Stradivarius is a Spanish fashion company that specializes in women’s and men’s everyday clothing. The company was originally family-owned and is still run to some degree by the Triquell family. The brand has over 900 stores in 62 different countries. It was founded in Barcelona, Spain, but it is now owned by a parent company from the United Kingdom. Stradivarius offers high fashion street wear for affordable prices, which helps them appeal to a broad variety of consumers.
Stradivarius was founded in 1994 by Paco Triquell. In 1999 the Inditex group purchased 90% of Stradivarius for 108 million euros. Inditex made this acquisition because it believed in the brand’s potential for success in the future. Six years later, in 2005, Intidex purchased the other 10% of the company for 15 million euros. The founder’s son, Jordi Triquell is still involved in the brand as a director.
The brand name and logo were inspired by Antonio Stradivari, an extremely successful player of bowed instruments. His name is extremely respected and a sign of perfection in the music industry. It symbolized great taste and impeccability, so the family who founded Stradivarius wanted this same symbolism to translate into the fashion industry by utilizing Stradivari’s name.
Success came quickly to this fashion brand. Within the first decade of its creation, there were already five hundred stores internationally.
Throughout the past twenty-eight years, the logo of the brand has changed three times. All four different logos included the name and a treble clef, but the font of the name and whether the clef treble was used as the S or placed before the name changed from design to design. The current logo has the treble clef followed by the same of the brand in capital and slender letters. This new logo looks sophisticated and clean. It shows the gracefulness of the brand.
Stradivarius’ products are mostly tailored to women, they include:
The brand also allows its customers to shop on its website through collections such as leather, city sailor, seamless, and all for all. This can help customers easily find items that they are more interested in.
Their sizes include XS-XL and 0-12.
Stradivarius appeals to a very large women demographic. The company makes a very large variety of clothing that can be worn by a wide age range. The clothes are very modern and trendy but are still offered at a great price, which is what makes this brand so successful globally. The brand’s main objective is to help its consumers be confident in themselves through their clothing. In order to accomplish this, it is important for the brand to keep up with the latest trends while also making its clothes comfortable and accessible.
Stradivarius prides itself in having designers that embrace change in order to innovate current trends into new styles and looks that will excite and inspire customers. In order for these clothes to reach common people who wish to be stylish, the clothes must be affordable. Stradivarius understands this issue and has its clothing priced at a very fair range. For example, most dresses fall between 25 to 30 euros, most shirts fall between 15 to 25 euros, most jackets and coats fall between 25 to 60 euros, and most pants fall between 20 to 40 euros. These prices are very reasonable and even cheap when compared to other popular fast fashion companies such as Zara.
In 2017, Stradivarius launched a men’s line with hopes to expand its demographic to men. This line was not very successful, so Stradivarius does not still carry men’s clothing. However, the brand does create some pieces that are unisex. The unisex line includes sweatshirts, pants, t-shirts, dressy shirts, sweaters, hats, sunglasses, tank tops, and coats.
The brand has a very large consumer base in most countries/continents in the world. However, the company has not yet made the decision to venture into North America. There are no physical stores in North America however the brand has started to ship into the United States, Canada, and Mexico.
Stradivarius’ Instagram Marketing
Stradivarius does a lot of its marketing through its Instagram account. Their account has 8 million followers and 3,814 posts. They utilize models and influencers to create everyday content for Instagram instead of having every post be from a photoshoot in front of a blank wall. This helps the company seem more personable and shows that their clothes are great for everyday wear. It also helps consumers have outfit ideas and inspiration using Instagram posts.
The account tags all of its products within the post with a direct link to purchase the item from its website which makes it very convenient for its customers to quickly buy items they enjoy.
In addition to the company posting pictures of the influencers on Stradivarius’ account, the influencers themselves post pictures wearing their clothes onto their personal pages and tag the company account. This helps the brand reach a wider audience and exposes the brand to new consumers.
They have many influencers from across the world including European countries and North America. Some of the cities influencers are from include New York, Barcelona, Amsterdam, Paris, and many more.
Stradivarius also has a hashtag called #stradilooks that their customers can upload pictures to for a chance to be featured on the company’s Instagram. This allows customers to feel more connected to the brand and it also helps the brand name spread because everyday people are advertising the brand on their personal accounts without even realizing it!
Inditex: Stradivarius’ Parent Company
Inditex is a family of various fashion brands. Their main mission is to “celebrate style, self-expression, and the power of fashion to make a change” (source). There are seven brands under Inditex: Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, and Zara Home.
Stradivarius does not have its own specific sustainability efforts published, but they follow the efforts and commitments of its parent company, Inditex. The company realizes how urgent it is to help the environment and has taken an initiative to do its part in creating the change. They joined and signed the UN Global Compact in 2001. Inditex has 6 distinguished goals, they include:
- “100% of our electricity from renewables by 2022
- 100% free of single-use plastics for all our customers by 2023
- 100% more sustainable cotton (organic, BC, and/or recycled cotton) by 2023
- 100% sustainable man-made cellulosic fibers from more sustainable sources by 2023
- 100% more sustainable linen and recycled polyester by 2025
- Inditex reaches Net Zero Emissions by 2040”
These goals are listed on Inditex’s website.
They plan to begin the cycle of change by starting with sourcing more responsible and sustainable raw materials. The materials going into products make a tremendous difference throughout the entire life cycle, but especially at the end when/if the product gets thrown out. During the manufacturing process, using sustainable raw materials will reduce the emissions that go into the earth and will allow the company to use cleaner energy and water.
Inditex also realizes the importance of having a clear protocol for its suppliers. It is crucial that suppliers follow the same standards that Inditex does, or else it is still causing harm to the environment. They require their suppliers to go through training to understand the necessary sustainability and labor rights the company must have.
Inditex’s strategy is centralized around respect for human and labor rights, social dialogue, worker well-being, and empowerment in the workplace. It is crucial to treat employees with respect and pay them fair wages in order for the company to be true to itself and continue to keep being successful.
An additional goal not listed in the prior list is to reduce the consumption of water across their entire supply chain by 25% by 2025. This will help local environments tremendously and marine and freshwater habitats even more. They are also working to eliminate certain dangerous and harmful chemicals from their production facilities. They are doing so alongside the industry in the Zero Discharge of Hazardous Chemicals Pledge.
In 2017, Stradivarius opened new offices in Barcelona with sustainability in mind. The offices were built with recycled materials and the building saves thirty percent of water and forty-five percent of electricity.
Inditex also plays a part in supporting community projects in order to help people in need. They maximize the project’s positive impacts and in the last three years, they have been able to help 7.9 million people. They have collaborated with over 400 nonprofit organizations including ANCUR, MSF, and Water.org. Some issues they have helped support are social welfare, education, and emergency relief.
Inditex sees the value in reporting all of its progress and statistics. They realize it is crucial, to be honest, and transparent with where the company is in every category including finances and sustainability.
Final Thoughts: Stradivarius is a Quickly Growing Brand
Overall, Stradivarius is a relatively new company that has achieved success quickly and is still on the climb up! They have strong marketing tactics on Instagram to connect the brand to its demographic and have powerful sustainability initiatives that align with their parent company Inditex. Their products are very trendy and innovative for a reasonable price point, which makes stylish clothes more accessible to women everywhere. The brand has stores in many different countries and ships to most countries that do not have a physical location.