Ralf Wein is back in Barcelona, and that makes him happy. Among other things because his son can reunite with his friends from his old school. It is not the first time that the manager, who has already led the Spanish H
Some details of this transformation are some attractive interactive changing rooms to do group shopping, and why not, play with friends to be an influencer. It is also a pioneer in incorporating into its physical store, and along with new clothes, a space to sell a selection of more than 300 second-hand garments and accessories from other firms. The objective is to seduce the digital natives of generation Z with a totally groundbreaking concept that is part of what is known as an omnichannel experience.
Wein, who started out as a salesperson at H
They have opted for Barcelona to implement a laboratory of what shopping will be like in the future...
I love Barcelona, its mix, that it has sea and mountains. It is a vibrant city. and in H
They have given the store a complete turn.
Yes, we also have a large screen with mannequins that can be interacted with by scanning a QR code. We serve coffee from a local supplier, which also fits very well with our idea of sustainability, and we are especially proud to have the first physical second-hand clothing corner. We have updated the H section
There is also a Lego space for girls and boys. What does a physical store provide that e-commerce does not?
All the changes we are making are to offer a great shopping experience in a way that is only possible in physical stores, but taking into account the digital channel is also very important. 70% of our total business comes from physical stores and the other 30% is online sales. Connecting those two channels is exactly what the client demands of us.
I imagine that it is about attracting digital natives, generation Z.
I think it's a generation that is very focused on sustainability. Hence the Pre-Loved second-hand collection. Historically we have always made young fashion for young customers. And at the same time we have been advancing towards sustainability. The new generations are always focused on the latest trends, which are now aimed at renting or repairing, for example, and it is very important to create an offer for them that is in accordance with their tastes, which change very quickly.
What weighs more in the consumption of young people, the price, the trends or the durability?
In accordance with our idea of fashion and business, we make quality clothing. It is the best way to be sustainable. I believe that the client demands the best value for money. The design must be completely current, because the client is very demanding in this aspect, but at the same time, demands the best quality. So the pieces must be long lasting.
Is that possible at an adjusted price?
The price is very relevant, I mean that if you like the design and the quality, then you will also understand the price. But there is also the factor of sustainability, tremendously important for this generation.
How can the paradox of mass production and respect for the environment be resolved?
We talk about repairing, recycling, but we also have to understand what consumer demands are, because only in this way can we produce exactly what they want to buy and optimize the supply chain to distribute the garments at these points where the customer wants them. Thus the stock is reduced. This is good for our business, but it's very, very, very important for the environment.
Does this demand change a lot depending on the country?
That is the purpose of regionalization, to be closer to the customer because their needs depend on the region where they live and the climate. We make the global collection locally relevant.
How many of the products bought online are returned?
The percentage is relatively low. And that has to do with what I was saying before: if you are very clear about what the customer wants to buy in each place, they will be happier with the product and will return it less.
Globalization has brought the same brands all over the world. How can we feel in Tokyo, Barcelona or New York when we are in a H store?
It is very important to have a brand identity. But the greatest differentiation is the offer, which must be tailored to the customer. That's why we build on what we produce globally and then our teams here make it locally relevant. Here the heat arrives earlier compared to other regions of Spain, so the demand for lighter garments is much higher, for example. And in the middle of the season the offer can be quite similar to other places. In Spain there is also a demand for a more feminine style than in other countries.
How do you remember your beginnings and how has the business changed in that time?
I am 56 years old and I have been working for this company for 30 years. I started in one of our stores in Cologne, where I was born. What impressed me the most when I started are our values, how we like to work as a team, and the professional career you can develop. I became a department or store manager, and then area manager, and then, in 2003, I started my work abroad. That was something super exotic at the time. I was very scared because I had to learn Italian in a very short time. I became the manager of the first store we opened in Milan. After a year he was already an area manager and then a sales manager in Italy. We expanded to Greece and then we also opened in Bulgaria and I went to Eastern Europe for four years: Poland, the Czech Republic, Slovakia... At the end of 2016 I started in Spain and Portugal... Each responsibility gives you more experience and makes you more complete.
How has the fashion business changed?
First of all, today the customer knows what he is buying. It is no longer possible to have a single global offer, you have to focus on the local consumer, and there is also everything related to sustainability. We already understood the importance of respect for the environment 20 years ago. And then there is digitization. So today we are faced with a completely different business.
And after the pandemic?
The shift towards online business has accelerated and this forces us to be omnichannel. I think one of the most important issues is to make it easier for the customer to connect to both channels, the physical store and the digital one, but you have to make it easy for them. I believe that the physical shopping experience is very important, that the offer must be locally relevant and that we have to be located where our customers are. Obviously we are also a digital portfolio. There are a lot of new opportunities.
How is the omnichannel experience changing shopping habits?
Omnipresence is important to the buyer. I think that physical stores are very important for customers today again, but being a mere showroom can take away our customers' inspiration. It is important that they can choose to buy directly in the store or online. The key will be the union of these two worlds.
What will surprise us in the fashion business in the next decade?
It is difficult to move forward, but keep an eye on sustainability, for example, by 2030 100% of all the materials in our collections must be more sustainably sourced or recycled, and we have until 2040 to achieve zero CO2 emissions. We will have to make fashion with the best, most sustainable quality-price and focus on consumer demands. The reuse of second-hand clothing, recycling, repairs... But above all, the offer must be relevant.
Do you have a motto that guides your professional life?
Professionally, my idea is to never underestimate anyone. Not considering myself as someone important. I believe in the strength of the team, in learning from each other, giving freedom and independence to work well and then discussing and developing ideas together.
And in your personal life?
Do not discriminate against anyone and accept them all. I grew up in Cologne playing with many children from different nations. That to me is super important.
Who has given you the best advice?
Oh, many people. I was fortunate to learn a lot from those around me. I still receive very good advice today in my work environment. And in my private life I have two great friends for 45 years who we often talk to. They are simple but very demanding people who advise me well. And of course, my brother also made me grow and gave me many values, which I follow to this day.
