Marta Ortiz, a Spanish model and entrepreneur who has triumphed in the main fashion capitals of the world such as New York, Paris, Milan, Tokyo or Madrid, has just launched a sustainable fashion e-commerce in Spain called “MATIZ”, with the in order to promote responsible consumption and the circular economy.
Born from the need to change the way of producing and consuming fashion, it is an online platform where you can buy and sell sustainable and cool fashion. In addition, it is a digital solution at the service of brands that advocate respect for the planet and responsible consumption, combining technology with sustainable fashion and betting on the circular economy. Its objective is to offer consumers a wide range of 100% sustainable products and guarantee an excellent digital shopping experience.
redefines the concept of luxury, craftsmanship and sustainability, based on four pillars: sustainable brands, fair and transparent prices, an easy and 100% digital experience and a “Pre-Loved” section (a selection of luxury second-hand garments).
Currently, it has more than 50 sustainable and Spanish brands in the fashion, decoration and beauty categories, such as Adriana Iglesias, Malababa, Duarte or Cashfana. In addition, it has a Personal Shopper Service (in collaboration with NIUMI, customers will have the possibility of contracting a closet organization service, focused on helping them create an order system adapted to their needs and style) and Post-Customer Image Consulting. sale (with the aim of creating a long-lasting capsule wardrobe for its customers). In short, it makes available to these brands a technological platform for electronic commerce where they can connect with customers in any corner of Spain.
From Status we interview the model and entrepreneur Marta Ortiz. A project that will be a success and will surely give a lot to talk about.
With what intention was the idea of your Matiz project born?
For a few years now, as a final consumer, I have been missing an online platform where I can find a different and timeless fashion selection, different from what the big brands have traditionally offered.
After the appearance of the pandemic and during the confinement stage, I launched an initiative to help promote the consumption of local and sustainable fashion under the name of #YoTeSigoATi, through which I made emerging brands known among my followers and to my surprise it was a total success!
So I came to the conclusion that a platform like MATIZ could be a great digital solution not only for the consumer, but also a great ally for sustainable brands looking to connect with a new type of customer.
What is your goal with Matiz?
Our main objective is to raise awareness of the climate emergency we are experiencing. We have become accustomed to having everything here and now, regardless of what we had ahead of us, or looking under what circumstances the things we consume have been manufactured. The solution is not to go back, but to change so that everything remains the same, and for this we can start by changing the way we consume.
What challenges have you faced as an entrepreneur?
MATIZ is the result of 10 years working, learning and traveling the world as a model, so the conviction to create a company came about in a very natural way. Once we set to work to create the company from scratch, we found ourselves with countless challenges, I think the biggest has been combining my work as a model with that of a businesswoman, I think the key is to have a good work team with the one to share responsibilities and passion for what we do.
What kind of clients do you target?
To all the world! Matiz’s idea was to create an online concept store suitable for all tastes. That is why we choose the brands and products in order to create a wide but exclusive catalog at the same time. Our selection ranges from emerging brands like Virago Barcelona or Cashfana, to more established brands like Malababa, with the mission of showing that sustainable fashion is not boring, but quite the opposite.
What experience do you want your client to be able to live through your service?
For us, the experience of our clients is the most important thing, so it must be exquisite. From the look and feel of the page, to the customer service. Our treatment is very close, we empathize with the client to understand her tastes and needs. Matiz is a 360· ecommerce, we have new and second-hand items and we offer a personalized advice service. Everything a client is looking for, in one place.
What is luxury for you today?
It’s a great question, since I think that the concept of luxury is something very personal and dynamic that evolves as you evolve as a person, at least in my case.
For some time now my life motto has been “less is more” and both in Matiz and in my day to day I seek to prioritize quality over quantity. I also believe that the world is evolving more and more along these lines and our society will soon stop confusing abundance with luxury.
Luxury for me today is health and time to enjoy the things that I am passionate about with the people I love.
Where do you think the fashion industry is headed?
We believe that sustainability is a lifestyle, and not just something that is limited to clothing. The pandemic has led to the boom in e-commerce and the rise of sustainable consumption, not only in fashion but in many other sectors. The final consumer has radically changed his way of thinking in recent years and not only demands digital shopping experiences but also sustainable ones, now the ecological and sustainable characteristics of a given product can significantly influence the customer’s purchase decision.
Despite the progress made in recent years in terms of sustainability, today the fashion industry represents 10% of the global emissions emitted to the planet, and is responsible for 20% of industrial water pollution. There is much work to be done and everyone in the industry must be part of the change.
Do you think that the Spanish consumer is aware of the problem and consequences of the fashion industry at an environmental level compared to other countries?
When I embarked on this odyssey, I was aware of the problem, but I didn’t know how urgent it was. At the same time that I was creating Matiz, I signed up for the Conde Nast Master on Sustainability with the Rey Juan Carlos University to learn about the subject. Without a doubt, the consumer does not know the problem that we have on us. Not only because of the lack of information, but because talking about serious things “doesn’t matter”. We are the generation with the most happy photos and the most unhappy. We reject everything that is negative, whether it is reality or not. At Matiz, we try to raise awareness about this problem from a more arty and fun point of view, so that the information and data are internalized by the public.
Luxury brands are betting on second-hand sales, in addition to specialized platforms in this sector. Matiz incorporates this type of sale in one of its sections, how do you plan to develop it and what importance does it have within your project?
The idea of the Pre-Loved section is to promote the circular economy in the world of fashion. If the client wants to renew her wardrobe, we give her the possibility of selling what she previously acquired in Matiz (not before 14 months), thus giving the products a second life. In this way, we show the timelessness and high durability of the products that are part of the selection we offer our customers.
What are the next steps to follow in the company?
Matiz has a mission to change the way fashion is consumed, helping to redesign an industry that we are deeply passionate about. Our short-term goal is to continue to welcome more brands and customers, both of which are equally important to us. In the long term, we want to open an exclusive space so that our clients have closer personalized advice.