Barcelona Wedding Summit, the debate forum for the bridal sector, will focus on the challenges of the bridal fashion industry regarding digital transformation and the impact of new consumer behaviour of Millennials and of Generation Z buyers. The event, aimed at professionals, will involve around ten experts who will focus on the evolution of the sector and its various facets.
The session will be opened by IESE professor José Luis Nueno, expert in the fashion industry and doctor in Business Administration through Harvard University, to reveal some of the conclusions of the study, commissioned by VBBFW, which will provide a global vision of the bridal fashion market and its future development, both on a national and international level, highlighting the perspectives of business growth. The session is based on an update on the study “Millennial Brides, Born in the 1980s, Getting Married Today”, prepared by Nueno for VBBFW in 2016. The current report, which still focuses on Millennials, will again analyse some of the characteristics of the next generation, the so-called Generation Z, including those born after 1995. Nueno will unveil how the purchasing habits of both generations who prefer to consume experiences instead of products will be transformed and how this will encourage the evolution of the point of sale.
He will be followed by the consultant in strategy, innovation and corporate entrepreneurship and professor at the Pompeu Fabra University, Xavier Marcet, who in his talk, “Capacities and opportunities of the bridal sector”, will analyse the industry’s ability to adapt to a constantly evolving environment and will show how to attract consumers to brands in an increasingly globalised market. Additionally, Cristina Pérez and Saioa Goitia, directors of the Catalan brand Yolancris and the Basque brand Sophie et Voilà, respectively, will share in a round-table discussion moderated by Juan Mellen, executive director of the Meeting of Design Companies (RED in its Spanish initials), to debate on how to reinterpret bridal design at a time which is dominated by the surge in personalisation. Mellen will also comment on the value of design in the industrial sector of fashion and its strategic function driving innovation and internationalisation.
There will also be a presentation from Luis Conde, co-founder of the digital creative agency “Zoom” and an expert in strategy, who will explain how digitalisation is forcing brands in the bridal sector to adapt to an ecosystem that is posing a new form of brand/client interaction through the online channel, focused on immediacy. The session will be concluded by Anna Martinez and Mariaelena Perrone, founders of the agency ‘The Courtyard Consulting’, specialising in business relations between Europe and Asia. They will unveil the trends of the Chinese bridal market and the keys to approaching it from a financial and logistic point of view.
Barcelona Wedding Summit, organised by Valmont Barcelona Bridal Fashion Week with the communication group Wedding Media International and NP-magazine, NP, will hold its fourth edition on the 20 March in the Sala Francesc Cambó of the Sant Pau Art Nouvelle Site.
VBBFW 2019, the benchmark international bridal fashion trade fair, will take place from 23-28 April 2019, at the Montjüic venue of Fira de Barcelona. Over the first four days, the fair will welcome the 2020 collections of some 36 brands on its catwalk, and from 26-28 the trade show will be held with the fashion designs for brides, grooms, the ceremony and accessories, featuring more than 400 brands, 70% of whom are international.
Barcelona, March 2019
Mª Gloria Dilluvio – Fira de Barcelona Press
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