Harmonie's Look on Fashion

Posts Tagged ‘Desigual

If I have to mention the name of one favorite French fashion designer it will be Christian Lacroix. I absolutely love his work, his universe as well as the colors and materials he uses. Born in 1951, Lacroix opened his Couture house in 1987 and began a ready-to-wear line one year later.

A/W 2002-2003 Collection – http://www.linternaute.com/femmes/luxe/0706-lacroix/4.shtml

A/W 2008-2009 Collection – http://www.linternaute.com/femmes/luxe/haute-couture/selection/le-meilleur-des-collections-haute-couture-automne-hiver-2008-2009/christian-lacroix-cote-sombre.shtml

Throughout the years, he has been involved in many diffusion lines (perfume, children’s line, lingerie, bridal) and worked hand-in-hand with other brands to take part in the designing step. Remember the limited edition he created for Evian in 2008?

In 2005, Lacroix designed a new uniform for Air France 36,000 staff members.

http://www.disenoenvitrina.com/dv/noticias/9-noticias/96-alta-moda-en-el-cielo-las-aerolineas-mejor-vestidas?tmpl=component&print=1&page=

In 2007, he redesigned the interior of the French high speed train TGV.

The same year, he also collaborated with the mail and online French retailer LA REDOUTE to present an exclusive collection.

From those examples, I think we can say that Christian Lacroix is designing for people, real people and wants his creations to be accessible to as many person as possible.

To me, it really makes sense that Lacroix and Desigual worked together on this 30-piece collection for automn/winter 2011-2012. I remember writing in this blog that Desigual was dressing personalities and that products are colorful, fun, optimistic… I feel like this could as well be Christian Lacroix’s motto. Both the brand and the designer are attracted by ethnicity and multiculturalism and I am sure that design ideas came fast in the work room when designing this collection. This collection runs under the name of “Dream” and the collaboration is supposed to continue for summer 2012 with a larger number of product involved.

For Desigual, this first ever collaboration brings fresh blood to its products. With the brand expanding really quickly, it was urgent to renew the appeal of the products and reinforce the garments’ offer.

For Christian Lacroix, this collaboration is another opportunity to have his vision turned into products. The Christian Lacroix company was put under a procedure of voluntary liquidation in 2009, the company has been bought in the meantime and now runs mostly through royalties from licenses. The designer himself is no longer part of the company.

http://blog.desigual.com/desigual-lacroix/?lang=es

http://blog.desigual.com/desigual-lacroix/?lang=es

I am sure you can recognize Lacroix’s esthetics into this new collection from Desigual! I am excited to actually see the garments soon!

Last thing, I have been invited as a blogger by The Brandery to visit their fashion trade show next week. I am thrilled and I am sure I will learn a lot. Of course, I will take tons of notes and pictures and I will share those with you! Stay tuned!

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Hi there! I hope you still have some space for fashion speech between Christmas presents and dinner menu!

Today, I would like to share some thoughts about an interesting/surprising/colorful company named… Desigual. I am sure that many of you may be familiar with this brand, which is exploding in many international markets.

On Thursday, Desigual was rewarded with the 11th Prix Pyrénées by the French Chamber of Commerce in Barcelona (1). This award celebrates the huge expansion of Desigual into the French market, France being the first exportation market of the brand. Desigual’s presence in France largely increased in the past months notably with the opening of a 12.000 sq. foot store located Rue de Rivoli in Paris as well as other boutiques in French cities like Lyon, Bordeaux and Nice. 17% of the brand’s €450 million sales is done in France and the Catalan brand estimates that the French market can support 120 more stores in the years to come (2).

Let’s try to see in details what’s behind Desigual and what makes it so successful.

The company was created in 1984 by the Swiss Thomas Meyer. In the early eighties, the 20-year old Meyer was working on his own as a fashion salesman on Ibiza Island. Sales were low and he had lots of unsold pants that he needed to get rid of. He then had the best idea of cuting and combining the different materials to create new patchwork clothes.

Thomas Meyer in 1984 with the first Desigual garment (jean jacket) – world.desigual.com

Although international success was not around the corner yet, the concept of Desigual was born and the company was created a few years later (3). Breaking aesthetics, prints and patchwork mix and match are the foundation of Desigual’s designs.

Positioning:

Desigual’s target is not to dress bodies but real persons with their personalities (women, men and children) from 0 to 100 years old.

It wants its products to be fun, colorful, lively, comfortable and optimistic.

Products:

Desigual’s products do not look alike any other products on the market. It’s refreshing, creatively interesting, with many unexpected details.


Thomas Meyer leads a team of 40 designers, who all work together on the collections. Each year a theme is defined and each collection derives from this theme. “La vida es chula” (Life is great), “Better and better” and “Me and you” are some themes used in the past.

Distribution:

Desigual is a company surfing on many diverse distribution channels.

Desigual owns a few of its stores in key locations. It then relies on franchises to open its other stores.

Desigual also sells through corners in department stores (Corte Inglés, Macy’s, Galerie Lafayette…) and multi-brand retailers.

Lastly, the online store was launched in September in France, Spain, U.K., Germany and the Netherlands. If the logistics test is positive, the online store will be expanded to additional countries.

As of today, Desigual is sold in around 8000 locations in more than 70 countries.

Communication:

Desigual relies on many communication tools and is a specialist in unexpected events whether it is the worldwide Kiss Tour Party (where participants are asked to kiss each other’s cheeks wearing Desigual tee-shirt) or the “come in your underwear, get a free outfit” event (where half naked people are queuing from dawn to get free clothes).

world.desigual.com

http://blog.desigual.com/

http://blog.desigual.com/

http://blog.desigual.com/

What a new way to communicate on your brand and products, isn’t it?

Feel free to let us know what you think about this unequal brand, I am curious!

Enjoy the holidays!

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(1), (2) http://www.lavanguardia.es/economia/20101217/54090725502/premio-prix-pyrenees-para-desigual.html

(3) http://www.emprendedores.es/empresa/empresas_de_exito/empresa_moda_desigual