Desigual has launched a new lifestyle magazine for customers which will be presented at the brand’s travel retail locations.
The publication is said to embody Desigual’s differentiated approach to communicating to consumers, by placing the latest collections and styles within entertaining editorial content that is fun, colourful and engaging.
The first edition for summer 2017, called Travel Edition, comprises a range of features, guides, ‘how-tos’ and interviews, with a focus on inspiring women to make informed fashion choices. Travel Edition will primarily be offered as an extra component to a purchase to enhance the shopping experience, but also serves as a training tool for sales staff on the shop floor to help illustrate potential looks and outfits for female shoppers.
Highlights of Issue #1 include:
- ‘Perfect Packing Guide’: the secret formula to ease packing problems with the ultimate travel wardrobe.
- Festival Guide: the hottest looks for the hottest global festivals, from Coachella and Burning Man to Afropunk and SÓNAR.
- An alternative tour of Barcelona : Desigual’s spiritual home.
- A guide to the latest dance craze, #Hiplet: a fusion of Hip-Hop and Ballet.
- An in-depth interview with Charli Howard, the model who stood up to fashion industry norms.
Desigual Head of Travel Retail Marco Gadola commented: “In many ways, our new customer magazine embodies the special bond Desigual has with consumers and the innovative and unusual ways we find to connect with and inspire them. Summer 2017’s Travel Edition is another exciting step in our ongoing quest to be the voice of women in travel retail.
“It’s about far more than selling products, instead focusing on understanding the role of fashion in women’s lives and its place in modern culture. We are extremely excited to launch this new venture and have already received tremendous feedback from our retail partners.”
*NOTE: The Moodie Davitt Report partners with Desigual for a monthly video series called Travel Retail Women Talk. The latest edition can be viewed here.
