Desigual: Personal and Professional Development Challenges

This report examines the challenges faced by Desigual, a Spanish fashion brand known for its unique designs, in maintaining brand value and increasing sales in the global market. It identifies issues such as lack of traditional advertising, cultural differences, high tax rates in foreign countries, and controversies related to marketing campaigns. The report suggests strategies for overcoming these challenges, including adopting a proactive marketing approach, focusing on product quality, targeting successful markets, adapting products to cultural differences, and establishing local production houses to reduce costs. It emphasizes the importance of effective communication with customers and developing tailored marketing strategies for different countries to enhance Desigual's brand image and market share, ultimately ensuring its long-term sustainability and global presence. Desklib offers a range of study tools and solved assignments for students.

Running Head: DESIGUAL
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Personal and professional Development

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Table of Contents
Introduction.................................................................................................................................................2
Challenges Faced by Desigual......................................................................................................................2
Overcoming the Challenges.........................................................................................................................3
Conclusion...................................................................................................................................................4
References...................................................................................................................................................5
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Introduction
Desigual is a famous clothing brand based out in Barcelona, Spain, which is popular for its
unique and distinctive designs, intense patterns and attractive color splashes. A Spanish fashion
firm which was founded by Christian Meyer and Thomas Meyer in 1984 on an island of Ibiza. It
belongs to fashion industry which basically designs clothes and fashion accessories that serves
the people of both genders and different age group. Both the founders are actually brothers and
also the president of the company.
At the age of 20, Thomas Meyer had only one vision in his mind to "create a dressing trend
where people would be dressed in a singular way". The main aim was to develop and create
something unique in designing clothes which would drive the emotion and positivity from people
and something that would be very popular among the individuals.
An annual growth of 60% can be seen in the company's favor from the year 2002 to 2009 and a
turnover of about 250 million euros. Desigual presence can be seen in more than 70 different
countries and a store count of 200 which is it significant in claiming its growth worldwide. It is
evident from the figures and numbers that the company is making its presence in the global
market and is a major stakeholder in the international markets.
Challenges Faced by Desigual
It won't come as a surprise that every growing firm has to face and overcome the challenges
coming its way. Those who are able to cope up well with the obstacles can only lead the race.
For Desigual, the major challenge is to grow as a company and also to increase their sales in the
worldwide market. Along with these, Desigual also has to maintain its brand value in the market
and its image with the customers (Viardot, 2015). It is seen that the company has never been
involved in traditional advertising which makes it very difficult for the firm to maintain its
image. It is a notable fact that is visible to people and now the company is able to maintain a
static image in people's mind (Steenkamp, 2017). A proper communication with the customers
is essential in promoting a brand value which is lacking in the case of Desigual.
It is also found that due to cultural differences in different countries, it is difficult for a brand
such as Desigual to maintain its cognizance with the local people. As the firm is known for its
unique and intense arts and graffiti prints, not all people are fond of this dynamic style of
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clothing. Considering the company's presence at the global level, high tax rates of foreign
countries tends to increase the rate of products too and it is not affordable by the people who
chose economy over brand value, thus making the sales value redundant in some parts of the
countries (Roux, Tafani and Vigneron, 2017).
In the recent years, the company was surrounded by controversy and received criticism for
launching a television commercial which was related to the concept of Mother's day whose
message was not taken in a good taste. However, the company was able to defend its
advertisement but this action certainly resulted in a negative image among the people and the
challenge was to overcome this and maintain its value again.
Overcoming the Challenges
If we talk about the fashion industry, it is very important to avoid mistakes to maintain the brand
value. The company should be inclined more and more towards the traditional marketing
strategy. With the help of technology, the company can easily enhance the image in the market
(Price and Lewis, 2015).
The company should ensure that a proactive approach is taken in advertising and marketing its
products. It is a known fact that interaction with customers is an important factor that not only
enhances the sales of the product but also accelerates its brand value (Babin and Zikmund,
2015).
The company should focus on the quality aspect rather than the quantity. It should currently
target and promote the products where it has been already gaining success rather than targeting
new areas. In this way, the potential customers can be made aware of the company's presence at
the global level. Also, if the company is targeting the global rankings, then it should ensure that
the products offered are best fit with the cultural indifference (Zhao and Zhou, 2015).
Setting up production houses in the countries where it has already been known as a renowned
brand can certainly reduce the cost of production and if the shipping price is reduced then it can
be affordable for the local people. This is a key contributor to a company who is looking to make
its presence in overseas and also trying to maintain a brand image at the national and
international level is very important for a company's sales revenue (Dion and Borraz, 2017).
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The key is to develop different marketing strategies according to different countries, as every
country has own indifference and diversified environment which will certainly promote Desigual
and its products as a global leader (Saenz and Revilla, 2016).
Conclusion
It is an unquestionable fact that Desigual has already attracted attention for implementing a
marketing strategy which has boosted its sales revenue and has been able to maintain some good
profits over the years. The firm should also ensure its ease of communication with the customers
by adopting a traditional media and technological strategies. These strategies would certainly
increase the market share of the company as one of the factors is the promotion of a product
which helps to achieve growth in the market.
A production house in the local community would also help in increasing the communication
with the local people by offering them employment opportunities. This will also help in
understanding the market and targeting the necessary areas where the demand is more and also
helps in increasing the sales in redundant areas. A better understanding of the market can be
gained.
The above-mentioned points, if implemented in a strategic and planned way, would certainly
keep Desigual in the long run and would help the firm to maintain its position in the global
charts.
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References
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Dion, D. and Borraz, S., 2017. Managing status: How luxury brands shape class subjectivities in
the service encounter. Journal of Marketing, 81(5), pp.67-85.
Price, M.C. and Lewis, C.M., 2015. Developing a strategy for the effective specification of
functional clothing with integrated wearable technology. In Textile-Led Design for the Active
Ageing Population (pp. 425-467).
Roux, E., Tafani, E. and Vigneron, F., 2017. Values associated with luxury brand consumption
and the role of gender. Journal of Business Research, 71, pp.102-113.
Saenz, M.J. and Revilla, E., 2016. Desigual’s multi-stranded approach to omni-channel. Supply
Chain Management Review, p.7.
Steenkamp, J.B., 2017. Customer Propositions for Global Brands. In Global Brand Strategy (pp.
45-73). Palgrave Macmillan, London.
Viardot, E., 2015. Managing and Influencing Consumer Behavior to Become a Worldwide
Leader in the Apparel Industry. In Handbook of Research on Managing and Influencing
Consumer Behavior (pp. 98-118). IGI Global.
Zhao, L. and Zhou, J., 2015. Analysis on the Advantages and Disadvantages of Clothing
Network Marketing. International Journal of Business and social science, 6(4).
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