The power of fun – Desigual

Lots of companies claim that having fun while steamrolling the competition is part of their corporate culture, but why is it that the result too often turns out to be rather similar to the rest and too serious in a boring or even intimidating way from a consumer’s point of view? In Desigual, the colourful Barcelona-born cat on the walk, the bottom line is seriously black, but the rest is as colourful as you could ever imagine.


by Helle Katholm Knutsen
Source: Detail on Retail
7 pages. Publication date: Oct, 2010.
Format: English PDF
Theme: Case
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