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Spain's Desigual on its way to conquer global market
Jan '14
Desigual, the Barcelona based casual clothing brand known for its patchwork designs, intense prints, innovative graffiti art and flamboyant splashes of color, is spreading its arms in Europe and is set to take over the Asian markets.

Desigual, a colorful brand, has found popularity among the women and is betting on the unrestrained growth in the segment. The brand is also looking to diversify into new areas like perfume and shoes.

The brand is also known for its clear, daring and gritty marketing campaigns. It even offered free clothes to shoppers who arrive in their underwear to special sale parties. The campaign was a roaring success in in London, Berlin, Stockholm, Madrid, Prague and New York City.

Desigual boasts of a design team of 25 designers, preparing a collection of over 1,000 items, including clothes and accessories, built around a unified concept. The Company is targeting sales of 1 billion euros this year - from about 820 million in 2013 and 440 million four years ago - and plans to add 100 stores a year for the next three years.

"In the next three years we plan to grow about 20-25 per cent a year. The big idea is to double the company every four years,” said Manel Jadraque, MD of Desigual.

Jadraque, as per the Reuters report, hopes to vie with companies like Inditex, which operates over 6,200 stores worldwide and competes with brands like Massimo Dutti, Bershka, Oysho, Pull and Bear, Stradivarius, Zara, Tempe and Uterqüe, and also a low-cost brand Lefties.

Fibre2fashion News Desk - India

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