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Name: Retail Brand Strategy Consulting
Brand: IGU Global
Price: 3000 AUD
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The Illusion of TrendsToday

Trends no longer move through culture the way they once did. Drawing on nearly two decades at Adidas and Nike, Nick Gray explores how algorithms, exposure loops, and repetition have reshaped how trends are formed — and why familiarity is now mistaken for relevance.

6 days ago7 min read

Labubu collectible trend and consumer psychology explained by Nick Gray

The Fascinating World of Labubu: A Trend Beyond Collectibles

Labubu isn’t just a collectible — it’s a case study in emotional psychology, identity, scarcity, and modern consumer behaviour. Here’s why this strange little character has become cultural currency.

Jun 23, 20253 min read

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IGU Global (I Got You Global) is a Sydney-based retail and brand consultancy founded by Nick Gray. The business works with brands, retailers, founders, and leadership teams on brand strategy, customer experience, emotional intelligence, and human-centred growth in an AI-accelerated retail environment. IGU Global is an independent consultancy and is not affiliated with any academic or professional publishing organisations.

IGU Global (I Got You Global) is a retail and brand strategy firm founded by Nick Gray, based in Sydney and working with Australian and international brands.

The firm works with founders, leadership teams and boards to help them navigate complexity, sharpen decision-making, and build emotionally intelligent brands and retail systems in an AI-accelerated world.

IGU Global specialises in retail strategy, brand strategy, customer experience design, leadership alignment and advisory work grounded in consumer psychology, emotional intelligence and human behaviour.

IGU Global works with Australian and international brands across retail, fashion, consumer goods and services.

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