Work experience report Marta Maillet Tapias

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However, now, after these five years of settling, Kerstin Krause Madrid is ready to expand, to begin taking greater steps on its growing process and thus it is considering key areas and elements for this to happen. There are two directions for this next “Big” step: outwards and inwards A near future aim for Kerstin Krause Madrid is to expand meaningfully its size, thus taking both directions. However, the focus is on the customer, how can the brand have a greater impact on the customer. The brand could ask itself: How can acquire future customers with a pret-a-porter line without compromising the already women couture line? : Kerstin Krause Madrid is a “young” brand as it was founded five years ago (since 2010) and it is beginning to settle, having as base Madrid, Spain. It is a women’s wear brand, with a different point of view when it comes to the concept of fashion and heads more towards the direction of Couture clothing. Kerstin Krause, the founder and head designer, identifies herself with designers who do not seek a fashion that changes minute by minute going against the flow with the concept of “slow fashion” and thus puts more emphasis on the quality, the exclusivity and the finishing of each of her garments. Moreover, Kerstin Krause Madrid sets a great importance to the relationship with the client, because in her mind what really counts is each woman and her particularities. Therefore when designing she wants to highlight the unique beauty of each woman establishing a personal relationship with the client- values that can be add to the brands philosophy. For the moment the brand has a “one- man” structure and in this case women, since Kerstin, a freelance designer, is been dealing with all the different tasks and sides of a company. However, this structure is complemented with subcontracting, as when the task requires it, she does hires professionals within the area. Therefore, when it comes to the structure of the brand, it turns around the head designer as she designs, coordinates and delegates the collections, the projects, the budgets, the production and the subcontractors. The starting point of Kerstin Kruse Madrid as a brand to the public was when it launched its first official collection on March 16 th 2011 with a Spring / Summer collection.
the product, the clothing at Kerstin Krause Madrid comes with an incorporate service, a service that it is included due to the brands philosophy. As the clothing made at Kerstin Krause Madrid tend to go towards the couture direction the client is offered a garment with her unique measures, made to highlight her natural beauty, made specially for her. Thus, this way the brand creates a personal relationship with the clients and the creations become individualized products. Geoffrey Beene, was an icon of American fashion and as Kerstin’s mentor has profoundly marked the way she sees fashion. Kerstin carries on nowadays with the concept of the modernized Haute Couture - thus slow fashion, keeping its spirit but simplifying the garments. Thus, the type of clothing Kerstin Krause Madrid offers is – of good quality, handmade- having the charm of the artisanal and of individual measurements relating to the couture world. It is a product made to be worn on special occasions and events. The designs are of a subtle elegance and timeless suited for any special occasion with clean cuts and small colour details. The use of natural fibres fabrics and raw materials of excellent ensure the duration of the garments guaranteeing when it comes to the clothing a long-term investment.
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Work experience report Marta Maillet Tapias

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