Helen Franco Miranda, Miranda ® Fashion Designer

GCE GLOBAL:
Welcome Helen Franco, it is an honor to have you here and to be able to share this space with you.

HELEN FRANCO MIRANDA:
Thank you for inviting me, for me it is an honor to be part of this program.

​GCE GLOBAL:
Very well, let’s start by telling us about the Miranda story!

HELEN FRANCO MIRANDA:
Very well, about five years ago my brand and company emerged, we started this store out of a crisis. At that time, I was unemployed and due to circumstances I decided to undertake and create my Miranda.
My parents inherited the art of clothing, this being one of my tastes, I decide to start my clothing company. After having discovered what name it would bear. I lacked the money to be able to start, so with my last liquidation I got the materials and I got a dressmaker to help me start the production of clothes. Then I looked for models and photographers to be able to advertise the company that had the ideal to become my daily livelihood after ending up unemployed. In those moments I presented my brand as the largest on social media. From there, social networks became the distribution and advertising base for my brand and they are what helped us the most. They are the support of the companies. (The whole story in the video.)

GCE GLOBAL:
How inspiring! So tell us about the impact of social media.

HELEN FRANCO MIRANDA:
When we talk about the impact it’s because of my story. Miranda started from social networks and has grown thanks to them. The impact itself is the way in which the management of social networks was carried out. We gave our store the most professional and recognized appearance possible.
Taking advantage of an event, we did as much publicity as possible. At that time being only the beginning, thanks to the good content. The brand took off. And all the credit is given to the correct use of product images , colors and ideas, it was what impacted the public and allowed Miranda’s great growth.

GCE GLOBAL:
How good is it to give use of the guidelines in social networks?

HELEN FRANCO MIRANDA:
Nowadays, social networks offer the possibility of becoming that window of general access. They are that showcase for the products. If it is effective to carry out campaigns in pattern. “Yes, you want to be bought, you need to be seen.” The fact that a post, a catalogue, an album, a publication is published does not mean that everyone will see it. In fact, the vast minority of your followers see your posts. If this happens with your followers, even more so with the people who don’t follow you, so if you have to use the guidelines to reach more people.

GCE GLOBAL:
What is done to be able to make an effective guideline?

HELEN FRANCO MIRANDA:
The most appropriate structure to be able to carry out an guideline is segmentation. This is based on the group of people to whom you are going to expose your content, which has to be striking. The content that I decided to publish when the quarantine began, I called it “Helen’s Tips” and this content created many views and generated growth. This is due to its relevance in relation to the current situation. People do not want to buy, out of concern. What will happen now, everyone being locked up? So these Tips are relevant content and appropriate to the current situation.

GCE GLOBAL:
How to sell intangible services on social networks?

HELEN FRANCO MIRANDA:
To sell any service, tangible or intangible, is to display it as the solution to the public’s problem. Everyone is looking for something. For what you sell there will always be a buyer. The way to find them is to show that service as the solution to a need. Find where the need is or create it in your public and present your product as the best option that the possible client can obtain.

GCE GLOBAL:
How to increase sales?

HELEN FRANCO MIRANDA:
The way to increase sales is through the use of creativity. Crises always come and with them come new ideas. Re-inventing and looking for a way out of these crises is the way to increase sales. Think about how you can sell more than before based on the situation around you, make the situation an advantage in order to promote your product or service. This advantage of the situation will increase your sales, since the public consumes what lives.

GCE GLOBAL:
How to gain more followers?

HELEN FRANCO MIRANDA:
We increase the number of followers in an average time. I don’t have the key or the great shortcut to be able to get more followers quickly. But what we did and that is what I strongly recommend. Create a good visual impact, this would have to be according to your profile and what you want to show, make it look appropriate to your company. Share content that grabs attention, that gets people interested in it and shares it. Said content could be raffles, alliances, contests, etc. The condition of these giveaways and alliances is that they tag the partner brands so that they can join and increase followers. It is a way of mutual support, advertising is also a good way to increase sales and followers.

GCE GLOBAL:
How do you handle everything related to the production of your product and networks in this crisis?

HELEN FRANCO MIRANDA:
I’m handling things differently these days. Since we are all at home, the employees who are in charge of advertising and communication strategies on social networks settle in their homes.
Recently our database was hacked and we lost all the information and social network accounts, so with that situation we learned to have a backup of our information and all employees have their tools at home. Right now, after the recovery, we discover who are the clients who were most active on the networks and we made offers to them and we connected more with the clients. In this way we strengthen the database. Another thing that we have implemented during the crisis is the renegotiation with suppliers, since in these times it is evident that the current situation is different, since the appropriate prices for the products acquired and others are discussed. (More details in the video.)

GCE GLOBAL:
How to reduce expenses in these times?

HELEN FRANCO MIRANDA:
To reduce expenses during the crisis, the way to do it is to manage. Find the right way to manage inventory, and in some cases reduce advertising costs, looking in the pattern options for the cheapest and most effective way to advertise. With these techniques they can affect ways to advertise their brand to be able to increase the veins, “less is more”.

GCE GLOBAL:
I think that’s all, thank you very much Helen Franco Miranda for your time and all the wonderful teachings that you leave us today. That topic was awesome. Could you leave us a final message and your social networks so that everyone who follows us can go see your store.

HELEN FRANCO MIRANDA:
Thank you very much for allowing me to expose this important topic to the audience that is watching us. What I want to leave you is that for all those who want to make this crisis an opportunity, do it, undertake and move to the Internet. Take advantage of the tools and opportunities that the Internet can offer you to start your dreams and ideals. They may not want to undertake if they do not acquire an additional income, with the Internet they can achieve it.

My networks are:
Facebook: Miranda tienda by Helen Franco
Instagram: Miranda_tienda