Desigual: the long tunnel to becoming a "cool" brand again
The fashion company is trying to consolidate the strategy started in 2019 to transform and rejuvenate itself, but sales have not yet taken off.
Desigual, a brand that has been on a long journey to regain its status as a "cool" label, started its first store in Ibiza in 1986. This opening came two years after Thomas Meyer, a Swiss entrepreneur from Barcelona's Raval neighborhood, founded the company after struggling to sell a vintage denim jacket he had designed. The jacket proved to be a hit, and with the launch of the first Desigual store, the brand entered a period of growth, modernity, and youthfulness that lasted for several decades.
The company successfully found the formula to connect with its female customers and achieved high sales and profitability. However, in the mid-decade of the last financial crisis, the elements of this successful formula began to deteriorate. The product seemed repetitive, the target audience grew older, and sales and profits declined.
Since then, Desigual has been trying to find its way back to the key that will enable it to succeed once more.
Written by urgent.news from El Pais Economia's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
