I met Antonio in 2016 and we have so many things in common we believe we were family in a previous life ☺ Retail animal that he is, he has had a very long career in the fashion industry, starting out in London (his first steps were working in the Men’s Collection at Marks&Spencer and, later, he became Iberia Retail Director). He played a key role in the development of Hoss Intropia (he was one of the shareholders). Nowadays, he is the Retail Director of Pronovias and he also teaches in IE and IED.
Even if his expertise is product, Antonio is a big fan of people and their impact on the retail industry. That’s what our conversation is about:
1. Now that we talk about hybrid retail, what’s the role people have to play in a brand’s retail strategy?
Nowadays people are the differential key when building a retail brand. Emotion, sympathy and creating the wow effect with customers are essential skills. Customers do not waste time with a transaction unless the experience is truly memorable.
2. Your retail life started in the 90s… How did profiles and careers evolve within the industry?
I was very lucky to start with Marks&Spencer, a retailer that always put potential first and boosted the team’s development. It has been a driving force in my career: I believe in talent and potential, above all. I am convinced that, today, retail professionals value professional development more than ever within a changing omnichannel environment.
3. Nowadays, what do retailers ask of the teams working at their premises?
To connect with customers to achieve our targets and to be brand ambassadors who can build up their own personal client network. Clienteling is a sustainable way to make our business grow.
4. And what do our coveted profiles expect from retailers?
Permanent professional development and empowerment.
5. To what extent can the people working at a shop determine the impact of such a brand on a customer?
It’s CRUCIAL. In brick-and-mortar retail, people are the key piece to build a brand and offer a unique value proposition.
6. In your opinion, which brands rock with regard to people?
Of course Pronovias, where we offer our teams 360º development programmes. Louis Vuitton also has very interesting customer interactions. In Spain, Loewe and Desigual are also very active in that sense.
Many thanks for sharing your vision with us, Antonio!
