Conclusion of the spanish ready to wear market (Lucie)

For my last post on this blog I would like to speak one more time about a video which our group presented in classroom. It’s about this video http://www.youtube.com/watch?v=wsDzh60u7zo at 3:42.

In fact, this video says about Spain “We although have giants of the global fashion industry, and multitude of this companies in this industry able to dressed and supply footwear for the planet” and then they give the example of Zara, Mango, Custo, Pronovias and Camper.

I would like to make a conclusion jointed all my post about clothes’ brand (the group Inditex, Mango and Desigual). 

The Spanish sector of the fashion is one of the most dynamic of the Spanish economy and the niches of market such as the ready-to-wear clothing for children, the clothing for weddings, the lingerie for women and for men, the shoes, have success because they decided to export their products. According to the data collected by ESTACOM, between January and July, 2012, the made fashion in Spain knew an increase of more than 15,76 % of its sales compared with the same period of the previous exercise. It amounts to 6167,8 million euros.

"The national consumption is depressed. The companies will go out of the crisis if they are exporting, if between 60 % and 70 % of their sales come out ", has indicated Valeria Domínguez, director of ecommerce of Adolfo Domínguez. Close to the internationalization, the director of Adolfo Domínguez has indicated the importance of the digital trade, channel that grows to «triple digit «in the group, as well as of it strategy based on the sustainability.

As we can see the ready-to-wear of Spanish brands are in good shape because they managed to export all over the world and it’s the condition of their success.

Desigual (Lucie)

The success-story of Desigual begins in 1984 to Ibiza. His founder, Thomas Meyer, customizes T-shirts which he resells to the vacationers of Ibiza. Creative and full of ideas, he begins making jackets in stocks of old jeans. This is when he creates a totally original jacket, style bomber, this is when he baptizes of the name of Desigual (what means "not similar» in Spanish). It was the immediate success, at the same time locally and in Germany. Very fast, Meyer throws a collection mixing flowery tissues, colours sensational in patchwork. 

It’s necessary wait for 2000s and the arrival of Manel Adell, the current managing director of the brand, for the internationalization. The multicolour clothes of Desigual are a real success, with clothing lines for men and women who impose their exuberance worldwide. Desigual developed its business by creating a line of clothes for children and a series of accessories.




Desigual wins more and more market share of the fashion today. The brand haves more than 200 stores Desigual and not less than 7800 points of sale in the world. His exceptional style wins new followers at every collection. Contrary to his iberian competitors like Zara and Mango, Desigual innovates and creates nonconformist colored collections easy to identify, what allows it to distinguish itself.

The brand organizes regularly surprising events. For example for booster it sales in Barcelona, the developed an original concept limited in the day and to the first hundred customers: come in underwear and leave dressed free in Desigual. Furthermore, the brand make collaboration very surprising, with Christian Lacroix who designed a collection with Desigual.

Nowadays, the brand doesn’t worry about showing it values. In fact, in it last campaign of advertising (http://www.youtube.com/watch?v=1WEyn967yxM) the brand made a spot which you can see a couple of lesbians and the brand positioning itself about social subject.

Inditex (Lucie)

Today I would like to speak about a very successful spanish group :

INDITEX

Everyone know brands of this group but you don't know exactly how many brands have it.
The group Inditex is composed by all this brand :

The first brand of Inditex was Zara. This brand was created in 1975 by Amancio Ortega and Rosalia Mera who opened this year our first shop in Spain. Nowadays, Zara is a network with shops located in big cities around the world, in South Africa, Asia but mainly in Europe. The spanish market represented 25% of brand's turnover and Europe represented 70% of group's turnover.

 

The holding Inditex, Industria de Diseño Textil (industry design textile) was created in 1985. The globalization of the group begins in 1988 with the opening of a shop in New York. The first shop in France opened one year after. The brand Pull & Bear begins in 1991, year of the acquisition of Massimo Dutti, then in 1998 begins the brand Bershka and one year after Stradivarius. The 23^rd May 2001, 27% of the group inserted in the city. The same year the brand Oysho was created.

One of the characteristic of the group is the organisation of it supply chain. In fact, the group have a strategy which supposed to make a new collection every 15 days. Furthermore, there is just 2 or 3 weeks between the decision to commercialize a new product and it arrive in shops. To make this strategy they prioritised local industry. Thanks to this they can be reactive and flexible.
In relation of communication strategy, the group doesn’t make advertising for it brands but the brands are known by everyone.Furthermore, the group have several brands but every brand have diferent target with diferent style and prices.