Qantas will cut around 850 roles in its Accenture deal and the market cheered. The cost doesn't show up this year. It shows up when customers stop giving Qantas the benefit of the doubt.

Every channel tells a slightly different story, and the customer is left to decide which one is true.

There are four questions to ask a retail strategy consultant in the first meeting, including the one most people skip.

How IGU Global helped Mondial by Nadia record its strongest 12 months of trading since the business was founded, with revenue up an average of 26% a month against the baseline month.

Uniqlo just had the biggest year in its history and in many places around the world people will wake up and get dressed in Uniqlo without thinking twice about it, and that's exactly the reason Uniqlo has made its mark on the world, even in such challenging times.

I don't write to produce articles. The article is the by-product, the thinking is the product. Why skipping the thinking with AI costs you judgement, why a brand built on the same tools as everyone else ends up the average of its category, and three things to try today.

Fourteen stores in Henan. No advertising. Revenue more than doubled in three years to 23.5 billion yuan. Pang Dong Lai prints its cost price and margin on the shelf ticket and lets customers watch the rule run. Trust is not a value. It is the last competitive advantage that cannot be copied.

A former Nike and adidas executive on why building brand culture isn't about the launch, it's about knowing when to stop selling, and why most brands never learn the difference between exchange and extraction.

Sellout velocity is retail's most trusted number — and its most misread. It measures how badly people want you, not whether they like you. Those are two different systems, and confusing them is why hype brands have a half-life.

Luxury raised prices without raising quality or creativity — and the bill has arrived. Mid-market is now eating luxury's growth. Nick Gray, founder of IGU Global, argues this same dynamic is about to hit every brand via AI — and most leaders are about to make the same mistake, just with people instead of price tags.

Why does walking into a Uniqlo store make you relax? Nick Gray decodes the psychology of radical simplicity — the cognitive load principle, HEATTECH, KAWS, and what it means for your brand.

The 2026 Edelman Trust Barometer just proved what we see at IGU every day. Business is the last trusted institution standing. Most brands are wasting it. Here's the data — and what it's costing you.

Five things the data is already confirming about consumer behaviour, retail strategy and AI — and what it means for your brand in the second half of 2026.

Why customers hesitate and walk away — and what purchase confidence really means for your brand. Nick Gray explores the neuroscience of trust, doubt, and decision-making in retail.

Physical retail is entering a new era. As AI reshapes how consumers research and buy, physical stores are evolving into environments that build trust, reduce hesitation, and help customers feel confident in their decisions. This article explores why the future of retail will belong to brands that create spaces where behaviour, experience and belief are aligned.

Many founders feel their brand is everywhere but somehow less clear than it used to be. Modern commerce hasn’t just added channels, it has changed who speaks for your business. This article explains why brand consistency is collapsing and what actually replaces control.