Spanish fashion flexes its international muscle in the first edition of The Atlas of Fashion, a report promoted by the Leading Brands of Spain Forum, ICEX España Exportación e Inversiones, and Modaes.es that was presented on the afternoon of January 24th at a conference in Madrid. The publication, released with the support of Facebook and in collaboration with the Spanish Patents and Trademark Office (OEPM), aims to highlight the strength of Spain’s fashion brands on the international stage.
Available in print format and in an interactive and bilingual online version (atlasmoda.marcasrenombradas.com), the Atlas offers a broad view of the international footprint of Spanish fashion. The report contains information on 80 of the most important brands in the sector. In particular, the publication reveals the global presence of Spanish brands and the resources used by these companies to break into international markets, including own stores, franchises and alliances with local partners.
In addition, users can refer to The Atlas of Fashion report and website to discover which Spanish brands are present in different countries, which markets are the most relevant to companies, and other data of interest to exporters. After four decades of strong growth for Spanish fashion exports, whose value has climbed from 9.6 billion euros to more than 22 billion euros since 2000, The Atlas of Fashion will help to guide new export brands in Spain’s dynamic fashion industry and other sectors and businesses with a strong desire to expand internationally.
By analyzing data on 80 brands, The Atlas of Fashion reaches important conclusions about the strength of Spain’s fashion brands abroad. For instance, the brands analyzed are present in an average of 38 markets, and the value of their international sales represents an average of 42% of their revenue.
Taking these high averages into consideration, there are even more significant examples of Spanish fashion brands, both large and medium-sized, achieving even more outstanding results in the global market. More than 10 of the companies analyzed surpass 80% and 90% international turnover; likewise, nearly 20 companies are present in more than 80 international markets, and around six operate in more than 100.
France and Portugal, two natural markets for Spanish companies in all sectors, are the two priority destinations for Spanish brands and the countries in which they are most prominent. Also, they are the markets that the most companies identify as relevant. However, the destinations seen as having the strongest potential are the United States and Mexico, together with France.
The Atlas of Fashion complements the information on the 80 participating brands with an analysis of the history of Spanish fashion in the international markets, the characteristics of the sector’s five most important markets, and the keys to devising an internationalization plan. Likewise, the document contains editorials by Antonio Abril Abadín, vice-president of the Leading Brands of Spain Forum and secretary and general counsel of Inditex; María Peña Mateos, managing director of Institutional Cooperation and Coordination at ICEX España Exportación e Inversiones, and Patricia García-Escudero, managing director of the Spanish Patents and Trademark Office (OEPM).
The report was presented at a conference at the Palacio de Cibeles in Madrid. It was attended by directors of fashion companies such as Ignacio Sierra, corporate managing director of Grupo Cortefiel, Rosa Tous, corporate vice president of Tous, Berta Escudero, CEO of El Ganso, María Zamácola, international and expansion director of Neck & Neck, and Ricardo Fraguas, managing director of Mirto. Other participants in the conference, in which Pablo López, deputy managing director of FMRE, delivered an energetic speech, included Antonio Abril, vice president of FMRE and secretary and general counsel of Inditex, Francisco Javier Garzón, CEO of ICEX, Pilar Riaño, director of Modaes.es , and Marisa Manzano, director of Retail and Fashion at Facebook Iberia.
López emphasized the importance of the internationalization strategies of Spanish businesses, as “brands build a country’s image through their success in other markets.” In this regard, Abril highlighted the work done by the companies in the sector: “Spanish brands have managed to position Spain as a world power in the fashion industry.”
Also, Francisco Javier Garzón spoke about the challenges of internationalization for companies, explaining that “digitalization and expanding the size of companies are the two major targets identified by ICEX to help improve the competitiveness of Spanish companies.”