Laureano Mon is an expert in social trends analysis and innovation strategies. His vision of argentine fashion, the future and what are the steps that companies should take thinking in the changes of the future.
What is your vision about argentine fashion?
Argentine brands are well positioned in terms of brand identity. They’re strong. Argentina is a very important producer of ideas and brands. In the sense of argentine fashion, if we think of more massive brands, there are very good brands. There is a design sector that is making that transition between design, fashion, move to something more commercially or niche where there are very interesting searches and where the identity is marked otherwise. Something more territorial, with a very marked local identity. In both cases it seems to me that what is still missing is to widen our gaze towards the world. Have a more global and international vision, regardless of whether one exports or not. Have a more macro vision at how the world is moving, the brands and to test certain strategies of innovation. To be able to bet a little more on certain strategies of communication and commercialization that in other places are working and are being tried. When, for example, you travels across the european market, all brands, even the big ones, luxury ones are testing strategies. No one has the exact way to do what needs to be done. In Argentina it is often necessary to experience this.
“Argentina is an important producer of ideas and brands”.
How will local brands cope with new changes in the future?
One can estimate that locally market will have its own dynamics and then it will have a more global vision. They definitely have to start testing other strategies like for, first; offer different experiences to consumers, second; integrate. It seems to me that brands speak only to consumers individually and don´t have strategic alliances to create like por example, an ecosystem around products, services and experiences.
What are you working on right now?
I am thinking of new innovation methodologies that may be adapted to these new changes that will come in the future. Today we are facing economic, political, social and technological changes. And that requires innovation methodologies to which we were not accustomed.
More comprehensive methodologies of all the areas in the company, how to make them dialogue, how to build scenarios. A methodology that is effective for the times that run. And that one can share with organizations and companies that in turn can get around or surf in an interesting way and take advantage of the resources and tools that the world offers today.
For Laureano Mon the argentine design has a good positioning at the country level within Latin America. For him there is no doubt about the quality of argentine design and it is precisely this strength that we must take advantage of and transform. Basically it is about go out the world with a more global vision.