“When entering new markets, the great challenge of a brand is to maintain its DNA while adapting to the local cultures of that country”

ISEM Fashion Business School inaugurates the XVII promotion of the master with Jose Luis Larramendi, president of Primark USA and Eastern Europe.

ISEM Fashion Business School inaugurates the XVII promotion of the master with Jose Luis Larramendi, president of Primark USA and Eastern Europe  “When entering new markets, the great challenge of a brand is to maintain its DNA while adapting to the local cultures of that country.” This was stated by José Luis Larramendi, president of Primark USA and Eastern Europe, during the inaugural session of the XVII promotion of the Executive Master in Fashion Business Administration (FBA).

Larramendi was in charge of Primark’s arrival in the US, specifically in Boston, five years ago. Currently, the Irish firm already has 10 stores in the American market. “In the US, nobody knew Primark, so we had to work especially on brand awareness,” the manager confessed, referring to the first moments in the United States. Recently, he has been named responsible for opening new markets in Poland, the Czech Republic, and Slovenia. “My job is not to start the business and wash my hands, but for a few years I am going to be in charge of those markets to verify that everything works.”

44 students from 12 different nationalities
On the other hand, Teresa Sádaba, director of ISEM Fashion Business School, welcomed the new students, highlighting that the main objective of the business school is “to train professionals who improve the fashion industry”. Also, Sádaba gave them several tips to take advantage of the new experience: “make the most of all the activities offered by ISEM, not just the master’s degree; squeeze your teachers, and remember that your colleagues will be your best networking in the future ”.

A total of 44 students from 12 different nationalities are in the XVII promotion of the Executive Master in Fashion Business Administration (former MEDEM). Part of the group comes from countries like Bolivia, China, Colombia, Ecuador, USA, France, Italy, Mexico, Peru, Puerto Rico, and Venezuela. In addition, the new promotion of students is characterized by the heterogeneity of their university degrees from which they come: ADE, Art, Business Studies, Law, Design, Economics, Hispanic Philology, Product Engineering, ISSA, Literature and Modern Languages, Marketing, Psychology, Advertising and Public Relations, Labor Relations and Human Resources, and Translation and Foreign Languages.

 

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