Desigual
Desigual (Spanish: [desiˈɣwal]); Catalan: Catalan: [dəziˈɣwal]); meaning "unequal, uneven") is a Spanish fashion label. The company was founded by Thomas Meyer in 1984, and is headquartered in Barcelona, Spain.[1] As of 2022, it had a presence in 109 countries, with different distribution channels and several partners.[2]
Development[edit]
Known for a different kind of styling based on ethnic fabrics, colorful garments and creative designs, Desigual launches two collections every year: spring-summer and autumn-winter.[10] The company has ten sales channels, both physical and online, and distribution is centralized in logistics centers located in Viladecans, Gavà, New Jersey (USA) and Hong Kong. Desigual was managed by Manel Adell from 2002 until December 2013.[11] It achieved a 60% annual growth from 2002 to 2009, and a turnover of €250 million in 2009,[12] €440 million in 2010[13] and €560 million in 2011. In 2011 it employed 2,900 people of 72 nationalities.[14] In 2013 Manel Jadraque became the CEO.[15] Further on, Alberto Ojinaga has been the managing director since 2016. In 2022 the firm has a presence in 109 countries, with 393 mono-brand stores and more than 2,600 employees worldwide, 547 of whom work at the Barcelona headquarters in the neighborhood of La Barceloneta.[2]
In 2020, the company was ranked among the most valuable Spanish brands on BrandZ,[16] and received the bronze Laus Award for the new brand identity it launched in 2019.[16]
In 2021, Desigual introduced a four-day work week, allowing three days in the office and one day from home. The measure was approved by 86%, after being introduced at headquarters to a group of 500 employees. The work week was launched in October and was the first time an international fashion brand established such a week in Spain.[17]
Desigual is part of Amfori and Sedex to audit and control its supply chain.[18] The company have also signed agreements with international platforms focused on environmental responsibility like Textile Exchange, Sustainable Apparel Coalition (SAC), Better Cotton Initiative (BCI) or the Fashion Pact.[19]
Digitalization[edit]
The transformation plan adopted in 2015 required an investment of more than 80 million euros in logistics processes, IT, innovation and the distribution network. RFID technology has been implemented across all Desigual stores, enabling the inventory to be managed accurately and in real time, while also establishing stock traceability from the source. At physical points of sale, the company uses the "Ask Me" service, allowing multiple transactions to be carried out, from exchanges or returns to making purchases.[36] The "Ship From Store" service has also been launched, a system that allows packages to be prepared at the closest store to the delivery point.[36]
As for the online channel, the company has its own website and sells its products through e-tailers and flash sales. Created in 1998, the desigual.com website was refreshed at the end of 2019 to align it with the new brand image, featuring advances in terms of personalization, scalability and localization.[37] Available in more than 150 markets, the online store is supported by cross-border e-commerce technologies from logistics and technology partner Global-e. It also integrates a system of recommendations based on artificial intelligence and offers users country-specific payment methods.[36] The COVID-19 pandemic brought about a change in consumption and purchasing habits which boosted digital channels. Since May 2020, online sales on desigual.com have recorded an average growth of 50%, with peaks of up to 70%.[38]
Desigual's use of blockchain technology to improve visibility in the supply chain has been noted as an "important step" towards building in more transparency and accountability into the process of meeting customer needs.[39]
Innovation[edit]
In 2021, Desigual created Awesome Lab, a startup accelerator to drive tech innovation in the fashion sector and provide solutions to the industry's main challenges. This was a pioneering initiative in the fashion business in Spain.[40]
In its first call, it was developed with the Plug and Play open innovation platform. Seven companies were chosen from more than 150: Vestico, Syrup Tech, Swearit, Personify XP, Resortecs, Exonode and SXD, with ideas around blockchain, artificial intelligence, new materials and machine learning. The second call, in 2022, is being carried out with Wayra, Telefónica's open innovation hub.[41]
Commercial network[edit]
Desigual has stores and points of sale in 109 countries: with recent store openings in Asia (China,[50] Japan,[51] India[52]), South Africa,[53] Latin America (Colombia,[54] Peru,[55] Mexico, Guatemala, Ecuador),[56] Europe (Italy[57]), and ecommerce launching in Hong Kong, Russia and Turkey,[58] among other markets. More precisely in Albania, Algeria, Andorra, Antigua and Barbuda, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahrain, Belgium, Belarus, Bosnia and Herzegovina, Bermuda, Brazil, Brunei, Bulgaria, Canada, China, Colombia, Costa Rica, Chile, Croatia, Cyprus, Curaçao, Czech Republic, Ecuador, Estonia, El Salvador, Czech Republic, Denmark, Egypt, Russian Federation, United Arab Emirates, Finland, France, Germany, Mexico, Georgia, Gibraltar, Greece, Guadeloupe, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Cayman Islands, Israel, Ireland, Italy, Japan, Jersey, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Luxembourg, Macao, Macedonia, Malaysia, Malta, Montenegro, Morocco, Myanmar, Netherlands, New Zealand, Oman, Panama, Paraguay, Philippines, Poland, South Korea, Portugal, Puerto Rico, Qatar, Dominican Republic, Romania, Saudi Arabia, Singapore, Cuba, Spain, Serbia, Sri Lanka, South Africa, Switzerland, Sweden, Taiwan, Trinidad and Tobago, Tunisia, Turkey, Uruguay, Ukraine, United Kingdom, United States, Peru, Venezuela, Vietnam and Guatemala.
Disputes[edit]
In July 2008, the company Custo Barcelona, owned by designer Custo Dalmau, threatened to sue Desigual for systematically copying several of its products in an attempt to confuse customers, but the complaint never reached the courts.[59] Within the textile industry, this was believed to be an advertising strategy of Custo’s to find new partners.[60] Later that year, the firm Dolores Promesas filed a complaint against Desigual for copyright infringement after the company marketed a T-shirt with a design identical to one of its own. The complaint was settled out of court, with Desigual issuing a formal apology and withdrawing all garments with that design.[61]
In 2014 the company received criticism for releasing a television commercial around Mother's Day which featured a woman poking a hole in a condom, displaying the words "You decide" on the screen.[62][63] The company stated in its official Twitter profile that it was a humorous and fictional commercial, that included the warning text "do not try it at home".[64]