Monday, 9 February 2015

Barcelona Fashion Summit 2015: eight lessons we learned


500 professionals in the business of fashion attended Barcelona Fashion Summit 2015, an event that gathered fashion experts in Spain at Palau de la Música Catalana in Barcelona, in the context of the celebration of the Catalan catwalk 080 Barcelona Fashion. The meeting point, in its third edition, focused on the fashion business in the online era and counted with the presence of companies such as Inditex, Mango, Desigual, Amazon or Google. We highlight eight lessons we learned from fashion insiders and companies, from how the future of fashion retail will be to how the online channel helps companies to increase their sales.

500 profesionales del negocio de la moda asistieron a Barcelona Fashion Summit 2015, una jornada que reunió a expertos del sector en España en el Palau de la Música Catalana de la ciudad condal, en el marco de la celebración de 080 Barcelona Fashion. El punto de encuentro, en su tercera edición, se centró en el negocio de la moda en el entorno digital y contó con la asistencia de empresas como Inditex, Mango, Desigual, Amazon o Google. Desvelamos ocho lecciones que aprendimos de los fashion insiders y de las empresas, desde cómo será la tienda del futuro a cómo el canal online ayuda a generar ventas.



1. 'E-commerce is history'
That's what the founder of the online fashion outlet BuyVip and current CEO of Kliklin, Gustavo García Brusilovsky, reveals. The entrepreneur explains that ten years ago nobody would have imagined selling fashion through the Internet and today "e-commerce is history." "It's simply commerce," says Brusilovsky, or in other words: nowadays everything is commerce. "Today fashion is sold on the Internet," he claims, and he explains that this moves in Spain more than 1,600 millions of euros.

'El ecommerce ya es historia'
Así lo asegura Gustavo García Brusilovsky, fundador del outlet de moda online BuyVip y actual CEO de Klikin. El empresario explica que hace diez años nadie se imaginaba vender moda a través de Internet y hoy "el ecommerce ya es historia". "Es simplemente commerce" dice Brusilovsky, o dicho en otras palabras: actualmente todo es comercio. "Hoy la moda se vende por Internet", asegura, y explica que ésta mueve en España más de 1.600 millones de euros. 


2. Omni-channel sales are key and superior
Omni-channel retail "is the next be or not to be," according to Gustavo G. Brusilovsky (Klikin). "An omni-channel customer buys double than one that is not," claims the entrepreneur. The consultant of The Boston Consulting Group, Joan Sol, defends that "the omni-channel approach strengthens sales in retail." However, "there isn't any company 100% omni-channel yet," says the head of the e-commerce department of Pepe Jeans, Luis Monserrate. In this context, Google's Spain head of fashion Sandra Manresa highlights two factors to take into consideration: that the man who buys online consumes an 80% more in offline, and that the mobile phone will be determinant on the development of e-commerce.

La venta omnicanal es clave y superior
El retail omnicanal "es el siguiente ser o no ser", según Gustavo G. Brusilovsky (Klikin). "Un cliente omnicanal compra el doble que uno que no lo es", asegura el empresario. Por su parte, Joan Sol, consultor de The Boston Consulting Group, defiende que "la omnicanalidad impulsa las ventas en tienda". Sin embargo, "100% omnicanal todavía no hay ninguna empresa", asegura Luis Monserrate, director de online Pepe Jeans. En este contexto, la directiva y responsable de moda de Google España Sandra Manresa destaca que hay que tener en cuenta dos factores: que el hombre que compra online consume un 80% más en offline, y que el móvil será determinante en el desarrollo del ecommerce


By Alejandro Escamilla
3. Internet is an investment, an endless number of opportunities
To be online represents a "greater effort", says Elena Carasso, who is at the forefront of the online business of Mango. But as the Iese professor, Pablo Foncillas explains, enterprises "have to think of the opportunities of the introduction of online". "To assume that e-commerce is cheaper it is a mistake," he claims. And he continues: "The most difficult adaptation is the one of the mentality." As for the fashion vice president of Amazon Europe, Sergio Bucher, advises to take advantage of the Internet to export and invest in it to be visible. "The difficulty is not to be, but to be found," tells us Bucher. Although, to do so, he claims "you have to be honest" and competitive. In addition, he suggests to try to give the same prices in all countries. "Internet generates brand engagement," points out Sandra Manresa (Google).  

Internet es una inversión, un sinfín de oportunidades
Estar online supone un "mayor esfuerzo", según la directora de online de Mango, Elena Carasso, pero como dice Pablo Foncillas, profesor del Iese, las empresas "tienen que pensar en las oportunidades de la introducción del online". "Asumir que el ecommerce es barato es un error", manifiesta. Y prosigue: "La adaptación más difícil es la de la mentalidad". Por su parte, Sergio Bucher, vicepresidente de moda de Amazon Europa, aconseja aprovechar Internet para exportar e invertir en él para ser visibles. "La dificultad no es estar, sino que te encuentren", dice Bucher. Aunque, para ello, asegura que "hay que ser honestos" y competitivos. Además, propone tratar de fijar los mismos precios en todos los países. "Internet genera fidelidad a las marcas", señala Sandra Manresa (Google).



4. Online shopping strengthens offline traffic
The next sentence by Sandra Manresa (Google) explains in detail this idea: "Two of each three buyers of online fashion visit physical retail with more frequency than before." Therefore, sales of both formats complement each other. Luis Monserrate (Pepe Jeans) says that more and more there is "less tension" between online and offline sales. "The point of sale is key to inform the online customer and Internet favours the impulse buy," tells us Manresa. "The Internet customer is much more demanding," reveals the head of Vente Privee in Spain Fernando Maudo. The online customer has more expectations and he is busier.

El consumo online potencia el tráfico offline
La siguiente frase de Sandra Manresa (Google) detalla esta idea: "Dos de cada tres compradores de moda online visita las tiendas físicas con más frecuencia que antes". Por lo tanto, las ventas de ambos formatos se complementan. Luis Monserrate (Pepe Jeans) explica que cada vez hay "menos tensión" entre la venta online y la offline. "El punto de venta es clave para informar a la clienta online e Internet favorece la compra por impulso", dice Manresa. "El cliente de Internet es mucho más exigente", asegura el director general de Vente Privee en España Fernando Maudo. Tiene más expectativas y está más ocupado. 

By Jakub Krechowicz
5. Spanish people search for fashion by brands through a single click
In Spain 30 million people buy fashion, out of which seven million buy through the Internet, according to Sandra Manresa (Google). And if we focus on our country, "Spain is a market of brands," says the entrepreneur, and she adds that when the Spanish customer searches for fashion in Google, he/she looks for specific brands, instead of doing a research by the product type.

Los españoles buscamos moda por marcas a golpe de clic
En España 30 millones de personas compran moda, de las cuales siete millones compran a través de Internet, según informa Sandra Manresa (Google). Y si nos centramos en nuestro país, "España es un mercado de marcas", dice la empresaria, y añade que cuando el consumidor español busca moda en Google, busca marcas concretas, en vez de realizar una búsqueda según el tipo de producto.

By David Marcu
6. The on and off customer is the same, but his/her spending habits are not  
"The on and off consumer is the same, but his/her spending habits are different," explains the Esade professor Marc Cortés. "We should not lose sight of the consumer. Retail is detail. Whatever the channel is," says the corporate vice president of Tous, Rosa Tous.

El consumidor on y off es el mismo, sus hábitos de consumo no lo son
"El consumidor on y off es el mismo, pero sus hábitos de consumo son diferentes", afirma el profesor de Esade Marc Cortés. "No hay que perder de vista al consumidor. Retail is detail. Sea cual sea el canal", afirma la vicrepresidenta de Tous, Rosa Tous.

By Viktor Hanacek
7. The smartphone, a tool to promote
We don't buy much via mobile phone yet, but Gustavo G. Busilovsky (Klikin) highlights that four out of five buyers use the smartphone. "People who buy fashion through mobile phone represent a 31% of the total searches," tells us Sandra Manresa (Google).

7. El smartphone, una herramienta por potenciar
Todavía compramos poco a través del móvil, pero Gustavo G. Busilovsky (Klikin) señala que cuatro de cada cinco compradores utilizan el smartphone. "La gente que busca moda a través del móvil representa el 31% del total de búsquedas", nos cuenta Sandra Manresa (Google).



8. The retail store of the future will join technology and fashion together
The physical store of the future will have integrated technology, such as free wifi or QR codes. According to Pablo Foncillas (Iese), the physical store will continue to be relevant. The director of the consulting firm Retalent, Luis Lara, says that probably there will be stores without cash desks and without fitting rooms. In addition, as soon as we cross the door of the store of the future they will greet us by our name. "We'll have stores without staff or with not much personnel," explains Enrique García, partner at McKinsey & Company.
However, Valeria Domínguez, at the forefront of the e-commerce department of the Galician company Adolfo Domínguez, claims that there will be less shop assistants, but they will have a bigger value. She predicts "a world with less stores, but more flagships." The director of the equipment area of the Biomechanics Institute of Valencia, Juan Carlos González, tells us that the Minority Report technology already exists, but its industrialization and massive production is difficult.

La tienda del futuro fusionará tecnología y moda
La tienda física del futuro tendrá tecnología integrada, como wifi gratis o códigos QR. Según Pablo Foncillas (Iese), la tienda física seguirá siendo relevante. El consultor Luis Lara, director de Retalent, apunta que seguramente habrá tiendas sin mostradores de caja y sin probadores. Además, al cruzar la puerta de la tienda del futuro nos saludarán ya por nuestro nombre. "Tendremos tiendas sin personal o con muy poco personal", dice Enrique García, socio de McKinsey & Company. 
Sin embargo, la directora de ecommerce de Adolfo Domínguez, Valeria Domínguez, explica que habrá menos dependientes/as, pero tendrán mayor valor. Pronostica que será "un mundo con menos tiendas, pero más flagships". El director de indumentaria del Instituto de Biomecánica de Valencia, Juan Carlos González, nos cuenta que la tecnología Minority Report ya existe, pero que es difícil su industrialización y producción en masa. 

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