{"id":2300,"date":"2013-02-07T13:57:28","date_gmt":"2013-02-07T18:57:28","guid":{"rendered":"https:\/\/dev.epictranslations.com\/?p=2300"},"modified":"2013-02-07T13:57:28","modified_gmt":"2013-02-07T18:57:28","slug":"the-importance-of-creating-your-own-brand","status":"publish","type":"post","link":"https:\/\/dev.epictranslations.com\/por\/the-importance-of-creating-your-own-brand\/","title":{"rendered":"The importance of creating your own brand"},"content":{"rendered":"

Montreal\u2019s M0851 leather goods stores uses its own cultivated identity to sell its \u2018slow fashions\u2019<\/p>\n

Fr\u00e9d\u00e9ric Mamarbachi, founder and creator of the brand\u00a0M0851<\/a>, is as excited as a kid in an ice cream store when he looks at three-dimensional renderings for his next leather-goods store on a computer screen. With a glass fa\u00e7ade, black walls and floors covered with carpets with a traditional Asian design, the location of this store will be Beijing.<\/p>\n

\u201cIf it works, we will open four to five stores per year there,\u201d says Mamarbachi, who personally designs all the shops and the furniture they need. Founded 25 years ago, M0851 works outside the mainstream. Although he first distributed his products through shoe chains Aldo, Pegabo and Browns he now sells his goods in his own stores.<\/p>\n

While some retailers work in so-called \u201cfast fashion,\u201d offering the latest fashion trends, M0851 could rightly claim to be in slow fashion. Much like the slow-food movement, slow fashion favours quality, durable products that transcend trendiness. According to Monique Abitbol, director of international markets for M0851, Mamarbachi\u00a0 has embraced a discreet branding, which depends on word-of-mouth and close relationships with customers. \u201cOur brand is timeless,\u201d she says.<\/p>\n

Mamarbachi says, \u201cWe live parallel to the fashion industry. We encourage timeless styles that our customers can take a long time and they can identify with.\u201d As proof he wears a three-quarter-length leather coat that the chain has been selling for a quarter-century.<\/p>\n

Headquarters is in Montreal\u2019s Mile End quarter, where 50 employees including designers are at work and leather cutters still work by hand on pattern tables. \u201cThere are maybe five people in Montreal who know how to cut leather and we have three of them here,\u201d says Mamarbachi. Some of the employees have worked with him since the beginning.<\/p>\n

It all began in 1987 when Mamarbachi founded Rugby North America to make bags and leather coats for men. Ten years later, he changed the name to his initials (MO), followed by his date of birth, 0851 (August 1951). The company later diversified into handbags for women, leather clothing and accessories.<\/p>\n

Since then M0851 has undertaken an international expansion, which has accelerated over the past five years. \u201cWe opened a shop in New York City before we had one in Montreal,\u201d says Abitol. Now the company has shops in Paris, Tokyo, Toronto, Vancouver, Calgary, Hong Kong, and others for a total of 20 stores worldwide. Six new stores will open by early 2013.<\/p>\n

To locate the best places to open a store, company employees will walk the streets, sit in cafes and settle in hotel lobbies to watch the passers-by, their clothes, what they eat and how they live. \u201cEvery store is different and must be integrated into the local community, we are certainly not cut and paste,\u201d says Abitbol.<\/p>\n

The formula also changes depending on the market. In some countries, there are franchised stores, while in others the shops are corporate-owned. \u201cIn the more distant markets, where it would be more difficult to react quickly or to ask us where to deploy resources, we prefer to choose partners who share our values. \u201d In China, the company decided to go with its own stores, that was not the case in Japan, for example.<\/p>\n

Why Beijing rather than Shanghai? \u201cWe are not a luxury brand, but a brand that is distinguished by individual identity. Beijing is the cultural capital of China and, increasingly, a fashion capital where new talent is emerging. This co-incides with our corporate culture,\u201d says Abitbol, who is currently studying Mandarin.<\/p>\n

M0851 recently acquired huge machine knives from Italy, controlled by computer, which can replace the craftsmen who cut the leather. Is this the end of the craft production? \u201cWe will continue with the two methods side by side but it is increasingly difficult to find competitive craftsmen,\u201d says Mamarbachi.<\/p>\n

Meanwhile, M0851 plans to open a dozen other stores in the United States, including ones in Boston, Chicago, Washington and San Francisco as well as another store in New York. Then there are plans for more European cities: Vienna, Berlin, Copenhagen and London.<\/p>\n

This article was originally published by Business without<\/em> Borders.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Montreal\u2019s M0851 leather goods stores uses its own cultivated identity to sell its \u2018slow fashions\u2019 Fr\u00e9d\u00e9ric Mamarbachi, founder and creator of the brand\u00a0M0851, is as excited as a kid in an ice cream store when he looks at three-dimensional renderings for his next leather-goods store on a computer screen. With a glass fa\u00e7ade, black walls and floors covered with carpets with a traditional Asian design, the location of this store will be Beijing. \u201cIf it works, we will open four to five stores per year there,\u201d says Mamarbachi, who personally designs all the shops and the furniture they need. Founded\u2026<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[],"tags":[],"blocksy_meta":"","yoast_head":"\nThe importance of creating your own brand - EPIC Translations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.epictranslations.com\/ara\/the-importance-of-creating-your-own-brand\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The importance of creating your own brand - EPIC Translations\" \/>\n<meta property=\"og:description\" content=\"Montreal\u2019s M0851 leather goods stores uses its own cultivated identity to sell its \u2018slow fashions\u2019 Fr\u00e9d\u00e9ric Mamarbachi, founder and creator of the brand\u00a0M0851, is as excited as a kid in an ice cream store when he looks at three-dimensional renderings for his next leather-goods store on a computer screen. 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