2. 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
3. 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
4. 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
5. 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
6. Its in the brand…
http://www.diesel.com/#/home/
8. 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
9. 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
10. Location near you…
Portland Store:
The Cellar Building
Phone: 503-241-1355
30 NW 12thStreet
Portland, OR 97209
11. 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
12. 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.
14. Strengths
Diesel Website
One of the 1stclothing 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
15. 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
16. Strengths
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%
17. Strengths
Advertisement
Advertise clothes very differently than anyone else
Create stories around pictures
Choose quirky, unusual topics that can be perceived in
many ways
18. 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
19. 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
20. 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
21. 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
22. 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
23. 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
