Desigual (Lucie)

The success-story of Desigual begins in 1984 to Ibiza. His founder, Thomas Meyer, customizes T-shirts which he resells to the vacationers of Ibiza. Creative and full of ideas, he begins making jackets in stocks of old jeans. This is when he creates a totally original jacket, style bomber, this is when he baptizes of the name of Desigual (what means "not similar» in Spanish). It was the immediate success, at the same time locally and in Germany. Very fast, Meyer throws a collection mixing flowery tissues, colours sensational in patchwork. 

It’s necessary wait for 2000s and the arrival of Manel Adell, the current managing director of the brand, for the internationalization. The multicolour clothes of Desigual are a real success, with clothing lines for men and women who impose their exuberance worldwide. Desigual developed its business by creating a line of clothes for children and a series of accessories.




Desigual wins more and more market share of the fashion today. The brand haves more than 200 stores Desigual and not less than 7800 points of sale in the world. His exceptional style wins new followers at every collection. Contrary to his iberian competitors like Zara and Mango, Desigual innovates and creates nonconformist colored collections easy to identify, what allows it to distinguish itself.

The brand organizes regularly surprising events. For example for booster it sales in Barcelona, the developed an original concept limited in the day and to the first hundred customers: come in underwear and leave dressed free in Desigual. Furthermore, the brand make collaboration very surprising, with Christian Lacroix who designed a collection with Desigual.

Nowadays, the brand doesn’t worry about showing it values. In fact, in it last campaign of advertising (http://www.youtube.com/watch?v=1WEyn967yxM) the brand made a spot which you can see a couple of lesbians and the brand positioning itself about social subject.