Diesel is an international brand known for denim and casual wear. It offers several apparel lines under the Diesel brand name and licenses its brand for accessories. Diesel was founded in 1978 and is headquartered in Italy. It has over 5,500 points of sale worldwide and 300 mono-brand stores across five continents. Diesel targets stylish men and women ages 20-35 who are independent and not influenced by fashion trends. The brand is known for quality fabrics and attention to detail in its made-in-Italy clothing.

1. Diesel
Deanna Dewitt Caitlin Zimbrick Lauren Stewart

2. Diesel …you buy the brand not the jean
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International Brand
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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 ”
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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
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Over 80 Countries
Over 5500 points of sale
300 mono-brand stores
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(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
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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 fashionforward clothing

6. Its in the brand…
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http://www.diesel.com/#/home/

7. Diesel’s Marketing Mix
product price place promotion

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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
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Price
Diesel Jeans range from $100 to $300 a pair
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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 12th Street
Portland, OR 97209

11. Marketing Mix
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Promotion
Current Campaign: Global Warming Ready
They are known for their socially and politically
racy ad campaigns
www.diesel.com
~Promote products mainly online www.diesel.com
and in high-end magazines such as:
Elle
Vogue

12. Competition
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Primary competitors for denim
Earl Jeans
Seven for all Mankind
True Religion
Chip and Pepper
Paper Denim & Cloth
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Other Competitors include:
Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.

13. Diesel
Strengths Weaknesses Opportunities Threats

14. Strengths
Diesel Website
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One of the 1st clothing companies to have major
presence on the internet, opening it’s site in 1995.
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Contains information about all diesel product lines with a
complete archive of diesel advertisements.
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Advanced flash media player and interactive 3-D
graphics.
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Interactive Diesel experience

15. Strengths
Individuality
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Prides itself in quality, uniqueness and design
 Buttons, embroidery, washes
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40 different styles and 50 washes every year
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Exclusively made in Italy which allows incredible attention to
detail and design

16. Strengths
Exclusiveness
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Exclusive distribution strategy. Shrunk from 10,000 retail
outlets to only 5,500-Intentionally!
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Exclusivity of brand
Not “mainstream”
Greater control over merchandise and marketing
Increased revenue
 2001 revenue increased by 40%
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17. Strengths
Advertisement
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Advertise clothes very differently than anyone else
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Create stories around pictures
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Choose quirky, unusual topics that can be perceived in
many ways

18. Weaknesses
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Expensive
 Diesel jeans sell from $100- $300
 Only a select group can purchase their
merchandise
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Cannot purchase merchandise on the website
 Loss of sales

19. Opportunities
“Global Warming Ready”
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First thing you see on the diesel website is: “Global Warming
Ready?”
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Global warming report video, a link to
StopGlobalWarming.org, and a list of the top 10 things you
can do to help global warming.
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Responding to consumer concern and also reach the ecofriendly market

20. Opportunities
Diesel and L’Oreal
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Teaming up with L’Oreal to create a fragrance line
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Launch a line of fragrance aimed at the youth market
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Attract possible new customers
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Offer customers a wider variety of merchandise
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Increase sales

21. Opportunities
other ventures…
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The pelican Hotel-A
fifties’ Art Deco hotel in
South beach.
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The Diesel Farmproduction center for
wine and olive oil.
Brand awareness

22. Threats
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Competitors
 Energie, G-star, Seven for all Mankind, True Religion,
Citizen of Humanity
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Trade Barriers
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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