viernes, 12 de junio de 2009

María Estrada, de Ignes Bags




Concluimos el seminario de Comunicación y gestión de la moda con la visita de María Estrada, fundadora -junto a su hermano Ignacio- de Ignes Bags, empresa que exporta, a través de Internet, carteras fabricadas con cuero uruguayo.

María explica que Ignes vende carteras exclusivas, de lujo asequible, al estilo de Furla o Cochinelle. Un aspecto diferencial de la marca: la posibilidad de "personalizar" cada cartera. A las clientas les encanta, explica María, y lo explica por la tendencia online, de hablar sobre uno mismo: "contar todo sobre yo".

Ignes Bags comenzó en el 2005, luego de una investigación de mercado concienzuda.

El mercado de los accesorios es muy atractivo en Estados Unidos y Europa. Y los Estrada descubrieron -a través del asesoramiento de una experta en branding- que tenían diversas ventajas competitivas a escala mundial.

Uruguay es valorado como un destino exótico, con un perfil 'ecólogico'
(las vacas pastorean libremente) y el cuero es una materia prima abundante y accesible (porque es producto secundario de la industria de la carne).
Lo cual, sumado al taller de fabricantes propio con el que trabajan,
les permite posicionarse dentro de la categoría de 'responsabilidad social empresarial' (RSE), un factor apreciado en la industria de la moda: en el 2007, Ignes Bags ganó en el rubro de RSE en el "Independent Handbag Designer Awards" de Estados Unidos.

Durante la charla, María enfatizó cómo mediante acciones de marketing 'de bajo presupuesto' (participación en foros online, blogs, envío newsletters, recomendaciones de clientas...) lograron un crecimiento poco a poco, a prueba y error, pero efectivo.

Hoy revalúan constantemente la estrategia de negocio
-especialmente en el escenario de crisis-, y para ello, María recomienda preguntarse: ¿qué es lo que me hace diferente?

Fotos de alumnos del seminario:
Guillermina, Virginia, Franz, Sofía y Joseto

Jimena, Victoria y Guillermina

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