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However, now, after these five years of settling, Kerstin Krause Madrid is ready to<br />
expand, to begin taking greater steps on its growing process and thus it is considering key<br />
areas and elements for this to happen.<br />
There are two directions for this next “Big” step: outwards and inwards<br />
A near future aim for Kerstin Krause Madrid is to expand meaningfully its size, thus<br />
taking both directions. However, the focus is on the customer, how can the brand have a<br />
greater impact on the customer. The brand could ask itself:<br />
How can<br />
acquire future customers with a pret-a-porter<br />
line without compromising the already women couture line?<br />
: Kerstin Krause Madrid is a “young” brand as it was founded five years<br />
ago (since 2010) and it is beginning to settle, having as base Madrid, Spain. It is a<br />
women’s wear brand, with a different point of view when it comes to the concept of<br />
fashion and heads more towards the direction of Couture clothing.<br />
Kerstin Krause, the founder and head designer, identifies herself with designers who do<br />
not seek a fashion that changes minute by minute going against the flow with the concept<br />
of “slow fashion” and thus puts more emphasis on the quality, the exclusivity and the<br />
finishing of each of her garments.<br />
Moreover, Kerstin Krause Madrid sets a great importance to the relationship with the<br />
client, because in her mind what really counts is each woman and her particularities.<br />
Therefore when designing she wants to highlight the unique beauty of each woman<br />
establishing a personal relationship with the client- values that can be add to the brands<br />
philosophy.<br />
For the moment the brand has a “one- man” structure and in this case women, since<br />
Kerstin, a freelance designer, is been dealing with all the different tasks and sides of a<br />
company. However, this structure is complemented with subcontracting, as when the task<br />
requires it, she does hires professionals within the area. Therefore, when it comes to the<br />
structure of the brand, it turns around the head designer as she designs, coordinates and<br />
delegates the collections, the projects, the budgets, the production and the subcontractors.<br />
The starting point of Kerstin Kruse Madrid as a brand to the public was when it launched<br />
its first official collection on March 16 th 2011 with a Spring / Summer collection.
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