issue 02

MARCH 2013

ORGANISED BY:

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editorial

SucceSS StorieS within the world of SpaniSh footwear

by Francesco Malatesta

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Shop of the Month

emeElena M. de Mingo heads the Madrid multi-brand ope-rator, M, which specialises in footwear made in Spain.

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Brand of the Month

pura lópezthe brand from alicante headed by the designer

of the same name has maintained its own special style since 1956.

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interview with the BuSineSSMan of the

Month

joSé juan SanchíSthe new president of fice believes that exports are a

key factor for the Spanish footwear industry.

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in the newS thiS Month ...

modacalzado+iberpielthe fair opens the doors of its last edition before it

becomes a joint event alongside Simm.

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momad newSall the latest news regarding the fairs that come under the

umbrella brand of momad - madrid fashion events.

Summary

MARCH 2013

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FRANCESCO MALATESTA

It is a veritable pleasure for me to once again share a new issue of this

publication, MOMAD MAGAZINE, with you all. As you know, this is

an initiative we have undertaken in order to promote the new umbrella

brand known as MOMAD - Madrid Fashion Events, which brings

together all the fashion fairs organised by IFEMA throughout the year.

We are happy to launch this second issue, especially in view of the

warm welcome we received with our first issue. We do so the day

before the staging of the last solo edition of

MODACALZADO+IBERPIEL, the International Footwear and Leather

Goods Fair. As you already know, as of next September this fair will be

staged jointly with the Madrid International Fashion Fair (SIMM), whilst

maintaining its original name. The two events will take place under the

umbrella brand known as MOMAD, making up the largest event in

Spain devoted to a "total fashion look".

In view of the staging of MODACALZADO+IBERPIEL this month, we

have decided to devote this issue to the footwear and accessories

industry. Over the next few pages, we present an interview with José

Juan Sanchís, the new President of FICE, regarding the industry and the

September edition of the fair. We also enable you to learn a little more

about two habitual participants at MODACALZADO+IBERPIEL, the first

an habitual visitor, and the second a participating exhibitor. In this

respect, eMe is a multi-brand establishment that has opted for fashion

made in Spain from the very beginning and is now tackling a series of

new challenges. Pura López is an example of the prestige that Spanish

footwear enjoys at an international level. These are just two of the

many success stories that we can come across within the Spanish

footwear and accessories industry.

More than 400 companies and brands await you from 9th to 11th

March in Halls 12-14 at Feria de Madrid.

See you at MODACALZADO+IBERPIEL!

editorial

spAnisH FootweAR in tHe LiMeLigHt

MoMAd MAgAzine

ContACt: momadmagazine@modaes.es

pubLisHed by: Ripley Gestora de Contenidos // CIF: B 62014204 // Pelayo, 12, 1º 1ª, 08001 – BCN

design And LAyout: Talking Design Studio // Amigó 47, entlo. 3a, 08021- Barcelona

Further information: www.ifema.es

diReCtoR oF MoMAd FAiRs

FAsHion is ...

Image. And a business, naturally! A bRAnd tHAt Must be in eveRy wARdRobe

A brand made in SpainvARious outstAnding spAnisH bRAnds suCH As

Chie Mihara, Som·mits, Hoss and Lola CruzA youtHFuL bRAnd to wAtCH out FoR

eMewHAt is tHe CuRRent stAte oF spAnisH design?

Excellent. Better than ever. Another thing is consumer demandwHAt sets spAnisH FootweAR ApARt?

The best quality/design/price ratioA stReet to go sHopping in.

WWW. Although once you have disco-vered what you are looking for on the web, the ideal thing is to be able to enjoy a good shop when it comes to choosing your product, trying it out, buying it ...tHe Added vALue oF A MuLti-bRAnd sHop

Plural appealpRiCe oR CustoMeR seRviCe?

Customer service

tHe pRiCe wAR MeAns ...

Ruin for everyone, especially with regard to the products themselvesHow to tReAt CustoMeRs:

FoRMALLy oR inFoRMALLy?

At first, formally. The objective: that they should ask to deal with you on a familiar basis each time they returnAn objeCtive FoR tHe FAiR

To be attractive to allHow MAny editions oF ModACALzAdo+ibeRpieL

HAve you visited?

Fifteen. We shall be presenting our own brand soon, for the first timetHe key is to pResent A good stAnd.

To create interestsoMetHing good About tHe CRisis

Imagination An opinion About MAss RetAiLing

CompetitivenesstHe Most suCCessFuL AspeCt oF tHe pAst

Learning from mistakes2013 wiLL be ...

A year of opportunities and suffering

sHop oF tHe MontH

eMe, Brand and Multi-Brand

Elena M. de Mingo set up a multi-brand shop in 2006 in Calle Don Ramón de la Cruz in Madrid. This establis-hment specialises in footwear and accessories that are 100% made in Spain. In 2009 the firm expanded with a

second shop and now it has decided to launch its own brand and enter the international market.

soMe bRieF questions FoR A CoMpAny tHAt HAbituALLy tAkes pARt At ModACALzAdo+ibeRpieL, one oF tHe FAiRs tHAt FoRMs pARt oF MoMAd

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Since it was founded, eMe has opted for products made in Spain.

Elena M. de Mingo is the founder of the multi-brand establishment, M, which specialises in Spanish footwear.

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The origins of the company, Pura López, one of the most emblematic Spanish footwear brands, date back to 1956, when Antonio López Moreno began making shoes at his small workshop in Elche (Alicante), one of the most important shoe-making areas in Spain.Headed by the designer, Pura López, who trained

at the School of Applied Arts and Artistic Vocations of Alicante, the Barreira Arts and Trade School, the Fashion Institute of Technology in New York and the Ars Sutoria School in Milan, from the very beginning the brand sought to create a line for highly feminine women at different moments of their lives. Although the firm has remained faithful to its style throughout

bRAnd oF tHe MontH

pura lópez, 'Made in Spain'

we ARe pLeAsed to pResent one oF tHe HAbituAL exHibitoRs At ModACALzAdo, one oF tHe FAiRs tHAt MAkes up MoMAd

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its history, the brand has adapted its special identity and approach to different trends.Featuring 100% production in Spain, this company distributes its collections through multi-brand points of sale and corners at department stores, as well as at its own establishments, such as the shop it set up in Rome in 2010. The firm has also just inaugurated its own online shop, which "is being very warmly welcomed by the European public, our next project being to open up the site to all countries throughout the world", according to sources at the company. This firm from Alicante also has a permanent showroom measuring one hundred square metres in Milan, which is where it maintains contact with foreign customers.Pura López enjoys a long history as an exhibitor at the fair, MODACALZADO+IBERPIEL, one of the fairs that makes up MOMAD - Madrid Fashion Events. As sources at the company have explained, "experience at fairs is always productive, because you get to know the opinions of many consumers with many different personalities and nationalities; it is a window on the world and the only way of gauging people's reactions. The first impressions that people have when they see the collection as a whole is very important to us".

This company from Alicante distributes its collections through the multi-brand channel, at department stores, at its own establishments and, recently, through its own online shop.

weB www.PuRAloPez.CoM

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pResident oF tHe spAnisH FootweAR industRies FedeRAtion (FiCe)

joSé juanSanchíS

Since last February, José Juan Sanchís Busquier has served as the President of FICE, the body that promotes MODACALZADO. Juan Sanchís is the founder and head of the brand, Rebeca Sanver, having graduated in Business Studies and Economics. He is a

Member of the Organising Committee at MODACALZADO+IBERPIEL.

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what role doeS Modacalza-

do play on the european fair

calendar?

This fair forms part of the European fair cir-

cuit. At recent editions, more than 15% of the

total number of customers have been foreign.

I would agree with my business colleagues

in stating that the fair serves as a marvellous

means of boosting the image of the Spanish

footwear industry.

why haS ifeMa decided to Sta-

ge a joint event in the caSe of

SiMM and Modacalzado?

The aim is undoubtedly to create a strong

trade forum that caters for the needs of the

retail sector. This joint staging entails nume-

rous advantages, not only for the exhibiting

companies, but also for Spanish and foreign

customers, given that it offers them the chance

to view a larger number of products and

services in a single visit, whilst also offering

them the opportunity to study the strategies

required when it comes to integrating new

business models.

how do you think the fair

will evolve after it iS joined

with SiMM?

Within the context of a difficult climate

such as that at present, it is very hard to

make predictions regarding the deve-

lopment of this new fair profile. Spain's

economy presents certain positive signs

for the second half of the year. If these

promising indications should become

a reality, and if the conditions are right,

consumer demand should gradually rise,

together with companies' need to attend

and participate at events such as MOMAD

(SIMM+MODACALZADO+IBERPIEL).

will the uMBrella Brand, Mo-

Mad, help Both fairS to grow

at an international level?

There is no doubt that offering a more com-

prehensive fashion event will boost aspects

such as international appeal. Nevertheless,

for both fairs to grow at an international

level, two key factors will need to be present:

the proven quality of the exhibiting brands,

and investment in communication within the

European fashion media. IFEMA will have

to make a significant effort in order to make

sure that this event reaches all potential bu-

yers abroad.

how would you rate the laSt

few editionS of Modacalza-

do in view of the fact that

the criSiS iS an ongoing

reality?

The crisis has affected everyone, and

fairs are no exception. We have plenty of

examples in Spain's neighbouring countries.

MODACALZADO has also been affected by

this situation at recent editions, featuring a

drop in its number of exhibitors and a lower

number of visiting customers. In spite of this,

the fair continues to attract the interest and

attention of customers throughout Spain,

based on some relatively stable figures. To

this we must also add a strong contingent

of foreign buyers.

how would you deScriBe the

current State of the foot-

wear induStry?

We must be very prudent when it comes to

analysing the overall state of the industry,

given that the crisis has not affected all com-

panies in an equal manner. International

expansion continues to be the best strategy

for companies in this respect. If we compare

the export figures recorded over the last

four years, we can observe that Spain's

industry has maintained a rate of growth

of between 8% and 10%, based on an

export drive that caters for more than 150

countries. However, footwear sales on the

domestic market are quite disappointing,

given that these have fallen by around 20%

on average throughout the same period. In

this respect, companies really must direct

their strategies towards boosting exports.

what iMpact doeS the Spain

Brand have on footwear?

One of the most important strategies

amongst the many measures implemented

by the Federation over the last ten years has

been the drive to promote products made in

Spain, based on the Spain Brand. Added

to the extraordinary design, innovation and

quality of Spanish footwear, this campaign

has strengthened our prestige on the foreign

markets.

what characteriSticS are

Shared By thoSe coMpa-

nieS that have SucceSSfully

weathered the criSiS to date?

This crisis has transformed the whole busi-

ness and has forced companies to adapt

their business models to a series of new

circumstances and pursue a new strategic

approach, focusing on aspects such as

image and communication. Companies

have also pursued strategies such as inter-

nationalisation and innovation with renewed

vigour. These factors and, of course, the

manner in which each of them has been

handled by businesses, are the aspects that

have enabled companies to maintain their

activity levels within the difficult economic

climate at present.

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in tHe news tHis MontH ...

Modacalzado open itS doorS

Everything is ready for the staging of the thirty-first edition of MODACALZADO+IBERPIEL, a key point of reference for the footwear and leather goods in-dustry in Spain. The fair, which will be staged jointly alongside the Madrid International Fashion Fair (SIMM) as of next September under the umbrella brand known as MOMAD - Madrid Fashion Events, will take place between Saturday 9th and Monday

11th March at the fairground at Feria de Madrid. The more than 400 exhibitors taking part at the event will include the leading Spanish brands under the headings of footwear and leather goods, such as Pons Quintana, Sacha London, Pedro Miralles, Chie Mihara, Hispanitas, Desigual, Xti, Lola Cruz and Callaghan. Visitors will also come across a selection of foreign companies, such as Nero Giardini, Robert

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weB www.MoDACAlzADo- IBeRP Ie l . I FeMA.eS

Clergerie and Felmini, who will attend the fair from countries such as Germany, the United States, Fran-ce, the Netherlands, Italy and Portugal. The fair presents some excellent prospects regarding its number of visitors and buyers, largely as a result of the fact that the Marketing Department at MODACALZADO+IBERPIEL has stepped up its Spanish and Foreign Buyers Programmes. In short, the exhibition will attract visitors from countries such as Russia, Mexico, Colombia, France, Poland, Denmark and Qatar. This new edition of the fair comes at an opportune moment for the footwear and leather goods industry, which achieved an export figure valued at nearly 2,500 million euros in 2012 whilst also reducing its foreign deficit.

ideasLabOrganised by IFEMA in collaboration with the indus-try through the auspices of the Spanish Footwear Industries Federation (FICE) and the Spa-nish Association of Manufacturers of Leather Goods, Travel Items and Related Products (ASEFMA), at its last solo edition MODACALZADO+IBERPIEL will focus on the latest collections and new features within the world of footwear, accessories, travel items and leather goods for the Autumn/Winter 2013-14 Season.

However, the trade exhibition will not be the only attraction at this fair organised by IFEMA. In this res-pect, a comprehensive range of activities has been organised to coincide with the exhibition within the framework of MODACALZADO+IBERPIEL, including the IdeasLab Area. Consisting of a wide-ranging programme of conferences aimed at members of the trade, a series of different experts will tackle aspects such as the opportunities offered by the social media and the Internet, the latest trends on the international market and technological innovation under the heading of sales techniques. This section of the fair will feature the participation of the Sustainable Fashion Forum known as Slow Fashion Spain, which will present the main values and criteria of eco-friendly footwear. IdeasLab will also feature the trends forecasting portal, World Global Style Network (WGSN), which will present the styles that are likely to set the trend in footwear for next season.Furthermore, the fair will host the staging of the exhibition entitled "Stepping Over the Finish-Line", which will bring together some fifty unique footwear items dating from the nineteenth and twentieth cen-turies, belonging to the Footwear Museum of Elda, models that were designed specifically for the sports of football, baseball and gold, etc.

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MoMad newSthe lateSt developMentS regarding MoMad fairS

siMM suRpAsses ALL expeCtAtions

SIMM, the Madrid International Fas-hion Fair, concluded its sixty-ninth edition last 10th February with some favourable results that, in general terms, surpassed the expectations of the participating companies. The fair recorded a total of 13,048 visi-tors, of which nearly one thousand were foreign buyers, which repre-sents a 10% increase compared to the number recorded in September 2012. France, Portugal and Italy were the countries from Europe that sent the largest numbers of foreign visitors to SIMM, although we might highlight the increase in numbers of professionals from Bulgaria, Rus-sia and Malta. From the American Continent, Mexico and Brazil were the countries that sent the largest foreign contingents. Around 600 fashion and clothes manufacturing companies from Spain and abroad took part at this edition of the fair with their latest collections, once again offering the largest and most comprehensive overview of the tex-tile and fashion industry in Spain.

MeRCedes-benz FAsHion week MAdRid: 40,000 visitoRs

Mercedes-Benz Fashion Week Madrid, the event organised by IFEMA, conclu-ded its February edition with more than 40,000 visitors. The fifty-seventh edition of the Week featured some 42 desig-ners, in addition to another 20 desig-ners who presented their collections in the Ego Showroom. The designer, Juan Duyos, received the L'Óréal Award for Best Collection, whilst Antonio Navas

was chosen as the Best Model, which meant that, on this occasion, the prize went to a male model for the first time in the history of these awards. Furthermo-re, the young designer from Valencia, Pepa Salazar, won the Mercedes-Benz Fashion Talent Award, which was orga-nised for the first time in order to promo-te the Best Designer at the Ego Forum at an international level. The designers Rabaneda, Etxebarría and Moisés Nie-to also made their debut on the catwalk at this edition.

AgendAModACALzAdo+ibeRpieLedition nº 34march 9th-11th, 2013 feria de madridAn international fair open exclusively to members of the industry. The exhibitor profile consists of footwear manufacturers and impor-ters. Promoted by FICE and ASEFMA.

etiquetA negRAedition nº 1may 10th-12th, 2013 feria de madridA trade fair aimed at brands and retailers of ceremonial attire, party-wear and wedding fashion. This event is complemented by the staging of Pasarela Cibeles Madrid Novias. ETIQUETA NEGRA replaces the former fair known as Madrid No-vias, organised by IFEMA.

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ORGANISED BY: