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Desigual

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by

Gemma Casany

on 7 July 2016

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Transcript of Desigual

PORTER'S
FIVE
FORCES
BARGAINING
POWER OF BUYERS
INDUSTRY
COMPETITORS
THREAT OF SUBSTITUTES
THREAT OF
POTENTIAL
ENTRANTS
BARGAINING POWER OF SUPPLIERS
Mission
Vision
Values
Introduction
Desigual Origins
1984
Mayer&Adell
Jeans
Scope of the study
Motivation

“Competitive strategy
is about being different”
Michael Porter, 1996
External Analysis
Stakeholders Analysis
Competitive Analysis
Internal Analysis
Value Chain Analysis
Primary Activities
Support Activities
Moderate
SWOT
buyers
Demand
- prices
- trends
Strengths
Weaknesses
Opportunities
Threats
Moderate-
High
Current strategy of Desigual
Future Recommendations
A lot of foreign suppliers with lower prices
Low
Easy for small business
NOT a threat for Desigual
Body painting?
Naked?
low probability
no threat
Quality design
Barcelona
Warehouse
"The experience"
Distribution
Self financing
72 nationalities
Design
Communication flows
Communication
Logistics
Distribution
Fast growth
Life Style
Diversification
Marketing
Brand Awareness
New markets
Crisis
Saturated market
Trends
Manel Adell
Lawsuits
“Make people dress in a different way, with clothes that inspire positive emotions and at affordable prices”
Customers, society & environment
Young and happy-go-lucky spirit
Hippy philosophy
Thomas Meyer
Consumers
Suppliers
Workers
Creditors
Media
Government
Trade Unions
Regulatory authorities
Competitors
Revolutionize the fashion industry
with multicolor items
Innovation, differentiation
DRESS PEOPLE, NOT BODIES
Direct
Indirect
Spirit
Creative, original, different, atypical
"Desigual is not the same"
Customer service
Transform act of buying
Transmit brand values
Stimulate customers
Loyal customers
Expansion
Geographical areas
90% of business in Europe

6% in US and Canada
30% in Spain
Plans of an aggressive growth in the Japanese market
Plan
Annual growth rate
30%-40%
Channels
Multi-channel strategy
Stores:
Colorful, atypical
E-business:
New concept of on-line store
Advertising campaigns:
Gain awareness
High level of participation
International expansion

Already in many countries, but mainly Europe

Focus on USA, Asia & Latin America

Lower costs
jackets
P
E
S
T
E
L
labor market reforms
labor unions
corruption
personal image
outlets & second-hand shops
environmentally friendly policies
legislation about publicity, CE label, sales period...
e-commerce & smart clothes
decrease spending on clothes
imports from China
Core Competence:
Design
THANK YOU
Full transcript