Don Algodón relaunches its brand seeking to regain notoriety and connect with the new consumer

Jane Anderson
Jane Anderson
Nuevo logotipo de Don Algodon

Don Cottonwhich was one of the most emblematic fashion brands in Spain in the 80s and 90s, wants to get closer to the new consumer. For this, as reason.Why has been able to learn for the first time, has undertaken a relaunch strategy which aims to revitalize the firm and recover its place in the market, and which includes an updated visual identity, a new positioning and new leadership.

The new brand positioning is based on simplicity and timelessness

Don Algodón wants to reconnect its brand with the generations that experienced its peak, while reinventing itself to present itself and be discovered by younger consumers. All this betting on simplicity, timelessness and eleganceand maintaining attributes that earned it success in the past, such as the focus on quality, Spanish origin and a diverse catalog.

Don Algodón in the 80s was very important, a brand with a lot of value, in many ways. And we want it to recover that importance and notoriety, but competing in the conditions that the market now sets and that today’s consumer demands.”, commented Dalal Solaiman, new CEO of Don Algodón, in statements to reason.Why.

It is worth remembering that Don Algodón was started in the 1980s by businessman Pepe Barroso and grew on a proposal of fashion, footwear, accessories and also perfumes. It had 80 stores in national territory, but increased competition weakened the business and it ended up being sold to the American group. BCBG Max Azria In 2005, the brand returned to Spanish ownership when the Valencian company Textile Secrets He bought it in 2016.

Don Algodón has a new positioning

Since that moment, the brand has been active in a modest way, but wants to gain presence among consumers’ options. A key piece in achieving this objective is the definition of a new positioningwhich is expressed in a manifesto which revolves around concepts such as authenticity, the value of small things and simplicity.

SO Media Group has been in charge of the conceptualization and creation of said manifesto, as well as the communication and public relations strategy, influence marketing and social network management. He is also responsible for the thinking and production of the relaunch presentation event.

The brand had to arrive in a different way, with different values ​​and a different brand strategy. Needs to reinvent itself”; Clara Hernández, Creative Director of SO Media Group, assures us in statements to reason.Why. “Don Algodón has matured and has defined his personality more to reach new audiences and become relevant again”.

The relaunch of the brand includes a renewal of visual identity, that has been worked together with the agency Becom. Leave behind the rounded lines, the figure of the cloud and the color blue. Now opt for straight, modern lines and a bichromatic palette to convey sophistication and elegance, as well as a contemporary vision.

The new design is aligned with the aesthetics of some of the great fashion brands present in our country, such as Zara, Máximo Dutti, Mango or Adolfo Domínguez, and raise aspirations of Don Algodón when it comes to offering a more solid and competitive proposal.

New collections from Don Algodón

The new stage of Don Algodón is materialized in new collections of products. Thus, the brand launches new pieces in the Women and Home lines, both designed around the concepts of elegance, harmony, refinement and simplicity. As explained by the firm, these are sober, but innovative designs that evoke distinction and a timeless style for everyday life.

However, the brand is focused on consolidating and developing its offer, with plans to expand the two aforementioned lines, now available through the Don Algodón website, and also launch the collections for Men and Babies.

The relaunch of the fashion brand also implies a distribution strategy review. As its new manager tells us, it is committed to its own online store, but also to presence in carefully selected marketplaces and in El Corte Inglés, where it will reinforce its visibility with corners for more direct sales. Likewise, plans include opening its own store in Madrid at the end of 2025.

However, efforts are focused on consolidate the relaunch.The main goal is the positioning of the brand in the first part of 2025. We want to meet again with an audience that knew the brand and let them know that we are here, but updated”, points out Dalal Solaiman. “We also want to find the new niche for the brand, give it to people who are unaware of it, which is a very broad target and which until now has been empty for Don Algodón”.

New stage of leadership

Don Algodón embarks on this new stage under new leadership, with Dalal Solaiman Tadeo in the position of CEO. He has training in journalism and has developed his career in the advertising agency BBDO Counterpoint and in the communication agency La5. He has also gained experience in various textile companies between Mexico and Milan.

In statements to reason.Why She has stated that she feels excited and excited about the new path that the brand is taking. “To make a simile, I have taken this project as if it were a son, and my job is to raise it, make it grow and take it to new places, but without losing the essence.”, he explains to us. “I want to contribute my experience to find a place for the brand in the market. It is a challenge, but we are a team that will work day by day to achieve it”.