By  on July 11, 2018

How does a brand refine — and redefine — itself for a new generation of shoppers without alienating an existing customer base? Desigual retail director Arantxa Gómez discussed the challenges of evolving a long-standing high-street brand for the 21st-century customer.

“When we started in 1984, we grew a lot and now we are present in more or less every single country. You name it, we’re there. But, at the end of the day, when you grow that fast, you don’t focus on anything because you are trying to focus on too many different things at once. In the end, when you want to be specific on something, you just miss it,” she said.

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