“Inspiring Future: Fashion and beauty companies are looking for innovative professionals who leave an impression”

The future of Marketing within the field of fashion and beauty depends on having well-prepared professionals to manage constant changes, innovate, introduce and use new technologies, as well as leave their mark on the consumer. For this, specialization and a global vision of the processes and needs of the industry are essential.

Within the framework of all these challenges regarding the future of marketing in fashion and beauty, at EAE Business School Madrid, brought together six speakers, leaders within the industry and collaborators of the Master in Marketing Management in Fashion and Beauty, in an online round table under the name: "Inspiring Future: Fashion and beauty companies seek innovative professionals who leave their impression"

Among the speakers at the round table were: Magali Yus, Director of External Relations El Corte Inglés Madrid; Gadea Maier: Director of Marketing and Communication Iberia of IWC Schaffhausen; Fiona Ferrer: Journalist, businesswoman and writer; Inmaculada Reinoso: Director of Marketing, Communication & PR at Glent Shoes; Rogelio Chung: E-commerce Manager The LEGO Group France-Iberia and Stavros Georgakarakos: Global Director of Communication and Public Relations, expert in the luxury, fashion, beauty and well-being industry.

One of the main topics discussed was the new technologies applied to marketing within the sector. Regarding this topic, Inmaculada Reinoso, Director of Marketing, Communication & PR at Glent Shoes, explained that the digital economy represents 19% of GDP in Spain. "Investing in technological and digital transformation initiatives is essential to get out of the post-covid era to emerge stronger in the field of Retail"

Another of the topics that were discussed at the round table was: What are the keys for companies so that there is no oversaturation of content creators, prescribers or influencers?

Fiona Ferrer, journalist, businesswoman and writer, said that it is evident that today there is an oversaturation, but you have to know how to differentiate the type of creators: micro-influencers, experts, etc. Ferrer assured that “the important thing is not the number of followers that a person has, but the quality of their content. In this sense, companies have to start being selective and be very clear about their needs and values to hire one or the other”.

The round table continued with the question of how do brands like LEGO and L'Oréal manage to stay on top of the wave, facing changes that do not yet exist and how are they able to visualize the future?

Rogelio Chung, e-commerce manager of the Lego group France-Iberia, explained that we tend to think that novelties come out of nowhere, but behind all this there is a long-term strategy, with many years of work. “If we don't try to go one step further than what already works, we won't be able to innovate. Change does not bring innovation, but innovation does bring change.”

In reference to experiential Marketing, which was another of the topics that arose, Stavros Geogakarakos, said that experiential marketing consists of providing a unique and different experience, both online and offline, with the product.

Transformative Experiential Marketing is based on generating a lasting impact, connected in a deeper way with the consumer, to change life in some way (travel, health, gastronomy...) said Stavros Geogakarakos

Lastly, and to close the round table, Gadea Maier answered the question: What are the parameters and skill that the new marketing profile in this sector must meet?

Ella Gadea explained that "the most important thing is to know that everyone works for themselves, that is, to have a great capacity to want to learn, to live experiences in other countries, to continuously develop in different fields."