The students were given a guided tour of the premises by the store manager, Carolina, who talked about all aspects of customer service and explained that the aim is to give customers a sensory brand experience right from the moment they enter the flagship. The tour ended on the top-floor terrace, which is decorated in purely Mediterranean fashion and offers stunning views of the Santa Maria del Mar Church, and is the place customers are taken to wrap up their shopping experience. 

Next, the brand’s communication manager, Pili Rodriguez, delivered a session on the positioning of the Etnia brand and the company’s communication campaigns. “It was particularly interesting to see how the brand’s corporate values (Colour, Culture and Quality) permeate, in a cross-cutting manner, all campaigns and communication initiatives at Etnia, which sells 90% of its products outside of Spain”, remarked Elisa Regadera, vice-dean of the Faculty. 

The group also became acquainted with the role of Etnia’s celebrity ambassadors, who, thanks to the brand’s communication strategy of prioritising publicity over advertising, generously wear their glasses free of charge.