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Exclusive Interview With Inditex Executives -- Jose Manuel Martinez

2013/10/15 9:30:00 35

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 former Inditex executives < a href= "//www.sjfzxm.com/pioneer/" > Jose Manuel Martinez > /a > have been in charge of more than a year. In an interview, he elaborated on the brand view, internal organization, and confirmed that it will launch a brand new concept and brand. 
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 > FashionMag.com: you have been in office for over a year. What do you think of /p? How do you think of brand positioning?
 Jose Manuel Martinez: first, we need to distinguish between our core market and global market. It is still not a "a href=" //www.sjfzxm.com/news/index_c.asp "international brand" /a. It has entered different countries, but in many countries it still does not belong to the famous brand. 
 FM: in other words, a href= "//www.sjfzxm.com/news/index_c.asp" > Si Jie /a "is still not internationalized. 
 JMM: Although we have entered the UK, the popularity is less than 10%. The popularity of brands in the US is much higher, but we have left the market. During the ten years of high-speed development, we penetrated deeply in some markets. By contrast, some are much smaller than us, but brands are more international. 
 FM: in terms of brand positioning? 
 JMM: in terms of brand positioning, brand tradition is leisure fashion. Si Jie was one of the first successful brands to create leisure and fashion. 
 FM: How did you think of Inditex when you were in Inditex?
 JMM: at the beginning, we regarded it as an industry standard, a huge competitor that we are very concerned about. We often visit its stores. But then we stopped following, because other brands appeared on the market, and I was personally responsible for the supply chain of Inditex at that time. 
 FM: since its launch in 1968, the brand environment has undergone tremendous changes. Many brands have appeared one after another. 
 JMM: this competition phenomenon is everywhere, and the brand is unprecedented. Moreover, the quality is improving and consumers are more picky. Our brand has 3 million 500 thousand loyal consumers in its traditional market. This is our good foundation. 
 FM: but in recent years, Si Jie has been facing a downturn in development. 
 JMM: since 2007-2008 years, competition has intensified, coupled with the economic crisis, the emergence of new brands. We need to be very effective and fast, and launch products at the right time at the right time. That's where we work. 
 FM: specifically, how long does it take to sell a product on the shelf? 
 JMM: for the main series, it will take 9 months now. We need to shorten it to 6 months. Some types of products even need less than two months. 
 FM: in your opinion, speed is the top priority of the company. 
 JMM: from a strategic point of view, this is indeed our top priority. 
 FM: when can we turn the profit into a deficit? 
 JMM: I don't know the exact date. Growth is not a top priority. First, we need to identify internal procedures. 
 FM: plan to launch Edc brand in autumn? 
 JMM: we have a completely new concept project. We will experiment in different countries at the same time. This will be a younger, neutral denim brand. 
 FM: the name is Edc? 
 JMM: the customers of Si Jie are more mature, not the younger generation. Therefore, we have the space to develop brand names for young consumers. At the same time, Edc occupies an important place in our store. So this new concept is best differentiated from the Edc brand and the brand. However, its name will also be abbreviated by Edc, which will be launched in the current financial year (that is, next June 30th).