Spanish fashion brand Desigual has been ranked by Brand Equity database, BrandZ™ as one of the top 30 most valuable Spanish brands.
The rankings are published by the WPP Group and Kantar and are based on an in-depth analysis of consumer opinion, financial value and brand contribution.
Brands are also rated for their ‘Vitality Quotient’ (VQ) which determines each brand’s strengths and how they can leverage these strengths to create long-term value. The Vitality Quotient measures five indicators of brand health: purpose, innovation, communication, brand experience and love.
Desigual received a Vitality Quotient of 105, which is five points above the average score of 100. It also achieved above average scores across the five indicators particularly for innovation.
Desigual Chief Marketing Officer Guillem Gallego said, “We are proud that the results point to our brand’s vitality, a trait that is inherent to Desigual and in keeping with our ‘La vida es chula’ or ‘life is cool’ claim. In a year when the trend for brand vitality is negative, Desigual has shown that it can go against the grain by achieving a positive VQ score.”
Desigual’s inclusion in the list reflects its recent efforts in digital innovation. The company strengthened its communication by introducing a 3D dancing garment, Instagram filter, a virtual flower shop and an exclusive capsule collection by Spanish designer María Escoté.
“For us, being among the 30 most valuable Spanish brands is a recognition of all the work we did in 2019 to launch our new brand image, and the efforts made this year to roll it out to our network of stores,” Gallego added.
“It also consolidates the progress made in terms of innovation and renewing our product through collaborations with artists like Miranda Makaroff, designers like María Escoté and other sector brands like Ecoalf. The aim of these was to attract new generations and pursue a business model focused on purpose. And the purpose of Desigual is to ignite the creativity within us all.”
According to Gallego, the ranking has inspired Desigual to explore more ways to engage with its consumers by increasing personalisation and offering a distinctive brand journey.
He said, “The fact that Desigual is now on BrandZ is a reflection of a journey that has led to us connecting with a clear and relevant purpose, communicating it and offering, through innovation, a brand experience that has strengthened our relationships with our customers. If we follow the logic of the Vitality Quotient methodology, the result is love for the brand and its purpose.”
