Barcelona fashion brand BADITS, led by founder Georgina Escoda, has transformed its sales strategy by embracing live Instagram broadcasts, generating up to €20,000 in just 45 minutes each week. This innovative approach, born from the 2020 pandemic lockdown, has propelled the company to significant success across Europe.
From Multi-Brand Boutique to Own Label
The brand, formerly known as Bad Habits until its January rebranding, now boasts nearly 170 multi-brand retail points across Europe. Belgium has emerged as its strongest European market. Escoda, a seasoned fashion expert, initially launched her independent venture in 2017 in Barcelona's Sarrià-Sant Gervasi district. A desire to offer mid-priced, high-quality fashion drove her. "I wanted to be able to buy shoes at intermediate prices between Zara and luxury, but I couldn't find them," Escoda recalled. This led her to invest heavily in foreign brands. She later began manufacturing her own clothing line when she struggled to find affordable basics for her customers. Early support from Catalan content creator Alex Rivière significantly boosted the brand's initial visibility. Escoda stated, "She was a great loudspeaker for me."
Pandemic Catalyst for Digital Sales
The company planned a major expansion into Madrid, with an official inauguration scheduled for March 25, 2020. This date fell just eleven days after Spain declared a State of Alarm due to the COVID-19 pandemic. "We had everything organised: train and plane tickets, everything!" Escoda remembered. The lockdown forced the closure of physical stores. This left the company with unsold inventory, particularly its own manufactured items which could not be returned. Facing potential ruin, Escoda devised a solution: weekly live broadcasts on Instagram. She personally showcased garments and offered style advice. This desperate measure quickly became an immense success. The weekly sessions, which have continued for six years, now attract 45,000 to 50,000 real-time viewers. They consistently generate between €18,000 and €20,000 in sales during each 45-minute broadcast.
Commitment to Local Production
BADITS, which Escoda shares with her husband and financial manager Jordi Solá, prioritises proximity and quality in its manufacturing. "Our suppliers are so local that we visit them by car or taxi, or they send us things via Glovo," Escoda proudly shared. The brand manufactures almost all its products in Spain, including belts, shoes, and bags produced in Elche. Some sweatshirts are made in Portugal. However, certain items like anoraks or fur coats are impossible to produce domestically due to cost and a lack of skilled professionals. Escoda accepts lower profit margins to ensure local production. She stated, "It affects me greatly to see a product made in China. There is no comparison with how things are made here." She values knowing the artisans behind her garments.
Future Growth and Innovation
BADITS maintains two annual collections and limited-edition "drops" of no more than 60 pieces. The brand plans to introduce specific collections for teenagers and men. It will also develop its own AI-created avatar. Escoda, who also serves as the firm's creative director, focuses on her personal style rather than following fleeting trends. She explained, "We only have what I myself would wear and what could perfectly be in my wardrobe." The brand continues to operate physical stores in Barcelona and Madrid, where a new boutique opened in 2025 on Claudio Coello street. However, the weekly Instagram live sales remain the cornerstone of its commercial strategy, fostering a close community with customers.
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Originally published by El País Barcelona. Read original article.
