Ana Trias: "La pasión y la obsesión en Puig son fundamentales, pero con disciplina financiera"

Ana Trias, the prestigious and brand director of the listed group Puig, emphasizes that creativity and the ability to bring something unique are the company's primary defense against challenges in the luxury sector. In a recent interview at the EXPANSIÓN Luxury Forum, alongside collaborators from Círculo Fortuny, Fuera de Serie, and financial partners like Santander, DILS LucasFox, Radisson Hotel Group, and McKinsey & Company, Trias stressed that creativity should be prioritized, but alongside disciplined financial management.

She noted that creativity involves time, a certain genius, and fundamental innovation within the luxury industry. The passion and obsession driving Puig are essential, but they must be balanced with financial discipline and rigorous business construction. Trias believes that creativity, along with diverse offerings to consumers, is a cornerstone for the company to confront industry challenges.

The group's focus on iconic brands like Carolina Herrera and Jean Paul Gaultier underscores their commitment to building long-term, innovative product lines. While price pressures are significant, Trias highlighted the importance of product elasticity and cost as critical factors, though the ultimate consumer decision is often driven by brand value.

Ultimately, Puig's strategy lies in offering distinct brands that provide unique products to the market, regardless of whether consumers prefer Carolina Herrera or Jean Paul Gaultier. One of the most significant challenges for creativity-driven companies like Puig is replacing designers and creative minds, which requires evaluating past teachings, determining what to preserve, and elevating the overall vision.

Trias illustrated this point by mentioning the transition from Olivier Rousteing, who succeeded Paco Rabbane following a 13-year collaboration, as they aimed to inject a new essence into their brand. She also acknowledged the growing influence of artificial intelligence (AI) and social media in reaching younger consumers, citing the resurgence of Jean Paul Gaultier's Le Male fragrance as a prime example.

Once a product of France, Le Male has been successfully reintroduced to a new generation of consumers through digital channels.