Springfield: How to Globalize a Brand

Springfield: How to Globalize a Brand

How do you define a retail strategy? And once you define it, what are your options for growth? Once you have your home market covered, international expansion can be a clear growth strategy.

By analyzing Springfield´s case, we will learn the real case of how Grupo Cortefiel applied different growth strategies and how it executed the strategy of globalizing the brand. Learnings that are still valid today.

The challenge and complexity lies not in the number of stores to open, but in getting right a penetration strategy each new country.

We will explore examples from several countries and share some of the keys to success for international expansion.

About the Speaker

Professor Aranzabal is currently acting as Associate Professor at the IE Business School. She has significant professional experience at a senior executive level in international expansion and operational business launch, as well as in brand development and strategic planning.

In the last years, she has worked as independent Board member in several retail fashion companies and as top management retail consultant advising fashion companies on business management, and has assisted private equity funds appraising retail investment opportunities.

She has also worked as retail consultant at McKinsey & Co. and in mergers and acquisitions at Goldman Sachs. In addition, she was Deputy General Manager of Springfield, International Director and Marketing Director of Grupo Cortefiel. She was also General Manager of KA International.

She holds an MBA from the Wharton Business School, University of Pennsylvania (USA) and she is graduated in Economics and Business Administration, ICADE E-2, from the University Pontificia Comillas (Spain).