Why Desigual Charges €100 for a Sweatshirt

Desigual: €100 for a Sweatshirt and a Label

A sweatshirt costs €100. Jeans, €120. A jacket, €180. For several participants in the debate, at Desigual the price isn't set by the fabric; it's set by what you're seen wearing on the street. The firm thrives, according to comments, on a design that stands out —full of tonalidad— and on a label that automatically associates with that price range. The perennial question hovering over every storefront is: is it quality or just perception?

Why is Desigual clothing so expensive?

The most common explanation doesn't mention cotton or stitching. It talks about the brand effect: you pay to be seen in their clothes. The Desigual label is, in practice, the product. Some dismiss it bluntly —because there are people who pay for it— and that's the key to the business: as long as the buyer assumes that a high price equals something better, the firm maintains its margin without touching the fabric.

The Inditex myth and fading quality

A recurring confusion circulates: that Inditex and Amancio Ortega's daughter are behind it. This is an unsubstantiated claim; Desigual does not belong to the Arteixo group, no matter how much the rumor travels by word of mouth. What critics do note is a deterioration: those who bought twenty years ago maintain that the quality then is not what it is now by any means. On the other hand, others defend the opposite, arguing that cheaper items yield worse results and that they have brand-name shirts in their closets that are over two decades old.

If the price is justified by the brand and not the stitching, how much would the customer pay if the label disappeared? It's the test no firm wants to conduct in public.