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José Luis Nueno (Professor at IESE Business School)

  • There is surplus production and supply in the world textile estimated 20%.

  • Supply and demand are shrinking and tightening.

  • The macro trends are: globalisation, discounts and savings mentality and worldwide overcapacity.

  • Emerging economies experience growth between 6 and 8% ( China , Brazil and India ) while emerging economies experienced an average growth of 0.9%. It should go out and sell to the world i especially in these new markets where opportunities for growth and where it is experiencing a recovery in consumption.

  • Multibrand stores are disappearing. They have gone from 71,000 to 51,000 multi-brand stores in Spain in just 3 years. In 5 years it is expected that this figure was reduced by 50% (25,000 - 30,000 shops).

  • 75% of Spanish have changed their buying habits. 63% saving on food and clothing. In relation to its intention, the immense majority say that when the situation changes, return to their previous consumption habits.

  • The future is low or in the segment - the segment cost or the brand and innovation. The middle market is in recession. Local brands grow, develop and disappear in periods of 10 years. It is important to grow and become an international brand and aspirational or end up succumbing to the strong competition.

  • It is an excellent time to invest in brand advertising. The costs for advertising in all possible channels are cheaper than ever.

  • The web presence is a necessity for brands. This area is growing and moving each day to more customers and more business with a very competitive offer.

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