At the time when soap operas were Venezuelan and not Turkish there was a clothing brand that had no rival.At least in terms of the implementation he had in the Spanish mailboxes."You look like a Vanca model" was a common expression in the happy 90.The pages of his catalog were like the tables of the Fashion Law for Ladies who leafed comfortably at home.The operation was simple: the catalog reached the homes of all those who were subscribed (there was always some neighbor who was).The client selected the garments that were interested.There was no other more powerful catalog at that time: neither the Circle of Readers, nor that of Avon...Not even Ikea's, closest in time.
Vanca was founded in 1979, although his popular catalog would be omnipresent ten years later.At present, the mythical brand has resurfaced and is experiencing a second life thanks to the sale on the online channel.And nothing is going wrong in this resurrection.In 2020 he billed 28 million euros and 70% of the percentage of the company's sales are produced online.The rejuvenation of the brand of printed and American dresses of all colors has been the work of the new management team formed by Jordi Badía, Paz Usandizaga and Joan Alemany, along with the current CEO and co -owner of the company, Jordi González.Venca, based in Vilanova I La Geltrú, belongs to the Lola digital company and was acquired by this company in 2017 to the Otto multinational, which in turn had bought it from the founders in 1988.
The road to the aforementioned 28 million euros of billing has gone through a digitalization process in which they invested 3 million euros.The target audience to which their products are not changed has not changed: women from 35 to 55 years of middle class.The youngest bet on the online model and the veteran and/or nostalgic are still clinging to their catalog.The decision not to eliminate it was a success, since although sales now proceed almost entirely of the Venca website, the positioning of the garments has been given its inextinguishable catalog.Nostalgia is precisely one of the keys to its success.Many of Venca's clients go to social networks to remind their community managers that striped shirts of all colors that were bought in 2001 are still not broken.
On the other hand, the venca style is a sober and classic cut, without giving all concessions to trends.Even with a kitsch point.But there is precisely its success, in having the feeling of being able to buy in 2021 the renewed but faithful version of the dress that Maribel Verdú wore on one of the historical covers of the catalog.Besides, they not only sell within our borders.The Venca catalog effect is present in 80 countries, so a Russian, Australian or India lady can also access its garments.Even if you only remember Vanca for the catalog, the truth is that its website was born in 1997.Currently it also works as a portal for other brands, with a total of 100 available.
If the confinement brought with it an increase in pajamas spending, sportswear and batamantas, the gradual return to the office has increased interest in "office" garments.Thus, in Venca, American sales have increased by 50% and those of 100% moccasins over the same period of the previous year."Happy to verify that the interest is being recovered again in the garments with the gradual return of the labor face -to -face, after a year and a half of pandemic, in which the teleworking relegated these garments to the bottom of the closet," he saidMaite Rivera, head of the Vanca online channel.
The 'return to school' has not been better for the female fashion company that plans to increase its annual billing by one million euros more for the results of 2021.
According to the criteria of
The Trust Project