Alejandra's interest in the world of fashion goes back a long way, but when it came to choosing a university career, she decided to opt for the security of an option with many opportunities: ADE. During her student years she took several online courses on fashion and cosmetics, and followed with interest the news of the sector. When she finished her studies, it was clear to her that she wanted to enter the fashion industry, but she lacked one last push. "I talked to my uncle who works at LVMH and he recommended this master's degree as the best in Spain."

Why London?

It has always been very clear to me that I wanted to live outside of Spain. I love to know the world and the people I meet in each of the countries. When I was 15 years old I went to the UK to do my baccalaureate and then I did my degree and my master's degree in English. I've always had that international side with me... And it's what I like most about myself!

How were you received at the company when you arrived?

Before I started working at Elizabeth Arden, in September 2022, I was doing an internship at the same company, but in Spain. My boss at the time gave me a mini project: to start shaping the Spanish Elizabeth Arden website. This was previously run from the UK team, so I started to have meetings with the team there and, one day by chance, I found out that they were looking for someone. I clearly saw that this was my opportunity. I asked to make a transfer to London, and they hired me, providing me with a worker visa and sponsorship.

You work with people from many different places, with different backgrounds ... In your case, what role would you say the knowledge acquired in the master's degree has played?

I sincerely believe that each person brings something different to the company. I have been lucky enough to be able to do this master's degree, and I have loved how it has made me improve myself every day and all its trajectory... It has really shaped me and made me who I am now. The master's degree has given me that last push that, when I landed in this job, being the youngest in the company, I didn't notice so much difference (as I should), with people who are 20 years older than me, or who have been in the industry for a lifetime.

What is your day-to-day life like at the company?

The office in London is quite a bit bigger than the one in Madrid, as here we share an office with Revlon (which was bought by EA in 2016). When I go to the office, the days fly by. We are divided by departments, I sit next to my two DTC colleagues, right in front of the Marketing team. The people are very friendly and especially my bosses are very caring. Every day is different: There are a lot of last-minute changes that require a 360-degree turnaround from what you may have been working on for a week. There is a lot of excel and analysis, design and creativity... The days are very short and intense but so dynamic and different, that I enjoy them a lot.

E-commerce is a challenge for luxury brands when it comes to transmitting the same shopping experience as in the offline...

From what I've seen over the years, e-commerce has more power in us than we think. When you work on the "other side" and see all the little things that end up with someone clicking and buying... it's fascinating! We're used to having everything we want just a click away and it's so easy to switch tabs and buy from the competition, that the web experience should be as "frictionless & seamless" as possible for the customer. In other words, make it as easy as possible for them to find everything they need, understand how the website works, solve their doubts as to "which product is right for me", etc., without having to assist them.

How do you see the Spanish industry in relation to the English industry in terms of luxury?

London is known to be the city with the most potential for luxury, even after Brexit, because it is benefiting from the increase in international visitors due to the drop in the pound. It remains to be seen, but London must equalize prices so that it does not become the outlet of Europe and there are resales. The British now have the right to demand a VAT refund like all other non-EU travelers and Spain is the number one destination for British tourists. Now that a recession is approaching, there is a lot of expectation to see the consequences it will have on the luxury industry.