Service, reliability and selection, the keys to the success of a multi-brand store
Luis Sans, president of Santa Eulalia, gave a lecture on the value of heritage for the firm at the ISEM Fashion Business School headquarters.
Photo /Luis Sans and Sandra Domínguez with the Santa Eulalia design exhibited at the "La Cooperativa de la Alta Costura Española" show at ISEM.
01 | 03 | 2019
Luis Sans, president of Santa Eulalia, shared his experience running a multi-brand store during the session "The value of heritage in Santa Eulalia" at ISEM Fashion Business School. The businessman highlighted "good service, seriousness and a correct selection of staff" as the key to success for this type of business.
In this sense, he added that "the secret to a good experience in a physical store is built on good customer service and an optimal environment". Santa Eulalia has always taken care of the architecture, layout and decoration of its physical stores. As a curiosity, Sans revealed that the current Santa Eulalia store has furniture and décor from all previous stores, from furniture from the first store in 1843 to the chairs used in the first parade in 1926. "It's a store that stands up to a close look," described Lola Garrido, a well-known exhibition curator.
Likewise, when asked how to transfer this shopping experience to the online environment, the president of Santa Eulalia is convinced that "a good online shopping experience is identified with convenience: finding the desired products quickly, ease of payment...".
About twenty professionals from the sector and related to multi-brand stores attended the session.
The history of Santa Eulalia
Luis Sans gave a brief overview of the company's history and pointed out that "the arrival of ready-to-wear in the 1960s marked a before and after in the world of fashion. Sans explained that in the 1960s, prêt-à-porter caused the inversion of the fashion pyramid: "Until then, the aristocracy and the high bourgeoisie set the fashion; but prêt-à-porter took fashion from the street to the catwalks".
For this reason, "Santa Eulalia has undergone two major transitions," acknowledged the company's president. "First, it went from haute couture to ready-to-wear with its own designs; and from this, there was a second transition to ready-to-wear for major international luxury brands." Luis Sans also admitted a third transition of a more recent nature: that brought about by online commerce. "Today, no brand can live alone in the real world," Sans stressed.