EDUARDO LÓPEZ SAMPEDRO (manager OF Parimex
S.A. – VOGUE)
“OUR OBJECTIVE IS TO HAVE EVERY COMSUMER
FIND THE ARTICLE THAT PERFECTLY MEETS HIS NEEDS”
Parimex S.A. – VOGUE is presently the undisputed
leader in the umbrella industry in Spain. We have spoken with Eduardo
López Sampedro, manager of the company who has more than
20 years experience in this industry, about the essential characteristics
of his product and the umbrella market in general.
- Is the sales of this article tied to
climatology as it seems at first sight?
It is evident that in a rainy year we sell a greater
quantity of umbrellas. However, the real sales figures tell us that
our manufacture decreases relatively little during dry years.
Our products are often bought as fashion-gifts;
therefore, impulse buying is much less than first meets the eye.
- What is the consumer profile you target?
Having a wide range of products, around 100 articles,
there isn’t a clearly-defined consumer profile. Our type of
consumer is usually a person that, upon purchasing an umbrella,
values good taste supported by a well-known brand and who finds
that it’s offered at a moderate price.
- What qualities do consumers value most
Our consumers are by and large those people who
select an umbrella in the first place because they like it.
Although they may buy an umbrella on impulse on a rainy day, our
consumers choose one that they like and are attracted to that is
on the store shelves.
Only then does our consumer look at the price and is greatly surprised
by the excellent cost/quality ratio. Such quality being interpreted
according to the fashion level, design, latest-generation products
- What points of reference do you take
when you design an umbrella in accordance with fasion tendencies?
Frankly, it’s extremely complicated. The design work lasts
twelve months a year. The day following the completion of a design
we begin the next one.
Therefore, you never know where you will find a new idea. Sometimes
it’s by intuition as a result of years of experience; other
times it’s based on deep analysis of the tendencies; and even
others by traveling, listening to expert opinions, etc.
- What conditions should an ideal sales
point have for distribution of this article?
That’s a difficult question. There are luxury
stores that successfully distribute our products as accessories
and even at times as a priority line.
Nevertheless, we have all types of stores; retailers, wholesalers,
and department stores where a large number of umbrellas are sold.
By being a well-know brand product and by having an important fashion
component, it can be distributed in select stores. But at the same
time its moderate prices make it susceptible to being sold in a
wide range of retail and department stores.
- What is the main sales pitch at the
Undoubtedly it’s the excellent fashion/design/quality/brand/cost
Nevertheless, that wouldn’t be enough without
the support of a team that tends to be highly professional and offers
the client the greatest advantages and guarantees, the best personal
treatment, the fastest and best quality of service, the use of the
most advanced technology and is one that commits itself to increasingly
do its best each day. This is the best guarantee for the future.
- What elements do you use to support
your clients’ work at the sales point?
Advertising support to our clients is based primarily
on our exhibitors (4 different types), price-tag holders, displays,
mural photography, etc.
In addition to this, our collection appears in a high-quality yearly
catalog, a presence and practice that is more and more being used
by our clients, primarily for the repeats and to better know the
most minimal features of our articles.
- What place does Parimex-VOGUE hold in
the world of umbrellas at present?
In the Spanish market, of course, there is no other
company that is at our level, not only insofar as variety is concerned,
but also the quality and the high level of development of our products.
The most discerning distributors in this country,
retailers, wholesalers and department stores have chosen us since
a long time ago as their main suppliers and year after year their
confidence in us increases.
On the other hand, and on the international scene,
we are working to expand our network of distributors who are located
in ten countries at this time.
To achieve this, we have the VOGUE COMMUNITY REGISTERED
TRADEMARK as well as our new Edward & Edward community brand
which was launched in 2001 with outstanding success.
For all of these reasons we are convinced that
Parimex S.A. is in an excellent position to face all those challenges