"Isabel de Pedro criticizes the expenditure on constructing a walkway, stating it to be irrational and necessitating prior profit-making."
Isabel de Pedro: A Success Story in Spanish Fashion
Isabel de Pedro, a renowned fashion designer, has made a name for herself in the fashion industry, despite Spain representing only 3% of her brand's total turnover. Her journey began at the tender age of 15, when she started her career as a model in Bilbao.
After working for prestigious brands like Burberry, de Pedro took a significant step by joining Mr.Cat, a brand that initially focused solely on men's clothing. She eventually became a partner and expanded the brand to include women's, men's, and children's lines. Over time, the brand narrowed its focus to women's fashion.
The fashion sector has undergone profound changes since de Pedro started, with the emergence of major brands like Zara and Mango. Yet, de Pedro's brand has managed to carve out a niche for itself, exporting to countries such as the United States, Japan, Australia, Russia, Nordic countries, France, Italy, Portugal, United Kingdom, Scotland, and Ireland.
De Pedro's brand is not about the catwalk unless it translates into sales. For her, the catwalk makes sense when there are sales, not the other way around. This pragmatic approach has been instrumental in the brand's success.
The customer profile of Isabel de Pedro is a working woman with a medium to high purchasing power who values elegance, class, and comfort. The brand's inspiration comes from various sources, including the street, cinema, great designers, and daily work.
The brand produces everything in Barcelona, which allows for better control of quality. This commitment to quality, coupled with de Pedro's entrepreneurial spirit, has led to impressive growth. In 2008, the brand billed between twelve and thirteen million euros. For this year and next, the brand expects to bill around ten million euros.
Starting a fashion brand is no easy task, but de Pedro offers some valuable advice. According to her, one must sell, be an entrepreneur, create a great team, and hold on during difficult times.
Despite her success, there is still much about de Pedro's early days in the fashion industry that remains undiscovered. The first step she took in the fashion world remains a mystery, a testament to her humble beginnings and the journey that led her to where she is today.
The store in Barcelona, which caters to local clients who have been asking for the brand's clothes for years, allows clients, both local and abroad, to get an idea of the brand image and see the whole collection. This physical presence, along with de Pedro's dedication to quality and her pragmatic approach to the fashion world, has made her brand a staple in the international fashion scene.
Fashion has been democratized, allowing anyone to dress well with little money and wit. Yet, de Pedro's brand stands out, offering elegance, class, and comfort to a diverse clientele across the globe. England, Russia, Holland, and Nordic countries are her main markets, a testament to the brand's universal appeal.
De Pedro has never received subsidies but has benefited from tax deductions through R&D projects. This self-made success story is a beacon of inspiration for aspiring fashion entrepreneurs. Exporting is essential for a brand like de Pedro's to survive in the world of fashion, and her brand's continued growth is a testament to her vision and determination.
