Dimas Gimeno gives a session on Phygital present and future of distribution at EAE Madrid's Luxury Brand Management MBA

Dimas Gimeno, Top 100 Retail Influencer and Founding Partner and President of Wow Concept Store gave a masterclass on "Phygital: present and future of distribution" last Thursday, March 30, within the framework of the Luxury Brand Management entrepreneurship course MBA from EAE Madrid.

Dimas began the masterclass by giving a brief summary of his professional career, as well as explaining the origin of a department store that was born in Cuba at the beginning of the 20th century, called Encanto, and that has been an inspiration for him. “The Encanto department stores were pioneers at the time for having commercial offices in the main cities of the world, international advertising, sensory marketing, weekly change of windows, stock control and free shipping worldwide,” Dimas commented.

Dimas continued talking about how the concept of department stores has evolved and also about the realities of Retail that have been marked by: market saturation, fragmentation, big commerce, disruptors, connected generation, tele everything, data and the role of the stores. He also said that retail is currently in a moment of renaissance that is generating many opportunities that those who understand them will be able to do unique things.

Referring to the rebirth of retail, he mentioned the 4 Rs of Retail Reset, which are: redefine ambition, reinvent the business model to adapt it to changes, redesign the operating model and recharge the economic model.

In this context, he also spoke of the importance of brands that have emerged in a digital environment "because they are the most desired by young audiences and set trends" as well as commenting on the role of influencers as trend setters and these young brands.

Finally, he explained the Phygital phenomenon, its characteristics and why it is the future. “It is moving a business that was born in a digital environment to the physical one that has an infinite corridor to conversion, more loyalty and big data. “

To end the session, he explained how the idea of creating the WOW Concept Store arose, a platform that connects innovative brands and people at the intersection of the physical, as well as its evolution and future plans.