customers

The alleged PcComponentes hack affects 16 million customers. It’s another nightmare for phishing attacks

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In Hackmanac Cybersecurity alerts reporting alleged hacks and massive data thefts around the world are frequent. One of the last notices, posted yesterdayaffects a Spanish company on the rise: PcComponentes. If confirmed, the alleged data theft would have affected a huge number of users. 16 million affected. According to these data, a cyber attacker using the alias ‘daghetiaw’ claimed to have managed to infiltrate PcComponentes. By doing so, it has obtained the data of 16.3 million customers, specifically: DNI/NIF Orders and invoices Address Contact details (phone) Credit card metadata (type, expiration date) IP address A sample that seems to confirm the hack. The author of the cyberattack wanted to demonstrate that the database he managed to obtain is legitimate, and to do so he has published a free extract of 500,000 users. That is already a very bad sign and seems to confirm that this hack and massive data theft has indeed been successful. There were already problems a year ago. An This failure exposed a database with access credentials. And everything fits. In The Computer Chapuzas They have contacted 0xBogart and obtained more information about that incident. This user actually talks about the fact that a database from August 2023 was already stolen and that then “it had 11,951,125 users, it makes sense that in 2026 they will have 16 million.” This expert had access to PcComponentes’ servers for five years, and only lost it “when they abandoned their data center for Amazon Web Services,” he indicates in the El Chapuzas Informático text. Pc Componentes has not confirmed the hack. At the moment those responsible for Pc Componentes have neither confirmed nor denied the massive data theft. At Xataka we are trying to contact the company to clarify the details. Meanwhile, those responsible have 72 hours from when the hack was discovered to notify the Spanish Data Protection Agency (AEPD). Up next: phishing attacks. This new massive data theft represents a potential nightmare for PcComponentes customers. If the hack is confirmed, all that data could be used for much more convincing phishing attacks: the more information cyber attackers have about us, the more they can “convince” us with messages that appear to be authentic and that manage to confuse us. Or phishing. There is also the danger of identity theft: the stolen data allows the creation of a “user profile” with which a cybercriminal can impersonate one person to deceive another with social engineering techniques. If the database has been leaked there is little that PcComponentes clients can do because their information will already be exposed. It has not been clear if there are passwords included for access to the company website in the massive data theft, but our recommendation is to change that access password as soon as possible. In Xataka | The leak of 16 billion passwords would be the largest in history. If it weren’t for the fact that it’s a gigantic rehash

It took a hacker two and a half hours to steal thousands of personal data from Endesa customers. Endesa took a week to notify

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Endesa Energy has confirmed a cyberattack on its trading platform that has exposed critical information of millions of customers. The breach includes identity documents, bank accounts and data from electricity and gas contracts, which places those affected at risk of fraud and identity theft. What exactly happened. A cybercriminal has managed to circumvent the security measures of Endesa’s commercial platform and access sensitive customer information related to their energy contracts. According to has recognized the company in communications sent to those affected, during the security breach contact information, ID and IBAN numbers from bank accounts would have been extracted. The company ensures that the access passwords have not been compromised. The magnitude of the incident. The hacker responsible, who identifies himself as “Spain,” posted on January 4 on BreachForums, a popular forum in the dark webdetails of the attack claiming to have obtained more than 1 TB of information corresponding to more than 20 million people, according to reported the Digital Shield medium. The cybercriminal assured this medium that he had gained access in less than two and a half hours, and has gone so far as to leak data samples from a thousand clients to demonstrate the authenticity of the stolen information. What type of data is at stake. The hacker claims to have obtained basic personal data (names, surnames, postal addresses and contact information), financial information (IBAN, billing data and account history), energy data (CUPS, active electricity and gas contracts, supply point information) and regulatory data. The risks for clients. Although Endesa considers it “unlikely” that the theft will result in “a high-risk impact on the rights and freedoms of users,” the company warns of several real dangers in its official statement. Cybercriminals could try to impersonate customers, post the data on digital forums, or use it for phishing and spam campaigns. Josep Albors, Director of Research and Awareness at ESET Spain, explains that “the risk does not end with the notification of the breach” and that the exposed information can be reused for months or years to launch targeted fraud. Endesa’s response. The energy company has taken almost a week to publicly acknowledge the incident since the leak became known. The company claims to have immediately activated security protocols, blocked compromised access and notified the competent authorities of the case. In addition, it has enabled telephone lines to resolve doubts: 800 760 366 for Endesa Energía customers and 800 760 250 for those of Energía XXI, its distributor in the regulated market. We have contacted the company to find out more information about it, so we will update the article in case of news. What should those affected do? The problem with this security breach is that the data is surely used for advertising campaigns. phishing and targeted spam. As explained by ESET, the first thing we should keep in mind as affected parties is to distrust any communication that appears to come from Endesa and that includes links, attachments or urgent requests, always contacting the company through official channels. This has not been the case, but it never hurts to frequently review bank accounts to detect unauthorized movements and change passwords, even if the company claims that they have not been compromised, activating security protocols whenever possible. two factor authentication. Free and useful websites like ‘Have I Been Pwned‘ allow us to check if the data has appeared in other known breaches by entering our email. The extortion attempt. According to account According to Escudo Digital, the hacker has tried to negotiate directly with Endesa through emails, although at the moment he has not set a specific ransom figure. The cybercriminal, who says he is not affiliated with any group of ransomware known, has received offers from third parties of up to $250,000 for half of the database, although he claims to have not sold anything yet. “I prefer to wait for Endesa to decide,” he told the media. A worrying trend. Just like they count From the media Expansión, this attack places Endesa on the growing list of large Ibex 35 companies that have suffered cyberattacks in recent months. Companies such as Iberdrola, Iberia, Repsol and Banco Santander have been victims of similar incidents that have compromised customer data. And they have not been the only ones, since cyberattacks and data leaks They are now much more common. In the case of Endesa it seems that we will have to wait for the company to offer more information on the matter. Cover image | Endesa In Xataka | OpenAI just assumed an uncomfortable truth about AI browsers: there is one type of attack that is impossible to block

Movistar customers will have it free for six months

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Telefónica has closed an agreement with OpenAI to offer ChatGPT Plus free for half a year to all its Movistar customers in Spain. Activation is digital, without permanence and without apparent trap. Why is it important. This movement consolidates the trend of operators as mass distributors of premium AI, Telefónica itself did something similar in 2025 with Perplexity Pro. It is a paradigm shift in a sector that had been looking for years to differentiate itself beyond price and fiber speed. And it goes beyond the OTT aggregation function that we have been seeing for almost ten years. In detail. The promotion covers almost the entire customer base: contracts MyMovistarMovistar Fusion, mobile-only and fiber-only rates. The process is simple: unique code from the client area, registration in OpenAI and immediate access. After six months, automatic renewal at 23 euros per month if the user does not cancel. The agreement is limited exclusively to Movistar, it does not include O2 customers. The enigma. Will existing ChatGPT users be able to use this promotion without having to register a new account? The official press release It doesn’t clarify it. From Xataka We have made this query to Telefónica and we will update this section as soon as we have a response. Between the lines. Telefónica has not chosen OpenAI by chance. It is the brand with the greatest recognition in generative AI. The operator already signed with Perplexity a year ago. Now add ChatGPT. The pattern is evident: Telefónica aspires to become an aggregator of AI services, exactly as today packs Netflix, Disney+ or Prime Video. Main winner? OpenAI gains distribution in Spain without having to make a commercial effort. Telefónica gains differentiation and data on AI usage patterns. Users gain temporary access to tools that without this promotion would be off their radar or budget. Yes, but. The promotion ends and then comes the friction. How many users will have integrated ChatGPT Plus enough into their routine to justify 23 euros per month? How many will simply try out of curiosity and cancel before payment? The success of this bet is not measured in the headlines that Telefónica is getting today, it is measured in conversion rates six months later. Featured image | Telefónica, OpenAI In Xataka | Telefónica has been trying to leave Mexico for six years and has discovered a problem: no one wants to buy what is left of it

There are restaurants charging their customers 15 euros when they do not appear in a reservation. And it is a trend that is going more

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“There are people who accept it and people who don’t. Let them make an effort so that we can make it to the end of the month,” comments Danitza Gabriela, Executive Chef of the Manifiesto 13 restaurant, with a laugh, in a video on the channel ‘The Xef in Kitchen‘. It refers to the charging of a fee if someone does not attend a reservation at your restaurant, But although it may seem drastic, it is not a problem that should be laughed at. It is a whole phenomenon baptized as ‘no show‘, and there are already restaurants that are taking measures. For example, charge 15 euros if you don’t show up. He no-show. Also known as ‘ghost reserve’, it is one of the nightmares of the restoration. The name is quite revealing: it is a reservation for a table that, without warning, does not show up at the agreed time. There the restaurant fills its gap, but there are times when it is not possible, leaving holes of hundreds of euros depending on the case. There are situations in which it is inevitable not to show up, even others of greater cause in which the last thing we think about is calling to say that we will not be able to go, but unfortunately it is becoming common in certain cities. Spread booking. Another Anglicism that is easy to understand. In large cities, there are diners who adopt the strategy of making reservations in several restaurants at the same time. This may seem like nonsense, but it makes “sense”: they secure all the options they like and then decide on the fly which one they prefer, not canceling, or not canceling early enough, on the discarded options. Freak. How often this occurs depends on the city. TheFork platform carried out a study on phantom reservations and, according to their analysis, between January and July of this year, there was not a single month in which no-shows accounted for more than 3.4% of the total. Then, it depends on the regions and, as we say, the city. Others studies They point out that, in large cities in the United Kingdom, Australia or New Zealand, the absence rate is around 15%. In the United States and Canada, 20%. 15 euros. According to that same study by The Fork, of the total number of diners who do not attend the reservation, only 38% do so due to last-minute unforeseen events that have prevented them from calling the restaurant. 7% say that they do not notify because they are embarrassed to call and 55% say that they get lost or forget that they had made the reservation. That is precisely what is leading restaurants to take action. We mentioned the words of Danitza, from the Manifiesto 13 restaurant, at the beginning of the article, and the amount they charge for not appearing is 15 euros. He explains it at minute 8:10 of this video: “Every day we call to reconfirm the reservation. We are applying a cancellation policy, only on weekends, because those are the days when we have the most occupancy. It is 15 euros, just so that people have that bit of respect.” Danitza continues by pointing out that “it’s very hard when you’re starting out. If you don’t have a lot of fuss and the table doesn’t come to you, you’ve already prepared… and it’s complicated. There are people who accept it and people who don’t.” At Gordon Ramsay’s, if you don’t cancel at least 48 hours in advance, it’s 150 pounds. Impact. Manifesto 13 is not the only restaurant that applies this. A couple of years ago, Amelia, a restaurant in San Sebastián with two Michelin stars, charged 510 euros for a service not provided to three diners who did not show up. It was a case that came to court after a complaint from one of the customers, and the result was the ruling in favor of the restaurant. Studies indicate that losses due to no-shows can suppose between 5% and 20%, depending on the type of business, and this is what has motivated locals to move tab. For example, with card number like warranty and deposits, as are done in other forms of entertainment and consumption. It has even come to pose the expulsion from the reservation system of clients who accumulate several. Images | Hitesh Dewasi In Xataka | The restaurant with the longest waiting list in the world is not a Michelin star: it is in Bristol and costs €40

Movistar Plus+ was making a comeback after four years of losing customers. Telefónica has decided to cut its workforce

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Telefónica has set 119 final departures in Movistar Plus+part of the ERE that will eliminate 4,554 positions in Spain. It is a reduction compared to the more than 200 losses initially planned, but it comes at the worst moment: when the platform was finally adding clients again. Why is it important. Movistar Plus+ has 3.75 million (the most recent data is from September 30) , the best data since 2018 after years of collapse. It lost almost 650,000 clients between 2019 and 2023, hit rock bottom, and was already beginning to recover. Now Telefónica is cutting muscle just when it needed to step on the accelerator. The paradox. The company bet a lot of money buying Canal+ and launching its own productions to compete with Netflix and Prime Video. When the numbers improve, he reduces the workforce. The inevitable question: how are you going to keep up with global giants with fewer people and a tighter budget? Yes, but. Subscriber growth does not guarantee profitability. Telefónica has reoriented Movistar Plus+ towards a more flexible and cheaper offer, unrelated to convergent packages. That adds customers but compresses margins. And competing in streaming without a global scale is very expensive. The unequal context. Netflix already has more than 300 million subscribers in the world. Prime Video exceeds 200 million. Disney+ around 120 million. Movistar Plus+ has 3.75 million in Spain, at the end of the third quarter of 2025. The difference in scale is brutal and translates directly into budget for content, technology and distribution. What works. Football continues to be the lifeline. LaLiga and the Champions League keep many subscribers hooked who, without that content, perhaps would not have stayed for so long. But a platform cannot be built only on sports rights that also increase in price every cycle, as we saw a few days ago. What deserves more luck. Movistar Plus+’s own series and documentaries have objective quality. ‘Poison‘, ‘The Messiah‘, ‘The Plague‘, ‘riot police‘, ‘The Pioneer‘ either ‘Rapa‘ demonstrate the ability to find powerful stories with local cultural sensitivity. Netflix and Prime also produce Spanish content, but Movistar Plus+ has built its own catalog that transcends obvious trends and connects with the public in another way. The problem is not the quality of the content. Quality is sometimes not enough when you compete against infinite budgets and recommendation algorithms fine-tuned with data from hundreds of millions of users. The big question. What will become of Movistar Plus+ if it continues to contract? It was beginning to regain ground, but doing so with 119 fewer people makes it difficult to maintain the pace. Without the investment capacity to match the Netflix-Amazon-Disney triumvirate, the room for maneuver narrows every quarter. The background. This ERE is not an isolated case. Telefónica has been thinning its workforce for years while it pivots towards infrastructure and gets rid of unprofitable Latin American subsidiaries. Marc Murtra, president for one year, has renovated its entire dome. The 2024 one cost 1,300 million and took 3,421 positions. This new adjustment will be more expensive and deeper. Between the lines. The unions have ended up accepting forced dismissals in minority companies such as Movistar Plus+, despite having set it as an initial red line. The pressure from the workforce to guarantee early retirements in other subsidiaries has weighed more than maintaining positions. UGT and CCOO have appealed to “common sense” and “responsibility”common euphemisms to justify a capitulation. In Xataka | Telefónica is preparing a tough ERE, but for many veterans it will be like a prize Featured image | Xataka with Mockuuups Studio

Neobanks break 25% market share in Spain. Traditional banking is losing young customers

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They are no longer an anecdote, they are a main actor. For the first time, neobanks have exceeded 25% of the market share among individuals in Spain. A new report echoed by some media, places the penetration of these entities in 27.2%. It is a significant jump from the 21.8% they registered in 2024. The data confirms a clear trend: traditional banking is losing the battle for the young customer, although it continues to retain the main business. Image: Revolut What is a neobank. Unlike traditional bankingneobanks operate 100% digitally, without physical branches. Their model is based on a very light cost structure that allows them to offer commission-free services all managed from a mobile app. The Bank of Spain itself defines them as entities that offer banking intermediation services in a completely digital way. The assault on the young public. Neobanks entered the Spanish market attacking a very specific niche: young people and travelers. a study from Adyen and OpinionWay reveals that practically all Spaniards (93%) reject paying banking fees abroad. This has caused 59% of millennials and 55% of Gen Z to trust them more than traditional banks when traveling. Part of the “win” in innovation and reputation It’s not just in the product, but in the marketing. They understood that an app was not enough to attract the new generations; You had to be where they are: social networks and platforms like Twitch and YouTube. Revolut has been the most aggressive, renewing for a third year its alliance with Ibai Llanos and sponsoring its “Evening of the Year.” It seems that traditional banking has reacted to this trend, and has used the same weapons: now, Banco Santander has signed the YouTuber Plex. With almost 15 million followers on their networks, He is the protagonist of the last campaign. The Revolut surprise. This growth is not uniform; It is led by the well-known Revolut. A report from the CNMC was devastating: in 2024, Revolut led the acquisition of new accounts in Spain with 19.8% of the total, surpassing giants such as BBVA and Santander. The CNMC was blunt and recognized that “neobanks and fintechs pose a real competitive threat.” Figures. That leadership in recruitment now translates into real money. According to data from Expansion and El Mundo, the total neobank customer base in Spain exceeded five million in 2024. Revolut quadrupled its deposits in a single yeargoing from 739 million euros to 3,127 million. Meanwhile, its competitor N26 (with one million clients) suffered a 9% decline in deposits since December. Image: BBVA Fintech in traditional banks. The reactionary stance of some entities has led them to a strategy: launch their own neobanks to compete in the same field. Imagin stands out, promoted by CaixaBank. Your numbers They do not leave many doubts: they can boast 3.5 million clients and a 48% market share in the 18 to 34 year old segment among the main neobanks. But very few trust them with their payroll.. Despite the good penetration figures, traditional banking continues to dominate the main relationship with the customer. According to a report by Inmark, banks such as CaixaBank, Santander and BBVA account for almost 84% of the business market. Among individuals, only 4.2% use a neobank as their main entity. However, the goal of neobanks is stop being a complement. They are ripening to attack the core business of banking: Revolut has already announced its plans to offer mortgages in Spain and yes it has materialized installment payment services. The official view: necessary competence. The rise of fintech is a trend validated by official organizations. The Bank of Spain, in its 2025 Observatoryconfirms a 50% growth in the number of entities since 2020 and a 249% increase in their total assets since 2018. At the European level, the president of the Single Resolution Board recently warned that the Revolut model reinforces the need for a deposit guarantee fund mutualized in the EU. For its part, the National Commission of Markets and Competition (CNMC) and your report It is important to understand why they succeed: The traditional banking sector is highly concentrated. Spain (HHI of 1,331) has a higher index than Germany (323) or France (567). This lack of competition is one of the reasons why traditional banks do not remunerate deposits. It is the neobanks who break this dynamic. The Spanish banking sector is four times more concentrated than the German one, according to the CNMC. Neobanks have not grown by chance: they have taken advantage of the void that traditional banking left by not competing Now, there are always stones on the road. The CNMC points out that Spaniards have a “relatively high level of distrust” in online banking – only 23% feel “very comfortable” compared to the 41% average in the eurozone – and “below” average financial education. This paints a battlefield for the coming years. The growth of neobanks shows that they have won the usability war: they are easier to use and have masterfully conquered the young public. However, CNMC data reveal that traditional banking still has the most important defensive moat: customer trust and inertia. Cover image | Composition with images of CardMapr.nl and Revolut In Xataka | There are more and more millionaires in the world and that is a problem: luxury products are no longer exclusive

The tip makes the employee poorer and customers end up paying their salary

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In Spain there are A debate above the table. In the country he had always looked at the “optional tip” of 10% as an exotic custom of the United States, but lately something seems be changing In the hospitality. On the contrary, in the United States someone has opened the melon of one of the great traditions of the sector. And anyone has said it. McDonald’s has put in question The American tips and system. Context. It We count A few weeks ago. In the United States, tips are not mandatory by law, but it is customary, we would almost say that “obligation”, leaving a tip between 15 and 20%. The logic behind the behavior has to do with the fact that the US minimum federal minimum wage for workers with tips is 2.13 dollars per houran amount that has not changed since 1991. Somehow, that very small amount that the waiter receives on duty has turned the “American” tip into a kind of help to the worker who has no other way to increase his income. In practice, more forced than the theory, when eating in the United States in groups of between a minimum of four and six people, most establishments impose a 18% tip (free) without giving option not to pay it. By the way, although the practice is so settled there, it has European origin. It is estimated that in England in the 16th century. McDonald’s opens the melon. And this is where the almighty company appears. The CEO of McDonald’s, Chris Kempczinski, has criticized A television interview The restaurant model that rely on tips to cover the salary of their workers, qualifying it as a system that “transfers the responsibility of payment of the workforce to the client.” According to explainedwhile McDonald’s does not allow tips and directly pays the salaries of its employees, other premises can pay only 2.13 dollars the time under federal law as long as the final income, adding tips, reaches the federal minimum wage of $ 7.25. With the recent approval of “Big Beautiful Bill” promoted by Trump, which exempts tips from taxes, that scheme It reinforces and generates (In Kempczinski’s opinion) a “inequality of conditions” in front of fast food chains that do not benefit from such practices. The background of the phenomenon. The system of “Tipped Wages” It has been extending beyond traditional restoration towards multiple sectors of precarious work and platform economy. They remembered In Insider That appos of apps such as Uber Eats or Dordash depend on tips to complement income, and the pressure on customers has intensified with notifications that suggest that the speed of the service can depend on the initial generosity of the order. Practices like The “Tip Baiting”in which a consumer promises a high tip to encourage rapid delivery and then withdraws, have generated conflicts and distrust. At the same time, recent surveys reveal A growing social fatigue towards the proliferation of tip requests in all types of establishments, which reopens the debate on whether this form of compensation remains sustainable and fair. The giant proposal. Kempczinski, on behalf of the multinational, suggested that the solution passes through force everyone restaurants to pay the same base minimum salary, regardless of the tips received. States such as California, Alaska or Minnesota already demand it, eliminating the figure of the “subminate by tips” and guaranteeing more stable direct salaries. According to the manager, extend this federal model It would reduce poverty and labor rotation without implying loss of jobs, while leveling competition between fast food chains and traditional restaurants. In his vision, the current disparity favors those who rely on a Externalized Compensation System In customers, while companies such as McDonald’s directly assume staff costs. The vision of a “double cheeking.” There is much more, since Kempczinski described The current American situation as a “two -level economy”, marked by the gap between high -income consumers, who continue to spend on premium products and home deliveries, and those of average and low income, which reduce their visits to restaurants, jump meals and choose to cook at home. From the inflationary wave of 2022, the chain has faced an increasing discomfort For the increase in their menus, which led to the combos exceeding ten dollars since whole strips of customers see fast food as an occasional luxury rather than as a daily option. Price readjustment as a strategy. To stop the traffic drop between these segments, McDonald’s He relaunched a package Five dollars and reinforced promotions in their main markets, relying on advertising campaigns focused on value. The strategy aims to maintain the brand as a reference for accessibility in an environment in which the smallest competition lacks the scale to absorb the costs of the reduction. However, franchisees (responsible for most premises in the United States) They show concern For the impact on margins in a context of wages, rentals and upward inputs, although Kempczinski assured that the consensus in favor of these measures was “almost unanimous.” A conflict between models. If you also want, the debate also contains a deep cultural shock: in the United States, tips have historically worked as salary complementbut the rise of digital platforms and inflationary pressure have intensified wear of this model. While the restoration industry defends its flexibility and ability to attract customers with lower apparent prices, critics They point That it is a undercover subsidy form in which consumers, and not employers, finance a good part of wages. The McDonald’s intervention It reflects how great global corporations see in this imbalance not only an ethical and social problem, but also a competitive disadvantage, reviving a debate that touches the essence of US labor policy and its relationship with salary justice. Image | Crusier, Tomwsulcer, Ramon Fvelasquez In Xataka | Spain had always looked at the “optional tip” of 10% as an exotic custom of the US. Until now In Xataka | The Trojan horse that the US “expats” are introducing in Spain: the culture of the … Read more

The iPhone of the lipsticks is from Louis Vuitton and hope to sell them as churros: “Customers are excited”

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The luxury market is going through one of its worst Financial crisis due to Strong sales adjustment behind him boom of sales that luxury brands experienced after the pandemic. Bernard Arnault has devised a master play to try redirect the bassist situation of LVMH and attract the interest of the wealthiest clients: a new luxury makeup range in which a scented lipstick will cost about 160 dollars. They hope to sell it as churros. Landing in luxury cosmetics. Louis Vuitton gets fully into the world of high -end makeup with the launch of Beautéa range that includes 55 tones of lipstick, in addition to balms, eye shadow palettes and a series of skin accessories to wrap them with monogram design seal. It is no accident that Louis Vuitton has chosen that they are 55 tones: 55 in Roman numbers is LV. Beyond the tonal ranges and glamor of the packagingFrom the first range of makeup of Louis Vuitton, the most attracts attention are its prices. A single lipstick will cost $ 160, $ 250 for a palette of eye shadows. The most faithful to the brand, in addition, can Complete your accessories With a mini trunk to save the lipsticks, stamped with the monogram design for 2,500 euros or a bag to carry the lipstick for $ 390. A high price as a strategy. Not everyone can pay 160 dollars for a lipstick so LVMH’s strategy is hitting the table to, such and As I recognized Pauline Brown, president of LVMH for North America to Yahoo Finance, strengthening her leadership. “There is practically no market for a 160 -dollar lipstick. Therefore, I think this was a strategic play to try to strengthen its position and leadership in the luxury market.” If we compare it with the products offered by its main rivals. A Dior lipstick, for example, costs about 47 dollars, Hermès lipsticks about $ 80, while one of Peau Beauté Clé It is sold for $ 113. This approach seeks to strengthen exclusivity for the Ultralujo buyer, not for the aspirational client. It is the same strategy that the brand has used in its leather and fashion products, which they have achieved endure the generalized downward trendin the face of the results that presented luxury brands, Like Burberrythat they had opened their catalog to more affordable products. Debate about the unattainable strategy. The luxury products They are not based on a rational criterion, but on feelings and perceptions. So it is difficult to advance whether the new range of luxury products will be a success or not. According to The report “The State of Fashion: Beauty V.2 ” Prepared by The Business of Fashion and McKinsey, 63 % of consumers do not consider that premium brands have higher quality than the most affordable brands, and 24 % of those customers have opted for cheaper products in the last 12 months. However, such and as they highlight in The Business of Fashionin the face of this practical vision, there is the purchase decision based on brand perception. Marigay McKee, co -founder of the Incubator of Violet Lab Beauty brands and former sales of Harrods and Saks Fifth Avenue assured that: “Vuitton has waited so long to offer cosmetics that customers are excited … the legacy is there. But the quality has to be present, not just the aesthetics.” Louis Vuitton and Apple. Cécile Cabanis, Financial Director of LVMH, assuredIn one of his latest presentations that “Vuitton’s strategy focuses on always offering the most sophisticated and higher quality product to retain the most important customers and get some others in the upper segment. So the goal is to continue recruiting the youngest generationand that is not about selling at low prices or making cheap products, but also using the vuitton’s DNA, DNA and attractiveness and replicating it in more accessible categories. “ In that context, Louis Vuitton’s strategy with this new product line is very close to what historically He has offered Apple In technology: a product with high quality perception, at a high price that reinforces the concept of “products value” above its price. Quality must be demonstrated. The presence of Pat McGrathone of the most influential makeup artists in the world at the head of the cosmetics of Louis Vuitton, guarantees that the collection is relevant for both the industry and for the most demanding consumers. Marigay McKee rememberthat the success of the new line is conditioned to its quality. “Louis Vuitton faces the experience of the best makeup artists in the world. There are those who pay for the brand image, but it cannot only be exaggerated advertising. The product has to live up to expectations, or will only have good sales in the launch”, but will not be able to maintain those sales for a long time. The cosmetics sector is very lucrative. While it is true that LVMH already has cosmetics specialized marks as Sephora, the global makeup market is so lucrative that it is tempting not to enter it with a high -end proposal. According to data published by Fashionunitedthe cosmetics market reached 43.6 billion dollars in 2024 and could touch the 46,000 million at the end of 2025. The projections by 2034 are even better. That is why, in his search for new folders for the luxury sector, Louis Vuitton will not miss the opportunity to open a hole in This expanding market. Maybe it starts like a 160 -dollar lip bar and then present more competitive ranges. It is the same as Apple with its most top iPhone, and then present The iPhone se or the Recent iPhone 16E. In Xataka | The new whim for Millionaires of Louis Vuitton recovers a concept of the nineteenth century: carry a bed in a trunk Image | Louis Vuitton

Tell your customers in a hurry to buy competition cars

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Xiaomi has received 240,000 orders of his new Electric SUV YU7 In just 18 hours. The waiting time has shot until 14 months for the base model. Lei Jun, founder and CEO of the company, has made an unusual decision: recommend that buyers acquire rival brands if they are in a hurry, according to Bloomberg. The situation is as absurd as usual when the desire is high and the immediate offer is low: It costs more to buy a second -hand yu7 today than a new one when there is availabilitysomething we have seen in the technological world. For example, with the shortage of the PlayStation 5 in its launch. Why is it important. This recommendation breaks all traditional marketing schemes. A CEO publicly suggesting that customers buy competition products – including the Tesla Model andagainst which it competes directly – represents a radical turn in Chinese business communication, where brand loyalty is sacred. “If you need to buy a car soon, other electrical models produced in China are quite good,” said Lei in Weibo. Has specifically mentioned three models as viable alternatives: Xpeng G7. Li Auto i8. Tesla Model and. The context. Xiaomi has recently completed the second phase of Your factory in Beijingbut the productive capacity remains limited. It is taking two months to reach 10,000 units per month with a new production line, and five months to reach 20,000. Right now “only” delivers 1,590 weekly units of YU7. The base price of 253,500 yuan (about 30,300 euros) and its benefits —835 kilometers of autonomy, 80% load in 13 minutes – have created a demand impossible to meet in the short term. Between the lines. Lei Jun’s play hides a strategy. By openly recognizing productive limitations and recommending alternatives, builds an unusual transparency and honesty image in the automobile sector. This apparent vulnerability paradoxically reinforces the attractiveness of the brand: if the CEO is willing to lose sales rather than lying on the deadlines, the product must deserve the penalty. In Chinese business culture, where Mianzi (Reputation and accumulated social prestige) It is everything, admitting limitations in public is an act of courage. Maybe calculated. Lei bets that consumers will assess this honesty more than the usual empty promises of the sector. What is happening. The phenomenon transcends Xiaomi. Tesla went through You wait up to three years for Model 3 In 2016. Toyota registered delays of Four years for Land Cruiser in Japan For 2022. The difference lies in the answer: no CEO of these brands ever suggested buying a rival vehicle. On the Chinese platform 12365auto.com, 95 complaints have been registered about Yu7 in July, mainly for waiting times. The 240,000 Yu7 reserves approach the 265,400 units that Tesla has sold in China throughout the first semester. The alarm signal. Xiaomi’s success in cars –Where Apple had to fold candles– Shows that the war for the electric car has definitely moved to China. Chinese technological brands not only compete in price: they offer real innovations in autonomy, load time and user experience that traditional brands take years to implement. Lei Jun’s recommendation is the confirmation that Xiaomi can afford the luxury of sincerity because his product speaks for himself. And besides, it does so in a market saturated with unfulfilled promises. Outstanding image | Xataka In Xataka | Byd did not go to the Shanghai Auto Salon to show cars. Went to exhibit power

The US has taught the tariff rope with Brazil again. Embraer has a lot to lose, and its customers too

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If you live in Europe, fly in a Embraer is not the most common. But the truth is that these Brazilian planes are more present than they seem. In airports such as London City, Where only a few models can operate, these jets dominate the track. Even in Spain his footprint was remarkable: Air Europa had several E195 in its regional fleet until the beginning of 2023. Embraer is not a minor actor. It is one of the world’s largest manufacturer in the world and its e-hes-especially the E175– They hold a good part of regional traffic in the US. Airlines such as American, Skywest and other regional United Express operators have clearly opted for them. With Boeing in low hoursEmbraer is emerging as an emerging candidate for the select group of the great manufacturers. A tariff triggers uncertainty President Donald Trump has threatened to apply A 50 % tariff To Brazilian products as of August 1, an unprecedented offensive in relations between the two countries. In parallel, Brazil already mentions a mirror answercovered by a recent reciprocity law. Although there is still no confirmation about which sectors they would be exempt. With a large part of Embraer’s orders aimed at the US market – where almost 95 % of firm orders from E175 come from airlines such as American, Skywest and other United Express operators -, the new measure threatens to significantly increase their products significantly. Not only will the final prices of the jets be affected, but the cost of the Imported components from the United Statesessential for manufacturing, it could also be affected if Brazil decides to apply, in retaliation, an equivalent rate. Among those components are enginesCF34 manufactured by General Electricthe airplane system Honeywell Primus Epicas well as landing trains and actuators supplied, mostly, by Collins Aerospace (USA) and Liebherr (Europe). An essential part of each aircraft that, if more expensive, would also impact the production costs of the aircraft destined for other markets. This dual effect could have broad spectrum consequences. On the one hand, airlines could be forced to Reconsider your purchase strategies If the price jump translates into higher operational costs. On the other, if the manufacturing cost is increased, Embraer’s global competitiveness would be compromised, even in regions where its position is solid. As Flightglobal collectsEmbraer has indicated that he is evaluating the impact of this measure on its operations and has been active in the dialogue with the authorities to try to restore the exemption of the import tax that has historically favored the Brazilian aeronautical industry. However, queen uncertainty. This tariff is part of a Trump communications series to leaders of more than twenty countries, with warnings that rates can modify “according to the relationship.” The lack of regulatory clarity leaves manufacturers such as Embraer – and suppliers, airlines and passengers— In a difficult situation to anticipate. Images | Dave Montiverdi | Marcelx42 (CC by-SA 4.0) | Samuel Costa Melo In Xataka | The US will finally continue selling engines for C919. He has also given China a reason not to need them again

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