The Cortefiel group changes its name as a strategy to approach premium fashion.
That Cortefiel takes time in crisis is not news for anyone in the world of fashion. And that thanks to some of its signatures as Women’secret saved the face year after year, it was not a secret in the sector either. But that has not stopped trying to resurface from its ashes through different strategies, directed by some of the most outstanding names in the fashion of this country as Jaume Miquel, is also, more than true.
Last Tuesday at the World Congres Reatil held these days in Madrid, Miquel himself told us the news of the change of name, stating that this new name works in all languages and that he intends five hundred new openings in the next five years; A challenge.
It is worth remembering that the group, after its birth at the end of the 19th century under the name of Quirós, maintains its, until yesterday, better known denomination, as Cortefiel; more than seventy years, which is said soon, since the change in 1945. The data is not trivial to realize the magnitude of the news and, why not say, the risk involved.
However, from the house say that it is a logical evolution and that the new name brings together concepts such as group and trends, very much in the current drift of the big fashion companies.
What is clear is that the bet of the centennial textile group is directed, without tapujos, to the definitive irruption in the affordable fashion not low cost. The company is difficult since the vast majority of firms have understood for a long time that the immediate future passes through this segment and have set course in that direction.
It remains to be seen if the new logo in blue will be accepted by the old followers of the Spanish firm and will connect with the new generations of buyers. The idea is to enhance the five brands of the group within a renewed matrix.
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