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Diesel Product Development

The document provides information on denim sales trends, top denim brands on Facebook, denim imports and exports, and financial data and strategies for denim brands such as Diesel. It analyzes denim distribution channels and sales changes from 2010 to 2011, showing an overall decline in denim sales. Top denim brands like Levi's, Diesel and Guess had significant growth in Facebook likes in 2011 compared to 2010.

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Katerina Kazia May Rifaat Elena Artamonova Nitya Soni Nibal Turjuman Samish Jain Product Development
Denim General Information
Denim Evolution 1800’s 1930’s 1940’s 1950’s 1990’s 1980’s 1970’s 1960’s 2000’s
Denim Today SALES DROP IN DENIM MARKET Analysis of Denim Distribution Channel •Women’s denim have suffered a drop in Women’s Men’s sales from last year. •Overall Increase in the average price in -Speciality stores +1.1% +3% jeans rose by 4.1%, within men’s by 4.7% -Department stores -0.1% +0.9% and women by 3.7% . -Mass merchandisers +6.5% -0.2% •The increases have hardly compensated for wholesaler’s higher price and retailers -E-commerce Decline N/A +15.1% expenses. -Factory outlets N/A -17.7% •Consumers having different income levels and different tastes. • Last year’s analysis showed a pick up in coloured •Denim have changed from being a denim, especially the upper end of the market. commodity to being in fashion and lost its charm. • Denim has played an important role within the •Consumers are building their wardrobes extreme, Sports lifestyle(riders, snow boarders free in other areas like dresses ,footwear style ski, skate-board and bikers ) most of the new before they are going back for a pair of action denim sells from around $100 as high as $400 jeans. for protective and advanced models. •Profitability was hindered by high raw material cost(cotton crops) and unit volume was impacted by price increases.
-2.1% CHANGES IN JEANS SALES IN 2011 DENIM ‘s SALES DOWN FALL NDP GROUP 2011 2010 CHANGE U.S JEANS SALES (000) 13,506,375 $ $13,799,525 -2.1% Women’s 7,793,271 $ $ 8,055,837 -3.3% Men’s 5,713,104$ $5,743,688 -0.5% U.S JEANS UNITS (000) 531,224 565,246 -6.0% Women’s 311,730 334,277 -6.7% Men’s 219,494 230,969 -0.5% AVERAGE RETAIL PRICE $ 25.43 $24.41 4.1% Women’s $25.00 $24.10 3.7% Men’s $26.03 $24.87 4.7%
DENIM FACEBOOK LIKES RANK BRAND LIKES CHANGE 1 LEVI'S 11,237,419 198.90% 2 DIESEL 1,837,959 131.30% 3 GUESS 1,836,352 117.40% 4 PEPE JEANS 904,495 N/a 5 G-STAR 766,909 167.50% 6 TRUE RELIGION BRAND JEANS 663,407 120.30% 7 WARNGLER WESTERN 579,485 100.80% 8 MAVI JEANS 472,911 109.50% 9 MISS ME JEANS 436,211 103.60% 10 MISS SIXTY 421,465 68.10% 11 GUESS BY MARCIANO 403,175 70.50% 12 LUCKY BRAND 306,886 85.00%
DENIM APPAREL IMPORTS 2011 VS 2010 VALUE DOZENS (000) 2011 2010 CHANGE 2011 2010 CHANGE MENS/BOYS JEANS 22,900,682 26,022,970 -12.00% $2,260,042 $2,152,394 5.00% WOMEN'S/GIR LS JEANS 19,725,121 24,385,710 -19.10% $1,916,132 $2,023,896 -5.30% OTHER DENIM APPAREL 882,950 1,042,799 -15.30% $758,743 $1,037,231 -26.80% TOTAL 43,508,753 51,451,479 -15.40% $4,934,917 $5,213,521 -5.30%
Denim or non-Denim ? • With high end denim business pressured in recent seasons there’s a dichotomy between companies focused on denim and those who are after non denim fabrics and novelty silhouettes. • Novelty fashion makes up 75% of most of higher end jeans company’s such as Rich & Skinny , Seven for all mankind. • The novelty part of the denim business is what keeps it going, it gives freshness that was never there before, in the past it was just blue jeans –people got bored of that!!!
DIESEL is a Denim Brand “Renzo Rosso equated jeans with freedom and rebellion leading him to start a jeans brand that embraced values such as individuality, irreverence, bravery and freedom, and these values very soon translated into a lifestyle, we were pioneers in this, we had to fight in the beginning but today it sounds quiet normal.” “When lifestyle is authentic it can be applied to many categories starting from non denim apparel collection to accessories, fragrances and so on..”
General Information
History of Diesel • The company was founded by Renzo Rosso in 1978. • 1985 Renzo Rosso got complete acquisition of the company. • 1991 beginning of the international marketing strategy. • 1996 opening of Diesel’s first flagship store on New York City’s Lexington Avenue.
Diesel DNA: • Humorous • Glocal • Hedonistic • Contemporary • Dialogical • Lifestyle Oriented • Always different • Provocative
Diesel Info and Mission “To create an apparel line perfect for individual people who follow their own unique path in life and for those style- makers who express their individuality by the way they dress.” • Innovative brand known for developing new styles, fabrics, manufacturing methods as well as quality control to guarantee outstanding product. • Diesel has stores in 80 countries, with 5000 points of sales, 300 mono brands stores. • The Headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 12 subsidiaries across Europe, Asia and the Americas. Diesel employs over 1,300 people worldwide.
Target Market Psychographic Fashionable, Have Extra money to spend significant on quality fashion clothing, Attracted by Innovation, Hedonistic, Experimental and Independent, Fun loving, energetic and somewhat rebellious. Demographical Age- 20-35, Men and women, Higher Middle Class, Early Young Professional. Geographical People living in big metropolitan cities. Behavioral Leisure time oriented consumption, Regular customers, Brand Loyal.
Financial Data *The annual turnover is expressed in million euros.
POSITIVE NEGATIVE STRENGTHS WEAKNESSES I • A complete lifestyle brand. • Diesel main product, jeans is somewhat N • exclusiveness strategy ( from 10000 POS expensive. T to 5000). • The sizes of the jeans, for women, do not E • Introducing a new image through OTB apply to all body types. group, instead of rebranding. R • Strong and unique advertising strategy N building an image for the brand, giving A identity to the costumer. L • Diversification in other merchandise. OPPORTUNITIES THREATS E • With new treatments and technology for • Replica products and fake imitation X fabrics we can add value to the products. affects brand image. T • With rising concern in eco-friendliness of • A dip in the demand of jeans can have a E products and stores, Diesel can respond major drop in sales. with promotion campaigns to instill trust. • Fast fashion jean brands raise their sales. R • Diesel can tap emerging retail markets like N Brasil and Russia to make the most of the A unsaturated markets there. L • Outsourcing some divisions in ‘cheap labour’ countries may help maintain economies of scale.
STORE ANALYSIS
Diesel Store Analysis Rome ,Via del Corso
Rome Store Display Hung Merchandise Jeans Display Hung Merchandise Face display Folded Table (new styles Swim suit –wall (face display) Footwear Bags + mix wall display Cash Counter Ducati Collection Promotions table :T-shirts Hung Shorts Merchandise Store window Accessories, Eyewear, Entrance Fragrances
• The store focuses more on Menswear than woman wear, 60% to 40% in assortment. • Entrance of the store is displaying items such as accessories, watches, fragrances, and sunglasses . • Tables with merchandise offer items such as, Bermuda shorts and T-shirts with a price less than the price of Jeans and other merchandise that is present in different corners. • T-shirts price 60 Euros made in India. Bermuda shorts 180 Euros made in Tunisia, Polo shirts prices are 70 Euros.
50% of the Merchandise is Jeans and Pants.
Folded Display 20% T-shirts ,Tops 30% Dresses 10% Skirts and shorts 10% Hung 80%
Merchandise Mix 7% 10% jeans 45% Pants T-shirts 40% shorts Black&Gold 30% Width, depth and consistency of range: • Novelty • Maintenance of the assortment • Style
Diesel Black Gold Diesel Black Gold Line, is not displayed within the Diesel store in Via del Corso, they have it at Via Conodotti . • The assortment of denim in the Black Gold is only 2%. • Most of the collection is Jackets, shirts, and T-shirts. • Black Gold is slightly different and more glamorous • Their prices are around 345 EUR for a pair of jeans.
APPAREL
APPAREL 18% Jeans 27% Dresses Jumpsuits 4% Jackets 3% Pants and Shorts 5% Shirts Skirts 17% Sweaters 12% T's and Tops 12% 2% Online Store Women Collection
Price Range Women CATEGORY PRICE EUR JEANS 100-240 DRESSES 100-250 JUMPSUITS 130-240 JACKETS 160-600 PANTS/SHORT 85-210 SHIRTS 100-150 SKIRTS 100-350 SWEATERS 120-160 T-SHIRTS/TOPS 35-150
Price Range Women Graph 700 600 500 400 300 PRICE LOW 200 PRICE HIGH 100 0
22% APPAREL 38% Jeans Jackets Pants&Shorts 10% Shirts Sweatshirts/Sweaters Tunks & Tops&Polos 4% 9% 17% Online Store Men Collection
Price Range Men CATEGORY PRICE EUR JACKET 170-870 JEANS 110-270 PANTS 110-210 T-SHIRTS/TOPS 35-70 SHIRTS 70-180 SWEATERS 85-170 SHORTS 90-140 POLO 80-140
Price Range Men Graph 1000 900 800 700 600 500 400 300 PRICE LOW 200 PRICE HIGH 100 0
“We can describe it as a love affair between refined quality and rock & roll, translated into a contemporary collection.” “Diesel Black Gold products have an authentic vintage feel and a sophisticated look.”
Women Garments 15% jeans 20% dresses and jumpsuits jackets pants 8% shirts 26% 2% sweaters 1% skirts 3% 11% knitwear 14% Ts and Tops
Price Range Women CATEGORY PRICE EUR JEANS 220-360 DRESSES/JUMPSUITS 90-2500 JACKET 350-1400 PANTS 170-1420 SHIRTS 210-220 SWEATERS 210 SKIRTS 180-500 T-SHIRTS/TOPS 70-595 KNITWEAR 170-390
Price Line Women 3000 2.500 € 2500 2000 1500 1.400 € 1,420 € 1000 690 € 595 € 500 € 500 360 € 350 € 220 € 210 € 180 € 180 € 220 € 170 € 90 € 70 € 0 210 € 210 €
Price Range Men CATEGORY PRICE EUR JEANS 190-600 JACKETS 210-1060 PANTS 150-300 SHIRTS 140-250 SWEATERS 130-160 KNITWEAR 160-320 T-SHIRTS/TOPS 60-160
Men Garments 13% 28% jeans jackets 23% pants shirts sweaters 12% knitwear 7% T's and tops 2% 15%
General Price Line 1200 1.060 € 1000 800 600 € 600 400 320 € 300 € 250 € 210 € 190 € 200 160 € 160 € 160 € 140 € 150 € 130 € 60 € 0 jeans jackets pants shirts sweaters knitwear T's and tops
COMPETITORS
Turnover in Million €857 (2010) €1.121 (2010) $311 (2010) EBITDA €139 (16.2%) €285 (25.4%) $40 Mono-Brand Stores 251 125 Directly Operated Stores 682 90 under «VF corporation» Turnover in Million €240 €272 $1.849 (jeans ) EBITDA 48 (16.2%) $319 Mono-Brand Stores 220 200 (VF corporation) Directly Operated Stores 450
Turnover in Million $2.128 (2010) €1.328 (2010) EBITDA $364 (17.1%) €163 (12.3%) Mono-Brand Stores 300 Directly Operated Stores 682 Market shares in USA and EU (denim) 1.22% Denim market • 31 billion Euro 4% 3% • 839 million pairs of denim 1% DIESEL Guess 0,01% for all 7 mankind Replay 7% Pull and bear True religion
Women Average Men Average Price Price 15.99 39.99 27 19.99 49.99 29 213 427 269 183 549 340 155 400 229 150 200 226 11 37 24 14.6 32 23 99 169 132 119 199 157 175 365 265 255 345 289 100 240 160 100 280 173 89 199 142 99 159 129
OVERALL MOOD OF THE COLLECTION • Urban Mood • Young • Fun • Vintage inspiration Fabric • Polyester • Cotton/elastane • Denim • Linen • Polyurethane • Leather Colors neutral colors • faded & neon colors • classic & tredy patterns • stamped shirts / logo stamps • Texture • worn effects • washed effects • burnt effects • vintage effects • faded effects • rough textures
OVERALL MOOD OF THE COLLECTION Mood • Sexy • Classical & Elegant • Vintage inspired • Curve defining • Demure & Feminine & Wild • Sleek & Sharp & Casual • Sporty Sparkling embroidery ss• Fabric Leather ss• Lace ss• Elastin ss• Charmeuse ss• Denim/Cotton/Linen ss• Colors Neutral colorsss• Fluo/Pink/Cioletss• Military/green/blackss• White/orchidss• Animal prints ss• Florals prints ss•
OVERALL MOOD OF THE COLLECTION MOOD • American dream • Young, sexy and adventurous lifestyle • Casual chicness • Sexy bombshell and bad boy • Trendy and fresh balanced look • Sexy and business COLORS • 'dirt brown‘/ gray • navy /dark green • black is dominate • beige • red • unisex DENIM fabric FABRIC • 'chameleonic' fabric, • monochrome and printed denim • trendy graphic print
OVERALL MOOD OF THE COLLECTION • Youthful Mood • Fun • Stylish • Sexy & Sophisticated Fabric • Polyester & Spandex • Cotton • Denim • Linen & Silk Colors pastel & neutral colorssss• bright colorssss • floral prints and patternssss • trendy patternssss • Texture • Roasted effect • Worn out effects • Used look & Rough texture • Arabian space wash
OVERALL MOOD OF THE COLLECTION Mood • Urban • Young • Sexy Fabric • Polyester & Elastin • Linen • Denim • Lether • Polyurethane Colors neutral colorssss• light colorssss• bright colors sss• stripes patterns sss• Texture • Burn effect • Worn effects • Faded & effect • Vintage effect
OVERALL MOOD OF THE COLLECTION MOOD • Casual Basic • Street spirit • Parties • Family • School & Sport FABRIC • cotton • polyester • viscose • spandex COLORS • vibrant colors • contrasting patterns stripes • pink shades • Contrasting and geometric designs Wash • Dark wash • Medium wash • Tints of grey
OVERALL MOOD OF THE COLLECTION • Young Mood • Seductive • American cult Fabric • Cotton & Denim • Leather • Elastane • Linen • Polyurethane Colors More of cool colourssss• Pastel colourssss • Checkssss • Red & White & Bluesss • Texture • Burnt & Faded effect • Worn effect • Vintage effect • Rough textures
17-26 18-30 • Boys and girls • Young adults (depending on their parents) • Urban style • Follow fashion • Money is not much of a • Urban style concern • Budget conscious REPLAY GLORIA PULL& T G JEANS BEAR M R K E T A E R T 20-35 25-45 • Street fashion • Urban style • Fast trend adopters • Rock style • Trendsetters • Money is not much of a concern • People with an ample disposable income TRUE RELIGION DIESEL 7 FOR ALL D&G MANKIND
FASHIONABLE LOW PRICE HIGH PRICE CLASSIC
SUMMARY
NEW LINE PLAN SS2014
New Men Collection 2014 Men Collection 2012 Jeans 16% Jackets Pants&Shorts 28% Shirts Sweatshirts/Sweaters 18% Tunks & Tops&Polos 17% 29% Jeans 14% Jackets 13% 11% Pants&Shorts 21% Shirts Sweatshirts/Sweaters Tunks & Tops&Polos Difference between 2012 and 12% 2014 collections 10% 11% Jackets -32% 38% Shirts 30% Sweatshirts/S weaters
New Women Collection 2014 Women Collection 2012 20% 26% Jeans 4% Dresses Jumpsuits 7% Jackets Jeans 14% Pants and Shorts 7% Shirts 24% Dresses 11% 28% 10% Skirts 1% Jumpsuits Sweaters T's and Tops Jackets Pants and Shorts 3% Difference between 2012 and Shirts 3% 2014 collections Skirts 6% Sweaters Jeans 15% T's and Tops -37% -28% 10% 2% Dresses 9% 22% Skirts -13%
Collection 2014 Men’s collection 2014 Women’s collection 2014 47% Ongoing Fashionable 53% 50% Ongoing 50% Fashionable
SS/14 DIESEL WOMEN COLLECTION
SS/14 DIESEL MEN COLLECTION
Jeans
Bestsellers
Women Jeans Trends: • Harem pants and other type of summer bottoms. • Jean shorts are prefered to jeans. • Light materials (silk, linen etc..) are prefered to denim. • Shiny denim fabrics. • High wasted jeans. • Clean rather than treated jeans. Facts: • Boyfriend, Jeggings and Joggjeans: the ones with the most best selling items. • Skinny and Superskinny: worst sellers. • Straight: There are not so many bestsellers. A lot of iconic items. • Flare: They perform good enough • Bootcut: They are not performing well.
Line Plan • Cut down the collection by 15% for S/S 2014. From 84 to 71. • Skinny and Superskinny: Merge the two categories in one. Bootcut Boyfriend 7% 9% Flare Bootcut 9% 12% 15% Boyfriend 13% Jegging Joggjeans 19% 12% Flare 22% 9% Regular staright Jegging 13% Skinny/Super 12% Joggjeans 10% Skinny 10% 8% Banana 7% 13% Regular Wide Straight
•Increase the percentage of fashionable jeans. 33% 25% Fashionable Fashionable Ongoing Ongoing 75% 67% Ongoing items
• Increase high wasted jeans 4% 15% high waist 33% high waist low waist 63% low waist regular waist 56% 28% regular waist • Increase number of clean treated jeans clean 19% 30% 40% clean 49% medium medium treated treated 32% treated treated 30%
Introduce New category: The Wides
Introduce New category: banana jeans
Introduce Cropped style jeans within some already existing categories.
Colors dark grey light JEANS women 0% white yellow 1% light grey black 4% 7% 4% beige military pink red green 0% 1% medium blue 0% 0% 15% green 1% light blue 20% 2012 color palette and brown proportions 0% dark bue 47% 2014 proportional color card
Fabrics/Washes • New technologically developed fabrics. • Eco friendly compositions
Details pre war pockets neon rust details stitch repair
Men Jeans Trends: • Men Jeans are going to be a trend also for 2014. Baggy style is coming back, skinny trend fades. • Lighter textures of denim mixed with other material. • Shiny denim fabrics. • Clean rather than treated denim. Facts • Straight: Best sellers. Iconic Diesel jeans category. • Carrot: Best sellers. Trendy jeans category. • Joggjeans: Perform very well. • Bootcut: Perform good enough. • Regular: They do not perform well. Iconic Diesel jeans category. • Tappered: They do not perform well. Trendy category. • Skinny Jeans: They perform poorly. A very big category.
Line Plan •Keep the same amount of the collection, 111 items •Reduce the number of tappered, bootcut, skinny and regular categories. •Add 4 new categories: baggie, banana ,cropped and overall jeans. Merchandise compiosition 2% bootcut 4% 8% 4% straight 7% tappered 10% bootcut carrot 21% 24% straight joggjeans 21% tappered 15% skinny carrot regular joggjeans 5% baggie 19% 9% skinny banana 11% 14% regular 14% cropped 9% 4% overalls
Men Jeans SS2013 Men Jeans SS2012 42% Fashionable 46% Fashionable 54% 58% Ongoing Ongoing Ongoing items
• Increase number of clean treated jeans 19% 30% 40% clean clean 49% medium treated medium treated treated treated 32% 30%
Introduce Baggies
Introduce Banana Jeans
Introduce Cropped
Introduce Overalls
Color The best colour in sales military light medium green yellow blue light grey 0% pink red 7% 8% 0% 0% 0% dark grey 9% black green white 2% 0% 13% beige 2012 color palette and brown 0% 0% proportions dark bue 20% light blue 41% 2014 Colors are lighter in jeans not much dark blue jeans.
Washes/Fabric New technologically developed fabrics. Eco friendly compositions They call this type of fabric pre-war, which have a dust coat giving it a vintage used look and the pockets as you can see in the picture are very much pre-war.
Patch repair style. Details Oxidized fabric, zippers, bottoms.
Introducing Treatments & Technology Deflexation: made of polymerized silicone sheets that provide comfortable impact protection for flexible breathable durable and washable denim jeans. Codura Denim fabric is a blend of cotton and in vista nylon fiber 6.6 providing abrasion resistance and is durable but soft. Dyneema Fiber: made of ultra high molecular weight polyethylene and used in denim linings, light but highly impact resistant. Turbo Tech: launched by ISKO a new denim technology that allows the wearer to customize and accelerate the evolution of jeans from raw to vintage through various cleaning and wearing regimens. Botanic Denim: The simple addition of TENCEL to conventional authentic cotton jeans can improve the environment significantly.
Pants and Shorts • Jeans sales have decreased and during Spring summer season they decrease even more due to weather and lifestyle during summer, as an alternative the pants category has to be sufficient, evident and trendy to alternate and compensate for the drop in jeans sales. • Menswear Pants show 11 best sellers out of 21 items due to missing sizes analysis ,Shorts showed 4 best sellers out of 11 items.( Best Sellers are keepers , higher demand on Pants rather than shorts). • Womenswear Pants showed 7 Best sellers out of 23 items ,shorts shows 5 best sellers out of 10 items which proves high demand on Shorts for SS12 collection. • The same quantity will be kept as is but the percentage within will differ in SS14 within the quantity of trendy items in ratio with ongoing items Introducing new styles to match the Diesel attitude and clientele.
Men Pants SS12 Shorts SS14 shorts mix 29% 15% gabar canvas dine 37% 17% waxed pants 18% canva 71% s deni gabardin m 50% e 33% 26% denim 4% Pants Shorts gabar dine 17% mix 14% canvas gabard 34% ine canva 24% deni s m 50% denim 33% 28%
Best Sellers SS12 Men Pants PECTRON Pant H-LAP Short H-LAP LARKSHORT PITO CHI TIGHT TY-LAB TY-Tool PESTOR KROSHORT PANGUARY
Line Plan fashionable ongoing ONGOING 44% TRENDY 48% 56% 52%
Compositions : Fabrics 100%Cotton 55% Linen, 45% Cotton Denim Canvas Gabardine
Introduce New Styles : • Cropped • straight leg • Up sized • Loose Finishes &Textures : • High waist Key looks : • Well laundered, fluid and draped • Belted • relaxed • Authentic herringbone construction • androgynous • Vintage and time worn • Vintage • Shredded updates • Chambray Materials : • Patches • Mimic aged leather • Oil duck canvas • Waxed • Cracked resin texture • Gabardine , Fresco tropical
Color Color Palette 2012 Color Palette 2014 6% 8% 11% 11% 10% 13% 8% 6% 10% 4% 13%
Women's Pants Women Pants SS12 women's shorts SS14 satin shorts 13% denim 37% 25% pants 63% twill 31% canvas 31% Women's Pants SS12 Women's Short Women's Pants SS14 mimic fleece leather twill denim fleece 17% 8% gabardin 31% 31% 8% e 16% canvas gabardin 67% e denim canvas 15% canvas 0% 38% 54% waxed 15%
Best Sellers SS12 Women Pants IODINE -PS FAITHLEG P-TRACK P-JASPER P_ROMYTE PEGGY D_AROL P-PATERINE
Line Plan fashionable ongoing ONGOING 44% TRENDY 50% 50% 56%
Finishes & textures : Introduce • Worn effects • Patch work Key looks : • Drapes • relaxed • Shredded • androgynous distressed • Vintage updates • Pleats • Chambray • Printed (Tie dyed) New Styles : Materials : • Cropped • Up sized • loose • High waist Flairs • Botten • Bow detailed belts
Composition : Materials 100% Cotton 60% Cotton, 40% Linen 76% Cotton, 22% Polyester, 2% Elastin Denim Canvas Gabardine
Color Palette 2014 Color Color Palette 2012 light yellow 4% orange popsicle blue 2% dark blue 2% 2% beige red 10% 8% blue jeans white 12% 12% light grey military green 10% 20% black 14% brown 2%
Tops
Women Jackets Trends: • According to the forecast 2014 denim and leather jackets will be in trend, introducing new types of washes and silhouettes. Facts: • This is not the main category of goods for Diesel. • Coats and jackets represent only 12% of the total assortment line, 36 % of which are denim jackets. • Denim material outwear items have increased in sales within the extreme sport lifestyles due to new denim technologies.
Line Plan SS 2012 SS 2014 Inwear Outwear mix Waistcoats leather 14% Inwear leather 11% jackets jackets 7% 7% Outwear mix 14% Outwear Outwear lather jackets lather jackets Denim 22% 14% jackets 43% Inwear Denim jackets Inwear mix mix 43% 11% 14%
Increase fashionable items by 13%. 30% Fashionable 17% Fashionable 83% 70% Ongoing Ongoing Ongoing items
Introduce • Parka - Pure cotton denim with highly abrasive details and washes 10-13 of fabrics.
Introduce • Patched items bleached denim colors. . • Sleeves are set forward and cropped to below the elbow. • New group of waistcoats • A trapeze silhouette cropped jacket with A-line • A rounded shoulder line cuffed kimono sleeves
Color Colour Palette SS14 Colour Palette SS12 red/orange beige 5% yellow 8% 3% white 15% light grey dark denim 10% blue green 10% 3% light blue 12% Military Green 12% black 22%
Washes/Fabric • Cloth • Fleece • Denim • Goat leather • Sheep skin • Lamb leather • Paper effect • Clean surface/light reflection • Canvas Look • Textured weaves
Men Jackets and Shirts Trends: • Mix of summer colors and Earth colors return of floral Prints • Key words for SS14 outerwear: Futuristic, minimalism, Twisted, Reconstructed, Mysterious, Austere and Weathered. • Major trends in jackets are Parka and bomber Jackets and Knitted Polo Shirts, printed , Pajama shirts Facts: • More Focus on Jackets and Shirts and less on Sweatshirts and Sweaters as according to the sales trend of Sweatshirts and Sweaters are decreasing for SS Collections. • According to Bestseller analysis jackets had 15%, Shirts had 12%, Sweaters and Sweatshirts had 8% best sellers. .
Line Plan Ongoing; 20% Ongoing Ongoing 20% Ongoing Fashionable Fashionable Fashion able, 80% Fashionabl Ongoing Sku’s e, 80% The current collection has 46 styles of jackets and has wide and shallow assortment, we plan to increase the number of styles and have wide and deep assortment, as we plan to introduce new colors and new styles.
Introduce 1. The summer coats 2. Voluminous parkas New Plan 3. Double breasted 4. Deconstructed blazers 16% Summer Coats 23% Parkas 5. Cotton bomber jackets Double brested 11% 6. Demure classic raincoats Blazers 7. Brightly coloured military style jackets 16% Bomber Jackets 11% Raincoats 11% 12% Military jackets • Teemed with luxurious satin, technical fabrics and Cotton of- course. The silhouettes different too, from puffy to minimalist.
Introduce
Colors Colour Palette SS12 0% 0% 0% 0% 12% 12% 0% 12% 7% 49% 7% 0% 0% 0% 0% Colour Palette SS14 0% The color palette will be typically summery, consisting of orange, yellow, purple and turquoise. Brown, mixed with neutrals represents the, natural colours, like sage green sand and beige will be used.
Introduce New Plan 13% Stand-Collar 23% Half Placket City short sleeve 17% Baseball 10% Pyjama 10% Cropped 14% 13% Knitted Polo Key Styles Stand-collar shirt- Half-placket shirt City short-sleeve shirt Baseball shirt Pyjama shirt Cropped shirt Knitted Polo Shirts
Colors 2012 Color Palette 0% 0% 0% 0% 20% 3% 9% 17% 6% 6% 0% 0% 34% 6% 0% 0% 2014 Color Palette • Purple, orange and turquoise blue, like the sea, freshen up the fashion in the summer heat. Yellow, like the sun, is the main primary colour
Prints • Summer calls for prints, they’re bright and fun. For the season, stripes have been re-polished:. The floral print trend, the foulard print, but with a twist of patchwork, paper or postcard prints works.
Line Plan Fashionable; 23% Ongoing Fashionable Ongoing Fashionable; Fashionable 40% Ongoing; Ongoing; 77% 60% On Going Style's As we want to concentrate more on jackets we will reduce the quantity of styles of Sweatshirts and Sweaters and would also like to change the fashionable and ongoing assortment of this category.
Key Details Introduce • Retro-inspired boxy proportions • Neckline- Focused Updates 18% High V vest 22% Shrink-Fit Sweatshirt • Easy-fit soft draping Deep V-neck cardigan 14% • Draped construction 14% Cut-off Diy Sweatshirt Drape tee • Engineered Modern 18% 14% Shrunken-V Cardigan Key Styles • High V vest • Shrink-fit sweat • Deep V-neck cardigan • Cut-off DIY sweat • Drape Tee • Shrunken-V Cardigan
Colors Previous colour palette 0% 0% 0% 20% 0% 0% 35% 0% 4% New Color Palette 7% 9% 0% 0% 17% 9% 0% 0% More of Earthen Colours, shades of greys, blues and whites with flashes of Red and incandescent yellow .
Men T-Shirts ongoing ongoing 29% 29% trendy trendy 71% 71% 9% 19% Crew neckline Crew neckline 13% V-neckline 50% V-neckline Button closing Button closing 31% 78% New styles : • Styles remain the same by 85% Diesel logo t-shirts • Knitted polo – Johnny collar • Outdoor pursuits • Clean sportswear
Key Looks: Finishes & Textures Materials • asymmetric cut • Tie dyed • Denim • resorts shirt update • faded • Jersey • asymmetric sleeves • Vintage worn effect • Light-weight knit • V-neck T-shirt • Rusted effect, Stained • Bio psychedlic prints • indigo patches • Patches • Knitted stripes • all over prints • Striped • vintage inspired • the Denim T-shirt • Insert panelling
Color Palette 2014 Color 28% 22% 4% 6% 1% 12% 6% 13% 2% 4% 2% Color Palette 2012 Fabrics
Women Dresses and Skirts Facts: • According to the WGSN Denim Report, various textures and details such as dust coating, rust color, vintage trims are upcoming. • Also the color palette defined by WGSN report focuses more on a range of cool, warm, bright and pastel colors for women categories. • As per the best seller analysis, only 30% of the skirts, 10% of shirts, 25% of dresses and 35% of Tops and T-shirts are selling well. • According to the analysis of the line plan, the previous collection offers a very limited range of fashionable items. Thus, increasing the no. of fashionable items by 10%. Trends: • The next big trends: Flared Skirts, Full Length Skirts, Belted, Empire waist and Flared dresses, Collarless and Slash neck Blouses/Tops. • Indigo patterns, floral patterns, neon colors, Tie and dye are the next upcoming range of patterns and prints.
DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing Items SKIRTS ASSORTMENT SKIRTS ASSORTMENT ANALYSIS SS12 ANALYSIS SS14 ongoing ongoing fashionable 10% fashionable 30% 90% 70% New Styles: Full Length(2), Short length flared skirts(4), High waist skirts (4).
Details • Dust coated • Rusted colour • Whiskering finish • Vintage trims: • Tinted Look • Worn out/ ragged rivets and buttons look
Color/Fabrics Color Palette 2014 Color Palette 2012 0% 0% 0% 0% 9% 27% 0% 0% 9% 0% 0% 55% 0% 0% 0% 0% 0% 0%
DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing DRESSES ASSORTMENT DRESSES ASSORTMENT ANALYSIS SS12 ANALYSIS SS14 ongoing ongoing fashionable ongoing; fashionable 30 ongoing 40% No. of items: 46 No. of items: 46 fashionabl e fashionabl 60% e; 70 New Styles: Belted(6), Flared(6), Empire waist(6).
Details • Vintage look • Crinkled effect • Dust coat finish • Sequins patterns • Aged leather look
Color/Fabrics Color Palette 2014 0% Color0% Palette 2012 0% 0% 0% 0% 3% 19% 38% 2% 9% 9% 0% 16% 0% 0% 3% 2%
DIESEL WOMENSWEAR DIESEL WOMENSWEAR SHIRTS ASSORTMENT SHIRTS ASSORTMENT ANALYSIS SS12 ANALYSIS SS13 ongoing ongoing fashionable fashionable fashionable; fashionable; 40 40 ongoing; 60 No. of items: 18 ongoing; 60 Ongoing • The Previous collection offered a variety of styles in shirts, from collarless, short lengths to loose styles. • The styles remain similar to these ones. Changes made in the colour palette and patterns.
Color/Fabrics Color Palette 2012 Color Palette 2012 2% 0% 0% 0% 28% 17% 7% 0% 2% 0% 24% 13% 5% 0% 0% 0% 2% 0% Using a mix of warm and cool colors. Including patterns like polka dots, stripes and checks along with solid colours.
Details • Patchwork • Rusted color • Faded or used look
DIESEL WOMESWEAR DIESEL WOMESWEAR Ongoing TOPS ASSORTMENT TOPS ASSORTMENT ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing fashionable fashionable fashionabl fashionabl e e 30% 40% No. of items: 30 No. of items: 40 ongoing ongoing 60% 70% New Style: Collarless(5) and Slash neck Blouses(5)
Colors Color Palette 2014 Color Palette 2012 0% 0% 0% 18% 0% 9% 5% 23% 0% 14% 0% 27% 0% 0% % 0% 0% 0% The color palette is almost similar to the previous collection, addition od pastel and bright colors.
Details • Sequins • Placement prints • Layering
DIESEL WOMENSWEAR DIESEL WOMENSWEAR T-SHIRTS ASSORTMENT T-SHIRTS ASSORTMENT ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing fashionable fashionable ongoing ongoing 40% 40% fashionabl fashionabl e e 60% 60% Ongoing
Color Color Palette 2014 Color Palette 2012 0% 0% 0% 18% 0% 9% 5% 23% 0% 14% 0% 0% 27% 0% 0% 5% 0% 0% Introducing cool/bright colors to enhance the previous color palette.
Details • Logo Details • Sequins • Prints
Numeric Line Plan New Styles Dresses SS14 New styles of Skirts SS14 Belted Full length flared Empire waist high waist Flared; 9 Belted; 9 high waist; 2 Full length; 2 New Styles of Tops SS14 Empire waist; flared; 2 9 Collarless Slash neck Slash neck; Collarless; 6 6
Thank You!

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Diesel Product Development

  • 1.
    Katerina Kazia May Rifaat Elena Artamonova Nitya Soni Nibal Turjuman Samish Jain Product Development
  • 2.
  • 3.
    Denim Evolution 1800’s 1930’s 1940’s 1950’s 1990’s 1980’s 1970’s 1960’s 2000’s
  • 4.
    Denim Today SALES DROPIN DENIM MARKET Analysis of Denim Distribution Channel •Women’s denim have suffered a drop in Women’s Men’s sales from last year. •Overall Increase in the average price in -Speciality stores +1.1% +3% jeans rose by 4.1%, within men’s by 4.7% -Department stores -0.1% +0.9% and women by 3.7% . -Mass merchandisers +6.5% -0.2% •The increases have hardly compensated for wholesaler’s higher price and retailers -E-commerce Decline N/A +15.1% expenses. -Factory outlets N/A -17.7% •Consumers having different income levels and different tastes. • Last year’s analysis showed a pick up in coloured •Denim have changed from being a denim, especially the upper end of the market. commodity to being in fashion and lost its charm. • Denim has played an important role within the •Consumers are building their wardrobes extreme, Sports lifestyle(riders, snow boarders free in other areas like dresses ,footwear style ski, skate-board and bikers ) most of the new before they are going back for a pair of action denim sells from around $100 as high as $400 jeans. for protective and advanced models. •Profitability was hindered by high raw material cost(cotton crops) and unit volume was impacted by price increases.
  • 5.
    -2.1% CHANGES IN JEANS SALES IN 2011 DENIM ‘s SALES DOWN FALL NDP GROUP 2011 2010 CHANGE U.S JEANS SALES (000) 13,506,375 $ $13,799,525 -2.1% Women’s 7,793,271 $ $ 8,055,837 -3.3% Men’s 5,713,104$ $5,743,688 -0.5% U.S JEANS UNITS (000) 531,224 565,246 -6.0% Women’s 311,730 334,277 -6.7% Men’s 219,494 230,969 -0.5% AVERAGE RETAIL PRICE $ 25.43 $24.41 4.1% Women’s $25.00 $24.10 3.7% Men’s $26.03 $24.87 4.7%
  • 6.
    DENIM FACEBOOK LIKES RANK BRAND LIKES CHANGE 1 LEVI'S 11,237,419 198.90% 2 DIESEL 1,837,959 131.30% 3 GUESS 1,836,352 117.40% 4 PEPE JEANS 904,495 N/a 5 G-STAR 766,909 167.50% 6 TRUE RELIGION BRAND JEANS 663,407 120.30% 7 WARNGLER WESTERN 579,485 100.80% 8 MAVI JEANS 472,911 109.50% 9 MISS ME JEANS 436,211 103.60% 10 MISS SIXTY 421,465 68.10% 11 GUESS BY MARCIANO 403,175 70.50% 12 LUCKY BRAND 306,886 85.00%
  • 7.
    DENIM APPAREL IMPORTS2011 VS 2010 VALUE DOZENS (000) 2011 2010 CHANGE 2011 2010 CHANGE MENS/BOYS JEANS 22,900,682 26,022,970 -12.00% $2,260,042 $2,152,394 5.00% WOMEN'S/GIR LS JEANS 19,725,121 24,385,710 -19.10% $1,916,132 $2,023,896 -5.30% OTHER DENIM APPAREL 882,950 1,042,799 -15.30% $758,743 $1,037,231 -26.80% TOTAL 43,508,753 51,451,479 -15.40% $4,934,917 $5,213,521 -5.30%
  • 8.
    Denim or non-Denim? • With high end denim business pressured in recent seasons there’s a dichotomy between companies focused on denim and those who are after non denim fabrics and novelty silhouettes. • Novelty fashion makes up 75% of most of higher end jeans company’s such as Rich & Skinny , Seven for all mankind. • The novelty part of the denim business is what keeps it going, it gives freshness that was never there before, in the past it was just blue jeans –people got bored of that!!!
  • 9.
    DIESEL is aDenim Brand “Renzo Rosso equated jeans with freedom and rebellion leading him to start a jeans brand that embraced values such as individuality, irreverence, bravery and freedom, and these values very soon translated into a lifestyle, we were pioneers in this, we had to fight in the beginning but today it sounds quiet normal.” “When lifestyle is authentic it can be applied to many categories starting from non denim apparel collection to accessories, fragrances and so on..”
  • 10.
  • 11.
    History of Diesel •The company was founded by Renzo Rosso in 1978. • 1985 Renzo Rosso got complete acquisition of the company. • 1991 beginning of the international marketing strategy. • 1996 opening of Diesel’s first flagship store on New York City’s Lexington Avenue.
  • 12.
    Diesel DNA: • Humorous • Glocal • Hedonistic • Contemporary • Dialogical • Lifestyle Oriented • Always different • Provocative
  • 13.
    Diesel Info andMission “To create an apparel line perfect for individual people who follow their own unique path in life and for those style- makers who express their individuality by the way they dress.” • Innovative brand known for developing new styles, fabrics, manufacturing methods as well as quality control to guarantee outstanding product. • Diesel has stores in 80 countries, with 5000 points of sales, 300 mono brands stores. • The Headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 12 subsidiaries across Europe, Asia and the Americas. Diesel employs over 1,300 people worldwide.
  • 14.
    Target Market Psychographic Fashionable, HaveExtra money to spend significant on quality fashion clothing, Attracted by Innovation, Hedonistic, Experimental and Independent, Fun loving, energetic and somewhat rebellious. Demographical Age- 20-35, Men and women, Higher Middle Class, Early Young Professional. Geographical People living in big metropolitan cities. Behavioral Leisure time oriented consumption, Regular customers, Brand Loyal.
  • 15.
    Financial Data *The annualturnover is expressed in million euros.
  • 16.
    POSITIVE NEGATIVE STRENGTHS WEAKNESSES I • A complete lifestyle brand. • Diesel main product, jeans is somewhat N • exclusiveness strategy ( from 10000 POS expensive. T to 5000). • The sizes of the jeans, for women, do not E • Introducing a new image through OTB apply to all body types. group, instead of rebranding. R • Strong and unique advertising strategy N building an image for the brand, giving A identity to the costumer. L • Diversification in other merchandise. OPPORTUNITIES THREATS E • With new treatments and technology for • Replica products and fake imitation X fabrics we can add value to the products. affects brand image. T • With rising concern in eco-friendliness of • A dip in the demand of jeans can have a E products and stores, Diesel can respond major drop in sales. with promotion campaigns to instill trust. • Fast fashion jean brands raise their sales. R • Diesel can tap emerging retail markets like N Brasil and Russia to make the most of the A unsaturated markets there. L • Outsourcing some divisions in ‘cheap labour’ countries may help maintain economies of scale.
  • 17.
  • 18.
    Diesel Store Analysis Rome ,Via del Corso
  • 19.
    Rome Store Display Hung Merchandise Jeans Display Hung Merchandise Face display Folded Table (new styles Swim suit –wall (face display) Footwear Bags + mix wall display Cash Counter Ducati Collection Promotions table :T-shirts Hung Shorts Merchandise Store window Accessories, Eyewear, Entrance Fragrances
  • 20.
    • The storefocuses more on Menswear than woman wear, 60% to 40% in assortment. • Entrance of the store is displaying items such as accessories, watches, fragrances, and sunglasses . • Tables with merchandise offer items such as, Bermuda shorts and T-shirts with a price less than the price of Jeans and other merchandise that is present in different corners. • T-shirts price 60 Euros made in India. Bermuda shorts 180 Euros made in Tunisia, Polo shirts prices are 70 Euros.
  • 21.
    50% of theMerchandise is Jeans and Pants.
  • 22.
    Folded Display 20% T-shirts ,Tops 30% Dresses 10% Skirts and shorts 10% Hung 80%
  • 23.
    Merchandise Mix 7% 10% jeans 45% Pants T-shirts 40% shorts Black&Gold 30% Width, depth and consistency of range: • Novelty • Maintenance of the assortment • Style
  • 24.
    Diesel Black Gold DieselBlack Gold Line, is not displayed within the Diesel store in Via del Corso, they have it at Via Conodotti . • The assortment of denim in the Black Gold is only 2%. • Most of the collection is Jackets, shirts, and T-shirts. • Black Gold is slightly different and more glamorous • Their prices are around 345 EUR for a pair of jeans.
  • 25.
  • 26.
    APPAREL 18% Jeans 27% Dresses Jumpsuits 4% Jackets 3% Pants and Shorts 5% Shirts Skirts 17% Sweaters 12% T's and Tops 12% 2% Online Store Women Collection
  • 27.
    Price Range Women CATEGORY PRICE EUR JEANS 100-240 DRESSES 100-250 JUMPSUITS 130-240 JACKETS 160-600 PANTS/SHORT 85-210 SHIRTS 100-150 SKIRTS 100-350 SWEATERS 120-160 T-SHIRTS/TOPS 35-150
  • 28.
    Price Range WomenGraph 700 600 500 400 300 PRICE LOW 200 PRICE HIGH 100 0
  • 29.
    22% APPAREL 38% Jeans Jackets Pants&Shorts 10% Shirts Sweatshirts/Sweaters Tunks & Tops&Polos 4% 9% 17% Online Store Men Collection
  • 30.
    Price Range Men CATEGORY PRICE EUR JACKET 170-870 JEANS 110-270 PANTS 110-210 T-SHIRTS/TOPS 35-70 SHIRTS 70-180 SWEATERS 85-170 SHORTS 90-140 POLO 80-140
  • 31.
    Price Range MenGraph 1000 900 800 700 600 500 400 300 PRICE LOW 200 PRICE HIGH 100 0
  • 32.
    “We can describeit as a love affair between refined quality and rock & roll, translated into a contemporary collection.” “Diesel Black Gold products have an authentic vintage feel and a sophisticated look.”
  • 33.
    Women Garments 15% jeans 20% dresses and jumpsuits jackets pants 8% shirts 26% 2% sweaters 1% skirts 3% 11% knitwear 14% Ts and Tops
  • 34.
    Price Range Women CATEGORY PRICE EUR JEANS 220-360 DRESSES/JUMPSUITS 90-2500 JACKET 350-1400 PANTS 170-1420 SHIRTS 210-220 SWEATERS 210 SKIRTS 180-500 T-SHIRTS/TOPS 70-595 KNITWEAR 170-390
  • 35.
    Price Line Women 3000 2.500 € 2500 2000 1500 1.400 € 1,420 € 1000 690 € 595 € 500 € 500 360 € 350 € 220 € 210 € 180 € 180 € 220 € 170 € 90 € 70 € 0 210 € 210 €
  • 36.
    Price Range Men CATEGORY PRICE EUR JEANS 190-600 JACKETS 210-1060 PANTS 150-300 SHIRTS 140-250 SWEATERS 130-160 KNITWEAR 160-320 T-SHIRTS/TOPS 60-160
  • 37.
    Men Garments 13% 28% jeans jackets 23% pants shirts sweaters 12% knitwear 7% T's and tops 2% 15%
  • 38.
    General Price Line 1200 1.060 € 1000 800 600 € 600 400 320 € 300 € 250 € 210 € 190 € 200 160 € 160 € 160 € 140 € 150 € 130 € 60 € 0 jeans jackets pants shirts sweaters knitwear T's and tops
  • 39.
  • 40.
    Turnover in Million €857 (2010) €1.121 (2010) $311 (2010) EBITDA €139 (16.2%) €285 (25.4%) $40 Mono-Brand Stores 251 125 Directly Operated Stores 682 90 under «VF corporation» Turnover in Million €240 €272 $1.849 (jeans ) EBITDA 48 (16.2%) $319 Mono-Brand Stores 220 200 (VF corporation) Directly Operated Stores 450
  • 41.
    Turnover in Million $2.128 (2010) €1.328 (2010) EBITDA $364 (17.1%) €163 (12.3%) Mono-Brand Stores 300 Directly Operated Stores 682 Market shares in USA and EU (denim) 1.22% Denim market • 31 billion Euro 4% 3% • 839 million pairs of denim 1% DIESEL Guess 0,01% for all 7 mankind Replay 7% Pull and bear True religion
  • 42.
    Women Average Men Average Price Price 15.99 39.99 27 19.99 49.99 29 213 427 269 183 549 340 155 400 229 150 200 226 11 37 24 14.6 32 23 99 169 132 119 199 157 175 365 265 255 345 289 100 240 160 100 280 173 89 199 142 99 159 129
  • 43.
    OVERALL MOOD OFTHE COLLECTION • Urban Mood • Young • Fun • Vintage inspiration Fabric • Polyester • Cotton/elastane • Denim • Linen • Polyurethane • Leather Colors neutral colors • faded & neon colors • classic & tredy patterns • stamped shirts / logo stamps • Texture • worn effects • washed effects • burnt effects • vintage effects • faded effects • rough textures
  • 44.
    OVERALL MOOD OFTHE COLLECTION Mood • Sexy • Classical & Elegant • Vintage inspired • Curve defining • Demure & Feminine & Wild • Sleek & Sharp & Casual • Sporty Sparkling embroidery ss• Fabric Leather ss• Lace ss• Elastin ss• Charmeuse ss• Denim/Cotton/Linen ss• Colors Neutral colorsss• Fluo/Pink/Cioletss• Military/green/blackss• White/orchidss• Animal prints ss• Florals prints ss•
  • 45.
    OVERALL MOOD OFTHE COLLECTION MOOD • American dream • Young, sexy and adventurous lifestyle • Casual chicness • Sexy bombshell and bad boy • Trendy and fresh balanced look • Sexy and business COLORS • 'dirt brown‘/ gray • navy /dark green • black is dominate • beige • red • unisex DENIM fabric FABRIC • 'chameleonic' fabric, • monochrome and printed denim • trendy graphic print
  • 46.
    OVERALL MOOD OFTHE COLLECTION • Youthful Mood • Fun • Stylish • Sexy & Sophisticated Fabric • Polyester & Spandex • Cotton • Denim • Linen & Silk Colors pastel & neutral colorssss• bright colorssss • floral prints and patternssss • trendy patternssss • Texture • Roasted effect • Worn out effects • Used look & Rough texture • Arabian space wash
  • 47.
    OVERALL MOOD OFTHE COLLECTION Mood • Urban • Young • Sexy Fabric • Polyester & Elastin • Linen • Denim • Lether • Polyurethane Colors neutral colorssss• light colorssss• bright colors sss• stripes patterns sss• Texture • Burn effect • Worn effects • Faded & effect • Vintage effect
  • 48.
    OVERALL MOOD OFTHE COLLECTION MOOD • Casual Basic • Street spirit • Parties • Family • School & Sport FABRIC • cotton • polyester • viscose • spandex COLORS • vibrant colors • contrasting patterns stripes • pink shades • Contrasting and geometric designs Wash • Dark wash • Medium wash • Tints of grey
  • 49.
    OVERALL MOOD OFTHE COLLECTION • Young Mood • Seductive • American cult Fabric • Cotton & Denim • Leather • Elastane • Linen • Polyurethane Colors More of cool colourssss• Pastel colourssss • Checkssss • Red & White & Bluesss • Texture • Burnt & Faded effect • Worn effect • Vintage effect • Rough textures
  • 50.
    17-26 18-30 • Boys and girls • Young adults (depending on their parents) • Urban style • Follow fashion • Money is not much of a • Urban style concern • Budget conscious REPLAY GLORIA PULL& T G JEANS BEAR M R K E T A E R T 20-35 25-45 • Street fashion • Urban style • Fast trend adopters • Rock style • Trendsetters • Money is not much of a concern • People with an ample disposable income TRUE RELIGION DIESEL 7 FOR ALL D&G MANKIND
  • 51.
    FASHIONABLE LOW PRICE HIGH PRICE CLASSIC
  • 52.
  • 53.
  • 55.
    New Men Collection2014 Men Collection 2012 Jeans 16% Jackets Pants&Shorts 28% Shirts Sweatshirts/Sweaters 18% Tunks & Tops&Polos 17% 29% Jeans 14% Jackets 13% 11% Pants&Shorts 21% Shirts Sweatshirts/Sweaters Tunks & Tops&Polos Difference between 2012 and 12% 2014 collections 10% 11% Jackets -32% 38% Shirts 30% Sweatshirts/S weaters
  • 56.
    New Women Collection2014 Women Collection 2012 20% 26% Jeans 4% Dresses Jumpsuits 7% Jackets Jeans 14% Pants and Shorts 7% Shirts 24% Dresses 11% 28% 10% Skirts 1% Jumpsuits Sweaters T's and Tops Jackets Pants and Shorts 3% Difference between 2012 and Shirts 3% 2014 collections Skirts 6% Sweaters Jeans 15% T's and Tops -37% -28% 10% 2% Dresses 9% 22% Skirts -13%
  • 57.
    Collection 2014 Men’s collection 2014 Women’s collection 2014 47% Ongoing Fashionable 53% 50% Ongoing 50% Fashionable
  • 58.
  • 59.
    SS/14 DIESEL MENCOLLECTION
  • 60.
  • 61.
  • 62.
    Women Jeans Trends: • Harem pants and other type of summer bottoms. • Jean shorts are prefered to jeans. • Light materials (silk, linen etc..) are prefered to denim. • Shiny denim fabrics. • High wasted jeans. • Clean rather than treated jeans. Facts: • Boyfriend, Jeggings and Joggjeans: the ones with the most best selling items. • Skinny and Superskinny: worst sellers. • Straight: There are not so many bestsellers. A lot of iconic items. • Flare: They perform good enough • Bootcut: They are not performing well.
  • 63.
    Line Plan • Cut down the collection by 15% for S/S 2014. From 84 to 71. • Skinny and Superskinny: Merge the two categories in one. Bootcut Boyfriend 7% 9% Flare Bootcut 9% 12% 15% Boyfriend 13% Jegging Joggjeans 19% 12% Flare 22% 9% Regular staright Jegging 13% Skinny/Super 12% Joggjeans 10% Skinny 10% 8% Banana 7% 13% Regular Wide Straight
  • 64.
    •Increase the percentageof fashionable jeans. 33% 25% Fashionable Fashionable Ongoing Ongoing 75% 67% Ongoing items
  • 65.
    • Increase highwasted jeans 4% 15% high waist 33% high waist low waist 63% low waist regular waist 56% 28% regular waist • Increase number of clean treated jeans clean 19% 30% 40% clean 49% medium medium treated treated 32% treated treated 30%
  • 66.
  • 67.
  • 68.
    Introduce Cropped style jeanswithin some already existing categories.
  • 69.
    Colors dark grey light JEANS women 0% white yellow 1% light grey black 4% 7% 4% beige military pink red green 0% 1% medium blue 0% 0% 15% green 1% light blue 20% 2012 color palette and brown proportions 0% dark bue 47% 2014 proportional color card
  • 70.
    Fabrics/Washes • New technologically developed fabrics. • Eco friendly compositions
  • 71.
    Details pre war pockets neon rust details stitch repair
  • 72.
    Men Jeans Trends: • Men Jeans are going to be a trend also for 2014. Baggy style is coming back, skinny trend fades. • Lighter textures of denim mixed with other material. • Shiny denim fabrics. • Clean rather than treated denim. Facts • Straight: Best sellers. Iconic Diesel jeans category. • Carrot: Best sellers. Trendy jeans category. • Joggjeans: Perform very well. • Bootcut: Perform good enough. • Regular: They do not perform well. Iconic Diesel jeans category. • Tappered: They do not perform well. Trendy category. • Skinny Jeans: They perform poorly. A very big category.
  • 73.
    Line Plan •Keep thesame amount of the collection, 111 items •Reduce the number of tappered, bootcut, skinny and regular categories. •Add 4 new categories: baggie, banana ,cropped and overall jeans. Merchandise compiosition 2% bootcut 4% 8% 4% straight 7% tappered 10% bootcut carrot 21% 24% straight joggjeans 21% tappered 15% skinny carrot regular joggjeans 5% baggie 19% 9% skinny banana 11% 14% regular 14% cropped 9% 4% overalls
  • 74.
    Men Jeans SS2013 MenJeans SS2012 42% Fashionable 46% Fashionable 54% 58% Ongoing Ongoing Ongoing items
  • 75.
    • Increase numberof clean treated jeans 19% 30% 40% clean clean 49% medium treated medium treated treated treated 32% 30%
  • 76.
  • 77.
  • 78.
  • 79.
  • 80.
    Color The best colour in sales military light medium green yellow blue light grey 0% pink red 7% 8% 0% 0% 0% dark grey 9% black green white 2% 0% 13% beige 2012 color palette and brown 0% 0% proportions dark bue 20% light blue 41% 2014 Colors are lighter in jeans not much dark blue jeans.
  • 81.
    Washes/Fabric New technologically developedfabrics. Eco friendly compositions They call this type of fabric pre-war, which have a dust coat giving it a vintage used look and the pockets as you can see in the picture are very much pre-war.
  • 82.
    Patch repair style. Details Oxidized fabric, zippers, bottoms.
  • 83.
    Introducing Treatments &Technology Deflexation: made of polymerized silicone sheets that provide comfortable impact protection for flexible breathable durable and washable denim jeans. Codura Denim fabric is a blend of cotton and in vista nylon fiber 6.6 providing abrasion resistance and is durable but soft. Dyneema Fiber: made of ultra high molecular weight polyethylene and used in denim linings, light but highly impact resistant. Turbo Tech: launched by ISKO a new denim technology that allows the wearer to customize and accelerate the evolution of jeans from raw to vintage through various cleaning and wearing regimens. Botanic Denim: The simple addition of TENCEL to conventional authentic cotton jeans can improve the environment significantly.
  • 84.
    Pants and Shorts • Jeans sales have decreased and during Spring summer season they decrease even more due to weather and lifestyle during summer, as an alternative the pants category has to be sufficient, evident and trendy to alternate and compensate for the drop in jeans sales. • Menswear Pants show 11 best sellers out of 21 items due to missing sizes analysis ,Shorts showed 4 best sellers out of 11 items.( Best Sellers are keepers , higher demand on Pants rather than shorts). • Womenswear Pants showed 7 Best sellers out of 23 items ,shorts shows 5 best sellers out of 10 items which proves high demand on Shorts for SS12 collection. • The same quantity will be kept as is but the percentage within will differ in SS14 within the quantity of trendy items in ratio with ongoing items Introducing new styles to match the Diesel attitude and clientele.
  • 85.
    Men Pants SS12 Shorts SS14 shorts mix 29% 15% gabar canvas dine 37% 17% waxed pants 18% canva 71% s deni gabardin m 50% e 33% 26% denim 4% Pants Shorts gabar dine 17% mix 14% canvas gabard 34% ine canva 24% deni s m 50% denim 33% 28%
  • 86.
    Best Sellers SS12Men Pants PECTRON Pant H-LAP Short H-LAP LARKSHORT PITO CHI TIGHT TY-LAB TY-Tool PESTOR KROSHORT PANGUARY
  • 87.
    Line Plan fashionable ongoing ONGOING 44% TRENDY 48% 56% 52%
  • 88.
    Compositions : Fabrics 100%Cotton 55% Linen, 45% Cotton Denim Canvas Gabardine
  • 89.
    Introduce New Styles : • Cropped • straight leg • Up sized • Loose Finishes &Textures : • High waist Key looks : • Well laundered, fluid and draped • Belted • relaxed • Authentic herringbone construction • androgynous • Vintage and time worn • Vintage • Shredded updates • Chambray Materials : • Patches • Mimic aged leather • Oil duck canvas • Waxed • Cracked resin texture • Gabardine , Fresco tropical
  • 90.
    Color Color Palette 2012 Color Palette 2014 6% 8% 11% 11% 10% 13% 8% 6% 10% 4% 13%
  • 91.
    Women's Pants Women Pants SS12 women's shorts SS14 satin shorts 13% denim 37% 25% pants 63% twill 31% canvas 31% Women's Pants SS12 Women's Short Women's Pants SS14 mimic fleece leather twill denim fleece 17% 8% gabardin 31% 31% 8% e 16% canvas gabardin 67% e denim canvas 15% canvas 0% 38% 54% waxed 15%
  • 92.
    Best Sellers SS12Women Pants IODINE -PS FAITHLEG P-TRACK P-JASPER P_ROMYTE PEGGY D_AROL P-PATERINE
  • 93.
    Line Plan fashionable ongoing ONGOING 44% TRENDY 50% 50% 56%
  • 94.
    Finishes & textures: Introduce • Worn effects • Patch work Key looks : • Drapes • relaxed • Shredded • androgynous distressed • Vintage updates • Pleats • Chambray • Printed (Tie dyed) New Styles : Materials : • Cropped • Up sized • loose • High waist Flairs • Botten • Bow detailed belts
  • 95.
    Composition : Materials 100% Cotton 60% Cotton, 40% Linen 76% Cotton, 22% Polyester, 2% Elastin Denim Canvas Gabardine
  • 96.
    Color Palette 2014 Color Color Palette 2012 light yellow 4% orange popsicle blue 2% dark blue 2% 2% beige red 10% 8% blue jeans white 12% 12% light grey military green 10% 20% black 14% brown 2%
  • 97.
  • 98.
    Women Jackets Trends: • Accordingto the forecast 2014 denim and leather jackets will be in trend, introducing new types of washes and silhouettes. Facts: • This is not the main category of goods for Diesel. • Coats and jackets represent only 12% of the total assortment line, 36 % of which are denim jackets. • Denim material outwear items have increased in sales within the extreme sport lifestyles due to new denim technologies.
  • 99.
    Line Plan SS 2012 SS 2014 Inwear Outwear mix Waistcoats leather 14% Inwear leather 11% jackets jackets 7% 7% Outwear mix 14% Outwear Outwear lather jackets lather jackets Denim 22% 14% jackets 43% Inwear Denim jackets Inwear mix mix 43% 11% 14%
  • 100.
    Increase fashionable itemsby 13%. 30% Fashionable 17% Fashionable 83% 70% Ongoing Ongoing Ongoing items
  • 101.
    Introduce • Parka - Pure cotton denim with highly abrasive details and washes 10-13 of fabrics.
  • 102.
    Introduce • Patched items bleached denim colors. . • Sleeves are set forward and cropped to below the elbow. • New group of waistcoats • A trapeze silhouette cropped jacket with A-line • A rounded shoulder line cuffed kimono sleeves
  • 103.
    Color Colour Palette SS14 Colour Palette SS12 red/orange beige 5% yellow 8% 3% white 15% light grey dark denim 10% blue green 10% 3% light blue 12% Military Green 12% black 22%
  • 104.
    Washes/Fabric • Cloth • Fleece • Denim • Goat leather • Sheep skin • Lamb leather • Paper effect • Clean surface/light reflection • Canvas Look • Textured weaves
  • 105.
    Men Jackets andShirts Trends: • Mix of summer colors and Earth colors return of floral Prints • Key words for SS14 outerwear: Futuristic, minimalism, Twisted, Reconstructed, Mysterious, Austere and Weathered. • Major trends in jackets are Parka and bomber Jackets and Knitted Polo Shirts, printed , Pajama shirts Facts: • More Focus on Jackets and Shirts and less on Sweatshirts and Sweaters as according to the sales trend of Sweatshirts and Sweaters are decreasing for SS Collections. • According to Bestseller analysis jackets had 15%, Shirts had 12%, Sweaters and Sweatshirts had 8% best sellers. .
  • 106.
    Line Plan Ongoing; 20% Ongoing Ongoing 20% Ongoing Fashionable Fashionable Fashion able, 80% Fashionabl Ongoing Sku’s e, 80% The current collection has 46 styles of jackets and has wide and shallow assortment, we plan to increase the number of styles and have wide and deep assortment, as we plan to introduce new colors and new styles.
  • 107.
    Introduce 1. The summer coats 2. Voluminous parkas New Plan 3. Double breasted 4. Deconstructed blazers 16% Summer Coats 23% Parkas 5. Cotton bomber jackets Double brested 11% 6. Demure classic raincoats Blazers 7. Brightly coloured military style jackets 16% Bomber Jackets 11% Raincoats 11% 12% Military jackets • Teemed with luxurious satin, technical fabrics and Cotton of- course. The silhouettes different too, from puffy to minimalist.
  • 108.
  • 109.
    Colors Colour Palette SS12 0% 0% 0% 0% 12% 12% 0% 12% 7% 49% 7% 0% 0% 0% 0% Colour Palette SS14 0% The color palette will be typically summery, consisting of orange, yellow, purple and turquoise. Brown, mixed with neutrals represents the, natural colours, like sage green sand and beige will be used.
  • 110.
    Introduce New Plan 13% Stand-Collar 23% Half Placket City short sleeve 17% Baseball 10% Pyjama 10% Cropped 14% 13% Knitted Polo Key Styles Stand-collar shirt- Half-placket shirt City short-sleeve shirt Baseball shirt Pyjama shirt Cropped shirt Knitted Polo Shirts
  • 111.
    Colors 2012 Color Palette 0% 0% 0% 0% 20% 3% 9% 17% 6% 6% 0% 0% 34% 6% 0% 0% 2014 Color Palette • Purple, orange and turquoise blue, like the sea, freshen up the fashion in the summer heat. Yellow, like the sun, is the main primary colour
  • 112.
    Prints • Summer calls for prints, they’re bright and fun. For the season, stripes have been re-polished:. The floral print trend, the foulard print, but with a twist of patchwork, paper or postcard prints works.
  • 113.
    Line Plan Fashionable; 23% Ongoing Fashionable Ongoing Fashionable; Fashionable 40% Ongoing; Ongoing; 77% 60% On Going Style's As we want to concentrate more on jackets we will reduce the quantity of styles of Sweatshirts and Sweaters and would also like to change the fashionable and ongoing assortment of this category.
  • 114.
    Key Details Introduce • Retro-inspired boxy proportions • Neckline- Focused Updates 18% High V vest 22% Shrink-Fit Sweatshirt • Easy-fit soft draping Deep V-neck cardigan 14% • Draped construction 14% Cut-off Diy Sweatshirt Drape tee • Engineered Modern 18% 14% Shrunken-V Cardigan Key Styles • High V vest • Shrink-fit sweat • Deep V-neck cardigan • Cut-off DIY sweat • Drape Tee • Shrunken-V Cardigan
  • 115.
    Colors Previous colour palette 0% 0% 0% 20% 0% 0% 35% 0% 4% New Color Palette 7% 9% 0% 0% 17% 9% 0% 0% More of Earthen Colours, shades of greys, blues and whites with flashes of Red and incandescent yellow .
  • 116.
    Men T-Shirts ongoing ongoing 29% 29% trendy trendy 71% 71% 9% 19% Crew neckline Crew neckline 13% V-neckline 50% V-neckline Button closing Button closing 31% 78% New styles : • Styles remain the same by 85% Diesel logo t-shirts • Knitted polo – Johnny collar • Outdoor pursuits • Clean sportswear
  • 117.
    Key Looks: Finishes & Textures Materials • asymmetric cut • Tie dyed • Denim • resorts shirt update • faded • Jersey • asymmetric sleeves • Vintage worn effect • Light-weight knit • V-neck T-shirt • Rusted effect, Stained • Bio psychedlic prints • indigo patches • Patches • Knitted stripes • all over prints • Striped • vintage inspired • the Denim T-shirt • Insert panelling
  • 118.
    Color Palette 2014 Color 28% 22% 4% 6% 1% 12% 6% 13% 2% 4% 2% Color Palette 2012 Fabrics
  • 119.
    Women Dresses andSkirts Facts: • According to the WGSN Denim Report, various textures and details such as dust coating, rust color, vintage trims are upcoming. • Also the color palette defined by WGSN report focuses more on a range of cool, warm, bright and pastel colors for women categories. • As per the best seller analysis, only 30% of the skirts, 10% of shirts, 25% of dresses and 35% of Tops and T-shirts are selling well. • According to the analysis of the line plan, the previous collection offers a very limited range of fashionable items. Thus, increasing the no. of fashionable items by 10%. Trends: • The next big trends: Flared Skirts, Full Length Skirts, Belted, Empire waist and Flared dresses, Collarless and Slash neck Blouses/Tops. • Indigo patterns, floral patterns, neon colors, Tie and dye are the next upcoming range of patterns and prints.
  • 120.
    DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing Items SKIRTS ASSORTMENT SKIRTS ASSORTMENT ANALYSIS SS12 ANALYSIS SS14 ongoing ongoing fashionable 10% fashionable 30% 90% 70% New Styles: Full Length(2), Short length flared skirts(4), High waist skirts (4).
  • 121.
    Details • Dust coated • Rusted colour • Whiskering finish • Vintage trims: • Tinted Look • Worn out/ ragged rivets and buttons look
  • 122.
    Color/Fabrics Color Palette 2014 Color Palette 2012 0% 0% 0% 0% 9% 27% 0% 0% 9% 0% 0% 55% 0% 0% 0% 0% 0% 0%
  • 123.
    DIESEL WOMENSWEAR DIESEL WOMENSWEAR Ongoing DRESSES ASSORTMENT DRESSES ASSORTMENT ANALYSIS SS12 ANALYSIS SS14 ongoing ongoing fashionable ongoing; fashionable 30 ongoing 40% No. of items: 46 No. of items: 46 fashionabl e fashionabl 60% e; 70 New Styles: Belted(6), Flared(6), Empire waist(6).
  • 124.
    Details • Vintage look • Crinkled effect • Dust coat finish • Sequins patterns • Aged leather look
  • 125.
    Color/Fabrics Color Palette 2014 0% Color0% Palette 2012 0% 0% 0% 0% 3% 19% 38% 2% 9% 9% 0% 16% 0% 0% 3% 2%
  • 126.
    DIESEL WOMENSWEAR DIESEL WOMENSWEAR SHIRTS ASSORTMENT SHIRTS ASSORTMENT ANALYSIS SS12 ANALYSIS SS13 ongoing ongoing fashionable fashionable fashionable; fashionable; 40 40 ongoing; 60 No. of items: 18 ongoing; 60 Ongoing • The Previous collection offered a variety of styles in shirts, from collarless, short lengths to loose styles. • The styles remain similar to these ones. Changes made in the colour palette and patterns.
  • 127.
    Color/Fabrics Color Palette 2012 Color Palette 2012 2% 0% 0% 0% 28% 17% 7% 0% 2% 0% 24% 13% 5% 0% 0% 0% 2% 0% Using a mix of warm and cool colors. Including patterns like polka dots, stripes and checks along with solid colours.
  • 128.
    Details • Patchwork • Rustedcolor • Faded or used look
  • 129.
    DIESEL WOMESWEAR DIESEL WOMESWEAR Ongoing TOPS ASSORTMENT TOPS ASSORTMENT ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing fashionable fashionable fashionabl fashionabl e e 30% 40% No. of items: 30 No. of items: 40 ongoing ongoing 60% 70% New Style: Collarless(5) and Slash neck Blouses(5)
  • 130.
    Colors Color Palette 2014 Color Palette 2012 0% 0% 0% 18% 0% 9% 5% 23% 0% 14% 0% 27% 0% 0% % 0% 0% 0% The color palette is almost similar to the previous collection, addition od pastel and bright colors.
  • 131.
  • 132.
    DIESEL WOMENSWEAR DIESEL WOMENSWEAR T-SHIRTS ASSORTMENT T-SHIRTS ASSORTMENT ANALYSIS SS12 ongoing ANALYSIS SS14 ongoing fashionable fashionable ongoing ongoing 40% 40% fashionabl fashionabl e e 60% 60% Ongoing
  • 133.
    Color Color Palette 2014 Color Palette 2012 0% 0% 0% 18% 0% 9% 5% 23% 0% 14% 0% 0% 27% 0% 0% 5% 0% 0% Introducing cool/bright colors to enhance the previous color palette.
  • 134.
    Details • Logo Details •Sequins • Prints
  • 135.
    Numeric Line Plan New Styles Dresses SS14 New styles of Skirts SS14 Belted Full length flared Empire waist high waist Flared; 9 Belted; 9 high waist; 2 Full length; 2 New Styles of Tops SS14 Empire waist; flared; 2 9 Collarless Slash neck Slash neck; Collarless; 6 6
  • 136.