One of the sectors that has developed the most in the rise of the Spanish digital ecosystem is fashion, and one of the most outstanding companies within this trend has been Laagam. Beyond its innovative business proposal, this brand has stood out for being a pioneer in the different digital channels, being one of the first to implement live commerce in Spain.
But their search for innovation and reinvention have not stopped here, as they began this year with . On this occasion we talked with Diego Arroyo, CEO of , about the company, its future goals, and how the process of creating its own, NFT, has been, which proposes a kind of loyalty club among its clients.
⭐ Program Sponsor:
On average 30% of people use eCommerce search engines and, on average, 15% of searches the answer is “we have nothing to offer you”. Can you imagine that you searched on Google or Amazon and they answered “I don’t have anything for what you ask”? With Doofinder will increase the time spent in the store by 15%, you will lower the , you will increase sales and that dreaded “no results” will drop below 1% of queries. And they will even implement the search engine on touch screens in their physical stores. Proof Doofinder free 30 days at doofinder.com
Interview with Diego Arroyo
twenty-one:20 How was the transition process to production on demand?
The rationale is very simple, we were running out of cash and we had no money to invest in stock, on the one hand. On the other hand, we are obsessed with the great problem of the fashion sector, that it is a business based on supply. It is very difficult to know a priori what products are going to be sold, for how long and in what quantities.
33:30 They were among the first to test live commerce in Spain, tell us a little about how these tests were.
I told you that Laagam has 2 frictions: the carvings and the on demand. Well the logic of live streaming is that we can show the products about women and real bodies, where they can ask us questions about fabrics, sizes, patterns and even how to combine them, with which we can remove that friction a little. Also inspired a bit by Asian models that show the new relationship between leisure and retail. Thus, combining the frictions that we wanted to remove and the trends that we saw, we set out to make Live Stream Shopping.
43:30 Earlier this year you released a collection of NFTs, tell us a bit about what launched you into this experience.
I am no expert on NFTs, but since the end of December I have been very into crypto, especially NFTs. I got into this world a lot and I clicked with a brand called Pull Suite, which really started out as a YouTube channel that made playlists with vintage aesthetics, then they jumped into an Instagram account and then an app, keeping their content just within their platforms. Finally, they launched their NFT proposal, with which you join an exclusive club within the web.
This was the first NFT that I bought and from this first experience of a traditional brand that went to the crypto world, I immersed myself more in this world. There is also the case of The Hundreds, which was like the Supreme of the 90’s, and which has been renewed with the NFT becoming one of the most famous collections in this area. The interesting thing is that these brands are building community from these NFTs, they provide exclusive access to different aspects of the brand.
These experiences inspired us a lot, we thought it was worth telling this movement of NFTs and cryptos to our community, and what better way than by example.
1:02:10 Tell me about the future challenges for Laagam, part of which is getting into marketplaces and selling in other people’s stores.
In the end, we want to be able to remove the friction of waiting, bring the on-demand model to the maximum possible immediacy in order to enter the market of marketplaces and boutiques.
That fits with our model, although we have had to optimize production processes, raise margins to better fit into this market. In the end, our great challenge is to climb; grow again, double the company and for this it is necessary to do things better in the company, and enter new sales channels.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus