Desigual - Barcelona

Desigual

The EADA business school was kind enough to host our meeting with popular Spanish brand Desigual. Desigual is a hugely successful company throughout Europe, and there has been considerable growth in sales and international expansion over the past 5 years. Thomas Meyer originally founded the brand from his experiences in Ibiza.      

The underlying theme behind the brand is to be unique. Their fundamental values include inspiring positive emotions, to share happiness and to dress people not bodies. This is clear in their radical clothing designs and brand collection, the values of the brand and the in-store experience. Each store is unique, and utilizes recycled materials as well as unique experiences such as a customization area, or fruit stand. The current concept store contains the ability for consumers to try products, place orders via iPads and have the goods delivered within 24 hours.

Marketing efforts of the brand are often unique and as such receive a lot of interest. One example is the “Kiss Marathon” where a party is held in a public location and people are encouraged to make-out with each other. While sales are not directly induced from this event, it gives life to the brand, and let’s potential consumers experience the brand’s philosophy. Desigual’s marketing efforts have shown they are open to trying new things in an attempt to be innovative.

All-in-all another great company visit, finished off with a visit to one of the newest Desigual stores.

Sonia & Luke