The II European Excellence Summit took place at Casino de Madrid.
Transformation and modernisation of traditional brands
Michael Ward, CEO of Harrods; Paolo Zegna, chairman of Zegna; Antonio Vázquez, president of IAG and Andreas Kaufmann, chairman of Leica’s supervisory board, moderated by Armando Branchini, vice chairman of Fondazione Altagamma, have analysed the keys for bringing about a change that can preserve the cultural values and traditions of the European Union’s top brands while maintaining creative dynamism that contributes to innovation.
Creativity, innovation and talent, drivers of excellence
Jacques Cavallier-Belletrud, master perfumer at Louis Vuitton; Rosa Tous, vice president of Tous; and Lorenzo Castillo, interior designer and decorator; led by Enric Pastor, editor in chief of the magazine AD, have been responsible for highlighting these attributes as drivers of the new identity of the industry, determined to reach consumers by adding value and enhancing competitiveness.
New generations, new opportunities
The new ecosystem requires reinventing the relationship of brands with their followers. Joaquín Serra, vice president of Natura Bissé; Andrea Scotti, co-founder of Freeda; and Sébastien Badault, international director of fashion and luxury at Alibaba Group, coordinated by Marian Hens, BBC Journalist and head of communications in the Strategic Business Department at Amadeus.
Spain and Europe: leaders in experience-based tourism, gastronomy and cultural heritage
Harold Heckle, the international coordinator at Agencia Efe, has moderated for Marc Topiol, CEO of Sotogrande; Enrique Valero, general manager at Abadia Retuerta; and Frank Marrenbach, CEO of Oetker Hotel Collection, who have highlighted the potential for growth of the Spanish market based on the quality of consumers’ experiences.