Global fashion brand Desigual has partnered online fashion company Zalora, as part of its brand strategy to strengthen its presence in Asia.
Desigual recently unveiled a new brand logo and strategy globally, to rearticulate its vision and purpose. Mirroring the flipped “S” in its logo (pictured left), Desigual has permanently reversed all the letters to boast a backward-facing brand name (pictured right).
According to Desigual, the permanent reversal of its logo embodies the word “Desigual”, which means “different” in Spanish, and is a tribute to what the brand really is – rebellious, raw and disruptive. To further elevate its presence in Asia, Desigual organised two different events in Singapore and Japan to communicate this new positioning. Marketing has reached out to Desigual for additional information on its marketing initiatives in Singapore.
Co-presented with its official e-tail partner and collaborator Zalora, Desigual hosted an event to celebrate and incorporate Singapore’s local arts scene. A commissioned art installation from Singapore’s Band of Doodlers served as an interactive artwork in store, featuring drawings that represent the Lion City. Desigual also presented its new collection through a dance performance.
In addition, the global brand also launched an event in Tokyo at its first Japan store which opened in 2012. The Tokyo event featured Japanese model Mariya Nishiuchi, IVAN by the sounds of Una+Matcha and works of Japanese artist Ran Tondabayashi, including the design of the store’s facade.
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