Jess del Pozo

How can a fashion brand survive its creator?

Jess del Pozo

How can a fashion brand survive its creator?

Master in Corporate Communication Final Assignment Nerea Escribano Martina Olivas Marta Villanueva

Only in the dictionary, the word success comes before the word work. Jess del Pozo

Index

Executive Summary SECTION I External Analysis Environmental Analysis Macro Environment (Pest Analysis) Micro Environment (Porter Analysis) Diagnosis of the Situation SECTION II Internal Analysis Jess del Pozo: The Company Background The Company Today * Who is Josep Font? SWOT Analysis Diagnosis of the Situation Analysis of Competitors Identifying Competitors Comparison with Competitors Positioning Map SECTION III Brand Audit Brand Territory Vision Values Brand Personality Positioning Brand Idea Brand Essence Verbal Territory Visual Territory Touchpoints Target

3 4

5 9 10 11

12 14 17 18 19

SECTION IV New Brand Proposal Brand Territory Vision Values Brand Personality Positioning Brand Idea Brand Essence Visual Territory Verbal Territory Touchpoints Potential Customers Buying Drivers Target Naming Proposal

46

47 47 48 48 48 48 48 49 49 50 50 51 53

21 28 32 34

36 36 36 37 37 37 37 38 39 43

Index

SECTION V Communication Plan Considerations about the Plan Corporate Objectives Corporate Message Communication Strategies Developing the Communication Plan External Audience Communication Objectives Offline Actions Online Actions Internal Audience Communication Objectives Actions Timing Budget

56

57 57 58

58 59 65 67 67

ANNEXES Annex I New Competitors

76 85 91 96

SECTION VI Visual Identity Proposal Proposal Aplications

71

Annex II Survey
72 74

Annex III KPIs Measurement Annex IV Press Release

Bibliography

99

Executive Summary

Due to crisis caused by the death of the founder of the brand Jess del Pozo, the fashion firm is facing a time of uncertainty. The question is: How can a fashion brand survive its creator? Providing an answer to this question is the aim of the Communication Plan we have developed. Nowadays, the fashion business is being seriously damaged by the worldwide economic crisis, the changes on the societys consumption habits, the entrance of the emerging countries on the fashion market and the appearance of new tendencies such as, the low cost phenomenon. If we add to this, the internal brand situation mentioned before and the financial crisis that the company is going through, we find out the perfect moment to develop all the necessary changes to convert Jess del Pozo in a reference brand in peoples imaginary and in the Spanish fashion business.

According to the conclusion obtained from the environmental analysis we consider that the firm needs to reposition itself to face the demand of the society in terms of shopping. To achieve this objective we propose the brand to position itself as a more modern one in terms of style and also, to use the communication as a tool to spread the brands philosophy based on intangibles that convert the firm into a powerful one. Our main goal is to generate a unique identity that differentiates the brand to its competitors in order to achieve loyalty to the brand. The incorporation of the new creative director, Josep Font, means the opportunity to transmit all the changes. Jess del Pozo starts its journey as a renovated brand, Del Pozo, with renewed energies and values but without loosing the essence of its origins: El Duende.

Summing it up, the rebranding actions and the Communication Plan proposed will answer the question posed before: How can a fashion brand survive its creator? Not just surviving but also, increasing the companys Prt--Porter business lines turnover by 20% and increase the presence in media by 30%.

SECTION I External Analysis

External Analysis

Environmental Analysis
In order to establish an appropriate business strategy we must understand the position, potential and direction of the Spanish textile business. By studying the textile environment we will obtain data for the proper developing of the business plan that the company will follow. It is necessary to identify all the elements that have a significant influence on the daily operations of the textile market. For the correct study of the textile environment, it is indispensable to divide the analysis in two sections: macro- environment and microenvironment.

Politics
European Technology platform for the future of textiles and clothing. This platform it is an initiative to improve the innovation, technology and competiveness in the textile industries of the European Union. Technological Spanish Textile Platform. By this platform, Spain keeps relations with the European Union policies in terms of technology and innovation related with the Spanish textile sector.

Economical
Economical crisis that affects the sector. According to Kantar Worldpanel, the textile sector will have an average development of the three per cent during 2012. During the past 2011, a 27% of the Spanish shops had closed, most of them multi-brand stores.

Macro Environment Pest Analysis

In analyzing the macro-environment it is necessary to use the Pest Analysis. It is important to identify the factors that might affect the repositioning of the brand. Pest analysis describes a framework of macro-environment factors: Political, Economical, Social and Technological, which affect the structure of the business. All the data presented in this analysis are enclosed in a time frame ranging from 2010 to 2012.

Political Changes Technological Changes

Economical Changes Social Changes

Political Opportunity

External Analysis

Imports of materials. There is a reduction of the turnover due to the foreign-made products that are introduced on the Spanish textile market, such as fabrics. The cost of the materials is less in other countries and most of the textile factories order the goods on foreign countries in order to reduce the production cost. Importance on the exports. According to the data assured by the Consejo Intertextil Espaol, the fall of the demand in the last quarter of 2011 has slowed slightly due to the positive contribution of the exports to foreign markets (Asia and Latin America). The exports in the first quarter of 2012 indicate a growth of 8.8% on the sector. Due to the financial crisis in Spain is impossible to anticipate a short-term recovery in the Spanish textile market, but thanks to the economical growth of emerging countries this sector can survive. The principal buyer of Spain in terms of clothing is France and during the past five years it has cut its purchases in a 22%. This fact affects hardly the Spanish exportations.

There is a textile restructuring towards to obtain a greater competiveness. Due to this fact, increasing the innovation and technology in the production process is reducing the employment. The Spanish textile industry is successfully adapting itself to new technologies that are changing the traditional business model of the textile sector. The independent shops are being hard hit by the crisis and most of them are forced to close because they cannot afford the maintenance. Customers are more interest on buying at department stores and this fact is very significant for the small business. Decrease of the budget for the ACME (Asociacin de Creadores de Moda) Due to the economic crisis and the cuts on the state budget, the financial aids to the sector had been reduced. ACME receives grants from the Ministry of Culture to help financially its associates. According to the annuals accounts of ACME, in 2011 the association received less grants than in 2010, the amount of money has been reduced in a 1751% (from 1.602.000 euro to 1.321.500 euro in 2011). Also, ACME receives money from the private sector through sponsorships and collaborations that have been reduced from 638.455,32 euro in 2010 to 345.688,03 euro in 2011.

Increasing the internationalization of the sector. This tendency is a fact that will take place in time due to the economic crisis that is currently shaking Spain. The companies are relocating the production process seeking to improve the benefits of their businesses, and they are also looking for improving the competitive advantages of the different territories around the

Source: 2010 Year Ending Annual Accounts

External Analysis

Their fashion style and appearance are considered guidelines for the consumers whom try to define themselves in order of what they see. This means that consumers buy their clothes according to what their idols do in order to feel closer to them. 2. The social class is other variable that determines the place where the consumer buys. People try to avoid shopping on places that have got a different image from its own status. 3.The incorporation of women in the workplace 4. The incorporation of women in the workplace has produced a change on the consumption, due to the women have got more economic possibilities to do their shopping 5. The increase of the purchasing power of youths. The consumption of youths has become more abundant and sophisticated. They invest big amounts of money on fashion because they belong to a collective worried for their appearance. So often, the youth has got a large budget without a vision of saving money. They have preference for fashion brands and they do not care about paying more money for getting them because through the clothes they project their image. The youth consider something as necessary whereas adults think about the same as a luxury. Shopping is a voluntary activity that nowadays is part of the leisure of individuals. This activity can be considered as a funny activity to entertain them, especially when they decided to renew their wardrobe. The price is becoming the most

The Asociacin de Creadores de Moda de Espaa (ACME) is a national professional association that has reached 14 years of existence. Today, has 44 members, spanish top fashion designers participating in key national and international gateways Madrid Fashion Week, New York, Paris or London. The Association works primarily to defend the interests of creating fashion in Spain, offering tools to increase their competitiveness. ACME aims to promote Spanish fashion in its both economic and cultural facets. It aims to promote and develop activities that will benefit the fashion design industry in its creative and commercial aspects, both inside and outside Spain.

Social
Changes on the consumption habits. Due to the growing competition with excess supply and the preference for the low-cost products, the dominant tendency on the point of sales and the consumption habits of the society have evolved. There are some factors that have influenced this fact: the media, social class, incorporation of women in the workplace and increase of the purchasing power of youths. 1. The importance of the media in the society influence in the consumers behaviour. The mass culture enhances the image of celebrities that become idols for the society.

important driver before shopping.

External Analysis

Different preferences for shopping. According to the study made by the University of Alicante, Evolucin y tendencias en produccin y distribucin commercial, the 69,5% of young women (1825) prefer to do their shopping at a chain of clothing stores (Mango or Zara). Otherwise, the 32,5% of the senior women prefer to go to big departments stores (El Corte Ingls) in front of a minority of young women (5,8%).

This low-cost pandemic is being expanded in Spain and people are not ashamed of being clients of shops that offer products at very low price. During 2011, the low-cost phenomenon dragged 8 million of consumers, which means that two items of ten are bought in these low-cost shops. There is a new tendency on the Spanish market: mixing designer clothes with others that had cost almost nothing. As Kantar Wordpanel assures, the 40% of the Spanish consumers consider that the price is the most important driver before buying, and most of the population has acquired their clothes during the sales or under special promotions.

Technological
Differentiation on the production process. The senior consumers are prepared to pay more for the clothes they buy because they appreciate the complementary services that the departments stores offer to them: parking, specialized sellers and for a wide range of products). Young women based their election of shopping in establishments of self-service with a wide range of low cost products. Senior women prefer to be very well treated and they do not mind paying for that. The Spanish companies are adapting themselves to the competition that exits between different developing countries such as China, Vietnam or India. Because of the important competition that affects the business, the textile sector is suffering a change on its way of production due to the innovation and technology that are being increased by the new technics of production. Outsourcing of the production process. Due to the new technologies facilitates the information exchange between different countries. Growth of the online shopping. This tendency is directly affecting the textile market because now there are no barriers between competitors and customers can buy goods from many different countries. This fact means that the business is becoming more vertical, eliminating the intermediaries.

The fashion does not work among socioeconomic segments: consumers are able to change so quick from the luxury to the fast fashion.
Growth of the low-cost phenomenon. The market research company, Kantar Wordpanel, assures that the crisis has changed the consumption habits among the Spanish society installing the lowcost phenomenon in Spain. Companies such as Shana and Primark are considerably increasing its profits.

External Analysis

Micro Environment Porter Analysis

It is also necessary to consider the use of the Porters five forces analysis methodology, together with the PEST analysis, in order to obtain a big picture of the situation of the textile sector. PEST analysis is to identify the key strategic factors and the general environment and Porters five forces is essential to determine the agents of the competitive environment of the Spanish textile companies.

During the past years, the most prestigious Spanish designers have been dragged out to the Outlets to sell the stocks from other seasons. Consumers can buy designers clothes at a reasonable price. Bargaining Power of Suppliers (LOW) Due to possibilities of externalize the production to different countries such as India, China or Vietnam, when the relation between quality/price is not affordable for the company, they may choose that option. Rivalry between competitors (HIGH) The Spanish textile sector considers that its competitors are all the emerging countries that have low production costs. The competition with the foreign countries has been intensified since 1986, when Spain entered into the European Union, changing from a business model based on the Spanish competition to a global rivalry between the companies. The European Union has signed numerous trade agreements that benefit developing countries such as China or India. These agreements have caused the crash of the Spanish textile sector, making East Europe and Asia its direct competitors due to their low production costs. To combat this situation, the European Union and the Spanish government have adopted different mechanisms of increasing the innovation and technology in order to reposition the sector as a competitive, sustainable and global market. Due to the competition between the European Union and the developing countries, there are cooperation pacts between the European textile companies to maintain its position on the market. Also, the number of designers associated to ACME has increased from 32 associates in 2008 to 44 in 2011. This fact means that the money received is divided among more affiliates.

Bargaining Power of Buyers (HIGH) Nowadays, the supply in the fashion business is getting bigger due to the multinational chains. Also, thanks to the tendency of shopping online, consumers have got more possibilities of choice among their products and there are no barriers between countries; it is so common to buy to shops located in other continents. Due to this fact, there is not necessary to buy at a physical shop and the intermediaries have disappeared.

External Analysis

Threat of New Entrants (LOW) The economical crisis does not help the entry of new competitors. Actually, most of the Spanish designers are forced to adopt the franchises model to survive in the business. Acquiring a franchise means to invest a big amount of money without having secure its success. This fact is significant for the investors and it stop them starting a new business. Also, the cost of having a corner at the big department stores such as El Corte Ingls means a big investment. Other important fact is that too many fashion designers have quit their participation at Mercedes Benz Fashion Week Madrid because they cannot afford the cost of launching a new campaign and the high price of producing the catwalks. Threat of Substitute Products and Services (MEDIUM) There is a wide range of substitutive products in the fashion market, such as other cheaper brands like ZARA or H&M. Due to the crisis, the society tends to cut their invest on fashion and prefer to expend their money in other things. Also it is very significant the fact that the consumption of designers clothes can be replaced for unbranded clothing. Diagnosis of the Situation After this analysis it is crystal clear that the fashion business is facing hard times due to the financial situation in Spain. As it is mentioned before, the emerging countries are assuming an important role in this business, making the Spanish sector to loose big amounts of money. The consumption habits are changing due too many different factors and the appearance of new tendencies is shaking the fashion business. Other significant element to take into account is that consumers are more sophisticated and cultivated and it is essential to have a good marketing strategy around the product in order to differentiate the brands among themselves. To sum up, to survive in the Spanish fashion market it is indispensable to provide an additional value to the clothing in order to obtain profits.

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SECTION II Internal Analysis

Internal Analysis

Jess del Pozo: The Company

Background
It all started in 1974, when Jess del Pozo opened his first atelier at Almirante Street, which would eventually became the centre of trading activities as a symbol of vanguard in Madrid. The next year, La Transicin Espaola began and was stressed by an underground movement known as La Movida. In this context, some designers and young artists meant to a turning point between the past and the upcoming democracy. Jess del Pozo, as well as other Spanish artist and creators, was one of the driving forces behind this phenomenon. From the beginning, when Jess del Pozo decided to opened his first store, he also knew that he would have to be both a designer and a businessman. In 1974, he created his first company, allowing him to supervise his own production process. In 1981 he decided to concentrate all his energy on the creative process. This decision was the origin of the Jess del Pozo S.A. The designers new company would be a disintegrated business, only concentrated on design, innovation and product development. The 90s were the scene of the development of various projects in hands of the designer in Madrid. Between 1992 and 1994, Jess del Pozo entered the world of accessories with collections of lingerie, jewellery and scarves. It was in 1996, when he began two of the most significant projects of Jesus del Pozo as a company: he presented his first bridal collection and his first Prt-Porter collection for women. His first collection of bridal gowns was introduced in late 1996 in the field of Moda Barcelona, making it one of the first designers to explore this universe. The interest generated by his proposals has became Jess del Pozo a benchmark in this sector. About his women Prt--Porter collection, it became commercialized in the prestigious El Corte Ingls, in addition to in his store in Almirante street. In 1998 presented his first collection of watches, while launching his first line of sunglasses and optical came two years later, in 2000. In 1992, Jess del Pozo made his entrance into the world of perfume with Duende, a feminine fragrance, fresh and attractive, that perfectly complements his fashion collections. Two years later, in 1994, presented his first mens fragrance, Quasar, which would follow, again, feminine fragrances: Esencia de Duende (1996) and Halloween (1997), which marks a milestone with its great success in international markets.

Jesus del Pozo is an organization whose purpose is to design collections that other companies commercialized through a licensing agreement. Thanks to an intense creative activity, the brand develops a great variety of fashion products (Catwalk Collections, Prt--Porter, Bridal, Accessories, or Perfume) or life style lines (crockery, homewear, furniture design or even interior decorating projects).

12

Internal Analysis

After these, Quasar Adventure (1999), On The (2001), On It (2001), J. del Pozo In Black (2005) and J. del Pozo In White (2007) came to the market. And then, two powerfully sensual fragrances: Halloween Kiss (2008) and Kiss Sexy Halloween (2009). Finally, in 2010 the company launched a perfume inspired Amber seduction through the senses. In addition to presenting his ideas twice a year in their collections, Jess del Pozo was interested in unusual projects coming from institutions and art centers. Among his collaborations with institutions include: the uniforms of the Spanish Red Cross, RENFE Long Distance, FNAC stores and various Autonomous Regions in the World Expo in Seville in 1992. Years later, in 2005, works with a similar project designing uniforms for the staff of the Alhambra in Granada. His passion for the performing arts has been fully involved in creating the costumes for theater, ballet, film and opera, working with directors such as Jos Carlos Plaza, Bob Wilson, Emilio Sagi and Fernando Trueba. His most notable works in this area are the one for the Ballet inspired by Garcia Lorca produced by Aida Gomez and Jose Antonio Ruiz presented at the Granada Festival (1998), and costumes for the ballet The Four Seasons for the National Ballet of Cuba, directed by Alicia Alonso. The project that marked him most was the creation of the 500 figurines of costumes for the Carmen by Bizet, opera produced by the Royal Theatre for the 98-99 season under the stage direction of Emilio Sagi. In the late nineties, Jess del Pozo becomes one of the greatest drivers of the creation of the Asociacin de Creadores de Moda de Espaa, which presides until December 2000. The work of this organization is focused on promoting the development of fashion in Spain with the intention to join forces in creating a platform to promote Spanish fashion nationally and internationally through agreements with the Administration.

Jess del Pozos Foundation Concerned with improving and professionalizing the fashion industry in Spain, Jess del Pozo has decided to transmit the knowledge he has acquired as both a designer and a businessman through a Foundation that bares his name. Created in 2003, the Jess del Pozo Foundations main objective is to promote and collaborate with educational programmes related with the worlds of design and fashion. This project seeks to improve the training received by young designers, or students from other related areas, such as pattern making, P.R. or fashion sector specific management. Much is done througn the foundations grant system that allows them to get work experience in their area of interest.

13

Internal Analysis

The company today

Since Jess del Pozo passed away on Saturday, August 13, 2011, his creative and business legacy are still alive thanks to his brand, team and Jess del Pozos Foundation. After the death of the designer, Perfumes y Diseo S.A. (a company which both creates and commercialized perfumes in the national and international market) has acquired the 100% of the shares of the company Jesus del Pozo S.A. The new owners intend to make an investment of around five million euros to develop the new brand strategy. The new strategy of Jesus del Pozo, driven by Perfumes y Diseo requires a creative, strong and dynamic direction, who can lead the ambitious repositioning of the firm and its international expansion. For this purpose, Josep Font has been named new creative director of the firm.

Perfumes y Diseo Founded in 1989, the Spanish company Perfumes y Diseo is dedicated to the creation, development and distribution of selective perfumery Spanish firms as Jesus del Pozo, Roberto Verino and Tous. Its philosophy is to capture in each perfume the essence of fashion and jewelry collections that inspire both the quality of design and product exclusivity. In 1992 launched the first Spanish Designer Perfume Jesus del Pozo, Duende, and in 1999 bought the license of Roberto Verino fragrance. In 2000, as the result of a joint venture with the jewelery brand Tous, Tous Perfume was born. In 2008, the supply of perfume Tous was extended with a makeup line that marked the first incursion of Perfumes y Diseo in this new product category. The company history is linked to international hits like the fragrance of Jesus del Pozo Halloween, with successive versions and limited editions, Mellow by Roberto Verino, or Tous in Heaven and Baby Tous, Tous. Precisely Tous fragrances accounted for 45% of the total turnover of the company in 2008. Based in Madrid, today Perfumes y Diseo employs 130 people and their fragrances are distributed in 120 markets on five continents. The company has subsidiaries in Portugal and Dubai. With annual growth exceeding 40% since its inception, currently operates in four geographical areas: Americas, Europe, Middle East and Asia Pacific. It has subsidiaries in Portugal and Turkey, and its export rate reaches 61.8%. United States is its largest market, followed by Russia.

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Internal Analysis

Business Model
Jess del Pozo base its business model on designing collections that other companies commercialized through a licensing agreement. In Situ S.L. is the company that manages the brands Prt--Porter collection through a licensing agreement. The alliance between the two companies is a successful example of the union between the designer and company. In Situ S.L. manages the entire activity of Jesus del Pozo for over twelve years, except the Almirante Street store, owned by the designer. The main lines of business of the company are Prta-Porter collection, Wedding dresses and Perfumes. In addition, Jess del Pozos team designs two collections a year, one for the Autumn / Winter season and one for Spring / Summer season, which are presented in the Mercedes-Benz Fashion Week Madrid. The fashion line of Jesus del Pozo is sold in Spain at the Madrid own shop, in multi-brand outlets (between fifteen and thirty depending on the collection) and in nine El Corte Ingles stores, six in Madrid and the rest in Murcia, Seville and Valencia. In Mexico it is present in five department stores El Palacio de Hierro. It sells also through the website of El Corte Ingls, only in Spain.

Business Lines and their contribution to revenues

Prt--Porter

91.53%
Perfumes

6.77%
Catwalk Wedding Dresses

-- %

1.69%

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Internal Analysis

Financial Situation
2011 Prt--Porter Wedding Dresses Perfumes Operating Income Operating Expenses Operating Result Financial Result Result Before Taxes Taxes Net Profit (or loss) 87,575.85 21,893.96 1,183,711.26 1,293,181.07 -1,565,717.16 -272,536.09 -6,557.46 -279,093.55 13,334.88 -265,758.67 -262,127.10 96,869.75 2010 128,045.13 32,011.28 1,200,417.19 1,360,473.60 -1,618,771.76 -258,298.16 -3,828.94 -262,127.10 2009 155,207.28 38,801.82 1,672,970.26 1,866,979.36 -1,759,098.06 107,881.30 -11,011.55 96,869.75

Source: 2011 and 2010 Year Ending Annual Accounts

In the last two years, and as a result of the current economic crisis, the company has incurred in losses, reducing its operating income in 2011 by 30.73% compared to 2009. Regarding the evolution of each of the lines of business, both Prt--Porter as Wedding Dresses have reduced their income in the last year by 32%, while perfumes fail to reduce revenues by 1.5%.

Internationalization Strategy
Like most of the sector, the firm commitment has developed an internationalization process to overcome the effects of the crisis. The fashion division is focused in entering the U.S. market and Latin America: Colombia and Panam. The firm has a showroom in New York, and wants that its entry coincides with the launch of their autumn-winter season collection. Quoting Ainhoa Garcia, Managing Director of the brand, United States is a strategic market and would be the great leap of internationalization. We want to play the trick of the evening gown, one of our strengths. There is a very high purchasing power in the U.S. and our clothes may fit better there than in Spain.

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Internal Analysis

Who is Josep Font?

Josep Font is a designer from Barcelona distinguished since his beginning for developing a clothing that inspires poetry, talent, femininity, which evokes fairy tales and music box dolls, everything under a cloak of extreme delicacy which led him to win, in the 2000s, several national awards in addition to the LOral Paris of Pasarela Cibeles. Designers claim that he combines successfully the English romanticism of the 18th century with the avant-garde in the clothes. The magic, the romanticism, the mystery and the wealth of materials are attributes constant in all this designer collections.

Among some of his most famous collaborations are the Mot & Chandon bottle Esprit du sicle as designer of the century, his participation in the Runaway Swarovski Rocks event in the Victoria & Albert Museum of London. He even was chosen to design the Lancome Hypnose perfume box of dreams. The President of the camera French of the Haute Couture Paris, Didier Gumbrach, invited him to parade in January 2008 between great houses of fashion like Chanel or Dior. While the parade of John Galliano costed three million euros, Font had to juggle to present a worthy show of the haute couture fashion for 150,000 euros.

Josep Font opened three stores in Spain, in Barcelona, Madrid and Bilbao, and later, in Paris. He has got a lot of international recognition such as in Japan, France or United Kingdom. Two years ago he splited with the firm that bears his name due to problems with his former partner, lawyer Carmen Ayats, owner of Gabriela S. L., the company that acquired the rights of Josep Font which is why since then the designer can not use his name. On March 12, 2012, Josep Font was chosen new creative director of Jess del Pozo. The designer will be responsible for the collections of the Brand and he will present the first catwalk collection in September of this year 2012 at the Mercedes-Benz Fashion Week.

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Internal Analysis

SWOT Analysis
Before facing any strategic decision, it is essential to diagnose the situation in which Jess del Pozo coexist. The SWOT analysis will help us raise the actions that should be implemented to take advantage of the opportunities identified in order to be prepared against possible threats and become aware of the weaknesses and strengths of the company.

Strengths
Reputation of the brand. Consolidated perfume business that generates 1.183.711,26 euro. Incorporation of Josep Font, a consecrated Spanish designer with an important background and international presence.

Weaknesses
Financial Situation of the company. Devaluation of the brand in terms of sales (109.468,81 euro in prt a porter and bridal). Death of the icon and creator of the brand: Jess del Pozo. This situation can create confusion among the customers. Jess del Pozo belongs to the 1st generation of Spanish designers whom are not well positioned on the imaginary of the people. The 2nd generation of the Spanish designers are located in a best position on peoples mind. (According to the data obtained of the survey) Old fashioned visual identity not in line with the repositioning strategy.

Opportunities
International Markets such as Asia, Latin America and USA. Shop online. Position the brand as a renovated one focus on a new target. Enhance the brand Jesus del Pozo as a clothing company, not just based on the perfume business. Thanks to the renovation, the brand will be close to the 2nd generation of Spanish designers whom are better positioned in the imaginary of the people.

Threats
The economic crisis that is shaking Spain means less purchasing. New tendencies on the consumption habits such as Low-Cost Companies. Increase of the number of associated designers to ACME from 32 designers in 2008 to 44 in 2011. Because of this, the revenues that the association receives have to be divided between more associates.

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Internal Analysis

SWOT Analysis

Competitive Advantage
We have identified as a competitive advantage the strength of its business line of perfumes. Income earned in royalties allow the company to keep the other lines of business. This is a competitive advantage that has been developing since the nineties, and while other designers also have a line of fragrances, perfumes of Jesus del Pozo are sold in 120 countries and perfumes like Duende and Halloween has become top of sales.

Diagnosis of the Situation

The image of Jess del Pozo has been devaluated due to the appearance of the 2nd generation of Spanish designers whom have been more creative and with more media presence. Jess del Pozo has been dragged out from its original position on the fashion business because of the new trends on consumption habits based on the low-cost phenomenon. Jess del Pozo has to reinvent the brand taking advantage of the incorporation of Josep Font who has a younger style with an international recognition. Thanks to this, the internalization of the brand is going to be spread easier.

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Internal Analysis

Analysis of Competitors
According to Cmo iniciar y administrar una empresa de moda written by the economists Mercedes Cardenal and Elena Salcedo, it is possible to make a classification of the different companies of the fashion industry, focussing on the Spanish market.

Large Multinational Chains

Spanish Designers Chains

Fashion Industry International Brands

Spanish Established Designers Jess del Pozo, Devota & Lomba, Roberto Verino, Amaya Arzuaga, Javier Larranzar, ngel Schlesser, Juanjo Oliva, Duyos, David Delfn, Francis Montesinos, Ana Locking, Sita Murt, gatha Ruz de la Prada, Custo Barcelona. 1st Generation: Jess del Pozo, Roberto Verino, Javier Larranzar, ngel Schlesser, Francis Montesinos, Sita Murt, gatha Ruz de la Prada. 2nd Generation: Devota & Lomba, Juanjo Oliva, Duyos, David Delfn and Ana Locking. Prestigious Brands

Haute Couture

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Internal Analysis

Identifying Competitors
Taking into account all the data presented on the external analysis of the textile sector, the 32% of the Spanish senior women (35-55 years old) prefer to do their fashion shopping at the department stores such as El Corte Ingls. Because of this, we consider that the main competitors of Jess del Pozo are the 1st generation of the Spanish established designers and the International brands, having both corners on El Corte Ingls. We do not consider as competence the 2nd generation of Spanish designers because they belong to other era of design and on consumers mind they are positioned as modern brands with different values to Jess del Pozo. For the analysis of the competitors we are going to study the 1st generation Spanish designers and the International brands mentioned before. This election is made taking into account these guidelines: style and age of the customers. In order to analyze the competitors of Jess del Pozo it is essential to clarify which 1st generation Spanish designers have a corner on El Corte Ingls, which are Sita Murt, ngel Schlesser and Roberto Verino. For the analysis of the International brands competitors we based the selection between the different designers on similar price and style. Because of this we have chosen Georges Rech and Carolina Herrera, and we have also included Devota & Lomba as he is between the first and second genreation of Spanish designers.

Direct Competitors

Designers with corners at

National

International

Roberto Verino Carolina Herrera Angel Schlesser Georges Rech Sita Murt Devota & Lomba

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Internal Analysis

Roberto Verino
Born in Vern, a town in the Spanish province of Ourense, Roberto Verino has been involved in the fashion world from a very early age, as his family owned a leather business. He studied Fine Arts in Paris, and on his return to Spain took over the family business, where he began to design his first creations. In 1982 he designed his first ready to wear collection under the name of Roberto Verino. The following year he opened his first store in Paris, in the heart of the Saint Germain district, and took part in the Paris Womenswear Show, the Milan Fashion Show and the International Linen Fair in Montecarlo. From 1984 he took part in Madrids Cibeles Fashion Show, where he has consolidated his career thanks in particular to the quality of the fabrics he works with. In 1988 he launched his product line aimed at the younger segment of the market Erre uve dos. He continued with his international expansion policy, taking part in fashion events held in Germany and Japan. In 1992 he opened his first store in Madrid, and from then on began to introduce a range of new product lines: accessories, fragrances and swimwear. In 1998 he co-founded the Association of Spanish Fashion Designers with Jess del Pozo, Antonio Pernas, Angel Schlesser and Modesto Lomba , presenting his collections independently at the Casa del Reloj Cultural Centre and a mansion situated at 18, Eduardo Dato Street. In 1999, together with Jess del Pozo and Antonio Pernas, he travelled with the President of the Spanish Government on a trade mission to promote the quality and design of Spanish fashion and footwear on the Russian market. 2002 marked his return to the Cibeles Fashion Show where he presented his Autumn-Winter 2002-03 collection. Today the firm has a total of 56 stores and 47 Roberto Verino boutiques in El Corte Ingls department stores.

22

Internal Analysis

Angel Schlesser
ngel Schlesser began his career in fashion working with the designer Juan Rufete in his workshop. A year later he designed his first menswear collection for the Autumn-Winter 1984-85 season. This designer is a regular at the Cibeles Fashion Show, where he has presented his womenswear collections every year since 1988, except for a brief period when he formed part of a breakaway group of designers. At the 1997 edition of Cibeles he received the award for creativity. In 1991 he received the Golden T from Telva magazine for Best New Designer. In 1996 he opened his first store in Madrid, which was followed by further stores in Bilbao, Valencia, Santander, Seville and Granada. ngel Schlesser has worked actively with professionals and institutions belonging to various sectors of the fashion industry. In the year 2000 he was commissioned to design and produce two sets for the Anniversary of the opening ceremony of the XXV Olympic Games in Barcelona. He has also designed the costumes for several full-length feature films, including Hazlo por m (by ngel Fernndez Santos) and Ms que amor frenes (by Albacete y Menkes). In 1999 he launched his first womens fragrance and toiletries range, which he called ngel Schlesser. It was followed by the version for men in 2001. His first collection of accessories (shoes, bags and belts) was presented in the year 2000. That same year he also designed and produced the uniforms for the hostesses at Santander City Councils Department of Tourism. ngel Schlesser first appeared on the international scene in 1998, when he took part in a fashion show of Spanish designs in Tel Aviv. In July 2001 he accompanied the President of the Spanish Government, Jos Mara Aznar, on his visit to Mexico, presenting his collection at a fashion show sponsored by the Spanish Foreign Trade Institute (ICEX).

23

Internal Analysis

Sita Murt
Born in Igualada (Barcelona), Sita Murt comes from a family with a long tradition in the textiles industry in Noia, which has been a major centre for knitwear production for many decades. Her studies at the Sarri School of Textile Design, directed by Ramn Folch, have had a major influence on both her designs and her experience of life. Sita Murt joined the family business run by her husband, Antonio Esteve Enrich, as its designer. When he died in 1984, she was left at the helm and began to combine her creative and business skills. Her training in textile design and her extensive experience in the sector, together with a keen intuition for market needs, have taken the brand forward and expanded its radius of action. In 2008, it diversified into accessories. Currently, it is Sita Murts children who run the company, leaving their mother to devote her energies to her great passion in life: researching knitwear and designing striking, up-to-the-minute collections. The brand has its own shops in Barcelona, Bilbao, Madrid, Palma de Mallorca, Reus, Girona, Manresa and Sant Cugat, and outlet stores in La Roca and Igualada. Abroad, its collections are sold at multi-brand retailers in Canada, USA, Chile, Morocco, Portugal, Ireland, UK, France, Austria, Italy, Netherlands, Switzerland, Sweden, Poland, Russia, Israel, Lebanon, Bahrain, Saudi Arabia, China, Japan and Australia. Since 1989, Sita Murt has been a regular, first at the Gaud show in Barcelona, and then at Pasarela Cibeles in Madrid. The company also takes part in major international fairs, like Bread & Butter Barcelona, Premium (Berlin), Gallery (Copenhagen), Coterie (New York) and Modefabriek, Whos Next and Paris sur Mode (Paris).

24

Internal Analysis

Devota & Lomba

Luis Devota and Modesto Lomba began their career in fashion in Vitoria in 1986, where they presented their first three collections. In 1988 they presented their 1988-89 autumn-winter which won the Ama al diseo joven award for young designers. Since then they have gone from success to success, achieving public and critical acclaim, and winning major awards including the Cristbal Balenciaga prize for young creators in 1989 and the Pasarela Madrid award for the best womens collection of 1991. In addition to their collections, they have created wardrobes for films and the theatre, such as the one they designed for Mediterrnia, performed by the Spanish National Ballet and choreographed by Nacho Duato. Since the mid-1990s, following the death of Luis Devota, Modesto Lomba took charge of the firm, extending the product line to include bridalwear. In 1995 the firm presented its first bridal collection at the Novia Espaa Fair and over the last several editions has also become a regular at Cibeles Madrid Brides. Other lines include jewellery, bed linen and homewear. In 1999, the designer opened his first standalone in Madrid and was appointed president of ACME, the Spanish Fashion Designers Association, which has taken him to diverse exhibitions in New York, Tokyo, Beijing and Istanbul. In addition to being a regular at Cibeles Madrid Fashion Week, Modesto Lomba has also presented collections on international catwalks such as the Fashion Weeks in Moscow (2005), Belgrade (2005) and Zagreb (2008). Devota&Lomba silhouettes reflect Modesto Lombas training as an architect and a penchant for deconstruction. His colour palette prefers grey, black and metallic shades, with bright splashes colour in the detail.

25

Internal Analysis

Georges Rech
When asked once to sum up his style philosophy, French ready-to-wear designer Georges Rech replied with a single word, Balance. His fashion house aimed to create a synthesis of ideas, designing not for any one woman or type of person, but for an ever-changing, contemporary ideal. His simple, relaxed, well-made, and affordable coats, suits, dresses, and separates projected an easy-going accessibility, without compromising on creativity or style, and his name became synonymous with casual chic. As Rech put it early in his career, Sportswear corresponds to the way people live. I dont like to shut a woman up in fabric. The company was bought out in 1989 by Courtaulds Textiles of London, and Georges Rech relinquished his personal interest in the house. Since then Daniele Jagot, who worked for the company for over 20 years, took over designing the Georges Rech top-range label, while Fumihiko Harada designed the Synonyme line. By the mid-1990s the label had little flash and sales were far from robust, in part due to a depressed market. The brand made a comeback in 1996 when designer clothing sales rallied in Europe and stayed in the black for several years, prompting expansion. The Georges Rech name became more prevalent in France, with 40 stores in the country (more than a dozen new outlets opened in 1998 alone), the same year parent company Courtauld bought Claremont Garments to augment its apparel division.

26

Internal Analysis

Carolina Herrera
Herrera was born in Caracas, Venezuela, a daughter of Guillermo Pacanins Acevedo, an air-force officer who later became Governor of Caracas, and his wife, the former Mara Cristina Nio Passios. Based in New York City since 1980, throughout the 1970s and 1980s she was named one of the best dressed women in the world. Her clients have included Jacqueline Kennedy Onassis and Renee Zellweger. Carolina Herrera is a recipient of The International Center in New Yorks Award of Excellence as well as Spains Gold Medal for Merit in the Fine Arts, which was presented to her in 2002 by King Juan Carlos I. She also was awarded the Gold Medal of the Queen Sofa Spanish Institute in 1997. There are six Carolina Herrera flagship boutiques in the world. They are in New York, Dallas, Los Angeles, Bal Harbor, Las Vegas and Caracas (as of October 12, 2011). Carolina Herrera reached an agreement with Puig in the 1980s in New York to create and market all her fragances. Years later, in 1995, Carolina Herrera fashion business area also joined Puig. In 2008, Carolina Herrera launched a lifestyle brand called CH Carolina Herrera. In that year, the company opened four stores at The Galleria in Houston, Texas, Americana Manhasset, in Manhasset, New York, The Forum Shops at Caesars in Las Vegas, Nevada, and The Village of Merrick Park in Coral Gables, Florida. Currently, there are also boutiques in Boca Raton, Costa Mesa, Dallas, San Diego, and Scottsdale.

27

Internal Analysis

Comparison with competitors

After presenting the biography of the competitors we have identified and have done a deeeper analysis considering different attributes: 1. Catwalks: It is important to take into account in which national or international catwalks the designers present their collections. 2. Shops: Where are located, and the type of shop, if they are franchises, own shops, a space in a multibrand retailer and also if they have presnece in outlets. 3. Perfumes: Due to the importance that this business line has for Jess del Pozos results. 4. International presence and strategy: We have to know if these designers are also our competitors in our internationalization process and which strategy are going to develop in the next years. 5. Price: This is a key attribute in order to analyze the competitors and develop a pricing strategy. 6. Target: The brands strategy is going to be develop according to the target that the differents brands are focused.

Catwalks

Not at International Shows

28

Internal Analysis

Own Shops Outlets Franchises ECI Corners

Own Shop ECI Corner Multi-brand retailers Outlets: Las Rozas Village & Factory San Sebastin de los Reyes

Own Shops ECI Corners Outlets

Shops
Own Shops ECI Corners Outlets: Las Rozas Village & La Roca ECI Corner Franchises Outlet: Las Rozas Village

Own Shop ECI Castellana Corner ACME Multibrand retailers

Boutiques ECI Corners Outlet: Las Rozas Village

YES

Perfumes

NO

29

Internal Analysis

Dubai

ACME Agreement Mexico, Palacio de Hierro

ACME Agreement Mexico, Palacio de Hierro

International Presence
Multi-brand retailers in Canada, USA, Chile, Morocco, Portugal, Ireland, UK, France, Austria, Italy, Netherlands, Switzerland, Sweden, Poland, Russia, Israel, Lebanon, Bahrain, Saudi Arabia, China, Japan and Australia. ACME Agreement Mexico, Palacio de Hierro Worldwide

France, Switzerland, Ukraine, Portugal, Luxembourg, Austria, Germany, Belgium, Great Britain Australia, Canada, United States, Japan

90-300 200-300

200-500

Price (reference: Dress)

300-600

170-250

300-600

180-300

30

Internal Analysis

Price &Quality

Internationalization US/Latin AMerica

(not found)

Strategy
(not found) Internationalization Latin America

Internationalization: Latin AMerica & Japan Low Cost Business Line

(not found)

Professional, femenine women Urban/Professional men & women

Urban & Professional women

Target
French Stylish Women

High-medium purchasing power women

Ultra femenine women Sensual, sophisticated and elegant women

31

Internal Analysis

Positioning Map
A positioning map is a graphical device to study and analyze the positions or perception of each of a group of competing products in respect of two specific product characteristic. It identifies the brands which are the closest competitors of the companys product and the strength and weaknesses of the companys in respect of its competitors. It cal also help company to identify market segments with specific product requirements where new products may be launched by the company. At first, we have draw up a positioning map with the different fashion companies identified in the first section about competitors.
Price (-)

Spanish Established Designers

Low Cost

Haute Couture

Price (+)

For this positioning map, we have considered in the differents axis the production method (low cost or haute couture) and the price of the brands products. After this first classification, we are going to expressed the situation of the competitors identified in the quadrant where Jess del Pozo is positioned.

32

Internal Analysis

For this positioning map we have considered the style of the clothing (modern or classic) and their target.

Young

Modern

Classic

Adult

33

SECTION III Brand Audit

Brand Audit

Brand Territory
After describing Jess del Pozos background and current business situation and analyzing its competitors we are going to progress in our brand audit describing the brands territory. A brands vision and values give a sense of the future and define the beliefs of the organization. They are connected to a way of thinking and behaving. However, although they are primarily internal, they impact on the way the organization presents itself externally. In addition to vision and values, the brand should also be defined in terms of its personality and positioning. The values indicate what people believe, but personality defines how the organization conveys itself. Obviously these two concepts should not be divorced from each other. Although it can be dangerous to use the analogy of individual personalities, it is useful to try to discuss the organization in the same way we might talk about a person. In addition to vision and values, the brand should also be defined in terms of its personality and positioning. The values indicate what people believe, but personality defines how the organization conveys itself. Obviously these two concepts should not be divorced from each other. Although it can be dangerous to use the analogy of individual personalities, it is useful to try to discuss the organization in the same way we might talk about a person. The purpose of defining a positioning is that every brand has to compete for a consumers mindspace and therefore it is valuable to position the brand relative to its key competitors from a consumer perspective.

The Onion

Internal External

Vision A snapshot of the future

Values A belief system, a way of working and communicating

Personality Informs all communications and consumer perceptions

Positioning A summary of the brand in relation to competitors in a consumers mind.

35

Brand Audit

Vision
Jess del Pozo said: For me, elegance is more discreet, more sensual, more internal and personal, and that it is essential the coherence, harmony and functionality. Fashion should make life easier.

To seek, discover and glorify beauty

Values
In terms of values that govern the philosophy of the brand, we can differentiate between functional values that describe more objective characteristics of the brand. Aspirational values, however, are those we want the customers associate to the brand.

Functional
Comfort Simplicity Careful design Quality of materials Timeless designs

Aspirational
Uniqueness of the design and identity Identification with a model of independent women Femininity Designs draw a single confident woman

Brand Personality
The brand personality matches with the adjectives that could define the Jesus del Pozo woman sober, discreet and elegant.

36

Brand Audit

Positioning
Brand Idea
The brand idea could be defined as a captivating expression of the needs and wants that it best satisfiesthat simultaneously conveys the brands ultimate purpose or commitment.

The beauty without artifice

This way, his stylish, simple and unostentatious designs have reflected the brand idea and met the needs of the target wearing an independent and self-confident woman.

Brand Essence
Brand essence is a way of articulating the emotional connection and lasting impression that defines the qualities, personality and uniqueness of a brand.

Pure design with DUENDE

It underlines the importance of the design, while adding the expression that makes the brand unique: DUENDE. If something has duende is that is special, genuine, charismatic, and magical.

Verbal Territory
Jess del Pozo, like the rest of fashion brands do not have a claim or slogan, so the tone here is not parsable. However, we can analyze the tone used in its relationship with the media through the press releases, which are written in a very correct and formal tone without concessions to a more modern and closer tone. This line of communication can be moved to the texts of its website and the treatment dispensed to customers in stores. This polite and formal tone changes to a closer one in the profiles that the company has in social networks like Facebook and Twitter, where for example, they publish the Spotify music list that they are listening in the atelier.

37

Brand Audit

Visual Territory Logotype

The logo was created in the following way, in the words of the designer: I had a yellow and black jersey with an arrow, I was very fond of it and I thought that it was the inspiration for the first logo, which has nothing to do with the present, to begin the arrow is down and the J and P are rounded, more artnoveau. It was made by a graphic designer who can not remember his name and the final logo was made by Juan Gatti, which is much more geometric, square, and with the arrow up

Typeface
The typeface used by the brands logo is a type of writing with serif. However, for other areas of communication as the web page and the press releases, the brand uses a more modern and simple typography.

Colors
One of the highlights of the work of Jesus del Pozo is the particular vision he had about colors, in the words of his Atelier responsible: He had a very special retina His designs move around neutral colors, sand, green, grey and black. This range of colors is also reflected in the various elements of communication: stationery, shops and web page design.

Jess del Pozo states that the arrow represents something accurate, a certain direction, a sort of a symbol of perfection and precision. In design the symbols are not used by chance. The choice of an arrow represents the idea of projection, and at the same time, entering a new market. This symbol was perfect to consolidate a long career.
38

Brand Audit

Touchpoints

What is a touchpoint?
Catwalk Website Media Presence Points of Sale Social Networks
A touchpoint is a place, artefact or interface where a person experiences a brand. Touchpoint: any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store, environments, company employees, and casual conversation MARTY NEUMEIER in The Dictionary of Brand

Points of Sale
Jesus del Pozo has four types of point of sales: own shop, multi-brand stores, corners in El Corte Ingles and outlets as Las Rozas Village and Factory of San Sebastian de los Reyes. In the own store is where the brand identity is reflected more strongly. A sober decoration, like the brands designs, according to the colors described in the section about visual brand territory. In the store itself is where it gets more personalized attention to clients, making the purchasing process in a unique experience. The own store is located in Calle Almirante No. 9 1 left, not at street level, which can be a downside to the touchpoint In multi-brand retailers stores the brand directly coexists with other brands and can lead to problems of integrity and consistency of the brand identity. The corners of El Corte Ingles allow the designer to create a space in line with the visual identity of the brand, but the customer service must be supervised, because almost always the staff is hired by El Corte Ingls and they are not trained in the brands philosophy. Finally, the outlets can also create a conflict with the identity of the brand, associated with a lower price, and giving a worst care of his image. It is therefore necessary that the store is designed to reflect the values of the brand, even when prices are lower. In the case of outlets owned by the firm, in Las Rozas Village as it is a more exclusive outlet, the brand identity is well protected. This does not happen in the Factory, which is currently in liquidation.

Jess del Pozo own shop at Almirante street

39

Brand Audit

Catwalk
The main touchpoint for both customers and the media is the presentation of the collections spring / summer and autumn / winter in the Mercedes Benz Fashion Week Madrid. The staging is a perfect reflection of the brands philosophy: sobriety and simplicity, only appearing on the catwalk models and giving all the attention to clothes designs. The brand do not use any type of set design, or perform any sort of show, like David Delfn when hei ntroduced a musical parade of Alaska and Mario Vaquerizo with Bimba Bos. Also underline that in the catwalk presentation of the collection spring / summer 2012, having died Jess del Pozo, the logo of the brand did not appear on the catwalk.

Website
The page layout also follows the principles of simplicity and sobriety that characterize the brand. It makes use of gray scale, while the typeface is more modern than the one used in the logotype.

Social Networks
The brand is present in social networks with profiles in Twitter and Facebook. In them, the whole tone is closer and more informal, publishing for example, photos taken by the own employees.

Jess del Pozos Facebook Profile

40

Brand Audit

The sobriety of Jesus del Pozos Catwalks versus...

Other designers staging

David Delfn

Ana Locking

Ion Fiz

Andrs Sard

Roberto Verino

Francis Montesinos

41

Brand Audit

Media Presence
The media presence in recent months has been limited to news about the death of Jess del Pozo (which was covered both by specialized and generalistic press) and the new status of the brand: the companys acquisition by Perfume and Design, appointment of Josep Font as the new creative director, and so on. The news about the companys new situation were also covered by economic press. The tone of the news is given by the wording that uses the company in its press releases, maintaining the formal language. Articles about the brand are also published in specialized magazines, like Yo Dona, Elle, Vogue.... As Jess del Pozo was one of the most prestigious designers from Spain, interviews and TV reports were made about his work.
TV Report Los oficios de la cultura

Specialized Media Vogue November/11 Gala Gonzlez appears with Jess del Pozos dress

Generalistic & Economic Press

Elle December/11 Dress by Jess del Pozo

42

Brand Audit

Target

Medium-high economic and social class women (>40 years old)

Carmen Posadas

Ana Botella

Veronica Forqu

ngeles Gonzlez-Sinde Duchess of Fernandina Her Majesty Infanta Cristina

Carmen Alborch

Ana Beln

43

Brand Audit

Drivers for Buying Decision

Purchase drivers can vary depending on socioeconomic status of the target, but we can identify as the main ones the price and the quality. According to the profile of Jess del Pozos current customers the drivers for their purchasing decision would be: Who has produced these clothes?, What material is it made of?, How unique is the product?

Brand Reputation
In conclusion to the brand audit we can say that Jesus del Pozo is a reference in the Spanish fashion design and a pioneer in the development of fashion in Spain, staying true to the principles of haute couture. In the survey conducted as part of our research (see ANNEX II) Jesus del Pozo ranks fifth (out of 23 designers) in the top of mind of respondents, behind David Delfn, Amaya Arzuaga, Custo Barcelona and Adolfo Dominguez. As for the attributes associated with the brand, the best valuation is given (minimum 1/maximun 5) to quality (3.76), elegance (3.58) and sobriety and classicism (3.51). The attributes with the most negative valuation transgressive nature of the design (2.06), modernity (2.36) and innovation (2.55).
Quality Elegance Sobriety & Classicism

Innovation Modernity Transgression

44

Brand Audit

Conclusions
As a result of this brand audit we can conclude that nowadays the fashion market is polarized between luxury and low cost. Because of this, intermediate brands (where Jess del Pozo is currently positioned) have no future unless they know how to reinvent themselves. This is the reason why we propose to reposition Jess del Pozo as a brand that coexists on the imaginary of the society as a firm that can be differentiated to its competitors for all the emotions that can generate. This is why we propose a renovation of the image and the entire brand, keeping the essence of Jess del Pozo and selling to the customers not just fashion or perfumes, we want to spread a philosophy of life based on the transmission of passion for what you believe in. It is obvious the good quality of fabrics used on Jess del Pozo designs, but in this market it is essential to sell intangibles that convert a brand into a powerful one. The most important thing is to generate a halo of emotions related with the buying of the products making women feel special and unique, pursuing the loyalty to the brand. How can we make this possible? All the brands born with a successful life calling, and success arrives when customers buy and are loyal to the firm, creating a relationship based on trust with the brand. A good product is not enough, either a good logo, or even an excellent communication campaign. We have to build and communicate stories that mean something to the consumer connecting with the collective unconscious of society. Where do we want to position the new brand? Our proposal is to locate the new brand as a more modern one without loosing the elegance and the essence of Jess del Pozo. The new target of the firm is going to be younger and passionate in their lives and professional careers. Because of this repositioning of the brand, we have found out that the firm is going to have other competitors that we have analized (ANNEX 1) in order to know in what ground we move on.

Young

Modern

Classic

Adult

45

SECTION IV New Brand Proposal

New Brand Proposal

Brand Territory
In this section we are going to develop for the new brand we are proposing the same aspects we have analyze in Jess del Pozos brand audit.

Brands Pyramid of Benefits

Vision
Dress a very feminine woman in clothes that dazzle, giving way to stronger shapes and colors, with a younger and more passionate style.

Values
The new brand will maintain certain values innate to Jess del Pozos philosophy, while others will be the result of the nature of rebranding. Also, there are two types of values that will govern the new philosophy of the brand. All these values will create an emotional brand, establishing and maintaining a relationship with consumers mind and hearts.

Impecable Dressmaking

Timelessness

Feminity

Functional Modernism Delicazy Singularity

Aspirational Contemporary

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New Brand Proposal

Brand Personality
Dress a very feminine woman in clothes that dazzle, leading to stronger forms and colors, with a younger and more passionate style. These qualities give life to the new brand.

Visual Territory Logotype

The new brand logo must be up-to-date, with cleaner lines but also reminiscences to this ethereal and magical world we are going to build around the brand. The brand is going to be unique, is going to have DUENDE, and the logotype has to represent it.

Positioning
Brand Idea

In addition, we have to go for the use of initials that facilitate the use of the brand in other non-Spanish speaking countries. The logo must be powerful, strong and youthful without losing the attributes that characterize the brand as femininity and it has to establish complicity between the brand and the model of women we have as target.

A more poetic beauty.

This phrase summarizes the vision and values that the new brand wants to convey and mean. A world of poetry, dream and feminity moved in every decision.

Typeface Brand Essence

The brand essence is maintained; a pure design with Duende is also the spirit of the new brand. It underlines the importance of the design, while adding the expression that makes the brand unique: DUENDE. If something has duende is that is special, genuine, charismatic, and magical. As the logotype, the typeface is one of the elements of the brands visual identity. According to the values established with the rebranding we are going to eliminate the typeface used in the old logotype, and we will look for a cleaner font, a sans seriff one.

Colors
One of the most distinctive elements of the work of Jesus del Pozo was his use of color principally in a neutral and sober colors. This range of colors was also the predominant in their communication elements. However, with the entry of Josep Font there is a commitment with more passionate colors like red or purple, which transmit energy and strength characteristic of the woman he headed.

48

New Brand Proposal

Verbal Territory
The tone should be consistent with the new and younger brand image but never forgetting our spirit, our duende. The communication is characterized by the use of a less neutral tone, closer, more fresh and young. These features will be reflected in all our touchpoints, emphasizing the use of this tone in social networks.

Suggestion for a new store

Touchpoints
The touchpoints will be adapted to the new brand identity, in line with the image that the brand wants to transmit.

Store
It is located in the Calle Almirante, 9. 1 left. As we mentioned earlier is not located at a glance, which can have a negative impact on sales. Many people can pass through the area and not knowing that the store is there, and therefore losing potential customers. For this reason, we consider a good option to in the near future is consider relocating the shop to another more visible area, major step of passers-by and visible at full view. We are going to renew the sober style that characterized Jesus del Pozo by a contemporary, minimalist style that highlight the clothes. A space in which the clothes come alive, give a framework where they appreciate and understand the collections and all the work that enclose. This store format is characterized by the minimalist designed in white and translucent, and corners to highlight the clothing and accessories.

Catwalk
introducing some kind of differentiating element, either with a more elaborate scenery, in emblematic places, with presence of celebrities or actions during the parade.

Presence in media
We want to be more present in specialized written media such as in Vogue or Elle. We will also carry out a communication more active and closer in social networks.

Website
Minimalist and with a very clear structure. Corporate colours and fonts will be used. It will be given more importance to the link to social networks.

49

New Brand Proposal

Potential customers
Professional, young and independent women. They belong to the upper middle class of 30 to 45 years looking for a sober, modern, feminine style and unique, but at the same time, comfortable dress, do not feel disguised but quite the opposite, if same safe. Prescribers: Marta Etura and Juana Acosta. These women symbolize the spirit of the brand and the image that you want to transmit.

Purchase drivers
The main drivers of purchase of the new brand will change respecting the original brand, as the new profile is younger women, more marked about the trends and current consumption habits. The main key drive is the celebrities or bloggers who use our designs in the media.

50

New Brand Proposal

New Brands Target

The new target that Del Pozo focuses are 30-45 years, of upper-middle-class, professional women who live in urban areas.

X- Ray of Spanish Women Between 30-40 years old

According to a studio of The Cocktail Analysis based on an online survey to 900 Spanish women. The X-ray of the woman who is the target of Del Pozo is the following: Professional woman who feels safe and confident in her, she knows herself, is emotionally and physically independent, she is concerned, assumes and keeps her commitments and her aspirations for the future. A woman that looks for quality, the exclusive and the different. The 67% of those surveyed said that she has become more demanding: a good wine, a rare beer, a combined with class...
Source: Glamour magazine

She works for...

She lives with...

Experimentation, the motivation to learn new and different things is another feature influencing daily life, especially in the interest of women to invest their time and their money on quality of life, beauty and fashion. They seek to create a personal and different style, increasingly buy less in chains and look for more special and unknown shops.

Her leisure activities are...

Source: Glamour magazine

Her education level is...

Source: Glamour magazine

51

New Brand Proposal

The fashion world is set up at this time as an element that configures and defines the women, in which factors such as satisfaction and differentiation are fundamental aspects: 72% said that: from time to time I like give me a little whim and buy me some expensive fashion article than usual. Also, 48%:

Social Networks

97% uses daily 32% uses daily

Sometimes I love to buy brand/designer clothes that make more personal my style.

FASHION: The element that makes you different Research, Inspiration Social networks, blogs, magazines Shopping Both online & offline Participation Dresses according to tendencies

76%

72%

65%

SELF-PERCEPTION (+) Fashionist 34% HEDONIST

Excellent perception about herself Gives high importance to her image and personal care She is living a professional succesfull moment

Street-styler 42% RATIONALIZATING

52

Good perception about herself She is less worried about fashion issues than the Fashionist profile. She is focuses on wearing like bloggers

Follower 23%
Her economic situation is poorer The amount of money she expenses in fashion and beauty is more limited, and she mainly consumes low cost fashion

SELF-PERCEPTION (-)

New Brand Proposal

Naming
The name of the brand is the main element that contributes to position the brand, transmit its philosophy and DNA, as well as its personality and visual and graphic identity. Probably is the element most recognizable and with more connection to the customer. Fashion is one of the industries where naming is more significant thanks to the important role in the search for differentiation in an increasingly globalized environment. The legal protection of a brand is especially important in the fashion business in order to be prepared against any copies and fake products. A common practice in fashion is to use the name and surname of the creator of the firm as the brand.

Since Jess del Pozo passed away, it is necessary to rethink about the naming of its company. During the process of naming we have made some suggestions for the new brand:

Jess del Pozo

We have rejected this name because we consider that once the creator has passed away there is no point to have its name on the brand. It can be confusing for the customers.

JdP
The use of the initials could be useful to entry in non-spanish speaking countries, but it completely eliminates the reference to the former designer.

Jess del Pozo by Font

(Also Jess del Pozo by Josep Font) These two possibilities of naming have been dismissed because we want to give prominence to the fashion brand, not to the new designer. It is a risk to have the name of Josep Font in the brand because in the future maybe he quits the company and it will be necessary to change the naming again. We consider that is important to provide stability to the brand and changing the name of the firm depending on the creative director does not help to raise this objective.

Del Pozo
After analyzing other cases of naming in the fashion business, we have found out that once the creator of the firm has passed away its surname remains permanent in order to maintain its legacy. The objective of this is to avoid confusions among the customers and to establish the brand in the imaginary of the society and also provide sensation of stability. The entrance of new directive creators is kind a cycle, because they are not permanent on the fashion firms, and due to this fact is necessary to establish the brand with consistency, regardless of the designer that works in that moment for the brand.

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New Brand Proposal

Brand challenge: What to do when the designer passes away

From Cristobal Balenciaga to Balenciaga

Since 1978, the brand that Cristbal Balenciaga launched in 1919 has passed through various hands since the death of Balenciaga in 1972. Today belongs to the Gucci group, and since 1997 its creative director is Nicolas Ghesquire. As it has happened in other fashion houses who also lost its original creators, the owners appointed a creative director who guidance the line designs. Initially, the Balenciaga House was inherited the family of the designer, that kept the business selling perfums and accessories. Six years later the German group Hoechste bought it, directed the by Jacques Konckier. The operation intended to take advantage of the tradition of Balenciaga and not forget his contribution to fashion. A year later, in 2001 the Gucci group , bought it. Designer Tom Ford and Domenico De Sole wanted to convert the Balenciaga name into a global luxury Brand. They had experience because they were the owners of the bags and shoes of Bottega Veneta, the clothes of Yves Saint Laurents designs of Stella McCartney and Alexander McQueen of Boucheron jewels or Sergio Rossi shoes. The Gucci group currently competes with another large conglomerate of fashion brands: Louis Vuitton Mot Hennessy. In this long-lasting relationship of Balenciaga and the Gucci Group has been very important the contribution of Nicolas Ghesquire. In fashion brands, the creative director is responsible for that all designs, fabrics, embroidery, stitch, hemming and sketches sound with the same tone, always perfectly tuned.

At the beginning, Nicolas Ghesquire directed the brand without walking away from the original essence of Balenciaga. However, he ended up focusing his efforts on the prt--porter, a concept far from the high couture. Also, it dispensed with the name of the firm, in this case Cristbal Balenciaga to name it simply Balenciaga. There is considerable discrepancy between professionals of the fashion as to whether Ghesquire has maintained the essence of Cristbal Balenciaga but his professional contribution and permanence in the Brand has allowed that the Balenciaga brand has not been shaken by sudden changes in design and image.

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New Brand Proposal

From Yves Saint Laurent to Saint Laurent Paris

Yves Saint Laurent announced his retirement from the fashion design and catwalks in January of the year 2002, and only six years later in 2008 he died after a long illness. American Tom For took charge as creative director for four years but without the success desired by this designer because apparently, his strategy did not entirely match with the strategy of the owners of Gucci, Pinault Printemps - Redoute group that had invested 10 billion euros in the task and pretended to direct it their own way. After the departure of Tom Ford, this appoints as new creative director a friend of the fashion house and a friend of his, the Italian designer Stefano Pilati. Pilati has been fundamental to rebuild and reposition this iconic brand becoming a contemporary Brand in high couture. The main success of Pilati has been the to revitalize one of the oldest fashion houses in France thanks to a respect for the past and avant-garde spirit formula. Pilati has been profoundly respectful with the legacy of the dead Saint Laurent, managing to update its aesthetic codes. After twelve years in Yves Saint Laurent, the designer Stefano Pilati said goodbye in Paris in the last show for autumn/winter 2012-2013. The Gucci Group chose in March 2012 Hedi Slimane as new creative director of the Yves Saint Laurent fashion house where assumed creative responsibility for the Brand image and fashion collections. On June 21, 2012, the fashion brand announces that is going to change the brand name Yves Saint Laurent to become Saint Laurent Paris. The process of change will happen for many months but it is expect to be set up for the spring-summer 2013 women collection signed by Hedi Slimane. Altough the name will be changed, the logo will remain with the famous YSL logotype. This decision is the result of the total responsibility of Slimane in Brand image of the fashion firm from the shops, shows, or collections.

From Alexander McQueen to McQ

After the death of Alexander McQueen in March 2010, the Gucci group, to which it belonged since 2002, appointed in May to Sarah Burton as creative director of the brand Alexander McQueen. Burton had worked fourteen eyears with the deceased Designer. Her solo speech began the month of October, at the Paris fashion week. Industry critics praised the creations proposed by Burton, for being faithful to the essence of McQueen and for introducing a more feminine touch. Sarah Burton shares with Alexander McQueen the passion for details and manual work, made by hand. This creative knows perfectly all the keys of the fashion brand and continues the legacy of Alexander McQueen. After the death of the designer, the Brand has adopted the name McQueen of McQ.

As we have concluded after this analysis, once the creator has passed away the fashion firms bet for maintaining the surname of the founder in order to preserve its essence and position on the peoples imaginary.

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SECTION V Communication Plan

Communication Plan

Considerations about the Communication Plan

Corporate objectives
Objectives specify exactly what are the needs to be achieved by the communication plan. In our case, there are two main objectives: to increase the companys Prt--Porter business lines turnover by 20% and increase the presence in media by 30%. This goal will be reached by the support of a number of secondary objectives.

Increase Prt--Porter Turnover 20%

Increase Media Presence 30%

To make clear that Del Pozo is going to keep the essence of the previous brand. To transmit the innovations produced due to the change of identity and creative director. Maintain consumers loyalty and drag out potential costumers due to the changes incorporated. Increase profitability and capability of the Company. Increase the sales of garments instead of focusing just on the perfume business. Develop a national communication plan for the first year. (*)
* (Depending on the fulfilment of the objectives in Spain, we will carry out concrete Communication Plans addressed to USA, Colombia and Panama for the next years, in line with the companys internationalization strategy)

Corporate message
The message to be sent is that Jess del Pozo is transforming into Del Pozo, which is going to be a brand as important as the first one, but refreshed and renewed addressed to a new target.

is now Del Pozo

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Communication Plan

Communication Strategies
The strategy will be focused on reinforcing the idea of the repositioning of the brand Jess del Pozo into Del Pozo, with a new target, a new graphic and visual identity, but keeping the essence of the brands founder. The brand has got a challenge: maintain the reputation gained by Jess del Pozo and at the same time, position the new image as a renovated one. To achieve this, it is essential to divide the different strategies in two audiences:

External
Costumers Media Professional Stylists Bloggers Prescribers

Internal
Retailers (El Corte Ingls, multibrand stores) ACME Employees of Del Pozo

Developing the Communication Plan

In order to obtain the best results from the Communication Plan it is essential to fix the objectives addressed to different audiences mention before.

Communication Objectives
Position the brand Del Pozo as a reference brand in the Spanish peoples imaginary.

External Audience

To have awareness in the media in order to be present on the peoples imaginary. To have brand ambassadors that wear the designs for promoting the brand and creating awareness about it. To achieve presence on the social media thanks to the popularity that blogs and stylists have among the society.

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Communication Plan

Offline Actions
Press Releases
Press release informing about the change of the naming of the Jess del Pozo into Del Pozo due to the changes of the brands identity. By this press release, the brand will communicate the contributions of Josep Font ensuring the essence of the previous brand.

Brand Prescribers
To be able to project and reinforce the new image of the brand Del Pozo, we suggest as prescribers two well-known actresses on the Spanish scene such as Marta Etura and Juana Acosta. Both are independent women, with a timeless beauty, passionate, young and of course, femenine. Two women who maintain a perfect balance between their profesional life and the beauty with duende that they project.

Advertorials Fashion Magazines

Advertorials in the main fashion magazines such as Vogue, Elle, Vanity Fair and Harpers Bazaar. These magazines fit with the target of Del Pozo, independent woman, confident, professional and that pay attention to their physical appearance.

Generalistic Press
Advertorials on the Sunday supplements El Pas Semanal, El Magazine and Yo Dona. Through an advertorial in these two newspapers supplements we are going to spread the new identity of Del Pozo. Our target is a consumer of general press because they are cultivated and interested in what is happening in the society.

TV Presence
Report on Solo Moda. The new fashion programme of RTVE host by the ex model Nieves lvarez. This new Tv programme contains the latest new around the fashion world. By this format we will project the new image of the brand with an interview of Josep Font explaining the changes and its own creative goals.

Costume Design
Collaboration with the next ballet of Compaa Nacional de Danza for the creation of its costumes. By this action Del Pozo will consolidate its brand as a reference; because fashion is art, culture, business and somehow a show. In short, a world with lots of edges. It is interesting to create a link between fashion and culture in order to provide to the brand other values that can reflect its philosophy.

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Communication Plan

Marta Etura She is a 33 years old actress born in San Sebastin. Despite her youth, she has a consecrated and serene film career. She has been working in this world for eleven years and filmed more than twenty movies. She has several nominations to the Goya Awards since 2002 for La Vida de Nadie but it is in 2009 when she wins her first Goya for best supporting actress for Celda 211. In 2006 she received the Max Factor Award to the most beautiful face of the Spanish film at the San Sebastian International Film Festival. Since 2011 she is Vice President of the Spanish Film Academy, and that is the reason why is a permanent face on all the Spanish film-related events. Marta Etura will release in 2013 the film project Lo imposible with the international actors Naomi Watts and Ewan McGregor. This actress has a very personal style in which the naturalness and femininity are visible. For the galas and events she always chooses dresses in strong colours, as the red or blue, though neutral tones and simple lines garments are also among her favourites.
2012 Goya Awards

San Sebastin Film Festival 2009 Goya Awards

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Communication Plan

Juana Acosta She is an actress and model born in Cali, Colombia 36 years ago. She lives in Spain for twelve years where her professional career has taken off, both in films and on television. In her filmography there are successes and heterogeneous projects such as the Golden Globe winning mini serie Carlos about the terrorits El Chacal in 2011, spanish movies such as Diario de un skin, Los dos lados de la cama or the recent hit Spanish series Crematorio for which she won on june 2012 the best supporting actress award granted by the Actors Union of Spain. This Latin American-born actress has a career on the rise in Spain, in the USA and also in our neighbouring country where Les Beaux Mecs movie was released. She is also a familiar face in Spain for her roles in series of renown, such as the one mentioned Crematorio, Hospital Central or Hispania. She is working at the moment on a Spanish and Venezuelan movie based on the Simon Bolvars struggle for emancipation of the Spanish empire in Latin America, also produced by Sean Penn. She is an essential actress of the red carpets in Spain for her looks always successful, for her image of strong woman, confident and on the same time for her timeless beauty, feminine and sensual With the election of Juana Acosta as prescribers of the brand we take advantage of the potential and the fame that this actress has both in Spain and Colombia, future potential market of the brand Del Pozo.
Yo Dona Awards

2012 Goya Awards

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Communication Plan

Catwalk
This is the main event of communication that a fashion brand develop for its external audience. The most important Spanish designers present their collections two times in a year at Mercedes Benz Fashion Week Madrid. The Spring/Summer collection for 2013 will be presented the 30th August 2012, through this event, the brand will launch its first collection as Del Pozo and with Josep Font as creative director. For this reason, we consider that the catwalk must take place out of the traditional IFEMA trade fair, in an emblematic place of Madrid, to give the brands launching event more notoriety. We propose the Circulo de Bellas Artes building, and its Saln de las Columnas. By this location, Del Pozo is going to create a halo of poetry, magic and oneiric around the new collection presented.

Del Pozo will invite the main general press and TV channels, such as: RTVE, Telecinco, Antena 3, Cuatro and Divinity, in order to appear on its news. In the case of Divinity, the objective is to have presence in the special TV programmes that this channel launches for Mercedes-Benz Fashion Week Madrid. Also, the brand will invite the fashion press magazines mention before for assuring the presence of its launch campaign on its pages.

The Kissing Room It is a tradition in the fashion world to fit out a place where celebrities go after the catwallk to congratulate the designer. The brand will invite to the kissing room the most relevant celebrity that match with the image that Del Pozo wants to project in order to achieve presence in the media. The guests will be the following: Marta Etura, Juana Acosta, Paula Echevarra, Vicky Martn Berrocal, Laura Vecino, Lydia Bosch, Bibiana Fernndez, Leticia Dolera, Nuria Roca, Susanna Griso and Adriana Abascal.

Autum/Winter collection In February 2013, will take place the launching of the second collection of Del Pozo. In this case, the catwalk will be placed at IFEMA Madrid.

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Communication Plan

Fashion Night Out

On September 6th 2012, Del Pozo will participate on the Fashions Night Out event in its corner located at El Corte Ingls Serrano. To this event will be invited fashion media, the prescribers Marta Etura and Juana Acosta and the trendiest bloggers. During the event, the brand will give a gift for the costumers of that night.

Brunch Press/Stylist Day

By this action the brand will assure that these professionals recommend the designs to their clients and the presence of its designs in fashion magazines productions. Del Pozo will offer all the information about the fabrics, the latest news and an exceptional treatment in order to make them feel confortable and loyal to the brand.

Bloggers Day
Organize a brunch with the most important bloggers in Spain at Del Pozos shop. The brand is conscious that having a good relationship with the bloggers will assure its active and continuous presence in the social media and networks. This is why Del Pozo will invite a selection of the most followed bloggers of Spain giving them a gift, such as a scarf or a clutch that they have to draw on their media platforms. The bloggers have to write about the experience in the shop, explaining the collection, the atmosphere and the treat received with the goal of generating good publicity about the image of Del Pozo.

Alfredo Molina & Sonia Alcolea (Stylists)

This Press/Stylist Day and Bloggers Day will take place two times in the year, according to the launch of both Spring/Summer and Autum/Winter collections.

Jorge Olmedo (Stylist)

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Communication Plan

Collaboration with bloggers

Mireia

Con 2 Tacones

Macarena Gea

Mi Armario en Ruinas Alexandra

Rebel Attitude Lady Addict

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Communication Plan

Online Actions
Website
The design of the website will be modified according to the new visual identity of the brand, but it will maintain the same structure with different sections for information about the company, the fashion line and the perfumes. For the future, introducing a section for online shopping will be considered.

SEO Positioning
As the company is now operating with a new name, it will be necessary to develop a SEO strategy to position the new brand as well as the other was, linking all the contents about the old brand to the new one.

Social Networks Facebook

The company will maintain the strategy with this tool, publishing more informal contents. People love fashion, but also love to know the backstage of this world, so it is a very good idea to publish in the facebook profile some pictures taken in the atelier, or sketchs, or tips about the inspiration for the next collection.

Twitter
It is interesting to create hastags about the brand in order to achieve brand awareness on the social media. We recommend the following actions by the use of twitter: Create a hashtag for announcing the new naming of the brand Del Pozo: #conoceDelPozo. The purpose of this action is to spread on the social media the new image of the brand through Del Pozos twitter and also tweeting to Vogue, Harpers Bazaar, Elle and Vanity Fair Spain. Create a hashtag asking where is going to be the presentation of Del Pozo during the MercedesBenz Fashion Week Madrid: #desfildeDelPozo. Among the winners the brand will draw two invitations to attend the event that will take place 30th August 2012. Del Pozo will tweet about this draw and also, will tweet it to Harpers Bazaar, Elle, Vogue and Vanity Fair Spain, tweets in order to have more presence in this social network. The objective is to promote the hastag among Twitter and generate as much as participation as possible. Del Pozo looks for awareness in this social network.

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Communication Plan

Social Networks Twitter

Create a hashtag during the Mercedes Benz Fashion Week to generate opinions about the launching of the collection: #duendeDelPozo. The election of this hastag is in order to remember the audiences that the brand is going to keep the origin and the essence of the creator of the brand: el duende. A question will be settled: what is for you the duende of the new collection? It will be tweeted on Del Pozos twitter, Vogue, Elle and Vanity Fair Spain. Also, it is important to take into account the prescribers twitter and the bloggers that collaborate with the brand. Create a hashtag during the Fashions Night Out in order to promote the event and create traffic to the twitters brand: #FNODelPozo. Del Pozo will tweet the event to Harpers Bazaar, Vogue, Elle and Vanity Fair Spain in order to achieve more relevance on the social media. Also, the brand has to tweet to its prescribers and the bloggers that are collaborating with the fashion firm. Create a hashtag for the brunch organized at the shop with the professional stylist: #brunchDelPozo. By this hastag, the brand seeks for the positive comments and opinions of these professionals about the collection. Create a hashtag for the brunch organized at the shop with the bloggers: #brunchbloggersDelPozo. This action looks for the participation of these bloggers through the social media. Create a hashtag during the Mercedes Benz Fashion Week Madrid on February 2013: #inviernoDelPozo2014. By this tweet the brand looks for the participation of the audiences asking them their opinions about the new campaign. The brand will tweet it on its twitter account, Vogue, Elle, Harpers Bazaar, Vanity Fair Spain and also in its prescribers and bloggers. The purpose is to generate traffic and comments about the brand, looking for awareness on the social media. Create a hashtag for the brunch of the professional stylists after the presentation of the campaign 2014: #brunchEstilistasDelPozo. The main goal of this action is to have presence on the social media by the brunch addressed to the stylists that will attend to the shop. Create a hashtag for the brunch of the bloggers: #reencuentrobloggersDelPozo. By this action, the purpose is to have presence on the social media and on the blogs.

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Communication Plan

Communication Objectives
To provide calmness and security despite all corporate changes that are happening.

Internal Audience

To inform about the changes at the Company. To make them feel part of the Company and important to the brand, in order to make them project the image of Del Pozo.

In the case of the companys internal audiences, we are going to develop the actions of this communication plan according to each stakeholder.

Actions adressed to employees

These actions will fit the reduced number of employees that the Company has. To send a formal email announcing the changes of the Company and that a physical meeting will take place. The organization of a formal meeting with the objective of avoiding confusions and instability at work. Aims to answer all the questions that employees might have about the situation.

Actions adressed to retailers

Formal email informing about the changes of the Company and ensuring the permanence at El Corte Ingls and the multibrand stores that with we count on.

Actions adressed to ACME

Formal email detailing all the changes that the Company is developing and making clear that these changes will not affect the agreement with the ACME.

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Communication Plan

Timing
The different actions of the Communication Plan have been arranged considering that the brand presents two collections by year, focusing the main actions in the those dates.
2012 Press Release Internal Actions Catwalk SS 2013 TV Report Fashion Night Out Press/Stylist Day Bloggers Day Fashion Magazines Sunday Suplements Social Networks Prescribers 2013 Catwalk AW 2013/14 Press/Stylist Day Bloggers Day Fashion Magazines Social Networks Prescribers Goya Awards Libertador Premiere
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July

August

September

October

November

December

Lo imposible Premiere January February March April May June

Communication Plan

Budget
The company has reduced its expenses in communication drastically in the last three years: from 87,760.39 in 2009 to 10,831.50. The financial situation is still a weakness, but we consider that a repositioning strategy and the consequence Communication Plan must be as strong as possible to launch the new brand. And with the investment of the companys new shareholders there is a support for a more ambitious plan. Because of this reasons, we are presenting two scenarios:

A Scenario - The company decides to develop the full plan

TOTAL BUDGET Communication Analysis Market Research Brand Audit New Identity Proposal Visual Identity Manual Advertorials in Fashion Magazines (*) Elle Vogue Vanity Fair Harper's Bazaar Advertorials in Sunday Supplements (*) El Pais Semanal+Dominical Magazine El Mundo Yo Dona Catwalks Mercedes Benz Fashion Week Madrid (AW 2013) Rental Sala Las Columnas Crculo de Bellas Artes Scenography Catering Kissing Room Mercedes Benz Fashion Week Madrid (SS 2013/14) Rental Scenography Catering Kissing Room Fashion Night Out Catering Gift: 60 silk scarfs Report in Solo Moda Brunch Blogger's Day Catering Gift Press/Stylist Day Catering Compaa Nacional de Danza Costumes 4 hours per design Cost: 40/hour Number of costumes: 27 Prescribers Marta Etura Fee Costumes (8 designs/average cost: 1.800) Juana Acosta (fee) Fee Costumes (8 designs/average cost: 1.800) Website Design Human Resources Press Release Emailing Meetings Social Networks management Clipping (*) Source: Oblicua Communication Manager Communication Assistant 108,800.00 54,400.00 40,000.00 14,400.00 54,400.00 40,000.00 14,400.00 2,300.00 2,300.00 48,000.00 30,000.00 18,000.00 No cost 350,310.00 7,350.00 1,800.00 3,500.00 1,200.00 850.00 70,700.00 18,100.00 18,150.00 17,300.00 17,150.00 83,540.00 27,240.00 26,700.00 29,600.00 19,800.00 11,700.00 4,200.00 6,000.00 1,500.00 8,100.00 4,000.00 3,200.00 900.00 2,900.00 800.00 2,100.00 0.00 2,600.00 1,100.00 200.00 350.00 200.00 200.00 4,320.00

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Budget
B Scenario - The company decides to develop the main actions
TOTAL BUDGET Communication Analysis Market Research Brand Audit New Identity Proposal Advertorials in Fashion Magazines (*) Elle Vogue Catwalks Mercedes Benz Fashion Week Madrid (AW 2013) Rental Sala Las Columnas Crculo de Bellas Artes Scenography Catering Kissing Room Mercedes Benz Fashion Week Madrid (SS 2013/14) Rental Scenography Catering Kissing Room Fashion Night Out Catering Gift: 60 silk scarfs Report in Solo Moda Brunch Blogger's Day Catering Gift Press/Stylist Day Catering Prescribers Marta Etura or Juana Acosta Fee Costumes (8 designs/average cost: 1.800) Website Design Human Resources Press Release Emailing Meetings Social Networks management Clipping (*) Source: Oblicua Communication Manager Communication Assistant No cost 172,750.00 6,500.00 1,800.00 3,500.00 1,200.00 36,250.00 18,100.00 18,150.00 19,800.00 11,700.00 4,200.00 6,000.00 1,500.00 8,100.00 4,000.00 3,200.00 900.00 2,900.00 800.00 2,100.00 0.00 2,600.00 1,100.00 200.00 350.00 200.00 200.00 54,400.00 54,400.00 40,000.00 14,400.00 2,300.00 2,300.00 48,000.00 30,000.00 18,000.00

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SECTION VI
Visual Identity Proposal

Proposal for a New Visual Identity

Brand Graphic Shape
Symbol
The merger between the letter P and D is not closed because it means that Del Pozo is a project that starts its journey trying to satisfy the women needs and adapting itself to the changes of the women. This combination suggest dynamism showing the audiences that Del Pozo is an active fashion brand that looks for being adapted to the changes and with future. The combination of the D and P, despite of existing space between both letters, closes the image projecting stability about the brand.

Logotype
The typography is sans-sheriff, Ayutthaya letter, in order to make the brand more recognisable. The election of this type of letter gives stability and makes the brand easy to be read. The dotted lines located in the logotype represent the sewing patterns used by the designer and at the same time, shows to the audiences that the brand is in a continuous process of renovation according to the demands of the women. These two dotted lines evoke the idea of stability because they frame the brand within a rectangle providing a halo of stability and creativity to the fashion firm.

Colours
The election of the capital letters is based on the fact that Del Pozo is a consolidated fashion brand in Spain. Because of this, we want to give the protagonism to de D and P that conform the naming of the brand The capital letters D and P will be helpful to achieve on of the main important goals of the company: the internationalization. It is common the use of the initials abroad with the objective of being easy to remember and pronunciation in different languages. The election of the colours is based on the elegance that Del Pozo wants to transmit. Assuring that the brand is in grey scale. These colours are powerful, stable and elegant. Black colour represents the feminine, mysterious and magical force that Del Pozo women represents. Due to the colours selected for both letters, the P is the protagonist, but the D conforms the perfect combination and completes it.

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Typography
The typography chosen for the brand is Ayuthaya letter. It will be used for the graphic representation and for the advertising. The election of this typography is based on two reasons, its legibility and modernity. The secondary typography is Gill Sans for the paper work.

Competitors comparison
After seen this map, it is obvious that the new brand fits perfectly with the image that the Spanish designers project in the fashion market.

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Aplications

Stationery

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ANNEXES

ANNEX I

New Competitors

Ailanto
Ailanto is a Barcelona-based fashion company set up in 1992 by Iaki and Aitor Muoz, twin brothers born in Algorta in the Basque Country in 1968. Both graduated in Fine Arts from the University of Barcelona. Iaki also received a degree in Fashion Design from the IADE School in Barcelona. The Ailanto universe is mainly visual; its most characteristic features include its colour combinations and geometrical forms as well as its references to avantgarde and modern artistic trends. The accent is placed on careful attention to details and finishes, as well as fine fabrics (linen, wool and silk) that add the sense of lightness necessary to balance industrial rigidity and ultra-modern aesthetics. In 1999 Ailanto began its global expansion, taking part in trade shows like Prt--Porter de Pars (Atmosphre) and at Creators Week at Workshop Paris and Trano. Its main international markets are Japan, the US, Hong-Kong, the UK, Belgium and Italy, where it sells at leading boutiques and department stores like Bergdorf Goodman (NY), Penlope (Brescia), Harvey Nichols (Hong Kong), Baycrews Spick and Span (Tokyo), The Cross (London), Baycrews Spick and Span (Tokyo), The American Rag Cie (Los Angeles, San Francisco), Iris Kalaora (Istanbul) and Chaplins (Cyprus). Since 2001 Ailanto collections have been presented at the Cibeles Fashion Show in Madrid. In November 2004 Ailanto won the Prize for Best Designer in the magazine Glamour, and in November 2009, the designer duo was chosen as Best National Designer by the magazine Marie Claire.

In addition to designing and distributing their own collections, Ailanto work on different creative projects like fashion exhibition Genius cuts a figure, at the Saitama Prefectural Modern Museum (Japan, 2005), Madrid Moda New York at Queen Sofia Spanish Institute (New York 2007) and Fashion and Light at the Victoria & Albert Museum (London 2008). In spring 2010, Ailanto opened its own shop in Barcelona, at Calle Enric Granados 46.

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Duyos
Juan Duyos started work with designer Manuel Pia in 1992, whilst creating his own early collections for a number of stores and friends. In 1995 he set up Duyos & Paniagua with designer Cecilia Paniagua. Between 1996 and 1999, he went on to work with Antonio Pernas, creating his own knitwear collections in parallel. The Duyos & Paniagua Cibeles Catwalk debut came in 1997, with the 1998 summer collection Naturama. In 1998 the British Embassy invited Duyos & Paniagua to present the collection at London Fashion Week. The first collection under the Duyos brand name was launched in 1999. Called Recuerda y guarda (Remember and Keep), it received the LOral Award for best collection in show at Cibeles. Since then, the firm has been a constant presence at the Madrid fashion event. Juan Duyos has also been involved in a series of projects that have taken him into other areas of design. In April 2000 he presented costume designs for Amargo a production staged by the Rafael Amargo flamenco ballet company. He has also taken part in an itinerant exhibition featuring 12 outfits, organised by the Cervantes Institute, which has travelled to Tokyo, Beijing and Istanbul. In 2005 he launched the eyewear line Duyos Vista and in 2006, his second fashion line Fande Duyos and the bag collection Duyos+Broch&Broch. In 2007, he presented his first bridal collection with Novissima at the Puerta de Europa bridalwear show. A year later, he took part in Barcelona Bridal Week with his first collection for grooms, in partnership with Miquel Suay. His bridal collections have also featured at Cibeles Madrid Brides.

In 2009 he presented summer collection Tiki at NY Fashion Week at the Public Library and is a member of the 4EYES NY project. As part of the Special K + Duyos project, Juan Duyos launched a collection of five denim designs to enhance five kinds of silhouettes in 2010. The Juan Duyos universe, not without its irony, stands out for its colour richness. He draws inspiration from natural landscapes and skilfully balances straight, clean-cut lines with millimetric draping.

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Amaya Arzuaga
Amaya Arzuaga, one of Spains best known designers, completed her studies in Fashion Design at Madrids Polytechnic University in 1992 and joined Elipse, the family business. Two years later she set up her own company and launched her first collection. In 1995 and 1996 she presented her collections in Barcelona, Madrid, Paris and New York. In 1997 she became the first female Spanish designer to be chosen to take part in the London Fashion Week. Following her success in the British capital, she was invited to the Milan Fashion Week by the National Chamber of Italian Fashion to present her 2003 spring summer collection, together with designers such as Tom Ford (for Gucci), Miuccia Prada, Dolce&Gabbana or Alberta Ferretti. This international success has generated considerable sales outside Spain, which represent 70% of her total production. Her major markets are Spain, England, the United States, Japan, Belgium, France, Italy, Hong Kong and Australia. As well as designing clothes for both men and women, each season Amaya also creates an extensive collection of accessories and a line of swimwear. At her Madrid atelier, on Calle Valverde 33, she creates her bridal and couture pieces. Today her clothes are sold at more than 200 retail outlets throughout Spain. She opened her first exclusive store in Madrid, located on Calle Lagasca 50, in the year 2000. Amaya Arzuaga leaves her signature mark on every Cibeles Madrid Fashion Week. Her trademarks - a predilection for miniskirts, subtly accented sci-fi shoulders and enveloping 3D spirals, continue to be seen in her new lines, AA pret--porter and AA maille.

Unveiled during the Madrid catwalks spring/summer 2011 edition, she offers urban and daring designs based around geometry and weightlessness. On 28 September 2010, Amaya Arzuaga debuted at Paris Fashion Week with her spring/summer 2011 prt--porter collection, a signature offering laced with her legendary volumes.

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Juanjo Oliva
Juanjo Oliva was born in Madrid in 1971. After completing his diploma in Fashion Design at IADE, the Madrid Artistic Institution of Education, and following a fashion illustration course at the Parsons School of Design in New York, he undertook his first job for designer Isabel Berz in the early 90s, working for her catwalks at Cibeles. During that decade he worked as an illustrator, fashion designer and catwalk coordinator for top names like Zara, Helena Rohner, Antonio Pernas, Sybilla and Amaya Arzuaga. After this prolific stage in his career, in 2000, Juanjo Oliva decided to open Egotherapy, a shop-studio originally located in the heart of Madrids chic Salamanca district, which has since moved to 7, Calle Orfila, where the designer currently sells both couture and ready-to-wear. In 2003 he made his first solo appearance at the Cibeles Catwalk with an autumn-winter 2004-05 collection of his own, called Debut. Since then, he has been present at every edition. Oliva also exhibits his bridalwear at Gaud Brides. In September 2009 he gave a virtual presentation of his spring-summer 2010 collection at New York Fashion Week. His extensive and solid career has brought him many accolades. Awards include two LOral prizes for Best Collection at Cibeles autumn-winter 05/06 and spring-summer 2009 the Prix dExcellence MarieClaire International 2005 for Best New Designer and the T prize awarded by Telva in 2006 for Best National Designer. His collections are designed for a woman who loves discreet elegance, and are always surprising for their pendulum swings between total black and unbeatable colour mix, with silhouettes that echo couture.

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Sophisticated, femenine women

Poweful woman who knows what she wants

Target

Young, futurist and femenine women.

Modern, urban and femenine and young women

Catwalks

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Shops
Own shops ECI Castellana corner ACME agreement Own Shop ECI Castellana corner ACME agreement ECI Corners Multi Brand retailers

Own Shops ECI Castellana corner ACME agreement Antrophologie Corners in international deparment stores

ECI Castellana corner ACME agreement No own shop

Perfumes

NO

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ACME Agreement

International Presence

ACME agreement Italy Japan USA Hong Kong Belgium UK Chipre Kuwait Dubai

ACME Agreement UK, Italy, Belgium Japan

Multibrand retailers: Kuwait & Paris

200-300

200-500

Price (reference: Dress)

170-250

300-600

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Mix of fashion&business: Sunglasses, perfumes, accesories.

Internationalization: US/ Europe/Asia

Strategy

Internationalization: US/ Europe/Asia

Low cost line for ECI: Elogy Limited Edition

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ANNEX II
Survey

Tool: Surveymonkey.com

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Conclusions: Top of mind designers 1. David Delfn 2. Amaya Arzuaga 3. Custo Barcelona 4. Adolfo Domnguez 5. Jess del Pozo Most prestigous designers 1. Balenciaga 2. Amaya Arzuaga 3. Custo Barcelona 4. Pertegaz 5. Jess del Pozo

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ANNEX III

KPI Measurement

EXTERNAL Action
Press Release: Naming change

Audiences
Media Costumers Stylist Bloggers

Indicators

Coverage

Clipping offline: TV, general TV TVE1 news: 2.124.000 spectaand specialized press. Clipping online: general and specialized press. Monitoring of Twitter with the hashtag #conoceDelPozo Number of press realeses Number of spectators Number of twitter Number of visitors Number of mentions

tors Antena 3 News: 1.781.000 spectators Cuatro News: 857.000 spectators Telecinco News: 1. 313.000 spectators La Sexta News: 856.000 spectators Divinity: Nova: According to data obtained on La Gua TV on the 6th july 2012. Magazines Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000 Offline Press El Pas: 1.915.000 EL Mundo: 1.234.000 La Vanguardia: 849.000 ABC: 660.000 La Razn: 298.000 Online Press: Vogue.es: 672.000 ELLE.es: 579.000 S Moda: 548.000 Vanity Fair: 432.000 Harpers Bazaar: 387.000 Twitter: DEL POZO: 1.740 followers Vogue: 399.513 Vanity Fair: 229.931 ELLE. 268.463 Harpers Bazaar: 201.227 El Pas: 1.608.278 El Mundo: 759.615

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Action
Advertorials: Fashion Magazines

Audiences
Media Costumers Stylist Bloggers

Indicators

Coverage
Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000 Online Press: Vogue.es: 672.000 ELLE.es: 579.000 S Moda: 548.000 Vanity Fair: 432.000 Harpers Bazaar: 387.000 El Pas Semanal+Dominical: 2.134.000 El Magazine: 797.000 Yo Dona: 441.000

Online and offline clipping Offline Magazines Number of readers Number of visitors Number of mentions

Advertorials: Sunday Supplements

Costumers Stylist Bloggers

Clipping Offline Number of visitors Number of press releases Audience Percentage of audience

Report on Solo Moda

Costumers

554.000 spectators

Prescribers

Media Costumers Stylist Bloggers

Online and offline clipping Magazines Number of readers Number of visitors Number of mentions

Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000 Yo Dona: 441.000 Online Press: Vogue.es: 672.000 ELLE.es: 579.000 S Moda: 548.000 Vanity Fair: 432.000 Harpers Bazaar: 387.000 Trendencias: 720.000 Yo Dona: 425.000

Mercedes Benz Fashion Week Madrid (August 2012 and February 2013)

Media Costumers Stylist Bloggers Prescribers

Clipping offline: TV, general TV TVE1 news: 2.124.000 spectaand specialized press. Clipping online: general and specialized press. Monitoring of Twitter with the hastag #duendeDelPozo

tors Antena 3 News: 1.781.000 spectators Cuatro News: 857.000 spectators Telecinco News: 1. 313.000 spectators La Sexta News: 856.000 spectators

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Action
(cont.) Mercedes Benz Fashion Week Madrid (August 2012 and February 2013)

Audiences

Indicators

Coverage
TV Divinity: (no data) Nova: (no data) Offline Press El Pas: 1.915.000 EL Mundo: 1.234.000 La Vanguardia: 849.000 ABC: 660.000 La Razn: 298.000 Hola: 2.300.000 TWITTER DEL POZO: 1.740 followers Vogue: 399.513 followers ELLE.es: 579.000 followers S Moda: 548.000 readers Trendencias: 720.000 readers Yo Dona: 425.000 readers Moda.es: (no data)

Fashion Night Out

Media Costumers Stylist Bloggers Prescribers

Online and offline clipping Magazines Hastag #FNODelPozo

Number of press releases Online Press: Number of mentions Vogue.es: 672.000 Number of visitors

Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000

ELLE.es: 579.000 S Moda: 548.000 Vanity Fair: 432.000 Harpers Bazaar: 387.000 Twitter: DEL POZO: 1.740 followers Vogue: 399.513 Vanity Fair: 229.931 ELLE. 268.463 Harpers Bazaar: 201.227 Juana Acosta: 52.930

Brunch with stylists

Costumers Stylist

Online and offline clipping Magazines

Number of assistants Number of mentions Number of visitors Number of press releases Use of the clothing at editorial
of fashion magazines Hashtag #brunchestilitasDelPozo Hastag #brunchDelPozo Monitoring the followers of the stylists invited

Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000

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Action
Brunch with bloggers

Audiences
Costumers Bloggers

Indicators
Clipping online Number of press releases Number of assistants Number of mentions Number of visitors
Hashtag #brunchbloggersDelPozo Hastag #reencuentrobloggersDelPozo

Coverage
Rank of the bloggers: Mi armario en ruinas: 1732. Sites Linking: 3485 Style Lovely: 824. Sites linking: 2658 Macarena Gea: 5.406. Sites linking: 589 Con dos tacones: no data. Sites Linking: 906. Rebel Attitude: 79.979. Sites linking: 488 Fashion Salade: 1372. Sites Linking: 3.482 Monitoring the tweets and retweets due to the hastag.

Collaboration with Compaa Nacional de Danza designing the costumes.

Media Costumers

Online and offline clipping TV Percentage of audience Number of press releases Numbers of visitors Number of mentions

TVE1 news: 2.124.000 spectators Antena 3 News: 1.781.000 spectators Cuatro News: 857.000 spectators Telecinco News: 1. 313.000 spectators La Sexta News: 856.000 spectators Divinity: Nova: Magazines Vogue: 889.000 ELLE: 692.000 Vanity Fair: 533.000 Harpers Bazaar: 398.000 Offline Press El Pas: 1.915.000 EL Mundo: 1.234.000 La Vanguardia: 849.000 ABC: 660.000 La Razn: 298.000 Online Press: Vogue.es: 672.000 ELLE.es: 579.000 S Moda: 548.000 Vanity Fair: 432.000 Harpers Bazaar: 387.000

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Action
Formal email announcing changes

Audiences
Employees Del Pozo

Indicators
Lectures of the email Number of email verifications

Coverage
25 people of Del Pozo

Formal Meeting

Employees Del Pozo

Assistants

25 people

Formal email

El Corte Ingls Multibrands Stores

Lectures of the email Number of email verifications

Number of employees at the corner/shops

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ANNEX IV
Press Release

Jess del Pozo presents its new naming and brand image
MADRID,11-07-12. - The Spanish fashion brand, Jess del Pozo, presents today its new naming and corporate image. This change is due to a new commercial strategy whose objective is to reposition the company towards a younger profile. After the death of the brands founder, Jess del Pozo, and the incorporation of the new creative director, Josep Font, seeks to project a new brand image, but without loosing the essence implemented by Jess del Pozo. In words of Josep Font: my intention is to position the brand in the womens imaginary to know it as a current firm but without loosing that duende which Jess del Pozo created for them . The fashion company transforms its name Jess del Pozo into Del Pozo, using a more modern typeface and according to the current tastes of society. The company, owned by the Group Perfumes y Diseo, consider women as an essential part of the brand identity. For this reason, fits its image, identity and values to the contemporary women. Josep Font, creative director of the firm assures: we are working to have fully developed the new brand image for the presentation of the next collection spring summer 2013. After this renewal of the brand, the firm expects for 2013 its international jump to United States, Colombia and Panama.

Del Pozo Atelier Ronda de Toledo 1, 28005 Madrid Tel. +34 915319049 Fax. +34 915310477 delpozo@delpozo.com

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Bibliography
ACME Activities report 2011. Analysis of the Spanish textile sector from the University of Valencia 2006. AL RIES y JACK TROUT (1999): The 22 inmutable laws of marketing. HarperCollins. BRADZTM (2008): Top 100 most powerful brands. CARRASCOSA, J. L. (1992): ComunicAccin. Una comunicacin eficaz para el xito en los negocios. Ciencias de la direccin. DAZ SOLOAGA, Paloma (2007): El valor de la comunicacin: cmo gestionar marcas de moda. Madrid: CIE Inversiones Editoriales Dossat 2000. CARDENAL, Mercedes. Cmo iniciar y administrar una empresa de moda. Norma. Jess del Pozo Annual Accounts 2011 and 2010. DE JUAN VIGARAY, Mara D. (2006): Analysis of the textile sector. Evolution, production and distribution. IND, NICHOLAS (2007): Living the Brand. Kogan Page. INTERBRAND (2008): Best global brands. ONGALLO, C. (2000): Manual de Comunicacin. Dykinson.

Webgraphy
www.creadores.org www.elcorteingles.es www.elmundo.es www.elpas.es www.fashionfromspain.com www.jesusdelpozo.com www.kantarmedia.es www.kantarwordpanel.com www.mercedesbenzfashionweekmadrid.com www.modaes.es www.oblicua.es

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