Pronovias: take your partner

March 2008 | By Ramon Solé, Professor of Strategy at IE Business School.

Pronovias is a world reference in the bridal gown business, thanks to a happy marriage between prêt a porter and top designers.

Last week, the fashion world enjoyed one of its most emotional and important moments in many years: the world recognition of Valentino, the grand master of haute couture, in the presentation of his latest fashion collection. However, Valentino´s creations will continue to fire the enthusiasm of his followers, with the wedding dresses he makes and distributes all over the world under an exclusive agreement with Pronovias. Pronovias has found its perfect partner in Valentino. The partnership combines the Italian designer´s Renaissance talent with the entrepreneurial vision and tenacity of the renowned Spanish entrepreneur Alberto Palachi. It is yet another milestone in a successful business story, the results of a marriage between rigorous work and the right strategic vision.

Pronovias is a good example of this essential combination for reaching the position of world leader that it holds and strengthens at each of the various stages of its evolution.

The pioneering idea is based on using the prêt-à-porter business model in the wedding dress market, and the use of a direct retail management system. Pronovias continues to control the entire process from the design of the collection to relations with the end customer.