Being in the Portuguese market for over 20 years, MDS decided to bet on the leitmotiv “New Beginning” for the autumn-winter 2012/2013.
The brand, which normally exhibits in Portugal Fashion, was established in 1991 and, after expanding in Portugal, where it is for sale in about 300 multi-brand stores, it is taking steady steps along the path of internationalization.
«We are now on the internationalization project with a more aggressive market approach», reveals Daniel Simões, Marketing Director for MDS, acronym for Mad Dragon Seeker, pointing to Eastern Europe as the first target.
However, the brand, which bets on a youthful and urban total concept for a medium and medium-high segment, seeks to differentiate itself in the market and, therefore, does not intend to mass market its models.
«Our goal is not to mass market, but to satisfy the target audience who should not find someone wearing the same piece just round the corner. We prefer to expand much more in terms of design and models, and make smaller quantities to somehow protect the final consumer», explains the marketing director.
For the winter ahead, MDS suggests “New Beginning”, a collection created by Alexandrine Cadilhe and Daniel Simões, that mixes the maturity and class of essential pieces with the irreverence of the jeanswear universe. Noble materials, worked in relaxed pieces, «give the collection a casual elegance that portrays a way of thinking that focuses on what’s really important», he adds. «The collection is proof that comfort can rhyme with elegance, and relaxation with class», he summarizes.
Another argument for a brand that boasts with pride that it’s 100% “made in Portugal”. «Everything is done in Portugal, in terms of transformation. MDS defines the concept, the raw materials and the design and we subcontract production to our partners. As long as we can produce in Portugal, we will continue to work with Portuguese companies: we have quality manpower, which is very important», concludes the person in charge of marketing.