The royal event that we recently experienced in our country - the royal wedding of the Prince of Asturias with Leticia Ortiz - has made many names reappear as if it were some kind of luck.
Far from echoing - as some have already tried, see those referring to ornamentation, Mexican flowers - of the past event (due in part to the fame they already enjoyed), their names, their designs and their style have returned to appear to remind us of something that had been forgotten: Spanish fashion is emotionally intelligent.
This statement, which may come as a surprise to those who, in fact, have not realized it to date, is demonstrated when some data is verified: Spain is the eighth most exporting country in the European Community (70% to the EU), becoming a source of employment for 300,000 workers. According to Capital magazine, the 7,700 companies that make a living from clothing and footwear contribute 1.64 of the national GDP. Translation in euros? 14,425 million euros. With these data, I sincerely believe that we can think that it is not only about success by volume of manufacture. Proof of this statement is the so-called Global Fashion Plan presented in December 2001 by Juan Costa, which under the slogans "Made in Spain" and "Spain Design" are intended by the Institute of Foreign Trade (ICEX).
It is true that “Haute Couture” must be differentiated from “Pret a Porter”. But let's put the focus on Pret a Porter and examine a little more closely some cases such as Custo Barcelona.
Who doesn't have a Custo t-shirt in their closet? Who does not know its peculiar designs? It is not difficult for them to come up with competitors, each garment is exclusive, it is practically impossible to match another of their designs throughout its 3,000 points of sale.
According to Emprendedores magazine, since 1997 its turnover for that year has increased by 2000. In the first semester, its turnover exceeded 29 million euros and at the end of the year it reached 58 million euros.
What is the secret of your success?. You might think that your success is due not only to the way you approach the market, but also to how you have managed your own business.
Let's start with managing your own business and your capabilities as an entrepreneur. Let's apply the Goleman model of emotional intelligence.
Let us remember that Goleman spoke to us about two types of intelligence: interpersonal intelligence and intrapersonal intelligence. He referred to the first as emotional competencies, while the second referred to social competencies. Let's analyze them:
Intrapersonal intelligence
Self-awareness: formed by the awareness of one's own emotions, the proper appreciation of oneself and self-confidence.
Angel Custodio and David Dalmau (Custo Barcelona), brothers, architect and historian, respectively, decided to go around the world on a motorcycle and there, precisely, observing the style of California surfers, they decided to create these shirts. With a suitcase with 17 shirts they decided to start making themselves known. It was the eighties and they were not known, but they were aware of the difficulty of penetrating the market, hence their design began with men's t-shirts. New York rejected them but in 1996 the Los Angeles stores began to sell their shirts. They were aware that it was very difficult to always stay on top. They needed self-confidence. "Fashion passes and what we want is to ensure that our collections do not pass": Carlos Sagalés. Managing Director of Custo Barcelona.
Self-regulation: formed by self-control, integrity / reliability, responsibility, adaptability and innovation.
Custo began his journey with a collection exclusively for men until the nineties. Custo's philosophy is composed of responsibility and innovation at the firm: “we do things well, but we are not the best. To be able to place ourselves where we are, there has been no other secret than serious work and a constant search for improvement ".
Complementarity reflects responsibility. While Angel designs the collections, David controls the production.
One of the aspects that they have taken into account the most is the need to adapt to the customer's needs, to innovate, hence each of their collections is exclusive. Each collection is adapted to the local taste of the store in which it is located.
Honesty and sincerity are two competencies that mark this firm, hence they avoid at all costs the fraudulent distribution of their garments in Europe.
Motivation: formed by motivation of achievement, commitment and initiative and optimism.
What was it that made the Dalmau brothers not give in to the difficulty of penetrating the market? Why did they insist?
The answers are found in two key aspects: first his optimism and his motivation to achieve were increased by chance, when appearing on series like Friends or on MTV presenters and second by his own belief in the exclusivity of his designs.
The design of your work plan is a reflection of Custo Barcelona's commitment. With a biannual duration, each plan contemplates a distribution in women's fashion of 70% and 30% in men's fashion.
Interpersonal intelligence
Empathy: formed by understanding others, development of others, service orientation, taking advantage of diversity and social understanding.
What makes actors like Julia Roberts, Drew Barrimore, Penelope Cruz or Brad Pitt himself wear your shirts? Is it just a publicity issue?
Frankly, it is hard for me to think that the actress Penelope Cruz, after being chosen this year by People magazine as the best dressed Latin actress of the year, does this propaganda without liking it.
There must be something else, a feeling of exclusivity that makes us unique when wearing their garments, so much so that we think that no one else has a garment like ours. Why does this happen? Is it that Custo Barcelona has gone to each of your clients to ask them how they would like their designs to be? Or is it that you have heard about current fashion trends? Some understanding for others and development must be there.
It is curious to see how Custo has created a communication network controlled from Barcelona, from where they control the image of the company. (Social understanding)
The philosophy clearly includes the connotations of service orientation.
Custo has 40 people on its payroll along with 30 other store owners and they are considering offering their collections as a franchise (Taking advantage of diversity).
Relationship skills: formed by influence, communication, leadership, change management, conflict resolution, bonding, collaboration and cooperation, and team skills.
To verify the existence of these competencies in the case of Custo we would have to speak with the personnel who work for the firm.
The words of Sagalés (CEO of the firm) serve as a reference when he insists on the need to stay with your feet on the ground and be modest and how he proudly comments on how the staff went from six people to forty to get an idea of the existence of them.
Let me tell you something.
I am a middle-aged woman, of little proportionate measurements who seeks that her clothes hide her disproportions.
I also like to dress in youthful styles.
I have Custo t-shirts and I don't care whether or not they are designed for high-profile models, presenters, or actresses. What I know is that I feel comfortable, I have the feeling that I will not find anyone who has it.
I look at myself in the mirror and I see myself favored and not because of the fact that I wear them but because they “break the molds” with which I usually wear them.
I don't think it's just a brand issue that gives me this feeling.
