Activity Programme for The Laundry - Fira Barcelona

Activity Programme for The Laundry SELLING ON THE INTERNET – YOUR OWN STORE OR MULTI-BRAND? Date Wednesday, 27 January; 11.30 am – 1.00 pm Format Round table Description Many brands have made their website much more than a simple corporate presentation, offering users the chance to interact and share in the “culture” of the brand. This debate will discuss, amongst other subjects, the advantages and disadvantages of selling products on the Internet, the technological and logistics procedures involved in online selling, what commercial actions are available on the Internet, and the emergence of virtual outlet stores. Speakers - Lucas Carné, co-founder of Privalia - Santi Fort, researcher specialising in virtual reality and interaction interfaces at Barcelona Media - Marc Cortés, managing partner of Roca Salvatella, lecturer at ESADE and director of Cava&Twitts - Enric Aparici, president of Elogia - Xavier Berneda, director of Munich

PREDICTING FUTURE TRENDS, BY WGSN Date Wednesday, 27 January; 4.00 pm – 4.45 pm Format Workshop Speaker - Isabel Mesa, country manager for Spain & Portugal of Worth Global Style Network (WGSN)

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PREDICTING ATTITUDES TO FASHION Date Thursday, 28 January; 10.30 am – 11.15 am Format Workshop Speaker: - Daniel Córdoba-Mendiola, partner/director of The Hunter and co-author of the book Coolhunting

FASHION COMMUNICATION ON SOCIAL NETWORKS Date Wednesday, 27 January; 5.00 pm – 6.30 pm Format Round table Description Social networks (general, specialist, sectoral, vertical) have become established as one of the most effective ways of launching and following up campaigns, messages and contents, making them a new tool for generating brand value. This round table will analyse the keys for companies to manage these networks and the investment necessary in marketing and communications, among other topics. Speakers - Sven Mulfinger, director of Trnd - Juanjo María, director of Agitación - Ricard Castellet, director of customer services at Elogia - David Contijoch, director of BuyVIP

(RE)DISCOVERING THE CONSUMER Date Thursday, 28 January; 11.30 am – 1.00 pm Format Round table Description The aim of this session is to provide information on the new profiles of fashion consumers. The table will discuss the most effective models for getting data on customers and the roles of coolhunters and trendsetter panels. Speakers - Isabel Mesa, country manager of Spain & Portugal for Worth Global Style Network (WGSN) - Silvia Vázquez, head of research and expert in ethnography and innovation at the DYM Institute. - Marta Domínguez, co-author of the book Coolhunting

THE FUTURE OF FASHION DISTRIBUTION Date Thursday, 28 January; 4.00 pm – 6.30 pm Format Conference Description An analysis of the present and future of multi-brand retail stores, and a presentation of future trends and new business opportunities for points of sale. Speaker - José Luis Nueno, professor and chair of marketing at the IESE Business School Conference sponsored by Munich, Modania, Grupo González de Zamora, Diesel (55 DSL) and The Brandery (Entrance by invitation only)

ANALYSIS OF THE VISUAL MESSAGE IN FASHION Date Friday, 29 January; 10.30 am – 11.15 pm Format Workshop Speaker - Marta Marín, joint coordinator of the postgraduate course on coolhunting at the Ramon Llull University

CATWALK SHOWS OF TODAY AND FASHION BRANDS Date Friday, 29 January; 11.30 am – 1.00 pm Format Round table Description For many years, catwalk fashion shows, which originated with haute couture, have played a key role in presenting brands’ new collections. This discussion will focus on the usefulness of this format today, taking into account the current communication structures, new technological supports and changes in consumer values. Speakers - Vicens Mustaros, coordinator of the 080 catwalk show and director of DemoFashion - Kuki de Salvertes, director of Totem Fashion, Paris - Ana Cabanas, Marketing and Communications manager at Desigual - Lluis Juste de Nin, chief executive of Basi, Armand Basi

- Josep Abril, fashion designer and member of ModaFAD

NOTES: - All sessions will have simultaneous translation to English or Spanish. - Exhibitors and visitors to The Brandery are free to attend the conferences and round tables with the exception of the session on “The future of fashion distribution” which is by invitation only.

This programme, which was last updated on 22 January, is subject to change. Please refer to our website (www.thebrandery.com) to see any last-minute alterations.