This spring Mid Season Sale was advertised as “The wave of fabulous prices” at Cortefiel and “Indecent proposal” at Springfield. This example only confirmed that we have full liberty to be creative at the local level regardless of the global campaign. Since we have the franchise, the visual identity was kept in the most part but the name itself was changed to match the affinities of our target groups. Spring collection was on this sale wave but at the same time we promoted the summer collection.