Cómo se diseña, se produce y se vende una colección GANADORA | Esteban Reyes y Lorenzo Hernández

I believe that the main job of a creative director is to deliver the vision. I also completely agree, and I believe the key is to be a creative director who not only creates but also directs. [music] What is your strategy for building a community with users of Mario Hernández's products? What is your definition of success?

Come and let's do it together, and let our products be a vehicle to achieve it. Esteban, what did you do before the Pop Store existed? How do you connect with your community when you're 100% digital? Through social media. I think Monoica's social media management has also been very organic. The more curated, perfect, and

beautiful things are, the further removed they are from reality. How do I build a balance between the artistic, the functional, the commercial, the highly profitable, and the conversational? Obviously in the case of Monoic we have the t-shirts, which are the best sellers. I like the weirdest stuff, I like the most conceptual stuff, where

the proposal is, but I think it is a balance, there has to be a balance between the good feeling of this, I know it can work, but also the numbers that tell me which categories are selling well, which colors are selling [music] well. There's something I learned, something we've been applying for about 10 years now,

and a collection should be thought of as if it were a pyramid, right? And a pyramid, as an object, is very solid at the base. And the cool thing is that when you talk about marketing strategy, that pyramid comes along and turns upside down. [music] In these Fashion ecommerce sessions we talk to

those who are revolutionizing fashion and digital commerce. And there is one detail that is repeated in all of his stories. They always had the right allies on their side . The next episode is presented by Coordinadora, your logistics partner to go further. [music]