Fashion Day 2023: The keys to "hit it big" with Gen-Z

Organized by the Marketing and Sales Club of the University of Navarra, the conference was attended by professionals representing Lacoste, Desigual, Twojeys, Nude Project, Pompeii and Orggeil, who shared their vision and experiences. A learning experience when it comes to reviving a brand, reinterpreting or undertaking and "making it big with Generation Z", as Carlos Álvarez, one of the participants, put it.

Jose Miguel Seijo, CEO of Lacoste Ibérica, commented on the keys to the transition of the crocodile brand, from something classic and premium to a more sporty style, which today characterizes the brand. Chisco García, ex-Inditex, spoke about sustainability strategies and the importance of these being holistic.

The most emerging brands were represented by their very young founders. Bruno Casanovas of Nude Project, explained how they started their business from scratch and the importance of passion in dedicating their lives to it. Joan Margarit, from Twojeys, explained the rebranding of the brand and its objective: to lead a market, the male market, but also catering to the female market. And Nicolás Gens, from Orggeil, commented on the importance of product quality, the fundamental pillar of his brand.

Another participant was Pompeii. Its Creative Director, Cosme Bergareche, talked about how they have expanded their offer, beyond their classic sneakers: "For the last two years we have been working on updating the brand. Especially the product proposal as well as the brand image. Brands are cyclical, either you renew yourself or you lose the public".

Finally, from Desigual we were joined by Patricia Alvarez, who presented the repositioning of the company along with its sustainability model and its collaborations with artists such as Natty Peluso and Lacroix.

The second edition of Fashion Day was a great success and we hope to repeat it together with the Marketing and Sales Club next year.