Zona de Diseño /49 J“uan Diego Rodríguez: “I believe in what I do and every day I face work with positive energy” The company, which bears his own name, began twenty-five years ago in the town of Manresa. Nevertheless, its creator provided the new project, in its time, the baggage of his design experience in the fashion world. Today, Juan Diego Rodríguez is a family firm characterized by some garments that stand out as different, with their own stamp. Their customers are basically specialist retail stores, athough they also supply designs to other manufacturers or distributors of workwear. Every season new collections are presented to customers, also exhibiting then in the firm’s permanent showroom in Manresa. In each collection approximately forty new designs are presented. According to the proprietor, “our versatility marks the difference. At the “We even dye the fabrics to the colors they propose.” present moment the final customer needs their personnel to stand out by means of their uniform. On the basis of the models of our collections, the storekeeper collects the purchaser’s queries and demands and conveys them to us. And we make up the models to measure. We even dye the fabrics to the color they propose to us. To that it must be added that we work with excellent fabrics and that they are made up impeccably.” Juan Diego Rodríguez next explains their creative process: “I’m very restless and I open my mind up to all the influences. While I travel or am out and about, I discover trends or tiny details that will be the basis for new ideas. If often happens that my desire for innovation leads me ahead of myself, so that some designs I create have acceptance one or two years after their launch.” Athough the business strength of the company is in Catalonia, they can find customers of theirs all over Spain. “We are very selective with our clientele. Our products are found in the best establishments. In addition, we guarantee the distances between store that offer our products.” The uniforms the firm designs and manufactures are aimed chiefly at the hairdressing and beauty, hotel and commerce sectors. Regarding the evolution of the market during the twenty-five years the company has been in activity, Juan Diego Rodríguez adds: “Since our beginnings, the demand has been becoming progressively more sophisticated. Previously it seemed that, if a pharmacist did not wear the classic white coat with belt, they did not represent their profession. Whereas nowadays the user seeks garments that make them look good and set them apart from the standard.” About the trends that have filtered through more to the final customer in current times, Juan Diego Rodríguez specifies that “regarding colors, white and black are preferred, as well as details in reds and purples. The hairdressing and beauty sectors demand pants with a high waist, as well as both long ad short vests.” Because he is an inveterate traveler, we were interested to know his opinion regarding the quality of uniforms in Spain. “Currently, our products compete at the same level as those manufactured by other European countries.” About whether he has noted a drop in demand in recent times, Juan Diego Rodríguez comments that “what’s certain is that sales have come to a standstill. However, the crisis affects us less than other firms as we offer a modern, different product, which satisfies the expectations of those companies that look after the image of their staff” We then asked him to give some tips to retailers for keeping going in hard times. “Today, it’s essential to know how to understand the needs of each customer so as to offer the optimum product, not only in design but also in performance, two essential values in a uniform. It’s also important to commercialize products with an added value.” Our last question was about how he would define his position on the market. “I think that in the uniform sector to which my designs are aimed, I have consolidated as a distinctive, modern manufacturer, who can be returned to every season when the customer has to be offered a product with a difference, which attracts attention. It is all about the final customer feeling that they are changing uniform for taste, because they like the idea of returning every season to dress fashionably. This means I believe in what I do and that every day I face work with positive energy.”