Carolina de la Calzada attends the Barcelona Fashion Summit to talk about fashion innovation
Barcelona Fashion Summit has become the meeting point for fashion professionals in Spain. Carolina de la Calzada, TOUS Digital Business Director, was invited to the event to represent companies with a long career in the fashion industry. The forum, organized by Modaes.es and held within the framework of the 080 Barcelona Fashion, brought together the main executives of the sector at the Teatre Nacional de Catalunya.Read more
'Innovation in fashion: ideas for transformation' was the title of the round table where Elena Carrasco (Mango), Bernardo Blanco (Yshey), Inés Arroyo (Lagaam) and Ignacio de Pinedo (Isdi) accompanied Carolina de la Calzada.
Due to the change of time we are living, all sectors are evolving and adapting to new decisions. In the jewelry sector, the client no longer only looks for an experience, now he / she also looks for being close through the digital channel. "That the coldness of technology is not a barrier" explained Carolina.
The challenge now is to understand consumers and social networks have a lot to do with this. Present in more than 30 countries with its own social networks, TOUS is a benchmark in the social media sector. We have more than 3.5 million followers in social networks and we are one of the jewelry brands with the most engagement in Instagram, being present also in the national and international blogosphere.
That's why innovation in fashion is a topical issue. From TOUS we seek to be an exciting company thanks to the passion and spirit of all the people that are part of our brand with new technological tools and new ways of working. "Innovation is an attitude and not a department," explained Carolina de la Calzada.
Success story: the story between TOUS and Portugal
Since TOUS began its expansion strategy around the world to be recognized as the most desired luxury luxury brand, it has managed to have a presence in many countries. It has landed in Asia, Mexico, and has expanded throughout Europe, in countries such as Poland or the Czech Republic, without forgetting the neighboring country: Portugal. The Portuguese market is undoubtedly one of the most important for TOUS. In fact, it ranks fifth in terms of global business volume. In addition, during the year 2018, TOUS has increased its sales to the final consumer by 22.5%.
The company landed in Portugal for the first time in October 2001 with the opening of the store in Lisbon Colombo. Since then, many Portuguese clients have shown their support for TOUS. So much so, that currently has 33 stores spread across 20 different Portuguese cities such as Porto, Braga, Guimarães, Albufeira, Vila Real, Rio Tinto, among others. "We have always felt very loved and desired by the Portuguese public" thanks Rosa Tous, Corporate Vice President of the company.
Throughout 2018, TOUS has opened 5 new stores in the Portuguese country: 3 of them in Porto (Aero Francisco Sa Carneiro and Parque Nascente Shopping Center), El Corte Ingles Gaia, and 1 in Lisbon (Aero Humberto Delgado) . C.C.Estacão Viana. With all these openings, TOUS already has a team of 145 Portuguese employees who make up the most important asset of the company thanks to their team work, commitment and passion for the client.
TOUS is committed to becoming involved in the local market through social projects that give it the opportunity to transcend beyond growth in sales and employability. As proof of the commitment to the culture and tradition of the sector, in 2012, TOUS opened a store in the former Ourivesaria Aliança, a century-old store that dates back to 1914 and is considered a National Heritage and of great importance to the people of Lisbon. The restoration was carried out by specialists with the help of TOUS, an investment highly valued by all the Portuguese citizens. "Part of the success is also based on the dedication and passion for the brand of our local team, led by Lubelia Marques and formed by Portuguese professionals that help us define a global project based on local knowledge, "says Rosa Tous.
Tender Stories Nº9, the new story of TOUS for this Christmas
Sometimes the perpetual value of a jewel can grow emotionally after an inheritance. This is what Tender Stories Nº9 wants to convey to us, the new and funny story of TOUS with SCPF for this Christmas, with which TOUS presents the new collection of jewelry and accessories Fall Winter 2018, and vindicates the value of fine jewelry with a cool, humorous and tender look.Read more
The protagonist of this ninth installment of Tender Stories is again the Oscar-winning actress, Gwyneth Paltrow, who on this occasion stars as twin sisters with a great complicity, Annie and Grace, who must pass three tests to achieve the most precious asset of their Aunt Edna: her TOUS necklace.
And who will decide the winner? It will be the users who will choose which of the two sisters deserves to win. We seek, through this campaign, to focus on digital media and invite the user to participate and be part of this endearing story.
The responsible for the audiovisual piece was again Víctor Carrey, who perfectly captures the essence of TOUS in each of his pieces, from a marked cinematographic character that is reflected in the visual look and care of all the details of art, as well as the depth and personality of all the characters. The campaign, which will be multi-channel and global, can be seen in 17 countries and has been adapted to 17 languages. Xavi Gordo has been the photographer in charge of the graphic campaign that will appear in print, outdoor and in the 600 stores that the brand has worldwide.
TOUS is committed to expanding talent in its most strategic areas
Digital transformation, growth and internationalization have marked the activity of TOUS in the last year. In order to reaffirm the company's commitment to these strategic areas, three women with great talent and an extensive professional career have been incorporated into the management team. This is Carolina De la Calzada, as Digital Business Director; Eva Gallego as Accessories Business Director and Lina Lopera as Director of Mexico.Read more
In addition, these appointments reflect the commitment of TOUS for female talent in the management team and commitment to parity.
The incorporation of Carolina De la Calzada seeks to reinforce the importance that TOUS grants to respond to the new habits of consumers, betting on the digital transformation, omnichannel and flexibility of its service. With the aim of continuing to integrate the jewelry and accessories area, Eva Gallego will continue to develop the accessories business area. Finally, the appointment of Lopera shows the relevance that the company gives to the Mexican market, which has become the second most important and, where TOUS already has 74 stores.
In the words of Alba Tous, President of TOUS, "the incorporation of profiles with the trajectory and solidity of De la Calzada, Gallego and Lopera will contribute very positively to the sustainability and development of the brand, while facilitating access to new opportunities commercial and relationship that will provide a great strategic value at global level".
TOUS Worldwide Meeting 2018 takes place in Lisbon
The 2018 TOUS Worldwide Meeting was held on October 23rd and 24th. In line with the company’s focus on its growth, expansion and consolidation as a global brand, the biannual convention was held outside of Barcelona for the second time. Lisbon was the chosen city, country where TOUS has 32 stores. The event was inaugurated with the presentation of the new collections for the forthcoming Spring/Summer season 2019, which were displayed in a showroom along with the jewelry from Rosa Oriol Atelier TOUS, showing our jewelry tradition that includes state of art technology of the firm.Read more
The following morning was the plenary session, where ‘We are TOUS’ was the claim under which Rosa Tous, Marta Tous, Anaïs Durand, Carlos Soler, Jose María Folache, Salvador Campañá, Josep Maria Bosch, Anna Grau, Carolina de la Calzada and Alba Tous analyzed TOUS from our values, commenting the strategic plan to tackle the company’s future in terms of brand, product and business.