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Barbara Santamaria
Apr 5, 2017
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Desigual partners with First Insight

Translated by
Barbara Santamaria
Apr 5, 2017

Desigual has teamed up with American tech company First Insight to improve the development of new products based on consumer demand.


First Insight will provide the Spanish clothing brand with consumer-driven predictive analytics, allowing Desigual to make faster and more precise design decision across its categories including women’s, men’s and kid’s clothing.

Through First Insight’s online social engagement tools, Desigual will collect preference data on new products from its customers. This data will then be analyzed by First Insight’s predictive models to better understand Desigual’s customer base in order to manufacture products that align with their needs.

This means Desigual will use the technology to adjust its offering based on customer preferences. In addition to providing a quicker evaluation of a greater number of designs and products, the tool will also calibrate inventory buys based on direct consumer input and predictive analytics, allowing Desigual to optimize allocation strategies.

“Desigual has built its business on successfully bringing new, cutting-edge and innovative designs to the market,” said Greg Petro, CEO and founder of First Insight. “Through our partnership, we will provide Desigual with the customer insights they need to inspire greater confidence in introducing fashion choices that match customer style preferences. We look forward to driving actionable results for Desigual.” 

First Insight is a leading provider of solutions which uses real-time consumer data and applies predictive analytic models to create actionable insights.

Barcelona-based Desigual joins a group of retailers, manufacturers and brands using First Insight’s tool to design, select, price and market the most profitable new products for reduced markdown rates and improved sales, margins and inventory turnover. 

First Insight customers include some of world’s leading vertically integrated brands, sporting goods companies, department stores, mass merchant retailers and wholesalers.

Founded in Barcelona in 1984, Desigual has a presence in nearly 100 countries through more than 500 directly-operated stores and concessions. The company also boasts of 19 online stores and 8 product categories: omen, Men, Kids, Accessories, Shoes, Living, Sport and Beauty.

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