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Desigual

Desigual

Company: Abasic SLU

Brand Value: US$221 million

Change since 2019: NEW ENTRY!

Headquarter city: Ibiza

Category: Apparel

Year of launch: 1984

Desigual was created in 1984 by Thomas Meyer, who still runs the business today across more than 500 stores and 92 countries. Meyer’s mission was clear: to dress people, not bodies, and Desigual has collections for men, women and children, as well as sportswear, footwear and accessories. The brand is designed to reflect freedom, authenticity and the uncomplicated Mediterranean life, and its motto is La Vida es Chula (Life is Cool).

Designs by Desigual are intended to encourage people to celebrate their individuality, and brand communications are consistently daring and different from other brands in the fashion category. Advertising has regularly featured vitiligo model Chantelle Winnie to demonstrate the beauty of being different. In 2019, Desigual launched a new strategy built on the premise that “Forward is boring”; as part of this, it has switched its logo around, so it is now written backwards. This year, the brand joined the Sustainable Apparel Coalition, an alliance of fashion brands with a pledge to use only sustainable cotton by 2025. During the COVID-19 crisis, Desigual donated masks and other equipment to Catalan hospitals.

Empresa: Abasic SLU

Valor de marca: US$221 milliones

Ciudad en la que tiene su sede: Ibiza

Sector: Apparel

Año de lanzamiento: 1984

Desigual nació en 1984 en Barcelona de la mano de Thomas Meyer, y cuenta con más de 500 tiendas y presencia en 92 países. La marca tiene una premisa muy clara: “vestir personas, no cuerpos”. Sus colecciones para mujer, hombre, niño, accesorios, deportes y zapatos giran en torno aun universo libre, auténtico, optimista, desacomplejado y mediterráneo. Su filosofía de marca y lema es La Vida es Chula.

Sus prendas pretenden inspirar a las personas a ser ellas mismas e invitarlas a celebrar su autenticidad en cualquier momento y situación, y por ello su comunicación es siempre rompedora y atrevida, utilizando en varias ocasiones a la modelo con vitiligo Chantelle Winnie para demostrar la belleza de lo diferente.

En 2019 iniciaron una nueva estrategia basada en “Forward is boring” en la que dieron la vuelta de manera permanente a su logo, que ahora se escribe al revés. En 2020 Desigual se une a la Sustainable Apparel Coalition, una plataforma de marcas del sector textil,  y anuncia la intención de lograr que para 2025 todas sus fibras de algodón sean sostenibles. Durante la crisis del COVID19 realizó diversas donaciones de mascarillas y producto en hospitales catalanes.

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