VALUED: Zara topped the ranking of Spanish brands

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ZARA, Mango and El Corte Ingles are the three Spanish fashion brands most valued by small and medium sized companies in terms of technological innovation, according to an industry study.

Adgoclick’s report found clothing chain Zara led the ranking. Its innovation unit, headed by Alejandro Ferrer and David Alayon, has created systems capable of detecting customer preferences while they are in store by using location data and other information.

The report placed fashion brand Mango in second place as the firm announced plans to open a digital innovation centre in Barcelona. 

The plans are reportedly designed to boost the company’s commitment to its digital offering. Mango’s online services accounts for more than 15 per cent of company turnover and the firm is aiming to boost that to 20 per cent by the end of 2019.

El Corte Ingles, which came third, was found to have developed a strong digital strategy. The company recently announced a two-pronged approach to improving customer experience both on and offline.

El Corte Ingles has signed a deal with Chinese e-commerce company Alibaba to boost its digital offering.

It also now offers a home delivery service to customers across Europe, with buyers getting items delivered in three days or less.

Offline the company has signed deals with a number of other firms to offer experiences in store and make visits there more about shopping. La Liga is among those that have signed up.

Adgoclick’s top ten ranking also featured Pull & Bear in fourth place, Uterque in eighth and Massimo Dutti in 10th.

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Written by

Joe Gerrard

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