How a modern store concept is helping Desigual reach new customers in Asia


Spanish fashion retailer Desigual recently opened a new store in Singapore and unveiled an aspirational expansion strategy in Asia that will see it open 60 bricks-and-mortar stores in China and tap into key opinion leaders in the region to reach new customers.  The brand’s fifth store in Singapore, which is located in Ion Orchard, features an “enhanced shopping experience” that aims to introduce more consumers to Desigual through a new perspective on the brand. “After two very atypi

atypical and uncertain years, 2022 has been a transformative period for Desigual, where we have placed efforts into our company’s repositioning,” Balazs Krizsanyik, general manager of Desigual in Asia, told Inside Retail.

The past year has been all about pushing forward innovation, fostering growth in existing and potential new markets, reaching a new generation of customers, and strengthening Desigual’s inclusive brand identity.

Balazs Krizsanyik, general manager of Desigual in Asia

The Singapore marketplace

When it comes to Singapore, the brand landed in the island republic back in 2008, and later expanded to different markets.  Krizsanyik explained that the city-state will always be a special place for the brand.

“When we made that decision, we were looking at a region that was rich in merging cultures and that globally led innovation and creativity. We found in Singapore the perfect land to place our first steps,” he said.

He went on to say that the city-state has delivered on the promise of opportunity so far and continues to do so today. In Desigual’s growth strategy in the region, Singapore plays an important role as a dynamic Asian hub. 

“We are boosting in the market six excellent points of sale, and by early 2023, we will complete the transformation of all these spaces into concepts representing the new Desigual,” he noted.

The art gallery concept

Desigual stores are now adhering to the modern concept of art galleries, and they’re all about enhancing the shopping experience for customers.

“The art gallery portrayed that idea to perfection: in our stores, the clothes and their design are the undisputed protagonists. Following this concept, Desigual stores were transformed into spaces that breathed inspiration, valued quality over quantity,” he said.

He explained that the stores are designed to welcome customers to enjoy shopping through the proper lighting and furniture. This transformation is reflected in its DNA as well. 

Desigual is a “passion for creativity and self-expression, celebrating the craft and art that fashion is,” Krizsanyik said.

The APAC marketplace

The Desigual brand has a truly global reach. It has a presence in 109 countries, including the Apac region.

According to Krizsanyik, with this global reach comes the responsibility to maintain its DNA while also acknowledging and adapting to customers with different cultures and practices.

“Within Apac there is not a single magical formula – the region and its countries are incredibly diverse in culture and macroeconomic preparation. Consumers have a particular way of consuming and doing business,” he noted.

He elaborated that the brand must be open to different holistic business models, brand communication and product and merchandising strategies, as well as avoiding the trap of trying to tap into all new markets at once. 

“Therefore, in the coming years we will continue to make inroads market by market and often hand in hand with a network of existing or new local partners. These strategic collaborations are and will remain crucial in the region to be able to build long-lasting value within Apac,” he added.

The future outlook

The brand goes to great lengths to create designs that are in line with the new trends and sustainability practices in an effort to appeal to younger demographics, such as Gen Z and millennials.

When it comes to social media, social commerce and key opinion leaders, a humble and open approach is crucial. Forging local partnerships in these markets can go a long way in terms of innovation and adaptation.

The brand’s omnichannel strategy is all about reducing friction in the shopping experience. For example, in September of 2022, it inked a joint venture with E-Shine to rollout 60 physical stores in China.

“To get closer to the Chinese consumer and maintain the brand experience at a global level, we chose a local partner with a strategic positioning that is responsible for representing renowned brands at an international level,” he said. 

The brand has also just opened two new stores in Paris, in premium locations that will help it reach new customers. And for 2023, it will be preparing for a show at Paris Fashion Week.

“We will also present in the Milan Design Week and reveal our very first Japanese collaboration in Tokyo during the spring and open our first flagship store in Shanghai,” he said. “2023 truly looks like a great year.”


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