Desigual Target Market

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Desigual’s key product categories are men, women, accessories and children and have a wide variety of merchandise. Men’s products range from shirts and polos to jackets to jeans trousers and shorts. The theme of the men’s collection has more sober colour tone, casual with a tinge of retro mixed in. In contrast, the women’s collection is characterized by colours, bright patchwork intricately designed on black backgrounds, hand embroidery, asymmetry seen on dresses, blouses, shirts, trousers, skirts, coats and so on. The children’s line is an immature category and the company is looking to capitalize on opportunities.
The brand’s product classification also includes bed & bath, homeware, footwear and in travel retail t-shirts and dresses are
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It is inclusive of anyone who is willing to look as unique and daring as the brand is. The company’s mission is to “put one Desigual garment in every wardrobe of the world” (Mann, 2015). In the words of Marco Gadol, Wholesale Travel Retail Manager at Desigual, “We just want people to try Desigual once- and then hopefully they are hooked. We don’t target one specific race, age or class of people; we target a personality, which is the most traversal idea you can find- so our target market is very wide” (Mann, 2015). In terms of geographical reach, Desigual is the strongest in Europe- Spain, France, Italy and Germany being the important markets and are expanding into Asia, South America and U.S …show more content…
Despite the weak performance, the company is still looking to expand and is expected to open 50 new stores and refurbish an additional 50 in the coming months (Valladares, 2018). The company has been undertaking a restructuring plan and earlier this year stated that "We are in the middle of a transformation that started in 2015 and we are going in the right direction" (Gonzalez-Rodriguez, 2018). It hopes that all the changes that have taken place in restructuring, reducing operating costs, investing in product quality, optimizing distribution and brand repositioning demonstrate exceptional results and that the second half of this year shows positive results in terms of sales and

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