Attire Accessories - Nov/Dec 2019 (Issue 79)

PROFILE 71 Tell me a bit about how the company started. What was the aim of the label when it was launched? Unisa started life in Spain during the ’70s. Initially only a footwear export business selling its products to the U.S., shortly afterwards, the company began to develop a women’s footwear brand in Spain and elsewhere in Europe. This shift took place after the meeting of two businessmen: Carlos Musso and Antonio Porta. These two highly experienced footwear manufacturing managers, based in Elda, had already created several new brands and laid the foundations of a new venture to start exporting their products throughout Europe. Did you start the company with an ethical angle in mind? When Unisa started in the ’70s, we were not thinking consciously of an ethical angle to the business. It was natural, however, because of the location of Unisa, to use local suppliers, materials and components – it just made sense. So maybe we were ethical before it became a trend! How were the initial products developed, and what was the response? We started out manufacturing the traditional sandals and espadrilles of the area but with really special trims and details. This allowed us to stand out in the market and created an interest in the brand. What challenges were overcome when the company was starting out? It’s a nice problem to have, but we had to manage rapid growth in a short space of time. As with most businesses, managing cash flow is key. Separating our European and U.S. operations in the ’80s helped with this. What sets you apart from your competitors? Unisa is a well-established family business that has grown well beyond its humble beginnings. Established in 1972 selling espadrilles, it is now a global brand operating in 72 countries, with 26 own-brand stores and concessions in Spain, France, Italy and Belgium. Unisa shoes are all still made in Spain with a sampled development factory known as the Lab at its head office near Elda. Here the development team still work every day with the original founder of Unisa, Antonio Porta. Every single style that makes it into the Unisa collection is developed under the scrutiny of the man who has lived and breathed this industry and brand his whole life. Along with his amazing team of designers, each season they create a collection that covers all product areas and do so in such a cohesive way. It’s quite an achievement to do this each and every season. How important is your location and history to the company in its success? It was integral to the business. Based in the town of Elda, right at the heart of Spain’s footwear industry, Unisa had all the ingredients to hand that were necessary to build the brand it is today. How would you describe your current collection? The Unisa AW19 range is a triumph of fashion and technology, covering styles from ballerinas and ankle boots through to sneakers and snow boots. Each product features a number of technical innovations that add value and comfort, such as memory foam padding, flexible soles, removable insoles, high-tech waterproof leathers and materials. You wouldn’t know it, though, as each style is still and cool and as directional as you would expect for a fashion brand like Unisa. How often do you launch new lines and what are your bestselling designs? Tell me about your recent campaigns. We have seen growth in our casual collection, particularly our sneaker range. We will grow this sector of the collection for SS20 so as to be able to offer more choice to the customer. We have also launched a new range Unisa Supersoft, a super-flexible outsole combined with a removable, shock-absorbing insole. We’ve trialled that construction in our own stores and had some very strong sales. On the back of this, we have rolled it out into more categories. This collection will be branded and marketed separately from the main collection and will include regular and wide fit. The styles in this range are gorgeous, and I think this range could really shake up the “comfort” sector of the market. Prices are keen – RRP £89 for a ballerina and £159 for an over-knee boot – and the product range covers the styles that we’ve had success with this season: high-cut courts, mid-heel ankle and stretch knee boots, etc. Regarding press, Unisa has recently run two very successful campaigns through its website and social media. The #myunisas campaign encouraged customers and bloggers to tag their images of Unisa purchases. Key influencers and images were then co-opted for use on Unisa’s website and in other marketing. It’s opened up how we see Unisa and has also seen our Instagram grow to more than 47,000 followers. Meanwhile, the I am Unisa competition engaged in a more emotional way with our customers. Strong women from