Seseña successfully evolved to an overall fashion brand thanks to innovation processes implemented throughout the whole value chain keeping their craft essence.
Seseña is a brand of Spanish capes with more than 100 years of existence, run by the 4th generation of cape makers. The loss of market share and the difficulty in attracting new customers lead the company owners to bet on a global innovation strategy in the entire value chain.
Seseña has successfully transformed from a brand that focused only on capes, to an overall fashion brand folowing a the developmet of a strategic plan with the following goals:
- Maintain the essence of craftmanship.
- Maintain and improve the exclusive relationship with customers.
- Go deeper into the current sales and communication channels: social networks and online marketing.
- Renew the brand image and garment designs.
- Increase the percentage of online sales regarding the total sales amount.
As a result Seseña keeps the traditional cape designs but at the same time, it has developed new lines with contemporary designs. It has managed to reduce the average age of its customers and since 1998, it maintains and improves an online marketing channel with international distribution. They also have a shop and workshop in the centre of Madrid.
Innovation has been developed throughout the whole value chain without losing the crafts essence. By understanding its market, customers and production processes, Seseña has successfully transformed from a brand that previously focused only on traditional capes, to an overall contemporary fashion brand.
Resources needed
Total expenses in 2019: 270.000€, with an input in communication and sales expenses of 8.5% (23.000€).
From 2013 to 2019, the total expenses have increased by 50% (from 190.000 to 270.000), and communication and sales expenses have increased by 650% (from 3.000€ to 23.000€).
Evidence of success
The most objective evidence is the results of the company and the growth of the turnover and online sales (which were part of the objectives of the Strategic Plan). But also, how the age average of the customers has changed. The company’s total sales increased from €170.000 in 2013 to €300.000
in 2019. A growth of 76%. Online sales went up from 11.000€ in 2013
to €55.000 in 2019. An increase of 400%. From 24 units sold in 2013 to
100 units in 2019.
Difficulties encountered
The biggest challenge has been to transform the image of a traditional product anchored in the "folklore" that many people wore or even wear.
The fear of failing the older generations of this family business (which is running already for 119 years in 2020).
Potential for learning or transfer
- It shows how an iconic garment of a country, in this case the Spanish Cape, can evolve from the point of view of product innovation without losing its craftsmanship essence. Many craftspeople over the world, are afraid to innovate traditional products because they feel they are losing their essence.
- Management professionalization has had a positive impact. Also, when communication and marketing topics are outsourced with professionals, the impact is positive. If a craftsman is surrounded by other professionals, the investment usually has a positive return.
- Promote both, the online communication channel and the offline point of sale. In the case of Seseña, both channels work very well. Seseña has invested to have a unique experience in both areas. Seseña has achieved to turn design to a core value of the company, which is spotted in all marketing channels.
Tags: Business, Communication, Creative, Empowerment, Innovation, Management
