{
  "id": 9691736,
  "title": "Desigual: el largo túnel hasta volver a ser una marca “chula”",
  "url": "https://urgent.news/2026/09/25/desigual-el-largo-tunel-hasta-volver-a-ser-una-marca-chula",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-25T03:30:01.000Z",
  "source": {
    "name": "El Pais Economia",
    "slug": "el-pais-economia",
    "url": "https://elpais.com/economia/negocios/2026-09-25/desigual-el-largo-tunel-hasta-volver-a-ser-una-marca-chula.html"
  },
  "original_language": "es",
  "account": "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.",
  "summary": "La compañía de moda trata de consolidar la estrategia iniciada en 2019 para transformarse y rejuvenecerse, pero las ventas todavía no despegan",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}