Desigual, the Spanish retail brand, has launched its premier on-demand collection, a creation by its inventive team in collaboration with artificial intelligence (AI) technology.
Adopting the on-demand approach, an unusual path for such prominent global brands, Desigual aims to investigate novel customer engagement strategies and align more closely with market trends in ways that resonate with its brand ethos.
The capsule collection, a mix of garments and accessories, is available for purchase on the company’s website. The estimated production duration for the items is about 90 days.
Upon placing an order, customers will be kept informed about the manufacturing process before their product is shipped out.
This feature will be exclusively available online and will have customer limitations. Currently, it’s only accessible in Spain, Germany, France, and Italy.
The brand, however, hinted at potential expansion plans, stating that the program could be extended to more markets in the foreseeable future.
Thomas Meyer, the founder of Desigual, in a statement, explained that the collection is a manifestation of the brand’s ongoing cross-sectional innovation. He said, “We’re thrilled to trial these designs crafted by our team and enhanced by artificial intelligence. The on-demand production of garments and accessories will help us to experiment with reducing inventory and exploring innovative methods to connect with consumers in a more collaborative manner.”
This initiative expands upon Desigual’s Awesome Lab program, an open innovation scheme where the brand collaborates with startups to pioneer technological advances and execute proofs of concept.”