Desigual is a Spanish fashion brand founded in 1984 with a mission to create affordable, positive clothing. It employs 3000 people globally and had €700 million in annual sales by 2012. Known for its patchwork designs, prints, and bold colors, Desigual strives to promote fun and enthusiasm. Successful marketing campaigns like "Come in your underwear, leave dressed" and collaborations with Cirque du Soleil and Christian Lacroix have boosted sales and brand awareness. While expanding globally, Desigual aims to place at least one of its garments in every closet worldwide.

1. +
Desigual
“It’s not the same”

2. + Mission Statement
• At the young age
of 20 Thomas
Meyer, originally
from
Switzerland,
envisaged a
future in which
people dressed
in a different
way, in clothes
that helped
generate
positive feelings,
affordable to all.
• And out of this
dream Desigual
was first born in
1984.Ever since, it
has emanated
positivism,
commitment,
tolerance, constant
improvement,
innovation and fun.
Because, as their
first slogan claimed,
Desigual is not the
same.

3. + Does it live up to the mission statement?
• In Desigual they respect difference. They listen to what others
have to say. They are enthusiasts. They firmly believe in open
mindedness. They adore what we do. That’s why they are
constantly exploring unmapped territories while, at the same
time, aspiring to sustainable growth. Sustainable and
profitable.
• The brand the brand lives up to its mission
statement as it is noted for its patchwork
designs, intense prints, innovative graffiti
art and flamboyant splashes of color and it
is related to unusual clothing and
unconventional style.

4. + Three Main Competitors
1) CUSTO
BARCELONA 2) MANGO
3) KLING

5. CEO: Manel Jadraque
FOUNDER&CHAIRMAN: Manel Adell
EXPANSION DIRECTOR: John
Rouras

6. + Employees Worldwide
 Desigual is owned by two partners and it currently employs
3000 employees, of 72 nationalities, in 30 countries.
Barcelona Paris
London New York
Amsterdam Lisbon
Berlin Dubai
Saudi Arabia Bahrain
Singapore Athens
Kuwait Moscow
Cairo UK
Japan Hong Kong
South Korea Australia
Scandinavia Italy etc

7. + Corporate Headquarters
BARCELONA, SPAIN

8. + Yearly Sales for 2011&2012
 Desigual, has tripled its annual sales in the
past five years to 700 million euros ($903
million), according to Orbis, a database of
company information published by Bureau
van Dijk.
 The company sold more than 22 million
garments in 2012 through 330 of its own
stores and 11,200 other points of sale in
more than 100 countries.
 €560.000.000 in 2011 ($757.230.000)
 The company is valued at $1.6 billion,
according to the Bloomberg Billionaires
Index

9. + Strengths
• Innovative marketing
strategies: Iconic and
liberating events such as
the Kiss Tour.
• Software
Management: BOARD
is a global software
vendor that manages
the company’s
information-fast
analysis application.
• Excellent logistic
services:
Distributing, Storage
Facilities, IT
Systems etc.
• Different,
optimistic and
colorful models:
Showing what the
brand is all about:
Fun.

10. + Weaknesses
• Relatively disfunctional Customer
Service: Complaints and
miscommunication.
• Uniqueness: -The unique clothes
are not for everyone.
-Not following trends.
-Not high end.

11. + Opportunities
• Globilization: Helps
accomplish their goal of
having at least one
Desigual item in every
closet in the world.
• Relate brand with a
celebrity: Past
collaborations with
Christian Lacroix and
Cirque Du Soleil.
• Social Media:
Currently-Hashtag
Desigual moments/
Instagram
• Support a “Desigual”
Project: Opportunity to
gain publicity-New
Market Groups

12. + Threats
• Competitive/Similar Brands:
Custo Barcelona accused
Desigual for plagiarism- Legal
fight between the two brands.
• New Foreign Brands entering
Domestic Markets: Increased
competition.

13. + Star Products
 The Cirque Du Soleil
inspired Collection: The
brand collaborated with
Cirque du Soleil for an
amazing collection that
not only gave a record in
sales($757.230.000 in
2011) but it also made
the name of the company
even more noticeable in
the fashion industry. The
success was great
enough for the brand to
be invited in New York’s
Fashion Week 2013.

14. + Star Products
 The “Come in your
underwear, leave fully
dressed” Campaign:
Customers in major European
cities like Berlin, London,
Madrid, Prague and Stocholm,
visited the brand’s stores in
their underwear and got a free
outfit in exchange. This
campaign let people know
what the true spirit and motto
of the company is. It was a fun
and extraordinary event that
helped the brand promote the
products and the experience of
being “desigual”( different”)
and that year(2010) the sales
increased from $338.050.000
to $594.970.000.

15. + Star Products
 Collaboration with Christian Lacroix: The
same year, the famous Designer Christian
Lacroix designed another line for the brand a
line that combined with the Cirque Du Soleil
line helped the company triple its annual sales
from the past five years to $903.000.000 and
sell 22 million garments for the year 2011-
2012.

16. + Cash Cows Products
 The “Galactic” Style: The
Galactic print is a very
“Desigual” print, the brand
is using from the very
beginning and it’s one of
the most loved ones from
the Desigual fans. It is
composed by circles of
different colors, or different
kinds of the same
color. Regardless the
different collections every
year, the best selling pieces
are the ones that are
“galactic” inspired.

17. + Question Mark Products
 The company is planning on
launching a new Cosmetics line in
collaboration with Sephora in 2014.
The line is going to be in the same
concept of fun and positivitism with
a lot of colors and it’s a business
move with a lot of potential of
success.
 The problem is there are too many
competitors and already established
cosmetic brands in the market and
Desigual is a clothing brand in the
mind of the consumers.

18. + Dog Products
 SHOES: Desigual designs
clothing and footwear, as well as
accessories. The clothing sales
keep increasing and the
accessories are definitely
becoming more likeable every
year. The shoes however are the
weak part of every collection. So
far, the responses about the
shoes have been relatively bad
and there have also been
complaints about the way they fit.

19. + What we learned
 Desigual is a fashion brand that focuses on uniqueness and
differentiation. The spirit it remains faithful to is fun, enthusiasm
and positivitism. It is a Spanish brand that has expanded around
the world, trying to make their ideas and clothes international.
Their aim is for every wardrobe to have at least one Desigual
garment. They love extraordinary and innovative fun events or
campaigns to promote their collection. Finally, they lack in
customer service and their weak point is the shoes but other that,
Desigual is a company that has done nothing but grow and
develop in the past years and the acceptance from customers is
getting bigger every day.