Najwa Nimri opens Mercedes-Benz Fashion Week Madrid together with Andrés Sardá
Do the most popular fashion collections have a magic formula?
What the jewels of Kate Middleton and Camila say at the funeral of Elizabeth II
Mercedes-Benz Fashion Week Madrid
has just ended
and, with it, some of the
fashion shows of the most well-known brands in our country
: Ágatha Ruiz de la Prada, Pedro del Hierro, Roberto Verino or Custo Barcelona.
We are not saying it, but rather it is data that
Appinio
has compiled , a global
market research
platform that has carried out a study on the behavior of Spaniards and luxury and author fashion.
The curious thing is that despite its long history in the sector, it seems that Madrid fashion week is still not enjoying absolute popularity: when Spaniards are asked about luxury, the first thing that comes to mind is , it's
Gucci
.
We need a good publicist.
The study carried out by the research platform with a sample of more than 1,000 participants (with an average of approximately 39-40 years old) reveals that despite the fact that the best-known Spanish brands that have participated in Mercedes-Benz Fashion Week Madrid are not purely luxury,
Madrid
is
the first city they think of when it comes to shopping of this type
.
We feel sorry for
Paris
, although it comes second, followed by
Barcelona
, another place where large international firms often open their own spaces (due, among other things, to the traffic of tourists) and
Milan
.
The question is, among other things, to know what
What do the Spanish consider to be a luxury product?
And about that, there is also data.
SPOTLIGHT BY LAUNCHMETRICS
Apparently, the determining factor to know
if something is luxury or not
is, of course, the
price
: 53% of those surveyed think that
"having a high price is a necessary factor for something to be considered luxury", they
explain from the platform.
Next, the
exclusivity
(51%), the
good quality
(44%), the
aesthetics
(36%) and the
reputation
of the firm (31%).
In the end, everything is geared towards the same thing: the status that this purchase grants and how long it will last in the closet.
This could be a
good breeding ground
for so-called
designer fashion
, that is, those
designs that have a medium-high price and that belong to usually independent firms
(that is, that do not belong to large conglomerates such as LVMH or Kering).
It is one that, in fact, is greatly promoted in our country, especially from the
Association of Fashion Creators of Spain
.
Fashion creators, not luxury firms.
The nuance is important, both for the final customer and for the positioning of the brand.
Although from the outside it might seem that all author firms aspire to luxury, this is not the case, especially among young people.
A walk through the
Allianz EGO space in the
Ifema
pavilion
, where the stands of new firms have been, makes it very clear.
"We never want to sell luxury, but rather an author's design garment,"
says
Jesús Montero, founder of the Catalan firm
Magno Montero
, who has been present at MBFWM.
"It is a
medium-high position, obviously, because producing locally is more expensive and quality has to be paid for, sustainability has to be paid for
". Whoever was an architect is very clear that this is an aesthetic and commercial vision that helps him not only to sell online, but also to be able to get rid of stock while in Madrid, as part of the catwalk: "From a At first
I came with the mindset that this was a communication event.
They had made it clear to us that we had to have garments for sale, but speaking with colleagues who had already gone through this experience, we had defined this as a communication event.
However, I have received a lot of people who have bought the garments
: I have an aesthetic product but with a very commercial vision". The price?
From 150 euros to 350 euros
, "depending on the complexity of the garment and the materials"
Something similar happens to
Joaquín Dogo
, another of the brands present in the Allianz EGO space:
"I have noticed that there are more sales than previous years, especially the first day it went very well."
This is the third edition of his, although not correlative, so he knows what he is talking about.
In addition to projection, the event has served to expand its client base;
so much so that some even asked him to include it in their database after buying a couple of pieces from him because it was about to become a regular.
Dogo's differential point is a wide, very wide range of prices: it has jewelery and garments that range
from 30 to 300 euros.
The easier the entry price, the easier it will be to encourage a purchase.
We repeat: signature fashion, not luxury.
So far, everything is clear: the public that has passed through the Madrid fashion week, which is a public eminently interested in the industry, has been willing to acquire special pieces that, depending on the sale price, can be close to the positioning more traditional luxury.
But what about the whole life?
Do the Spanish really invest in it?
Yes and no.
Depends,
what Jarabe de Palo said.
SPOTLIGHT BY LAUNCHMETRICS
40% of Spaniards say they have some luxury item in their wardrobe,
compared to 51% who say they don't have any.
"For those who say they own one of these items,
nearly half said they bought it new, compared to 37% who said they were given it as a gift, 11% who inherited it and 9% who bought it second-hand. ",
they say from Appinio.
These are relatively encouraging figures for the sector, since the clear preference is to get hold of the new product and, in addition, thus emphasize experience, another of the workhorses of luxury firms.
It is also clear that second-hand still has a long way to go in our country.
To
jewelry and watches,
a little less, since about half of the respondents who have indicated that they have a luxury item in their possession, point to this category.
In the end, 'diamonds are a girl's best friend', right?
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