Creators in times of covid-19: challenges and opportunities

The first talk of the Creador@s Hub, digital meetings to discuss business with creator brands was held on October 15, organized by the Extraordinaria Team and with the support of the Diputación de Barcelona. Almost two hundred people connected virtually to participate in a talk with six women who lead relevant brands ---three of them recently highlighted by Forbes magazine--- and learn how the pandemic has affected them and share the challenges and opportunities it has offered them.

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Moderated by the creator of the Extraordinaria community, Gemma Fillol, we listened to the managers of the brands Bimani, Mireia y sus cosas, Papiroga, The Singular Olivia and Zubi, in addition to actively participating by answering some questions posed to the bulk of the listeners. The first thing that caught attention is that several of them have recently become mothers. It acquires considerable strength if we take it into account not as just another fact, but as a powerful and significant factor when it comes to leading as a woman, especially in the times we are currently experiencing.

The halt brought by the confinement is the common starting point. Despite the "low blow" pointed out by Mireia Ruiz of Mireia y sus cosas, all of them have taken the opportunity to return to the starting point, return to the essence, rethink and see what they could do. "Recovering what we like and makes us feel good" would be the summary phrase of the first work point. "Our product is not just a product, it's like an emotion," they affirm from Papiroga. "An examination. An opportunity for people to truly value what we do," specifies Paula González of The Singular Olivia, who closed her physical store ten days before confinement.

Internalizing the fact that we do not control the situation and being prepared for change would be the second work point

The closure of sales points and the readjustment of spacesretailhas been another of the challenges they have had to face. Turning this threat into an opportunity has been key. Laura Corsini from Bimani explains how after the closure of their physical stores, "the team has donea wonderful job of adapting to 100% online sales

El presidente de la República, Gabriel Boric, se refirió este lunes a la conmemoración de los 50 años del golpe de Estado, que se cumplirá el próximo 11 de septiembre, y a la polémica que se ha generado en torno a la fecha.

En ese contexto, el Mandatario hizo un llamado a “no empatar las responsabilidades” entre quienes “quebrantaron la democracia” y quienes “defendieron la Constitución”.

“No es aceptable, y lo digo con mucha claridad, que se relativice o se justifique el golpe de Estado. No es aceptable que se relativice o se justifique la violación a los derechos humanos”, dijo Boric en un punto de prensa.

Y agregó: “No es aceptable que se relativice o se justifique la dictadura. No es aceptable que se relativice o se justifique la tortura, la desaparición forzada, el exilio, la muerte”.

“Aquí hay una verdad histórica que es innegable, que es que en Chile hubo un golpe de Estado, que en Chile hubo una dictadura, que en Chile hubo violaciones a los derechos humanos”, enfatizó.

El jefe de Estado también se refirió a la propuesta de la oposición de firmar una declaración conjunta en la que se condene el golpe de Estado y se defienda la democracia.

Al respecto, Boric dijo que “estamos disponibles a conversar con todos los sectores políticos para buscar un acuerdo que nos permita mirar el futuro con esperanza, pero sin olvidar el pasado”.

“Pero ese acuerdo tiene que tener como base el respeto irrestricto a los derechos humanos, la condena al golpe de Estado y la defensa de la democracia”, sentenció.

El Mandatario también se refirió a la situación de los derechos humanos en el país, y dijo que “como Estado tenemos el deber de garantizar que nunca más se violen los derechos humanos en Chile”.

“Y eso implica que tenemos que seguir trabajando para que la justicia, la verdad y la reparación lleguen a todas las víctimas”, añadió.

Finalmente, Boric hizo un llamado a la unidad y a la reflexión en torno a la conmemoración de los 50 años del golpe de Estado.

“Invito a todos los chilenos y chilenas a que en este 11 de septiembre, más allá de las legítimas diferencias que podamos tener, nos unamos en torno a la defensa de la democracia, el respeto a los derechos humanos y la condena a la violencia”, concluyó.

customer service, proximity". It has been the time to digitize and become flexible, the creators agree. Also to put into practice mutual support with the network of points of sale and to be transversal as much as possible. To help and unite among all, a brand philosophy and feminine thinking that they work from Papiroga and also from Zubi. Internalizing the fact that we do not control the situation and being prepared for change would be the second point of work. And incidentally, to free ourselves from the straw and refocus on the things that we can and want to do.

This shift, this twist has led almost all these brands ---especially those working in the textile field--- to look back here. To focus on a product manufactured entirely in the country, local and sustainable, that provides work to workshops that would otherwise have closed and to train new generations in these fields so as not to have to export any part of the process to another country. All agree on the need to consume differently. And the idea of reducing and scaling production, of adapting it to demand, also strongly resonates.

Product care, as well as customer experience, are fundamental. It is about "giving soul to the product, making the customer feel the difference," they defend from Papiroga.

Mercedes Zubizarreta, half of Zubi, tells how liberating the experience of reducing has been, how it has allowed them to do without what they were not comfortable with and to feel good again, "starting with "giving work to grow the suppliers with whom we are aligned""We are fewer, but more efficient," she explains. She highlights, here, one of the aspects of the new paradigm of female leadership, according to which supporting and caring for those who depend on one, as an entrepreneur, form the foundations. Perhaps it is a very matriarchal idea, but it is basic to understand a third point of work. Product care, as well as customer experience, have been fundamental: "To give soul to the product, to make (the customer) feel the difference," they say at Papiroga.

The use of technology has also been a lifesaver, not only emotionally to overcome isolation, but to stay connected with the brand. Even with the person behind that brand and to be able to offer closeness to the user or buyer on the other side of the screen. Knowing that if you make a comment or a question on Instagram it will be answered, that the person who will answer you will be the very creator of the brand and that, in addition, you will be able to participate actively in the process, is a very comforting experience as a client. In addition, it reinforces the brand image. Proof of this is the success of Bimani's hug dress, a simple garment that served to give a hug and with social benefit ---a percentage of the cost was destined for Cáritas---, which swept as a pre-sale: 2,800 dresses in 48 hours. Active listening and co-creating with your clients would be highlighted as the fifth point of work.

There is no drama in the words of these women, but rather the idea of always moving forward, even if at a specific moment it is necessary to take a few steps back, to re-evaluate the process and reduce or dispense with what is dispensable. Gemma Fillol, the moderator, expressed it with inspiring words: "From places of darkness, there can only be growth". She did so before inviting us to the next meetings, in the program Networking Digital for Extraordinary Creators: December 10 (The conscious consumer: for a greener and more human Christmas campaign) and January 14 (A space to converse, share and grow digitally and humanly).