Walter Rodrigues says ‘design-resistant’ brands will last two years at most
16/01/2018
Mr Rodrigues, who is famous in Brazil for his bags, shoes and apparel, has developed his own “trickle-down theory” for design. “It’s a pyramid methodology,” he said. “Only 10% of products have totally independent, completely new design ideas. Some of these ideas will be picked up and incorporated into more widely manufactured products that will appeal to 30% of the market. And some of those ideas will go beyond that and become easy enough to produce for brands to adapt further and make them available to 60% of consumers. It’s not about price; it’s about mass appeal.”
However, asked by leatherbiz what response he gives to finished product manufacturers who show no interest in design at all, he said: “It’s very simple; I tell them they will be lucky to survive two years. It’s impossible for companies here to compete with China on price. We have a street market here in São Paulo, on the Rua 25 de Março, where you can find all sorts of cheap products and materials from China. It would be impossible to make those things here at a competitive price. The only way companies here can compete is by innovating and adding value.”
Share this story:
