issue 03 ORGANISED BY:

issue 03 ORGANISED BY: april 2013

SUMMARY april 2013 03 editorial Towards a New Multi-Sectorial Fashion Fair by Francesco Malatesta 04 Shop of the Month la comercial Interview with the promoter of this multi-brand company in Barcelona, which was founded in 1990 in El Born district. 06 BRAND OF THE MONTH vilagallo The "British" style of the Madrid brand has captivated young people throughout Spain and is gaining popularity abroad. 08 Interview with the Businessman of the Month hilario alfaro The President of COCEM highlights the importance of innovation at successful Spanish companies. 10 ON SHOW AT... SIMM and modacalzado+iberpiel New features presented by exhibitors over the last few editions of the fairs. 11 momad news All the latest news regarding the fairs that come under the umbrella brand of MOMAD - Fashion Events in Madrid. 2

editorial Countdown for the New Multi-Sectorial Fashion Fair FRANCESCO MALATESTA Director of Momad Fairs It is a great pleasure for me to present a new issue of MOMAD MAGAZINE to you. The launch of this magazine comes in the midst of the development and implementation of a new fair project at Ifema, which, as you know, will be staged from 6th and 8th September next, bringing together the events known as SIMM, the Madrid International Fashion Fair, and Modacalzado+Iberpiel, the Footwear and Leather Goods International Fair, under the umbrella brand of Momad - Fashion Events in Madrid. We are, therefore, faced with a very important stage in our project, one that I would like to share with all of you, professionals working within the field of fashion, given that this is the moment in which we are called to lay the foundations for the most important multi-sectorial fashion event in Spain. For now, I can tell you that this event will provide access to an entire universe of fashion, based on a highly evolved approach, one that will help shops to set themselves apart from the large fashion chains. You will soon be able to discover all of the details of this fascinating project. As far as the contents of this new issue of MOMAD MAGAZINE is concerned, in the pages that follow you will come across an interview with the businessman, Hilario Alfaro, the owner of the shops known as ALFARO 1926 and President of the Specialised Trade Confederation of Madrid, COCEM. This issue also offers its readers an opportunity to learn a little more about La Comercial, a network of multi-brand establishments in Barcelona that is based in the Neighbourhood of El Born, in the city's Old Quarter. We will also learn about the company, Vilagallo, an excellent example of how businesses can project themselves through their participation at fairs. Under the heading of trends, we have compiled some of the creations that were presented at the fairs SIMM and MODACALZADO last February and last March. The countdown for the inauguration of our new multi-sectorial fashion fair has begun. Soon you will be able to discover all of the details of this fascinating project. 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 3

SHOP OF THE MONTH LA COMERCIAL, since 1990 A few brief questions for a company that offers a new multi-brand trading approach Carlos del Barrio is the founder of the multi-brand enterprise in Barcelona, La Comercial, which set up its first shop in 1990 in El Born, located at the heart of the Catalan capital. The firm's shops offer men's and women's fashion, as well as accessories, perfumes, cosmetics and household items. Fashion is... Creativity and imagination.... And a satisfied customer? A source of delight to us given that they are happy with the service they have received.... And a dissatisfied customer? A disappointment. Differences and similarities between the Spanish multi-brand trade and that of other countries The fashion culture abroad is stronger. Price or customer service? A combination of both. The price war means... Disloyalty. Free or regulated opening hours? Free opening hours. What defines a good assistant Someone who successfully discovers what the customer is looking for and proposes the appropriate choices. Something good about the crisis A clear-out of the old and adoption of the new, based on the incorporation of young talents. An error you have made as a shop-keeper in the past Thinking less about finance than about fashion. And your most successful decision? Intuition. The year 2013 for the multi-brand trade will be... A time to position oneself. A Spanish brand that must be present in every wardrobe Menchén Tomàs. And a foreign brand? Paul Smith. A youthful Spanish brand to watch out for Miranda Makaroff. an objective as a visitor at the forthcoming edition of the fair To find Spanish companies. How do you regard the fusion of SIMM and MODACALZADO within a single event? Perfect. Everything that entails a saving is marvellous. 4

La Comercial establishment in El Born in Barcelona. La Comercial offers men's and women's fashion products, together with a selection of accessories, perfumes, cosmetics and even household items. 5

BRAND OF THE MONTH VILAGALLO: "british" WOMEN Introducing one of the habitual participants at SIMM, one of the fairs that forms part of MOMAD In 1997, Beatriz Gallo and Inés Villalón set up a tailor's shop in Calle Velázquez in Madrid, at the heart of the Salamanca district. Their aim was to create clothing items, mainly suits, for young executive women. This was how the Vilagallo project was born, which Alberto Rodríguez joined a year later. The concept of women's tailoring, a British style and a carefully-defined quality-price ratio fuelled the success of this initiative. By 2001, the brand already had three shops located throughout the Spanish capital. "Vilagallo was a success from the every beginning", explains Rodríguez, "and today we offer a range of complete fashion and footwear collections for middle-aged women of classic style, women who 6

web www.vilagallo.es Beatriz Gallo, Inés Villalón and Alberto Rodríguez are the three entrepreneurs behind the brand, Vilagallo, which was founded in 1997 in the Madrid neighbourhood of Salamanca wish to follow the latest fashions without abandoning their tastes". In addition to its own shops, the company also has six franchises in Bilbao, Salamanca, Saragossa, Logroño, Santander and La Coruña, as well as around 400 multi-brand clients throughout the Spanish and international markets. One of the key aspects of the project consists of the profile of the three partners, all of whom have financial training and professional experience within the world of business. "This is part of our success", Rodríguez confirms. Vilagallo currently has a turnover of 4 million euros and 25 employees. It is currently focusing on its international growth. For this company, "the fair, SIMM, has provided the best forum for reaching the multi-brand channel located outside Madrid and throughout the main cities where we have franchises", the businessman explains. The fair also enables Vilagallo to "provide service to its customers". With regard to the forthcoming joint staging of SIMM and MODACALZADO, Rodríguez believes that this "is a very good idea: a cost saving for clients and a development that is in line with the prevailing trend within the multi-brand sector, whose future focuses increasingly on the idea of the 'total look'". 7

hilario alfaro President of the Specialised Trade Confederation of Madrid, COCEM As the owner of the shops known as Alfaro 1926, Hilario Alfaro is a Member of the SIMM Advisory Committee, Vice-President of the Spanish Trade Confederation (CEC) and Honorary President of the de Textile and Accessory Trade Association of Madrid (ACOTEX). 8

How do you think the joint event made up of SIMM and MODACALZADO will progress after the two fairs come together? This is a process that we have been advocating from the industry for some years now, in which respect it is a favourable move. Over and above its joint staging, the fair must also evolve in terms of its approach, so that it is more than simply a reproduction of the previous fairs. What benefits do multisectorial fairs entail? Essentially, the great advantage of this kind of forum, which brings together different types of product, is its practical appeal. Fairs of this kind facilitate the work of the trade, which increasingly focuses its efforts on various sectors and a diverse range of products. What is the current state of health of the Spanish fashion and footwear industry? We can observe a certain recovery regarding the industry's figures, thanks, above all, to internationalisation and an increasingly favourable export performance. In spite of the fact that the Spain brand has very little influence on the world of Spanish fashion and footwear, companies are tackling the international markets with some success. What are the shared characteristics of the fashion and footwear companies that are managing to overcome the crisis? There are two key aspects regarding those companies that have managed to excel in the current economic climate. First of all, the idea of differentiation within a tough and highly competitive environment and, second, ongoing innovation. How has the crisis within the multi-brand trade affected fashion and footwear? We are faced with an increasingly concentrated market in which, if you are not large enough to survive, you are likely to go under. This logic also applies to the multi-brand sector. How do you regard the development of the newgeneration independent multi-brand concept? In terms of innovation within the retail sector in Spain we still have a long way to go. How have consumer habits evolved following the expansion of the large chains? Has there been a contraction in demand? The truth is that the large chains have eaten away at the market share belonging to the multi-brand trade. How do you think the large chains will develop in the future? I predict that they will continue to grow and they will continue to gain market share to the detriment of all other trade formats. This does not only affect the multi-brand trade, but all other forms of trade as well. What role does Internet play with regard to shopping today? Internet is of strategic importance to the fashion trade and it will become increasingly essential in the future. How would you define the new consumer habits? Today we are faced with a consumer who is increasingly demanding and disloyal. Furthermore, our consumer is increasingly well informed. Price is another important determining factor regarding his behaviour, given that it motivates him much more than before. What time-periods do you believe are most appropriate between purchasing, production and delivery of merchandise to the shop floor? These time-periods must become increasingly short: the market requires rapid service in this respect. What are the Confederation's main objectives at present? Our aim is to lead the industry in a responsible manner, uniting both small and large enterprises and avoiding any kind of conflict between different trading formats. How do you believe the economy will progress over the next few months? Poorly. However, we hope that after the summer we will begin to see the light at the end of the tunnel. 9

On Show at SIMM and MODACALZADO The Latest Fashion Will Be... Homers / Modacalzado+Iberpiel Drap / Modacalzado+Iberpiel Sacha London / Modacalzado+Iberpiel Mephisto / Modacalzado+Iberpiel Bárbara Torrijos. /SIMM Woodys / SIMM 10

Pertini / Modacalzado+Iberbiel Cencibel / SIMM Flamenco/ SIMM Lola Cruz / Modacalzado+Iberpiel Almatrichi / SIMM 11

momad news The Latest Developments Regarding Momad Fairs ETIQUETA NEGRA JOINS THE NEW GRAND FASHION EVENT IN MADRID IFEMA has decided to incorporate Etiqueta Negra - Bridal, Events and Ceremonial Attire, into the new grand fashion event that is due to take place in September under the umbrella brand known as MOMAD, Fashion Events in Madrid. MOMAD will feature the joint staging of SIMM and MODACALZADO+IBERPIEL. Strengthened with the incorporation of the bridal, events and ceremonial attire segment, this new fair will make up the largest trade event in Spain devoted to the world of fashion. The decision has been taken in view of the current situation within the bridal, First Communion and ceremonial attire industry, which is currently somewhat fragmented. These different sectors have yet to unite around a set of shared objectives from a trade fair perspective. The objective being pursued by IFEMA is to pool efforts and resources in order to offer members of the industry a solid, comprehensive and attractive trade exhibition. COUNTDOWN FOR THE FIRST JOINT EDITION OF SIMM+MODACALZADO+IBERPIEL The countdown has started for the staging of the first joint staging of SIMM and MODACALZADO+IBERPIEL. This new fair is due to hold its first edition from 6th to 8th September 2013 and will occupy a total of four halls. This new project aims agenda 1001 BODAS 2013 Edition Nº 15 25th to 27th October 2013 feria de madrid The fair known as 1001 BODAS has begun preparing for its fifteenth edition. A new staging of this event will take place next October, this being the largest monographic fair of its kind in Spain devoted to wedding products and services. This fair, which will be to offer a more competitive and attractive event to Spanish and foreign buyers, whilst also adapting to new market needs. In this respect, as of September 2013, both fairs will take place simultaneously at their two editions each year, within the framework of MOMAD - Fashion Events in Madrid, the new umbrella brand that brings together all of the fashion fairs organised by IFEMA. open to members of the general public and will feature direct sale to visitors, will once again bring together a large selection of ideas, services and products offered by nearly 170 exhibitors, thus enabling visitors to make all of the necessary preparations for their wedding. The latest new developments regarding wedding fashion, honeymoons, catering, wedding entertainment, make-up, hair-styling, rings, engagement jewellery, invitations, flowers and much, much more will be on show in Hall 14 at IFEMA. 12

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