Spanish brothers Clemente Cebrián and Álvaro form EL GANSO Meaning “stop being a goose”! - Stop having fun and fooling around - which is how the name THE GOOSE came about as that’s exactly what the concept of the shop is about.
I REALLY WANTED TO SHARE THIS WITH YOU……………..I LOVE THE LOOK THESE GUYS HAVE. THEIR SHOP WINDOW IMMEDIATELY INVITES YOU TO ENTER.
THIS STORE: Calle Fuencarral, Madrid.
El Ganso launched Madred 2004.
Courtesy: www.fashionfromspain.com
I get so intrigued as to what is happening and find it so interesting to listen and read what other people are doing in the fashion industry.
So any new designers out there - I would love to hear your stories as to how you got inspired and what your future goals are.
Are you suffering with the economic downturn?
What inspires you?
Perhaps you are just starting and need as much promotion as you can possibly get?
……………………………………….I am happy to interview you for FREE.
For today I came across El Ganso (The Goose) a fresh approach with British influences, I feel from their graduate days in London….they chatted to Fashion from Spain.
1. The 2 guys recognise their customers straight away - they’re totally aware of their market - 40% women 60% men.
2. Each shop is different but include an essence as you walk in (again to be remembered) as is in the store above with the motorbike. Sometimes guys need another attention to invite them in.
3. A window display is creative art after all! Non-fussy and simplistic.
4. Great lighting plays a huge factor.
5. Their preppy style has a little humour but generally well-balanced cleverly put together patterns and accessories with their influences rising from Ralph Lauren and Fred Perry and I feel from their time in London, the guys were heavily influenced by some of London’s shop windows. Now they are being recognised as having a more of a European touch, which is the way forward.
6. With no textile background, but business from father and creative side from mother’s side of the family the brothers soon realised a ‘niche’ market in countries they had visited in the past.
7. Your business must have passion and flair and not just thought of as some ‘pipe dream’. It won’t work - you have to be focused, passionate, eat, breathe and sleep whatever you are doing. Be prepared to put in 24.7 - 100% work even when you are not being paid. You don’t get anywhere without putting in extra effort in life.
8. Look at your age range - who are you working for? Who are your clients/customers? In this instance, Clemente and Álvaro captured an alternative public 20-40 year old range that are less mainstream - a gamble you might think? Their customers are 15 year olds buying their Trademark sneakers in Fuencarrel store and 50 year olds looking for either coats/jackets in their Jorge Juan store.
Because of their focus, they have been able to move quickly with different shops and convert them to suit that area.
9. I am saying to clients the whole time - “don’t keep to all ‘on’trend pieces - it just doesn’t give the individual their own style”. Like El Ganso - they are not following all trends. There are, as we all know high streets shops that cater for just that! Here is a shop that is an individual and has proven success. They concentrate on a style but at the end of the day, yes that the people making the clothes are developing fashion.
10. Vintage is an ongoing fashion but more prominent now than ever. El Ganso have incorporated recycled furniture with new - brought bang up to date as they didn’t want to portray an image of something old.
Again, its about style and much the same as personal styling.
EL GANSO’s Future?
The look of the shop and these guys are totally European but they are already in talks with Mexico City and their on-line shop is a huge success. Their new site to be just as if you are walking into one of their shops.
Their ambition one day is to venture into America but they are realists and one step at a time.
That’s a good philosophy - be patient in whatever you do.
So what do the guys have in mind for AUTUMN/WINTER 2009/10?
Look out for expansion of their jacket and coat range for men and women.
Dresses.
New designs sneakers as they must keep evolving.
I wish them a personal success in their continued diversity, growth and creativity worldwide.
It’s all about studying really at the end of the day.
Challenges, challenges. That’s life.
You know it’s worth it in the long run. Good luck to all in whatever part of the industry you discover.
Michelle-Claire xx
