Fashion’s Future: Highsnobiety Exec Urges Brands to Act Like Media – Breaking News
Madrid, Spain – In a bold statement reshaping the conversation around brand strategy, Guillem Gallego, Vice President and General Director for Iberia at Highsnobiety, is urging fashion brands to fundamentally shift their approach. He argues that success in today’s saturated market hinges on a brand’s ability to function *as* a media outlet – consistently creating compelling narratives and fostering genuine community engagement. This is breaking news for marketers and fashion industry leaders alike, signaling a potential paradigm shift in how brands connect with consumers.
Guillem Gallego, advocating for a media-first approach to fashion branding.
From Products to Stories: The New Brand Imperative
Gallego, a veteran of marketing with fifteen years at Nike and a transformative period at Desigual, believes the traditional separation of marketing from product development is a “big mistake.” He notes that Spanish companies, in particular, have been slow to adopt this integrated approach, with newer brands leading the charge. “The fact that marketing is telling stories and that the product is focused only on the product doubles the communication, which neither ends up being effective nor works,” he explained in a recent interview with Modaes Magazine. The key, he emphasizes, is centering the community and building a robust system around that audience. This isn’t just about advertising; it’s about creating a world around the brand that people want to be a part of.
Spain’s Retail Strength, Brand Weakness?
Gallego’s assessment of the Spanish fashion landscape is particularly pointed. He contends that Spain excels at “fast fashion” retail but lacks truly iconic, globally resonant brands. “We are the kings of fast fashion, but We have not managed to excite as they have managed to do in Paris, Milan, Copenhagen, London or Berlin,” he stated. He points to a disconnect between Spanish retailers and the cultural currents that fuel brand excitement in other fashion capitals – a lack of integration with art, entertainment, and broader cultural trends. This observation is crucial for Spanish fashion businesses looking to elevate their presence on the international stage.
The Rise of Authentic Spanish Voices: TwoJeys and Beyond
However, Gallego isn’t without hope. He highlights a new wave of Spanish brands – including TwoJeys, Nude Project, Cold Culture, and Eme Studios – as examples of companies getting it right. These brands aren’t just selling clothes; they’re curating experiences, from exclusive events to thoughtfully designed store openings, all underpinned by a strong brand narrative. TwoJeys, in particular, receives special praise for its consistent ability to generate excitement among its audience. This focus on authenticity and experience is a key differentiator in a crowded market.
Collaboration Fatigue and the Search for Originality
The industry trend of brand collaborations also came under scrutiny. Gallego believes the market has reached “the peak of what can be done with collaborations,” arguing that they’ve become a “somewhat worn-out marketing technique.” He stresses that collaborations only work when they offer a genuinely fresh perspective, driven by the artist’s unique vision. Otherwise, they risk feeling contrived and lacking impact. This is a critical insight for brands considering partnerships – originality and a clear creative purpose are paramount.
The Full Circle: From Digital to Experiential
Gallego’s career trajectory mirrors the evolution of marketing itself. Starting in events, he witnessed the digital revolution of the 2000s and the rise of e-commerce. Now, he observes a full-circle moment, with brands increasingly prioritizing physical experiences and direct interaction with consumers. This shift underscores the enduring power of human connection in a digital age. He’s now channeling this experience into his new venture, La Kuina, a brand and marketing consultancy focused on creative, unstructured solutions.
This breaking news from a respected industry leader provides a vital roadmap for fashion brands navigating a rapidly changing landscape. The message is clear: to thrive, brands must embrace storytelling, prioritize community, and cultivate authenticity. Stay tuned to archyde.com for ongoing coverage of the evolving fashion industry and the latest insights from marketing innovators.
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