive Design
Adaptive fashion is redefining what clothing can be.More than aesthetics, it focuses on accessibility, functionality and dignity for individuals living with disabilities or medical conditions. Designers like Destiny Pinto are creating garments that integrate practical solutions—such as wheelchair-friendly silhouettes or ostomy bags, hearing aids, and compression garments—without compromising on style. Source: Glittermagazine This approach shifts… - Shock Marketing and How to Use It for Your Brand
What Is Shock Marketing? Shock marketing is not random provocation. It is a deliberate strategy designed to disrupt attention and trigger emotion. Brands use shock to break through saturated markets. However, the goal is not outrage alone . It is memorability. Unlike simple controversy, shock marketing is intentional. It creates tension that forces audiences to… - Discovering Cafe Tozzi in Montreal: Fashion cafés are redefining luxury
A new wave of “fashion cafés” is redefining luxury. In these spaces, you don’t just shop — you enter a lifestyle. Fashion is no longer just something you wear. It is something you experience. In Montreal, concepts like Boutique Tozzi reflect this shift. You can now eat fashion, drink branding, and live the aesthetic. The… - The Future of Influencer Marketing: From Hype to better Performance
What does the future of influencer marketing reveal today in 2026 ? Influencer marketing was once the fastest shortcut to sales. Brands would send products to creators, receive polished posts in return, and watch revenue grow almost instantly. It felt effortless. Predictable. Scalable. But that era is over. Today, the future of influencer marketing is… - SAP (ERP) in Fashion Industry: What You Need to Know
SAP (ERP) in fashion plays a critical role in how brands operate and scale. While fashion appears creative, its performance depends on structured systems. SAP connects operations such as orders, inventory, and finance into one platform. As a result, teams gain accuracy, speed, and control. In addition, fashion brands face increasing operational complexity across channels… - 10 Things Montreal Fashion must Learn from Paris to Compete Globally
Montreal fashion and Paris fashion are often seen through the same lens — creativity, style, and cultural expression. However, behind the aesthetics, the reality is very different. While Paris operates as a global fashion authority shaped by history, structure, and powerful systems, Montreal evolves within a more agile and emerging ecosystem.These differences are not just… - Montreal Fashion vs Paris: what are the Key DifferencesMontreal Fashion vs Paris ? Montreal fashion and Paris fashion are often compared — yet they operate on fundamentally different systems. At first glance, both industries share a common language: creativity, design, and the constant pursuit of relevance. However, behind the scenes, the way fashion brands are built, structured, and managed reveals two completely different…
- How Fashion Brands Lose Money in Their Operations (And How to Fix It)
Most fashion brands focus on product, image, and marketing. They think they have a marketing problem. But They have an operations problem they don’t see. This is where brands quietly lose money.However, what truly determines profitability often happens behind the scenes. From order processing to inventory accuracy, operational inefficiencies silently drain revenue . And often… - How to Dress for Your Body Shape : Styling GuideWhy you should dress for your body shape ? Body shape defines how garments interact with your proportions and influence the overall structure of your silhouette. As a result, understanding it allows you to make intentional styling choices rather than relying on trends. In practice, a well-considered approach enhances balance, refines your presence, and elevates…
- How to Reset Your Wardrobe After Pregnancy
Reset your wardrobe because Maternity leave changes everything. Your body shifts. Your proportions evolve. And suddenly, the clothes that once felt natural no longer fit the same way , physically or visually. Through this article you are not just suggested to buy new clothes.You are learning how to dress your new silhouette. I’ve always believed…
About An Epikurean
An Epikurean explores fashion through structure, strategy, and modern wardrobe intelligence.