Luis Sans during the conference he gave to ISEM students. PHOTO: Courtesy

Luis Sans, director and owner of Santa Eulalia, gave a session on luxury retail to the students of the Executive Master in Fashion Business Management. During his lecture, he said that "today, haute couture is not a business in itself, but functions as a showcase for Prêt à Porter".

In addition, he explained how a luxury multi-brand works and what are the main factors to take into account when managing this business. "In luxury, there are no fixed rules; luxury is about pleasing the customer," he said. He added that "for this reason, it is essential that the treatment of salespeople is impeccable. They must be cared for and trained, as they are a fundamental part of the value chain.

Santa Eulalia, which two years ago opened a 2,000-square-meter store on Barcelona's Paseo de Gracia, was founded by Luis Sans' great-grandfather more than 170 years ago. In this establishment you can find brands such as Christian Louboutin, Balenciaga, Bottega Veneta, Céline, Tod's, Tom Ford and Mulberry, among others.

At the head of the company since 1988
Luis Sans studied Business Administration and Management at ESADE. With the death of his father in 1988, he took over the family business Santa Eulalia, S.A.

He has been a member of the executive committee of the Barcelona Textile and Tailoring Trade Guild since 1988. He has also been a member of the Plenary of the Barcelona Chamber of Commerce since 1988 and, since 1991, he has been vice-president of the Internal Trade Commission.