Spanish fashion label Desigual is working to restore its once‑vibrant market position after a decline in sales and profitability during the mid‑2010s financial crisis.
1984 – Founding
Swiss entrepreneur Thomas Meyer founded Desigual in Barcelona’s Raval district, repurposing second‑hand denim into a distinctive jacket that quickly gained attention.
1986 – First Store Opens
The brand launched its inaugural shop on the island of Ibiza, aligning with the locale’s party and fashion scene and signaling a youthful, modern image.
1986‑2010s – Growth Era
Desigual expanded rapidly, capitalising on its bold designs and youthful branding. The company reported high sales volumes and strong profitability, establishing a loyal customer base.
Mid‑2010s – Crisis Impact
During the broader financial downturn, the label’s product line was criticised as repetitive and its core customers aged. Revenue and earnings fell, prompting a strategic reassessment.
2024 – Renewal Efforts
Desigual is now redesigning collections and targeting younger shoppers to recapture its earlier appeal. The company aims to blend its iconic style with fresh concepts to reverse the recent downturn.
Outlook
Desigual’s turnaround hinges on successfully updating its design language and reconnecting with a younger demographic, a task the brand says it is actively pursuing.