The Catalan fashion label is upping its omni-channel game by launching a project to expand its e-shop, reaching 150 countries in 2021. Last year, 30% of Desigual's revenue was generated by the e-tail channel.
The brand has dismissed drastic changes in favour of plans seeking to adapt its workforce in order to minimise the impact on employees. CEO Alberto Ojinaga intends to "ensure the survival and stability of the company."
As the brand returns to its store opening plans following Covid-19, FashionNetwork.com spoke to David Sgreccia and Balázs Krizsanyik, the men driving the international expansion of the brand founded by Thomas Meyer.
DIY dress-making, live-streamed cookery and yoga sessions, competitions: many ready-to-wear labels and retailers are featuring daily activities on their social media channels to amuse their fans and stay connected.
It may take time to see if Desigual’s new brand identity will resonate with consumers, but a series of improvements helped the Spanish business deliver a 121% increase in net profit in the year to 13 March.
For the 2020 spring-summer season, the Desigual label has relaunched an iconic piece from the brand's wardrobe, "The 86," a handcrafted jacket made from a wide range of different fabric and clothing scraps.
Thirty six years after founding the brand, Thomas Meyer is ready to talk publicly about his company. The Spanish businessman outlines the strategy and evolution of a business that turned over 600 million euros in 2019.