We were a little puzzled by the latest scheme from Massimo Dutti. Why puzzled we hear you ask? Well, doesn't this reference the Gatsby trend which happened last May? We know of course and understand the processes which trends follow although this is becoming much flatter and the journey from implementation at luxury brands to mid-rangers much quicker and therefore we are a little surprised to see it now when everyone else has done it? Ah well, that's the Massimo Christmas scheme for you; just 6 months too late.