Jordi Balsells (Desigual): “Hay pocas marcas realmente globales, el grueso son regionales”
¿Qué es una marca global? Dando respuesta a esta pregunta comenzó ayer Jordi Balsells, responsable de expansión de Desigual para Asia, Norteamérica y Latinoamérica, su intervención en la edición de septiembre de Los Jueves del Negocio de la Moda, un encuentro afterwork impulsado por Deloitte, Acotex y Modaes.es, y que cuenta con el patrocinio de Checkpoint y Analyticalways.
El ejecutivo, que cuenta con un larga trayectoria en el negocio de la moda, señaló que una marca global no es aquella que vende en todo el mundo y aquella que “hace un copy paste” de lo que ha ejecutado en central en un determinado país.
En su opinión, una marca global es aquella que “aprende de los mercados y se adapta a ellos; una compañía que desarrolla un sistema de escucha activa a los mercados y se adapta sin perder su esencia”.
“Una marca global es aquella que aprende de los mercados y se adapta a ellos”, apuntó Balsells
En este sentido, Balsells afirmó que “el origen de la marca condiciona su expansión, el negocio y el volumen que genera”. Así, según desgranó el directivo, las compañías europeas generan más del 50% de su negocio en Europa, las americanas, más del 50% en América, y las japonesas, más del 50% en Asia.
“En los años setenta, unos profesores escandinavos afirmaron que las empresas se internacionalizan por proximidad y afinidad –explicó el ejecutivo de Desigual-; esta afirmación se creyó superada, pero hoy en día se sigue cumpliendo”. “Hay pocas marcas realmente globales, el grueso son regionales”, sentenció Balsells.
Este carácter regional de las marcas se produce incluso entre los gigantes de la Red, una afirmación que Balsells justificó con el dato de que la penetración de Amazon en Asia es pequeña en comparación con un operador local como Alibaba. “Esto es un ejemplo más de la gran dificultad de ser totalmente global”, sostuvo.
“Unos canales construyen marca y otros dan capilaridad, hay que saber el rol de cada canal”, subrayó el directivo
El ejecutivo se detuvo también en los canales a utilizar en la internacionalización, explicando que “unos construyen marca y otros dan capilaridad, hay que saber el rol de cada canal”. “En 2006, por ejemplo, entramos en Galeries Lafayette y estuvimos en Bread&Butter, lo que provocó una explosión”, recordó Balsells.
Además de los canales, el directivo se detuvo también en áreas geográficas. “En cada región buscamos un país que sea locomotora: en Asia es Japón, con el 60% del negocio del continente”, ejemplificó. Desigual busca, además, ciudades que Balsells denominó wow cities. “Son ciudades, pero en el fondo son países, tanto por PIB como por capacidad de compra, y un ejemplo de ello es Miami”, apuntó.
Para concluir, el directivo de Desigual formuló tres preguntas a plantearse antes de iniciar el proceso de internacionalización: “¿Cómo queremos ser globales, qué modelo de marca global queremos ser? ¿Dónde queremos estar y cuál es el canal más adecuado? ¿Cómo seducimos y nos adaptamos al consumidor local?”.
Los Jueves del Negocio de la Moda es un ciclo de encuentros informales afterwork que se celebran cada mes y que pivotan en torno a una figura de relevancia en el mundo económico o empresarial. Impulsados por Deloitte, Acotex y Modaes.es y con el patrocinio de Analyticalways y Checkpoint Systems, el ciclo pretende crear un espacio de debate y reflexión entre directivos de alto nivel de la industria de la moda en España.
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