Close Menu
  • English
  • Featured
    • AI & Robotics
    • Energy
    • Finance
    • Leisure
    • Science
    • Security
    • Sustainable Development
    • Tech
    • Transport
  • About Us
  • Advertising
  • Contact Us

Subscribe to Our Newsletter

News, investigations, and analysis — our top stories every morning to start your day right.

Trending
Illustration of Nurabot, the AI-powered robot nurse transforming healthcare in Taiwan. Image generated by AI.
This AI Nurse Named Nurabot Is Now Caring for Patients as Taiwan Pushes Smart Hospitals Into the Future of Medicine
Illustration of the world's fastest quantum transistor using graphene and laser pulses. Image generated by AI.
“Fastest Quantum Switch Ever”: This U.S. Team Just Unlocked Ultra-Fast AI With a Breakthrough That’s Redefining Computing Speeds
Illustration of innovative haptic devices enhancing human-robot collaboration in industrial settings. Image generated by AI.
This Stunning Haptic Breakthrough Lets You Physically Guide Machines as If They Were Extensions of Your Own Body
Facebook X (Twitter) LinkedIn RSS
Rude Baguette
Facebook X (Twitter) RSS
Newsletter
  • Featured
  • AI
    Illustration of Nurabot, the AI-powered robot nurse transforming healthcare in Taiwan. Image generated by AI.

    This AI Nurse Named Nurabot Is Now Caring for Patients as Taiwan Pushes Smart Hospitals Into the Future of Medicine

    May 22, 2025 at 8:46 AM
    Illustration of innovative haptic devices enhancing human-robot collaboration in industrial settings. Image generated by AI.

    This Stunning Haptic Breakthrough Lets You Physically Guide Machines as If They Were Extensions of Your Own Body

    May 22, 2025 at 7:00 AM
    Illustration of Tiangong, a marathon-winning humanoid robot showcased for its versatile capabilities in various industries. Image generated by AI.

    From Runner to Robot Worker: China’s Marathon-Winning Humanoid Now Conquers Factory Floors with Unmatched Precision

    May 21, 2025 at 11:52 AM
    Illustration of ChatGPT documenting and recalling a person's life journey. Image generated by AI.

    “Your Whole Life, One AI”: OpenAI CEO Pushes Plan for ChatGPT to Ingest Every Detail of Users’ Personal Histories

    May 20, 2025 at 10:12 AM
    Illustration of a high-speed robotic system solving a Rubik's Cube in record time. Image generated by AI.

    US Students Build Record-Smashing Robot That Solves Rubik’s Cube Faster Than the Human Eye Can Follow

    May 18, 2025 at 4:11 PM
  • Energy
    Illustration of a revolutionary sodium-ion battery charging rapidly. Image generated by AI.

    Fully Charged in 6 Minutes: New Sodium-Ion EV Battery Delivers 3,000+ Cycles and Redefines Electric Mobility Standards

    May 21, 2025 at 3:48 PM
    Illustration of a revolutionary silicon battery solution developed by an American and a German firm. Image generated by AI.

    “1,000 Cycles, Still Going Strong”: US Silicon Battery Breakthrough Delivers Unmatched Endurance With 80% Capacity Retention

    May 20, 2025 at 7:04 AM
    Illustration of the lithium manganese-rich battery innovation by GM and LG Energy Solution, promising enhanced EV range and efficiency. Image generated by AI.

    GM and LG Unveil EV Battery With 33% More Energy, Unlocking Longer Range and Next-Level Performance for the Electric Future

    May 19, 2025 at 3:54 PM
    Illustration of the innovative perovskite solar cell achieving 25.3% efficiency. Image generated by AI.

    “Solar Breakthrough Bends the Rules”: New Tough Flexible Cell Hits 25% Efficiency, Redefining Clean Energy Tech on Every Surface

    May 19, 2025 at 11:47 AM
    Illustration of the enhanced energy capacity of electric vehicle batteries using interlocked electrodes. Image generated by AI.

    This Interlocked Electrode Innovation Just Doubled EV Battery Power by 60%, Ushering In a New Era of High-Range Electric Vehicles

    May 19, 2025 at 10:03 AM
  • Finance
    Illustration of Visa's integration of AI systems into digital payments (AI-generated, non-realistic illustration). Credit: Ideogram.

    Visa’s AI Is Now Shopping for You: This Robot May Soon Swipe Your Card Automatically—and Mess With Your Mind

    May 4, 2025 at 8:07 AM
    Microsoft Strikes Unprecedented Deal: World's Largest CO2 Removal at 7.44 Million Tons, Setting New Environmental Milestone

    “Microsoft Strikes Historic Climate Deal”: World’s Largest CO2 Removal Pact Targets 6.75 Million Tons in Unmatched Green Push

    April 19, 2025 at 9:55 AM
    RLWRLD Stuns Tech World With $15.6 Million Fundraise to Revolutionize Robotics: Unleashing Unprecedented Innovations That Will Shock the Industry

    “Robots Just Got Smarter”: RLWRLD Raises $14.8 Million to Build Groundbreaking Foundational AI Model for the Future of Robotics

    April 17, 2025 at 6:47 AM
    Marshmallow's Meteoric Rise: British Migrant Insurance Startup Secures $90 Million, Surges Past $2 Billion Valuation in Unprecedented Move

    “Built for Outsiders, Backed by Billions”: UK’s Marshmallow Raises $90 Million as Migrant-Focused Insurtech Soars Past $2 Billion Valuation

    April 17, 2025 at 6:02 AM
    Why the tech industry needs a labor/union movement

    Why the tech industry needs a labor/union movement

    October 2, 2022 at 3:39 PM
  • Leisure
    Illustration of Mark Zuckerberg's luxury superyachts journey to Norway's fjords for a heliskiing adventure (AI-generated, unrealistic). Credit: Ideogram.

    “Even the U.S. Is Shocked”: Zuckerberg’s 5,300-Mile Yacht Voyage and Helicopter Ski Drop Redefine Billionaire Excess

    May 13, 2025 at 9:49 AM
    Illustration of the delayed release announcement for Grand Theft Auto VI by Rockstar Games (AI-generated, unrealistic). Credit: Ideogram.

    Total Shock for Gamers Worldwide: GTA VI Now Postponed to 2026 After Rockstar Vows to Redefine the Entire Franchise

    May 7, 2025 at 5:49 AM
    Illustration of the delayed release of GTA VI and its implications for the gaming industry (AI-generated, unrealistic). Credit: Ideogram.

    “Red Dead Proves the Wait Is Worth It”: Rockstar’s Masterpiece Shows Why GTA 6 Delay Could Deliver Gaming’s Next Big Legend

    May 6, 2025 at 4:47 PM
    Illustration of HBO's adaptation of The Last of Us exploring character depth and emotional storytelling (AI-generated, unrealistic). Credit: Ideogram.

    The Last of Us Reinvented: Season 2 Takes Bold Step Beyond the Game’s Limits in Stunning, Unforgettable Storytelling Move

    May 6, 2025 at 12:14 PM
    Illustration of the highly anticipated PlayStation 6 console with advanced features and technologies (AI-generated, unrealistic). Credit: Ideogram.

    “PlayStation 6 Is Coming Fast”: Sony’s Next Console May Launch Much Sooner Than Anyone Predicted, Shocking the Gaming World

    May 6, 2025 at 10:03 AM
  • Science
    Illustration of CERN scientists using AI to explore the Higgs boson's interaction with charm quarks. Image generated by AI.

    “AI Cracks the Code”: This Breakthrough by CERN Scientists Reveals a Shocking New Path to Control the Higgs Boson’s Hidden Charm

    May 22, 2025 at 5:46 AM
    Illustration of unexpected quark behavior challenging charge symmetry in nuclear physics. Image generated by AI.

    “Nuclear Physics Turned Upside Down”: Quarks Caught Violating Symmetry Rules at Low Energy Levels in Shocking Discovery

    May 20, 2025 at 4:46 PM
    Illustration of quantum simulation of chemical dynamics at the University of Sydney. Image generated by AI.

    “Atoms Caught Dancing Live”: Scientists Capture First-Ever Real-Time Motion of Atoms During Intense Light-Driven Events

    May 20, 2025 at 6:07 AM
    Illustration of a bacterium degrading medical-grade plastic in a hospital setting. Image generated by AI.

    “Superbug Turns Predator”: Mutated Bacteria Now Devours Hospital Implants, Sutures, and Dressings With Terrifying Efficiency

    May 17, 2025 at 9:59 AM
    Illustration of China's advanced LICOMK++ ocean simulator acting as an “ocean microscope.” Image generated by AI.

    “China’s Ocean Simulator Stuns World”: New Tech Recreates Sea Currents With Unmatched Half-Mile Resolution for Climate and Naval Mastery

    May 17, 2025 at 8:50 AM
  • Security
    Illustration of the Foudre rocket launcher system developed by Turgis & Gaillard. Image generated by AI.

    France Challenges US Firepower as Foudre Rocket System Emerges to Outperform HIMARS with Unmatched Speed and Accuracy

    May 21, 2025 at 8:03 AM
    Illustration of hidden communication devices in Chinese solar panels impacting U.S. energy security. Image generated by AI.

    Chinese Spy Tech Exposed: Covert Hardware Discovered in Solar Inverters Sparks National Security Alarm Across the US

    May 21, 2025 at 6:54 AM
    Illustration of China's groundbreaking quantum cryptography system designed to withstand quantum computing threats. Image generated by AI.

    “Unhackable at Last”: China Unveils World’s First Quantum Cryptography System That Could Redefine Global Cybersecurity

    May 21, 2025 at 6:04 AM
    Illustration of AI-generated voice and text deception targeting senior U.S. officials. Image generated by AI.

    FBI Raises Alarm as Sophisticated AI Voice Cloning Scheme Hits Top U.S. Officials in Unprecedented Cyber Attack

    May 20, 2025 at 8:55 AM
    Illustration of a cybersecurity breach at Coinbase involving compromised customer data. Image generated by AI.

    “$400M Gone, $20M to Catch Them”: Coinbase Launches Massive Bounty Hunt After Insider Hack Shakes Crypto World

    May 20, 2025 at 8:09 AM
  • Impact
    Illustration of the Mammoth Solar farm project in northern Indiana with solar panels and agrivoltaics. Image generated by AI.

    “1.3 Gigawatts of Sunlight”: Massive New US Solar Farm to Power 200,000 Homes and Supercharge National Capacity by 20%

    May 20, 2025 at 3:54 PM
    Illustration of Altilium's innovative recycled EV battery manufacturing process. Image generated by AI.

    Recycling Record Shattered: EcoCathode Achieves 95% EV Battery Metal Recovery, Redefining Global Standards for Green Tech Efficiency

    May 19, 2025 at 7:02 AM
    Illustration of Bill Gates announcing his $200 billion donation plan and the future closure of the Gates Foundation. Image generated by AI.

    “$200 Billion Goodbye”: Bill Gates to Shut Down Gates Foundation by 2045 After Record-Setting Final Donation Pledge

    May 15, 2025 at 4:03 PM
    Illustration of Iceland's successful implementation of a four-day workweek and its impact on productivity and well-being (AI-generated, unrealistic). Credit: Ideogram.

    “Gen Z Was Right All Along”: Iceland’s 4-Day Workweek Proves a Massive Success Five Years After Bold National Shift

    May 12, 2025 at 7:54 AM
    Illustration of the majestic Jeddah Tower under construction, symbolizing architectural innovation and cultural preservation (AI-generated, unrealistic). Credit: Ideogram.

    “Saudi Arabia Unleashes Construction Fury”: This Mind-Blowing 3,280-Foot Jeddah Tower Set to Shatter Global Records and Redefine Skyscraper History

    May 6, 2025 at 3:59 PM
  • Tech
    Illustration of the world's fastest quantum transistor using graphene and laser pulses. Image generated by AI.

    “Fastest Quantum Switch Ever”: This U.S. Team Just Unlocked Ultra-Fast AI With a Breakthrough That’s Redefining Computing Speeds

    May 22, 2025 at 8:01 AM
    Illustration of SonoTextiles transforming a fabric into a smart wearable using sound waves. Image generated by AI.

    “Clothes That Listen”: Scientists Create Smart T-Shirt and Gesture-Reading Gloves Using Ultrasound Technology

    May 21, 2025 at 5:13 PM
    Illustration of Vietnam's record-breaking drone light show celebrating Southern Liberation. Image generated by AI.

    “10,500 Drones Light Up the Sky”: Vietnam Sets Jaw-Dropping World Record with Largest Aerial Show Ever Seen

    May 21, 2025 at 9:47 AM
    Illustration of the ABCI-Q supercomputer powered by NVIDIA technologies. Image generated by AI.

    “Unprecedented Quantum Leap”: NVIDIA Chips Power This Mind-Blowing Supercomputer Revolutionizing Global Research at 300,000 Square Feet of Innovation

    May 21, 2025 at 9:12 AM
    Illustration of a revolutionary seashell-inspired synthetic material adapting to impacts. Image generated by AI.

    “Stronger Than a Seashell”: New Bio-Inspired Material Reacts Instantly to Shocks With Adaptive, Impact-Resistant Power

    May 20, 2025 at 11:56 AM
  • Transport
    Illustration of Waymo robotaxis involved in a software recall due to collision incidents. Image generated by AI.

    Waymo Recalls 1,200 Autonomous Taxis After Crash Spree Involving Poles, Gates, and Serious AI Navigation Failures

    May 18, 2025 at 10:03 AM
    Illustration of the Talon-A hypersonic test vehicle achieving GPS-independent navigation. Image generated by AI.

    “US Jet Flies Without GPS”: Hypersonic Aircraft Gets AI Brain Upgrade to Navigate at Blistering Speeds With Zero Satellite Support

    May 17, 2025 at 4:03 PM
    Illustration of Rocket Lab's Neutron rocket demonstrating space-based cargo delivery. Image generated by AI.

    “Space Rockets for War Cargo”: Pentagon Plans Orbital Delivery System to Drop Supplies Anywhere on Earth Within Minutes

    May 15, 2025 at 5:09 PM
    Illustration of the Boom Supersonic XB-1 aircraft achieving supersonic flight without a sonic boom (AI-generated, unrealistic). Credit: Ideogram.

    This Plane Just Did the Impossible: Achieved Supersonic Speed Without Creating a Sonic Boom in Historic Aviation Breakthrough

    May 14, 2025 at 4:57 PM
    Illustration of the Streetwing flying car showcasing its innovative design and dual-functionality (AI-generated, unrealistic). Credit: Ideogram.

    This Flying Car Isn’t for Commuting: The Streetwing Is Designed Solely to Explore the Sky Like Nothing Ever Seen Before

    May 14, 2025 at 6:11 AM
  • English
Rude Baguette

Ykone wants to build the bridge of Social Fashion between France and the US

Eirwen WilliamsEirwen WilliamsMarch 11, 2013 at 4:36 AM0
Share Twitter Facebook LinkedIn Telegram WhatsApp Email Copy Link
Follow Us
Google News
Share
Twitter Facebook LinkedIn WhatsApp Email Copy Link

Ykone LogoWhen Ykone sent me the announcement about the opening of their US office I first thought this was the dumbest idea I have heard this year. The use of social media by US brands is years ahead compared to France, in particular within Fashion and Luxury brands. I experienced this first hand when I participated at a panel discussion at New York’s #Fashion140 conference back in 2011.

Ykone which was started 5 years ago has made its reputation as social media agency with focus on Premium Fashion Labels and Luxury brands since they have launched the FLOW conference. In 2012 they have conducted over 150 campaigns for clients such as DIOR, Chanel, Yves Saint Laurent Beauté and others. The French market has enough Fashion Labels and other high-end brands that haven’t done any social media campaigns yet, so why put money in the development of a new activity in a crowded market and start to compete with first class social media agencies in New York?

Olivier Billon, Ykone’s co-founder and CEO argues that “Paris is capital of Fashion and New York the capital of Social Networks and Ykone wants to build the bridge in launching the US operation in Big Apple”. That sounds like a nice marketing pitch but how does this translate into concrete action. Ykone employs 25 people today and is hiring, but this US expansion could turn out to become an expensive distraction. At least at first glance.

I reached out to Cassandre Mugnier, newly appointed Managing Director of Ykone USA to understand the rationale behind this US initiative. And as you’ll see, there might be a very interesting card to play here for Ykone.

How do you think you’ll be able to compete with the big agencies in the US and in particular in New York ?

ykone featured imageOver the past years we have gained a lot of experience in building campaigns for many Premium Brands for whom we have set-up and managed presence in social networks like Facebook and Twitter, but also Tumblr, Instagram and Foursquare. We do this in France and as well as other countries. As you know, Europe is diverse and it took us time and effort to get it right. The consumer behavior in Germany is different from any other country, Spanish people are crazy about blogs, Dutch, Swedish and Danish fashionistas are recognized for their trendy styles and so on, just to name a few examples.

With the opening of the US office, we do not intend to pitch for the brands’ US budgets. Our approach will be to help American brands define and implement the right strategy for Europe. American brands use of social media quite extensively in their marketing mix. Much more than what we see with European brands. But they don’t know how to do it outside the US. Brands like Abercrombie & Fitch or Michael Kors are successfully leveraging Facebook and other social networks in North America but not in Europe. Our know-how is a real differentiator.

Ykone also operates its own fashion magazine and blog network. How do you position yourself next to the big players such as Glam Media or Popsugar in the US market?

Our Ykone fashion magazine is part of our DNA. This is how it all got started. It allows us to feel the market and test campaigns and new ideas. But we don’t need to bring this to the US to be successful in North America. It would indeed be a waste of time and money trying to replicate our own media in the US. We want to focus on our agency activity.

As far as our own blog network is concerned, we are proud of having one of the strongest – maybe the strongest – Fashion Blog Network in Europe. Neither Glam, Popsugar or any other Blog Network is anywhere close to this. As part of the strategy to offer access to the European market, this is clearly a strength. As a matter of fact, we also already have some very nice US Blogs under contract which gives us the possibility to also include US campaigns for our European clients, and we will continue to expand this. We are rather looking for quality than quantity.

You are also announcing that you bring the FLOW conference to the US. Is this kicking-off your US operation?

In the past two years we have organized two editions of FLOW (Fashion and Luxury On the Web) in Paris with renown speakers from North America and all over Europe. On March 14th we’re organizing our first FLOW abroad, in New York’s Soho House. This marks the beginning of our presence in New York, but not the beginning of our US activities. We have been active in North America since a couple of years. The difference now is that we will have a permanent presence in US to be even closer to clients and partners.

For this first FLOW outside of Paris we have chosen a high-quality approach and operate on invitation only basis. We want to bring 50 people together to a networking event. We have speakers from Tumblr, Facebook and the famous bloggers Park & Cube and The Glamouraï. This is already demonstrating that we are part of the eco-system in the US. Our local presence will help us to establish closer ties with the market.

On a more personal level, how will you manage this office?

Well, first of all I will relocate to New York. I already lived there for a year during my university time and I love the city and always wanted to come back. The opportunity with Ykone comes just at the right time as my goal was to gain more international experience before I turn 30.

Then of course we will do one step after the other. We have a good strategy and it will come down to flawless execution now. Since January I work on US hours, in addition to the European hours. I can’t wait to focus only on the US. I really look forward to it.

Good luck Cassandre and good luck Ykone for building the bridge between France’s Fashion focus and US’ Social Network expertise.

Did you like it? 4.5/5 (26)

Subscribe to Our Newsletter

News, investigations, and analysis — our top stories every morning to start your day right.

Follow on Google News Follow on X (Twitter)
Share. Facebook Twitter LinkedIn Telegram WhatsApp Email Copy Link
Previous ArticleSpideo Brings its B2B Video Recommendation engine straight to the consumer with its new iPad App
Next Article European Innovation in Online Payments rated the lowest in the World, yet again.
Related Posts
Illustration of the world's fastest quantum transistor using graphene and laser pulses. Image generated by AI.

“Fastest Quantum Switch Ever”: This U.S. Team Just Unlocked Ultra-Fast AI With a Breakthrough That’s Redefining Computing Speeds

Illustration of SonoTextiles transforming a fabric into a smart wearable using sound waves. Image generated by AI.

“Clothes That Listen”: Scientists Create Smart T-Shirt and Gesture-Reading Gloves Using Ultrasound Technology

Illustration of Vietnam's record-breaking drone light show celebrating Southern Liberation. Image generated by AI.

“10,500 Drones Light Up the Sky”: Vietnam Sets Jaw-Dropping World Record with Largest Aerial Show Ever Seen

Add A Comment
Leave A Reply Cancel Reply

Subscribe to Our Newsletter

News, investigations, and analysis — our top stories every morning to start your day right.

Trending
Illustration of Nurabot, the AI-powered robot nurse transforming healthcare in Taiwan. Image generated by AI.
This AI Nurse Named Nurabot Is Now Caring for Patients as Taiwan Pushes Smart Hospitals Into the Future of Medicine
Illustration of the world's fastest quantum transistor using graphene and laser pulses. Image generated by AI.
“Fastest Quantum Switch Ever”: This U.S. Team Just Unlocked Ultra-Fast AI With a Breakthrough That’s Redefining Computing Speeds
Illustration of innovative haptic devices enhancing human-robot collaboration in industrial settings. Image generated by AI.
This Stunning Haptic Breakthrough Lets You Physically Guide Machines as If They Were Extensions of Your Own Body
News by category
  • English
  • Tech
  • Finance
  • Leisure
  • Transport
  • Science
  • Security
  • AI & Robotics
  • Energy
  • Sustainable Development
Information
  • Meet the Team
  • Legal notice
  • Privacy policy
  • About Us
  • Advertising
  • Contact Us
  • About Us
  • Advertising
  • Contact Us

Subscribe to Our Newsletter

News, investigations, and analysis — our top stories every morning to start your day right.

Facebook X (Twitter) RSS
© RudeBaguette.com. All rights reserved.

Type above and press Enter to search. Press Esc to cancel.