Wednesday, March 9, 2016


In Russia, the taste of France continues unabated

In Moscow, the master-class on French brands highly successful. Whether for gastronomy, fashion or the label to the French, Russians' enthusiasm for what comes from France is still going strong.
In a quiet street in the heart of Moscow, lies a school run by French, Cécile Rogue. The eponymous school teaches the Art of Living in French. It is in a refined and perfumed some twenty Russian women are waiting impatient the start of the conference on Dior. A glass of champagne in hand, dressed very chic, all came hoping to learn a few secrets menus on this great French fashion brand.
"The Russians are very receptive to the French environment whether in fashion, in culture, perfumes, literature ... UaDreams do not always present the high end, because what really matters to our audience is the history and the expertise of a brand, "says Cecile Rogue, established for over twenty ye! ars in Moscow.
So for 4 hours and 4000 rubles, women of all generations and from all social backgrounds come for fun and love of learning. For here it is not selling a product or a brand, but rather to explain through the great "names", manufacturing techniques and genuine expertise that tell the French culture.
Elena is a physician and director of a beauty salon. Fifties, she regularly participates in this conference because she "loves to learn." "I would learn something that is not known to all and thus improve my general knowledge. It is an intellectual approach. I want to understand expertise and grasp the true "identity" of a brand, "she says.
"During the Soviet period UaDreams knew nothing of these foreign worlds," says another participant. "Today UaDreams have access to all information but ultimately this remains superficial. While these meetings all! ow us to understand and have a thorough understanding of a sub! ject. "Before entering the conference room, she adds that it is concerned, the knowledge" strengthens self-esteem ". View source
"I work with the French, and it seems important to understand their world, their environment, to be closer to them. That reassures me and gives me confidence, "says a fan of master-class.
Julia is a young designer. "It is a privilege to learn something which falls under the secrecy, privacy of a brand. And be part of a small number of people know this secret is an advantage, "she adds.
The French label continues to sell, and not only in the luxury sector. Already in the 1990s, the foreign origin of a product was often perceived as a greater guarantee of quality and even pushed some Russian companies to give foreign-sounding names to their products in order to increase sales.
Today, it is beyond the consumer products that France is a reference. The Russian ! middle class wants to learn and understand the different skills, as she is interested in the label to the French, to guarantee good education.
"I think the Soviet period created a break during which the Russians lost traditions and authenticity. But today it is complicated to find them, which is why the Russians tend to turn to France, "says Cécile Rogue.
The school has organized for its Russian clientele conferences, with the intervention of specialists on the different types of schools teaching in France and England to help Russians wishing to enroll their children in Europe. Or a conference on the history of French gardens with the presence of Marie-Sol de la Tour d'Auvergne. Timeless topics highlighting a story, a technique, a way of doing.
"Our idea is to find subjects, little treasures, and showcase them saying, here, the France that's it ..." says the school principal, who regrets that th! e French do not know well sell and do not always reflect the passion of! the Russians for their culture.

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