"When entering new markets, the big challenge for a brand is to maintain its DNA while adapting to the local cultures of that country."
ISEM Fashion Business School inaugurates the XVII promotion of the master's degree with Jose Luis Larramendi, president of Primark USA and Eastern Europe.
Photo /Teresa Sádaba, director of ISEM Fashion Business School, with José Luis Larramendi, president of Primark USA and Eastern Europe.
25 | 09 | 2019
"When entering new markets, the great challenge for a brand is to maintain its DNA while adapting to the local cultures of that country". This was stated by José Luis Larramendi, president of Primark USA and Eastern Europe, during the inaugural session he gave to the students of the XVII promotion of the Executive Master in Fashion Business Administration (FBA).
Larramendi was the architect of Primark's arrival in the US, specifically in Boston, five years ago. Today, the Irish firm already has 10 stores in the American market. " In the U.S. nobody knew Primark, so we had to work especially on brand awareness," confessed the executive, referring to the first moments in the American country. Recently, he has been appointed responsible for opening new markets in Poland, the Czech Republic and Slovenia. "My job is not to set up the business and wash my hands of it, but for a few years I am in charge of these markets to check that everything is working".
44 students of 12 different nationalities
On the other hand, Teresa Sádaba, director of ISEM Fashion Business School, welcomed the new students, stressing that the main objective of the business school is "to train professionals who will improve the fashion industry. In addition, Sádaba gave them several tips to make the most of their new experience: "make the most of all the activities offered by ISEM, not just the master's degree; make the most of your professors; and remember that your classmates will be your best networking network in the future".
A total of 44 students from 12 different nationalities make up the 17th graduating class of the Executive Master in Fashion Business Administration (formerly MEDEM). Part of the group comes from countries such as Bolivia, China, Colombia, Ecuador, USA, France, Italy, Mexico, Peru, Puerto Rico and Venezuela. In addition, the new class of students is characterized by the heterogeneity of the university degrees they come from: ADE, Art, Business Studies, Law, Design, Economics, Hispanic Philology, Product Engineering, ISSA, Literature and Modern Languages, Marketing, Psychology, Advertising and Public Relations, Labor Relations and Human Resources, and Translation and Foreign Languages.