La decisión estratégica de acudir a una feria
A la pregunta de si es importante acudir a una feria o no para mostrar físicamente tus colecciones en un nuevo mercado y hacer una primera aproximación a tus compradores potenciales, la respuesta sería SI, pero no vale cualquier feria.
Al igual que no interesa cualquier mercado, ni cualquier tejido, ni cualquier taller de confección o manufactura, seleccionar adecuadamente la feria donde mostrar nuestro producto y encontrar nuestro comprador potencial, debe ser un un decisión analizada, estudiada y contrastada.
Es muy importante localizar nuestras opciones y estudiarlas bien. Son muchas las variables a tener en cuenta como el coste de inversión o la afluencia de público. Que ocurre si nos encontramos con una feria que sobrepasa nuestro presupuesto pero que tienen una gran afluencia de público? Nos interesa aunque tengamos que hacer un mayor esfuerzo económico? Quizás haya mucho público pero no sea el que nos interesa? Los compradores que acuden son nuestro target? Quizá sea interesante acercarnos a una feria que aunque mas pequeña, si esté mas segmentada, donde la afluencia sea menor pero haya un porcentaje mas alto de público objetivo?. ¿Y es mejor un Stand propio o puede hacer participación conjunta con otras firmas a través de un Showroom? ¿Me resta identidad o suma generando sinergías entre empresas?
Estas son solo algunas de las preguntas que debemos hacernos antes de decidir a que feria acudimos. Pero hay otras preguntas previas que no debemos olvidar y a veces no las tenemos en cuenta y nuestras inversión se convierte en un gasto y una experiencia negativa.
¿Estoy preparado profesional y económicamente para llevar a cabo esta acción? Sea mayor o menor la inversión, dependiendo de si decidimos una u otra feria y si vamos solos o en agrupación, la asistencia a feria es una acción de apertura de nuevo mercado que requiere “constancia”. Hacer una buen estudio previo de la feria para asegurar la idoneidad nos aportará seguridad y hará que nuestra inversión, a medio y largo plazo, rentable. Y a corto plazo también lo será porque significará el primer paso hacia un crecimiento de tu empresa.
Hay que dar pasos seguros… pero sobretodo firmes. Que sepan que venimos para quedarnos.
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Ambient Tradeshows
2014 ha sido un año intenso de trabajo y emociones. Un año donde hemos compartido momentos complicados e importantes con nuestros clientes, firmas españolas con mucho trabajo, esfuerzo e ilusiones a sus espaldas, aportando nuestro granito de arena para ayudar a su desarrollo internacional. Un año que ha concluido con éxitos y un resumen positivo del trabajo realizado
2015 comienza con nuevos propósitos, mas propuestas y mejores servicios para nuestros clientes. Nuestros principales valores se fundamentan en la colaboración y trabajo en equipo y eso es exactamente lo que haremos. Buscar los mejores colaboradores y trabajar mano a mano con nuestros clientes para desarrollar con éxito sus estrategias de expansión internacional.
Feliz año 2015
Gloria María López, CEO&Founder Beiñ
It is Saturday morning; I wake up and need to go to Manhattan. I arrive to Penn Station; it is in Midtown between 34th and 7 avenue. I start walking around with the people. Everybody has a different style and a concept about what is fashion. There is a mix between tourists, locals and people like me.. that we aren’t from here but that we live here. Everything converges perfectly in New York.
I’m in the 26th street and there is a building with big windows. Also it has some colorful and nice advertisings. It is the FIT(Fashion Institue of Tecnology). The FIT is a center of fashion, a college, a museum and a place to celebrate events. I can’t resist to get in, there are Christmas decorations around, everything is beautiful. In the hall there is a Christmas pop up store, where designers that studied there can show their creations.
I walk inside, there are two exhibitions; the first one Faking It: Originals, Copies, and Counterfeits and Dance and Fashion. I get inside and I can see amazing and important pieces of fashion as Valentino, Chanel or Oscar de la Renta, next to them I can see the fake piece.
After that there are accessories and bags and screens where see how to detect a fake one. It is incredible the quantity of details that you can learn. At the end of the exhibition are brands as Homies, a funny way base don Hermes inspiration.
Sometimes you should get inside the FIT, it doesn’t matter if is just five minutes. You can learn and see how the culture and the fashion are in the air.
THIS WEEKEND COME AND VISIT US IN BROOKLYN BAZAAR FROM 7PM TO 1 AM
MUSIC, FASHION AND SPANISH STYLE ARE WAITING FOR YOU.
Are you ready for Halloween?
These are some TERROR ideas to dance into the hell this weekend.
Some celebs pics that can inspire you to dress the perfect costume and get the best make up. Enjoy it!
Michelle Obama by Oscar de la Renta
The outfit of the IT girls: Kate Moss and Olivia Palermo
Angelina Jolie meets the Queen
The nobel prize of the peace for Malala and Kailash
Andy Warhol polaroids
These are some looks from the famous people during New York Fashion Week. What do you think about them?
I guess as truthful fashionistas, you know a thing or two about Fashion Calendar. But, in case you have any doubts, let me share some quick insights with you.
- There are 2 seasons in the Fashion industry: Spring/Summer and Autumn/Winter. You might have seen before written “SS14 collection” for example, which means “Spring/Summer 2014 collection”.
- Fashion works usually 6 months in advance. Therefore, Spring/Summer collections are showcased in September of the previous year and Autumn/Winter collections in February of the same year.
- For designers it’s very important to keep in line with this calendar because it’s when buyers make orders to fill their stores in the next season.
- This means that the collections we have seen during New York Fashion Week this February won’t be available for us, the final consumers, until next September!
As you see in the image, Season 2 is presented and carried out between January and August but prepared during the whole previous year.
Many believe that this Fashion Calendar has no sense, neither for independent and emerging designers nor for well established ones. Some of the designers who have shown year after year at New York Fashion Week in the past, spending thousands of dollars on it, have decided to change their strategy this year by saving huge amounts of money spent in runways that at the end, don’t generate any sales.
As I said before, buyers generally follow this fashion calendar to make purchases and fill their stores, but at the same time, it has no sense either! Us, the consumers, we want to buy the pieces we see in media right after seeing them and not to have to wait 6 months for them to come to stores. The old Fashion Calendar is no longer applicable in today’s extra-demanding and flexible culture.
It is for this reasons that many designers have jumped into alternative ways of promoting their collections out of the traditional calendar including participating in collective pop-up stores, opening their own, hosting a brand presentation, carrying a trunk show, etc. These are all alternatives that bring closer the designer with their final clients, cutting on costs and preventing waste.
That is more or less the philosophy Eva follows with her brand Ecoology, one of the most successful collections in our store!
As the designer of a sustainable menswear line stated, “designing off-calendar and specifically for the needs of our customers means that our energies are invested in what is truly important: producing a quality sustainable product, keeping marketing costs to a minimum and passing on the savings to our customers.”
In Beiñ, The Touch of Spain we believe in this new movement, we believe we are in need of a change and that is why we bring you our brands through small events and pop-up stores in the city all around the year! Fashion calendar has to adapt itself to the new world and flexibility is the first milestone it will have to achieve!