BRAND PROFILE
What’s the story behind the brand? Pikolinos was founded in 1984 by its current honorary chairman, Mr Juan Peran Ramos. In 1989 it began exporting with great success. What started out as a test, ultimately ended up becoming its core business. Today Pikolinos exports 80% of its production mostly to the United States, France, Germany, Russia, Holland, United Kingdom, Belgium, Italy, and Japan. Pikolinos is also expanding its international business by opening stores in Europe´s capital cities, such as Rome, Lisbon, Paris, Berlin, Brussels, Barcelona, Madrid…
Is there a brand philosophy? Craftsmanship and tradition with a strong Mediterranean spirit are the core values that would define Pikolinos. Discovering the magic of authenticity, trying always to create and reinvent ourselves… Life is a long trip that requires passion, happiness… Enjoy the journey more than the destination. There are three core values that define our brand philosophy: authenticity, originality and naturalness.
What sets this brand apart from the rest? Design, quality, finishing, comfort and originality define our shoes and accessories, which are all made from extremely supple and durable leathers and of which are offered extensively to provide a broad colour palette every season.
Does this brand offer a good profit margin for retailers? Margin is important, but what is key is matching the end consumer´s expectations which ultimately, we achieve. This can only happen with the commitment and full support of hard-working and dedicated retailers.
Where is the brand assembled/manufactured? Pikolinos is vertically integrated from conceptual design through to distribution. All concepts are designed in Spain. Manufacturing in Spain remains key however, we also have the support from reputable Far East manufacturers, and this is paramount for keeping our quality, consistency, continued growth and competitiveness.
Who is the agent? Russell Galliven Galliven Agencies Ltd.
How is the brand marketed? Do you use social networking? Our Marketing plan always includes a 360º project by investing our budget in different channels to achieve our goals and is driven through targeted media.
Our media plans include Television, magazine and digital content. The marketing plan is always defined alongside our core values, influencers, celebrity endorsement and media, which ultimately reflects the essence of the Pikolinos brand. In-house marketing is the main focus, we create story-telling campaigns to promote concepts through different stories.
Pikolinos is also quite active in social networking… Yes, we create digital content to expand our social media presence. We have also established an extremely strong community across Facebook, Twitter, Instagram and Youtube. Therefore, we create specific content to target each platform.
Any famous customers? Taylor Swift, Mila Kunis, Alejandro Sanz.
Contact: Galliven Agencies Ltd. | E:
info@gallivenagencies.com | T: 07493 443 432
30 • MODA SUPPLEMENT
• AUGUST 2018
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