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Diesel
 

Diesel

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    Diesel Diesel Presentation Transcript

    • Diesel Deanna Dewitt Caitlin Zimbrick Lauren Stewart
    • Diesel …you buy the brand not the jean
      • International Brand
        • Diesel - prêt-a-porter male and female seasonal collection, mainly focused on denim
        • 55DSL - sportswear
        • DieselStyleLab -limited edition pieces
        • Diesel Kids- babies, kids, teens; bright colors & modern gutsy lines
      • Licensed products: Diesel shades, shoes, time frames, fragrances and cosmetics, writing tools, and jewelry
    • History-“ The Haute Couture of Casual ”
      • 1978-creation of Diesel brand name
      • 1985-Renzo Rosso complete acquisition of the company
      • 1990-inception of the global marketing strategy
      • 1995-one of first clothing companies on the internet
      • 1996-Diesel’s first flagship store on New York City’s Lexington Avenue
      • 1998-”Advertiser of the Year” award
      • 1999-Diesel’s product lines;
          • Diesel Kids
          • 55DSL
      • 2003-ranked no. 15 among worldwide luxury brands
      • Leader in pioneering new styles, fabrics, manufacturing methods and quality control
    • Growth
      • Over 80 Countries
      • Over 5500 points of sale
      • 300 mono-brand stores
        • (200 are company-owned and the others are partnered with local distributors)
      • Throughout all 5 continents
      • Headquarters: Molvena, North Eastern Italy
      • Employs 3,400 employees worldwide
      • Renzo Rosso- Ranked no.5 -most influential people in the retail industry
    • Target Customer
      • Stylistic men and women: ages of 20-35 years
      • Annual income: $50,000-$100,000
      • Large, urban cities; U.S. & 80 other countries
      • Bridge/ better price zone
      • Independent entrepreneur or innovator who follows their own unique path in life
      • This eccentric man or women is largely unaffected by fashion fads and spends a significant amount of money on quality fashion-forward clothing
    • Its in the brand…
      • http:// www.diesel.com /#/home/
    • Diesel’s Marketing Mix product price place promotion
    • Marketing mix
      • Products
      • Several different apparel lines:
      • ~DieselStylelab (upscale)
      • ~55-DSL (sportswear)
      • ~Dieselkids
      • License name for:
      • ~Accessories including eyewear
      • ~Footwear
      • ~Luggage
      • ~Perfume/cosmetics
      • STAPLE PRODUCT : Diesel is best known as one of Europe’s top manufacturers of designer jeans
    • Marketing Mix
      • Price
      • Diesel Jeans range from $100 to $300 a pair
      • Place
      • Diesel products are available in more than 5,500 chain and department stores in 80 countries worldwide
      • In the U.S., Nordstrom, Urban Outfitters, Bloomingdales,
      • Barney’s New York
      • By 2003 there were 200 company owned and operated Diesel Stores worldwide
      • ~Feature jeans and DieselStylelab line
    • Location near you…
      • Portland Store :
      • The Cellar Building
      • Phone: 503-241-1355
      • 30 NW 12 th Street
      • Portland, OR 97209
    • Marketing Mix
      • Promotion
      • ~Promote products mainly online www.diesel.com
      • and in high-end magazines such as:
      • Elle
      • Vogue
      • Current Campaign: Global Warming Ready
      • They are known for their socially and politically
      • racy ad campaigns
      www.diesel.com
    • Competition
      • Primary competitors for denim
      • Earl Jeans
      • Seven for all Mankind
      • True Religion Chip and Pepper
      • Paper Denim & Cloth
      • Other Competitors include:
      • Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.
    • Diesel Strengths Weaknesses Opportunities Threats
    • Strengths Diesel Website
      • One of the 1 st clothing companies to have major presence on the internet, opening it’s site in 1995.
      • Contains information about all diesel product lines with a complete archive of diesel advertisements.
      • Advanced flash media player and interactive 3-D graphics.
        • Interactive Diesel experience
    • Strengths Individuality
      • Prides itself in quality, uniqueness and design
        • Buttons, embroidery, washes
      • 40 different styles and 50 washes every year
      • Exclusively made in Italy which allows incredible attention to detail and design
    • S trengths Exclusiveness
      • Exclusive distribution strategy. Shrunk from 10,000 retail outlets to only 5,500-Intentionally!
      • Exclusivity of brand
        • Not “mainstream”
      • Greater control over merchandise and marketing
      • Increased revenue
        • 2001 revenue increased by 40%
    • Strengths Advertisement
      • Advertise clothes very differently than anyone else
      • Create stories around pictures
      • Choose quirky, unusual topics that can be perceived in many ways
    • Weaknesses
      • Expensive
        • Diesel jeans sell from $100- $300
        • Only a select group can purchase their merchandise
      • Cannot purchase merchandise on the website
        • Loss of sales
    • Opportunities “ Global Warming Ready ”
      • First thing you see on the diesel website is: “Global Warming Ready?”
      • Global warming report video, a link to StopGlobalWarming.org, and a list of the top 10 things you can do to help global warming.
      • Responding to consumer concern and also reach the eco-friendly market
    • Opportunities Diesel and L’Oreal
      • Teaming up with L’Oreal to create a fragrance line
      • Launch a line of fragrance aimed at the youth market
      • Attract possible new customers
      • Offer customers a wider variety of merchandise
      • Increase sales
    • Opportunities other ventures…
      • The pelican Hotel-A fifties’ Art Deco hotel in South beach.
      • The Diesel Farm-production center for wine and olive oil.
      • Brand awareness
    • Threats
      • Competitors
        • Energie, G-star, Seven for all Mankind, True Religion, Citizen of Humanity
      • Trade Barriers
      • Changing Trends
        • Majority of sales comes from designer jeans. If designer jeans go out of style diesel could see a very large drop in sales
    • Bibliography
      • Web Sites
      • Apparel Search.com. (2006, January). Search directory: Diesel Jeans. Retrieved
      • February 15, 2007, from http:// www.apparelsearch.com /definitions/Fashion /Brands /Diesel.htm.
      • Diesel SPA-Affino. (2007, January 20). Diesel Propaganda: Press Pack. Retrieved January 20, 2007,
      • from http://www.dieselpropaganda.com .
      • Pitman, S (2006, January 6). L’Oreal to make fragrance for Diesel fashion house. Retrieved
      • February 28, 2007, from Cosmetic Design Web site: http:// www.cosmeticsdesign .com/news/ng.asp.
      • True-Religion.com (2006). True religion apparel adds to Expanding branded store base. Retrieved
      • February 28, 2007, from http://phx.corporate-ir.net/phoenix.zhtml .
      • Internet article based on a print source
      • Edmondson, G (2003, January 20). International-European Business: Diesel is Smokin’
      • [Electronic version]. BusinessWeekOnline
      • Europe News (2007, February, 26). Waiting for a relapse. [Electronic version] The Economist
      • Simpson, G (2007, February 20). Case study: L’Oreal’s software makeover [Electronic version].
      • BuisnessWeekOniline
      • The Environment (2007, February, 22). Green sums [Electronic version]. The Economist