As part of our two month series of interviews with leaders of Spanish luxury companies, we interviewed Roberto Verino, one of Spain’s most dynamic and promissing luxury fashion houses.
In such a competitive international luxury market, what motivated you to launch a luxury brand ?
For over 25 years I think I build an international fashion brand , the word luxury gives me much respect, and I would not use it in vain. I sincerely do international fashion , luxury, I must admit , it inspires me a lot because it includes the challenge of achieving excellence in any discipline , I think it would be an opportunist slip feel a luxury brand …
How has your business operated since its inception ? What are your ambitions in terms of expansion for the future?
I acknowledge humbly that many of the leaps that Roberto Verino has been able to make were by chance , as now we are facing a collapse of wholesale distribution and increased threat from globalization In this respect, our immediate strategic approach is to pursue quality of our products and our point of sale and further establish in long-term our position both in the international scene and the Spanish market. When I talk about overcoming our product and our point of sale , always use a metaphor to understand us better, if I had to rate myself from 1 to10 , probably at this point I would score a 7.5 or 8 but I shall not settle for less than 9 to 9.5
What is your business model expansion? Multi brand corners , single brand , etc. .
I would keep growing on the model of mono-brand, the option of corner will be considered on a case by case situation … Although at first it took a lot of work to give our excellent relationship with our multi-branding , we are now very happy with the achieved change. When you operate your own stores, you are in contact with reality, with your end customers. There are no other filters and you become responsible for your successes and your failures , you can do whatever you want
What are the key elements of the ID of your brand?
I think we do a very competitive product, which has always included a note of unquestionable modernity , that 45 % of fashion I consider essential to have a unique style and 55 % functionality
How does Robero Verino relate to Spanish heritage? What are the elements that define you ?
When you’re a fashion designer who aspires to have an international presence , “national elements ” can only appear when they are in trend … that would explain my style does not impact too much on any particular feature of our culture or our folklore , but yes when some of these influences is part of the international trend , as can be the shawl or flamenco, try to show that proximity to a culture is always a degree and my flamenco shawl or my need to be much more attractive that proposed by an Italian , French or Japanese designer .
What are the specific features of a luxury brand “Made in Spain” ?
I guess it must include, as any other international brand, extreme care in the raw material , labour , brand image or the point of sale, but besides all that ,must incorporate what we might call ” Spanish culture “that is , find a true Spanish tradition , a specialty that have historically grown , the wine, ham, porcelain, leather or embroidery . When you fancy, this has to be done as well as your best competitor, but also needs to incorporate the added value of the “legitimacy” and no product is legitimate if you cheat with your story .
How would you define the profile of your loyal consumer?
She is a woman or a young , urban, professional and sensitive man in the care of his image, but never a fashion victim . I think people think of me who like fashion, but incapable of falling into the provocation or costume , perhaps for this reflection insist highlight all the notes that I used to define the “professional . These are people who dress to work in a job where the image is very important … In these days we have seen an example of these people , I mean Alejandra Lorente, I chose a long dress pailletes on tulle with ” mao ” neck to attend the Academy Awards ceremony for his role in the film Esteban Crespo ” That was not me.” Just a sample for which we are very proud , because not many precedents.
What are the challenges they have faced in their development ?
In the 90s I assumed it was also imperative to design act as an entrepreneur. In the early 2000 ‘s changed all business strategies to adapt to the new challenge: the distribution itself .
We are currently required to maintain the balance needed for the growth we approach slowly but surely.
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