Fashion to empower women |Vanguardia.com
A virtual locker.Yes, that was Pepita Pérez at the beginning.With this idea they were looking for more women to have access to international clothing without that representing significantly borrow.
This is how two industrial engineering students from the Bolivarian Pontifical University saw in this business an opportunity to create a company and, in addition, present the requirements to access their degree.The other option, which was to do a business practice, did not catch their attention.
“I called Carlos Reyes Plata, my partner and told him that we had to do something, let's get something invented.I would be terrible in any of these jobs.We renounce at that time the possibility of using ourselves, without still having an idea what we would do but with the certainty that this thesis could be our life project, ”says Adriana Meneses Spain, a partner and founder of Pepita Pérez.
Although the various digital channels are the best marketing route of a product, the innumerable entrepreneurship bets force to be more strategists and creative to excel.
Like most ventures, these young people did not have capital to invest or to help disseminate a brand, so they took advantage of the fact that social networks were not widely used at that time by companies to do today more than known digital marketing.
“It had never been as easy as today starting a business, but at the same time it had never been so difficult to excel in a saturated medium of information.
Our digital strategy, as a result, has always been centered 100% on our community and our social networks, ”says Adriana Meneses.
This has been its main tool to develop the global marketing strategy.In addition, according to this young businesswoman, when creating a community around the brand, it makes it a natural consequence of a nearby interaction, but not the objective of the message.
“We do not see our followers as numbers that must increase at all costs because the metrics by vanity do not convert, we see them as our small community of powerful women.Our message for them does not focus on sales, focuses on evoking feelings, making them strong and telling them a story of everything that an outfit can make, ”says this engineer.
Of.co to reality
Although initially they imported from cars spare parts to guitars, clothing was what the market most asked;In addition, customers began to request the option to see and measure their clothes, so having a place was essential.With a lot.
“Carlos and I are not blind risks, each of our decisions has been calculated and studied.We consider that that gives us that solid base that makes a brand last generations.We move from a MySpace page to a community of almost 300.000 people in networks backed by a strong digital team, ”says Adriana Meneses.
The figures talk about their growth: from the small 30 MT2 place they passed to a site larger winery, of having two employees at 10 and selling 100 garments per month to about 2.400.
Entrepreneurs advice
- Identify the needs of the environment, change a dimension of a product that already exists and improve it.Define what will be the unique value of your idea and what you are doing today to execute it.
- Make a well -conceived business plan, no matter how little it believes what is your idea.Do not eternalize this step.
- Having a product in which you create is essential, but dedicate equal effort to having a solid marketing strategy, generating value content, solving problems, telling stories, strengthening your database and creating a community.
- Focus on content, engagement and growth;And then in conversion.
- Create a scalable business model.Imagine giant since its inception and establish the applicable path to get there.
- In networks, originality is unlikely, but authenticity is a rule.Be sure to have a clear identity, your own communication style and a brand image that is only yours.
- Employment is a difficult, lonely, cruel path sometimes and with very high chances of failing;But if you passionate, develop unwavering discipline.
