Alohas: fast and sustainable fashion exists and is manufactured in Spain.
We live in times of rethink many things and one of them is our way of consuming. The fashion sector has been affected by the pandemic and some firms redirect their steps. Others, like the Spanish Alohas, reaffirm their DNA and offer the emerging consumer a new perspective.
The firm, whose pieces are sold only online, it is based in Barcelona, the workshops are artisans and are located in Alicante; In total, a group of 25 workers make up the project. The origin of it can not be more Traveler. It was founded in 2015 in Honolulu (ah, the travel inspiration), joining the Instagram boom. The popular social network has allowed them to create an interactive community, not only of influencers but also of consumers who travel chasing eternal summer.
Alejandro Porras, current CEO and founder, created this shoe brand to put a twist on the traditional Mediterranean espadrille. “Although we have diversified our product line, the collections are still linked to the ideal of endless summer, this is precisely what distinguishes us”, they explain to us In his catalog we find the latest trends but always with a timeless touch. "That's how we got encourage long-term responsible purchasing. Our designs capture the essence of luxury at affordable prices, offering a middle ground between big luxury brands and the low-cost model”, he adds.
Bellini model, a best seller of the firm that pursues an infinite summer.
Their modus operandi, which they have put into practice since the beginning of this year, is very interesting in these times and the first thing that caught our attention: Alohas works on demand. “Simply put, this means that the consumer has a high degree of influence over the business and the team relies on their decisions to determine optimal production levels. We launch an average collection every 23 days, we make it available to the client on request on the web but with a discount rate of 30%. The client will take between 30 and 50 days to receive his pair, time that we use to calculate how many units of each new style to produce, which models to scrap, and start manufacturing with much greater visibility. A visibility that allows us to produce more of what is most liked and less of what is not”.
The Alohas workshops are located in Alicante.
This more responsible and sustainable business model allows the firm to avoid overproduction. "For customers, it means access to a pair of high-quality shoes, designed and assembled in Spain at an affordable price." As for profits, production to order already means more than 80% of its turnover. This business model allows the firm to invest neither more nor less than what customers are willing to buy, while maximizing the accuracy of its sales forecast. "Seen in this way, we could define it as sustainable fast fashion."
The firm operates on a production-on-demand model.
“Although it is not easy to communicate this message, we are receiving a very good response from our customers. It is very interesting to see how many people are willing to change their consumption habits and opt for a more planned purchase. We are not used to waiting time, however, the idea also offers many benefits. For example, our customers can plan their wardrobes for the following season in advance while obtaining higher quality products because they are made in small quantities. And so, participate in the fight against overproduction”.
Alohas has achieved invoice more than two million euros in just five years, carrying out its manufacturing and design processes entirely in Spain. “The sales team has opted for a selective strategy and already has presence in some of the largest e-commerce retailers and fashion market places in the world, among them: Zalando, Moda Operandi, Revolve, Rinascente, The Iconic, Galeries Lafayette, El Corte Inglés, etc. A business model that has inspired them is Moda Operandi. “Through Trunkshow, They offer pre-orders for future collections of other brands. We do it with our own firm."
Gala González and other influencers make up the Alohas community.
** VIRTUAL STORE VERSUS PHYSICAL **
In the past they have experimented with pop-up stores, but currently it is something that is neither viable nor especially enriching for the consumer. “We have focused on improving the tools on our website to calculate shoe size. On the page you can do it by comparing it with the one you wear in other well-known brands. You can also enter the exact measurement of your foot. In addition, we offer free exchanges and returns in Spain, the rest of the European Union, the United States, Canada and Australia. Thus we offer a safe purchase that compensates all the risks involved in buying online”.
The firm is aimed at a conscious consumer, who plans and reflects on her purchases.
In these months they have verified the renewed relevance of online life in their own flesh. “We no longer use the office the same way we used to. It has become an occasional meeting point to carry out specific tasks that it is not possible to complete from our homes. Here, for example, we receive samples of new models and stock products. Nevertheless, With most of our team working from home, health and wellness is a priority."
Alohas campaign image.
They have also taken advantage of the opportunity to connect with their virtual community in a closer and more frequent way, taking maximum care of their presence on social networks”. "Whether it was in the form of livestreams or virtual workshops and giveaways that got the audience going, we've been really inspired. Another feeling that we have taken from this experience has also been that of gratitude. Our clientele has supported us a lot through messages full of hope and positivity. It's been very special."
This firm with workshops in Alicante offers luxury footwear at an affordable price.
“One of our priorities is –they add– to become a sustainability benchmark thanks to our business model based on the on-demand method. We would like to serve as an example for other brands to follow in our footsteps and for more and more of us to offer a more sustainable purchase. You could say that we seek to interrupt the usual cycle of production to improve the planet.”
PLANS FOR THE FUTURE... AND TRAVEL
A couple of months ago they released a first capsule collection of jewels that was very successful and recently a second that they hope will have the same reception. “It has been created with the concept of merging extremes to create balance. It combines the daring with the delicate to achieve timeless pieces that can be worn from day to night”.
Alejandro Porras, CEO and founder of Alohas.
The last trip the team made was to Colombia in March, just before confinement, and they were accompanied by Belén Hostalet, Xenia Adonts and Sara Escudero. “Other destinations that we have loved are Marrakech and Miami, cities in which we have also held events with content creators. We are currently rethinking an idea, Alohas Travels, a section for our audience can continue to travel through our profile even in these times. We would like to collaborate with content creators from all countries so that they can show us their cities through a series of videos that allow us to travel from our screens”.
His advice for stylish travelers is clear: "Combine elegance with comfort, so We recommend including versatile and comfortable basics in your luggage. We don't like to be heavily loaded, so we tend to wear shoes that fit good both during the day and at night. For example, we are never short of Can Can model boots and Bellini sandals". Comfort to power!