Lluís Sans and Xavier Berneda talk about Online Marketing at Cava&Twitts

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Yesterday, those attending the 18th Cava&Twitts were joined by two great Catalan retail professionals , and we were able to listen to, analyse, think about and debate about offline and online strategies - sales and marketing - in the fashion sector.

It seemed that Lluís Sans , manager of Santa Eulalia , would defend the offline strategy as the best alternative, and that Xavier Berneda , marketing director of Munich , would opt for online strategies. But both agreed on the need to combine them based on the particular characteristics of each business.

Some conclusions from Lluís Sans :

– They have always been committed to offline strategies, but they business owner data believe in the online part: they have a website and sell online, and on June 10 they are launching their Social Media project. He said that one cannot not believe in the online world .

– In the world of luxury, there is a certain reluctance to invest in the Internet and implementation always comes late. There are products that are easy to sell online, but in the world of fashion it is more complicated .

– Being present on the Internet is a strategy that complements the offline strategy , since it can be seen as a way of making the purchase easier for the customer (seeing the product for the first time, comparing prices with other brands, etc.), even if they then go to the store to try it on or make the purchase.

– For the online strategy to work, you must offer generous returns and have a customer service phone line with a real person to solve problems in an excellent way, and turn complaints into opportunities.

Xavier Berneda explained:

– They started on the Internet selling sports products, not fashion products, although they are increasingly developing online strategies for their fashion products.

– They focus on online marketing and sales , but they also have offline sales outlets and hold events such as the MUNICH mercat 2009.

– The main advantages of the online strategy are obtaining more information, and much more quickly . This allows them to know what people want to wear and to be able to manufacture not what they want but what the consumer likes.

– Customization and online sales allow them to obtain a positive balance (they get paid before manufacturing and shipping the product, and pay their suppliers later), which provides a very important margin of maneuver.

– The main problems with online sales are: those that arise with payment via account number, and counterfeiting and second-hand sales .

– Thanks to social networks, they can change or adapt their course to meet their demands and evolve according to their needs .

Once the discussion was over and taking advantage of the good weather, we enjoyed a good glass of cava and some catanias on the terrace of the B Hotel.

If you want more information about the contributions of the two guests of Cava&Twitts on May 25, you can obtain it by clicking here .