Desigual's Multi-stranded Approach to Omni-channel

By María Jesús Sáenz and Elena Revilla.

Transitioning to an omni-channel supply chain undoubtedly brings many challenges for retailers. However, omni-channel is also a major source of supply chain innovation. The journey involves multiple changes that are forcing companies to rethink the way they design, build, implement, and manage global supply chains, as well as how they relate to key supply chain players.

Fashion company Desigual is deep into its migration to an omni-channel model. The transition is on track for a successful completion and the strategy has already spawned a number of innovative approaches that will benefit its business. These include two areas of fundamental change. One concerns operational activities such as inventory management, as well as broad logistics transformations that are making the company more flexible and agile. The second area pertains to redefining Desigual’s customer relationships, again, under the premise of leveraging the company’s unique brand.

Published by Supply Chain Management Review. Read the article.