In-Depth Analysis about the History, Development and Structure of the Spanish Premium Fashion Brand Desigual

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Structure
●
About
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History
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Logo and Claim
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Clientele
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Values
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Mission and Vision
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Concept
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Personality
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Brand Image
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Image Change
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Strategy
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Stories
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Marketing Campaign

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Atypical since 1984
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Global brand
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Famous for patchwork designs
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+ 500 stores
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+ 3700 employees
‘We invite people to
express their authenticity
through unique clothing.‘

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Product range

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History
It was totally unexpected, like all good things
that happen when travelling…
●
Thomas Meyer turned a pair of pants into
a denim jacket the first Desigual
→
garment
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His call to break fashion rules was a true
act of creativity.
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The patchwork jackets became the
symbol of a revolution
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In 1986 the first Desigual store opened in
Barcelona

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Logo
...Isabel Coixet whispered a
word, Desigual, because it
was unlike anything else, it
was new, different, original...

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Clientele
‘We don’t target a specific race,
age, or class of people; we target a
personality, which is the most
transversal ideal you can find – so
our target market is very wide.‘
Retail Manager Marco Gadola

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Clientele
Desigual is more for people who
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like experimenting being fashionable
and stylish when they step out on the
streets.
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have a confident, strong, aggressive or
exciting personality
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like bold, vibrant unusual prints
Desigual is not meant for people
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with a conservative outlook

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At Desigual we Believe...
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in inclusive fashion that celebrates diversity.
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that wearing clothes means making a statement and that
designing clothes can help people tell their stories.
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in that ‘I can do anything I want today’ feeling we get when
we wear our favorite clothes .
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we can all look good regardless of age, gender or culture.
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that all people can say, think, believe, love and dress freely –
and must never be persecuted or challenged for that.

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Mission statement
Our daily challenge is turning an idea,
a dream, a message into a collection
that makes people feel good. We
want our garments to ‘infect’ the
people who wear them, or buy them
for someone else, with our attitude.
Therefore we design clothes that can
really change the mood of the people
who wear them. Unique, colourful,
upbeat and original garment.

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Vision statement
We want to make the world a
better place where people can
be themselves, expressing their
authenticity through unique
creations.

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MADE WITH LOVE
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We pay great attention to details
and carefully fine-tune each one
of our garments.
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We do it with love, without
leaving anything to chance
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We do it with love, and with
responsibility towards people and
the planet. This is our concept.

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Loving you
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We are a challenge to
conventions. Authenticity can be
actually worn.
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We dress people, not bodies.
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We embrace inclusive fashion and
inspire everyone to dress freely,
always with a positive attitude.

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Love the world
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We like to play, to joke, to
have fun, imperfections, kisses
and doing (everything) with
love.
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We wish to grow in a
sustainable and constant
manner and to leave a positive
mark as a brand.

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personality
‘We have always supported
authenticity, equality, diversity
and the free expression of our
desires, and this identifies us as
a responsible and conscious
brand.‘

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Brand image and market position
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Brought closer to the mainstream fashion market
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Did not stand out anymore – became very normal
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‘It‘s not the same‘ claim no longer applied
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The footfall and turnover decreased
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Shops were forced to close
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Management positions changed to a younger generation
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They could not identify with their CI anymore

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image change
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June new corporate identity
→ →
new logo
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Redefinition of the products
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Optimisation of the distribution
network

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Image change

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image change aims
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Reconnecting with consumers
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Reaching out to a younger audience
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Creating a new shopping experience
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Desigual opened its flagship store in Barcelona in June
→ offers increased product personalisation and personal shopping

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Image change
‘In this new chapter for Desigual, we are even more fun, original,
creative, and more Mediterranean. We turned our logo around to pay
tribute to who we are and to truly honour our name. In addition to
becoming the first brand in the world to permanently reverse its logo, we
are also making our intentions very clear: being more ourselves than
ever. A tribute to the rebellious, disruptive and fresh spirit that inspired
Isabel Coixet to give us the name Desigual because we were “not doing
the same” thing as everyone else.‘
Guillem Gallego, Chief Marketing Officer

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Strategy
Strategy for growth in the online environment, getting to know the
customer and optimising the shopping experience.
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Optimised their distribution channels
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Created new stories
– Pop-Up Stores and Events
– Festival Sponsoring
– Designer and Artist Collaborations
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Created the new brand Desigual inBeta

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Story
‘Our story is awakening the creativity that we all have
within us.‘
Guillem Gallego, Chief Marketing Officer

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Desigual inBeta is about experimentation, creativity, excitation,
novelty, learning and proof.
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A collaborative platform designed for getting out of our
comfort zone
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Reinventing ourselves by looking with no filter, no fear and no
creative limitations, with different artists, other brands and
ourselves.

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sónar festival 2019
‘It‘s about becoming a walking
piece of art, discovering what
your creative energy looks like
and participating in active and
moving meditation. All to
discover that you’re creative, and
that there’s an artist within you.‘

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popup Ibiza

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Kaos garden store opening Barcelona

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paris pop up

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El show Spring summer 2020

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Marketing campaign
Manifesto campaign:
A declaration of principles and
intentions, an open and universal
invitation to look at things from
another perspective.

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Thank you!