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Recognition of Mexican culture has motivated a series of exercises that are not wasted and if all the creative potential.
One aspect that we cannot lose sight of in the recognition made by high-value brands such as Victorinox is in the strategy to conquer the market.
The Victorinox action is an important reminder of how to break into the market.
There are two ways to make your brand creative, and the exercises you do in this regard add to the value of your business. The first is by following the best recommendations offered by the Marketing School with its managerial and diploma programs; The second is to learn about the experience that took three years for Karl Kieliger, CEO of Victorinox Mexico, a swiss brand, to achieve one of the most important creative proposals of these knives with Mexican art.
Merca2.0 – Why this Mexican collection with such an internationally recognized product?
Karl Kieliger – The idea came about three years ago, you have to know that Mexico is a very important market and the fourth most important market for the brand, we export to four countries and Mexico is fourth, we have many fans of the brand. The idea came after a visit from our president, we were in the center of Puebla, there were many crafts and we saw this Mexican culture and we agreed that Mexico deserved a tribute to its culture and we warned that they would like to see the typical Mexican crafts in the razor Switzerland and that is why this cooperation with artisans came out where we found four of the main crafts in Mexico and today we present a collection of four designs with a knife that does not disappoint us, that is why the typical Swiss brand seeks a relationship with Mexican crafts, we want to land the brand in Mexico.
Merca2.0 – What elements did you take care of so that these 4 Mexican designs did not become controversial as cultural appropriation?
KK – We do not want to take advantage of Mexican culture, we sought cooperation with artisans who would support us with the project that would be a win win for both sides. The artisans made the design and authorized us to use the handicraft on the knife and we have achieved it after three years working to make it a success and that concludes in the presentation of four designs that is why the typical Swiss brand seeks a relationship with Mexican crafts .
Merca2.0 – Do you think that with the launch of this collection, an inclusive theme was chosen, understood to add to the creativity of indigenous communities that is not always recognized?
KK – With this collection we also give these communities the opportunity to present themselves with a recognized brand, so it is a way for everyone to involve and recognize their voice, with a joint work on their rights and therefore also usefulness in everything. that has been launched that it is a pride to be a link with Mexican culture.
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