Spain’s GAP launches PR fashion unit Dmoda

Madrid: Spanish comms group Gonzalez Arias & Partners has launched a fashion PR division, Dmoda.

Dmoda [literally 'in fashion'] is a full-service PR and communications agency targeting the growing SME market (PYME in Spanish).

Dmoda director and project creator Kathya Adam said Spanish fashion PYMEs are showing an appetite for comms services to enhance their image and compete with the sector’s bigger multinationals.

'This is a growing industry [for PR] and there are a lot of interesting things you can do for these companies which need to promote their brands nationally and internationally,' she said.

Dmoda’s first client is Spanish women’s clothing retailer Rimini. Adam said the agency expects to have two customers, including one which 'is very similar to Tommy Hilfiger,' by September. By the end of this year, Dmoda should employ 5 people including Adam, who is so far the only person behind the business, reporting to GAP’s President Paco Gonzalez.

According to Adam, Dmoda’s genesis stems from her own vision to launch a fashion PR company. She left Spanish comms firm Sexto Sentido last October after Gonzalez decided to test her project, and GAP launched the division after eight months of market research.

Adam has been involved in the fashion business since she was 15. She handled clients including Liz Claiborne and Pepe Jeans at Sexto Sentido, where she worked for 2 years.

GAP comprises a group of PR, events, marketing and advertising companies.

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