This document provides a forecast for Diesel's Fall/Winter 2023-2024 collection. It examines brand history, customer profiles, and assesses long and short-term trends. The forecast predicts a Protopian-inspired collection featuring surrealist and anonymity trends. Elements include distortion, optical illusions, shadows and glitch prints. Recommended fabrics include various denims, satins and knits. The collection aims to push boundaries while staying true to Diesel's innovative roots.

1. Fall/Winter 2023/2024
FORECASTING FINAL ASSIGNMENT
Sophia O’Kane

2. TABLE OF CONTENTS
1: Cover Page
2: Table of Contents
3: Executive Summary
4-6: Overview of Diesel
7-8: Long Term Research
9-10: Short Term Research
11-12: Fashion Trend
Forecasting
13-14: Theme and Forecast
Story
15: Color and Print Story
16: Textiles Story
17-19: The Look
20-21: Trend Analytics
22: Recommendation
23: References

3. EXECUTIVE SUMMARY
This forecast explores ideas for a Fall/Winter 2023-2024
collection for the brand Diesel. Brand history and the customer
profile are examined to determine the aesthetic of the brand. Long
term and short term trends are researched to understand how these
outside forces will impact the brand. Predicted fashion trends
from both WGSN and TOBETDG are also included from the
Spring/Summer 2024 season to push Diesel ahead of the trends.
This Protopian inspired forecast for Fall/Winter 2023-2024 will
push Diesel ahead of the trends while staying true to their roots.
The forecasted collection will give Diesel the opportunity to
explore new methods of construction and experiment with textiles.
This forecast perfectly captures the futuristic, innovative, and
artistic elements of the brand.

4. BRAND HISTORY
AND IMAGE
Diesel was founded in 1978 in
Italy by Renzo Rosso who
wanted to create a “lifestyle
brand rooted in denim” (About
Diesel, n.d.). Diesel is all
about individuality” and
embraces creativity and
uniqueness in their designs
while pushing for innovation
(The history of Diesel- the
rebel brand, n.d.). Today,
Diesel is a “global leader in
denim treatments, washes,
fabric innovation, and fit”
(About Diesel, n.d.).

5. CUSTOMER PROFILE
After Diesel’s pivot a few years
ago, the brand’s customer base was
back to being young, fashionable
adults. Diesel’s “rebrand” targets
younger men and women, around their
twenties or thirties, who are
willing to pay a higher price for
collectable fashion pieces (Vogue).
Diesel customers are likely early
adopters of fashion trends. They
are part of the “Hypebeast”
generation, and live in larger
cities (Vogue).

6. BRAND ASSORTMENT AND AESTHETIC
DIESEL
Men’s Womens
Furniture,
Lighting,
Kitchen,
Ceramics,
Flooring,
Wallpaper
Jeans, Apparel,
Shoes,
Accessories
Tops, Bottoms,
Sweatshirts
Jeans, Apparel,
Shoes,
Accessories,
Watches
Kids Living
Diesel carries an assortment of products
including apparel and accessories for men,
women, and kids, along with various home
products. Their pieces can be described as
“long lasting pieces, innovative,
structured, advanced, targeting a young
audience, and artistic” (Discussion Post).

7. Long Term
Research
Accelerated by the Pandemic, online
spaces like the Metaverse are growing.
Having an online presence became the
new normal, and now brands must take
advantage of this opportunity to “tap
into this arena” and build a sense of
community with consumers (Carrera,
2022). Diesel has established “D:Verse,
a platform dedicated to Diesel and NFT
enthusiasts” (Carrera, 2022). The
platform allows consumers to purchase
NFTs and physical goods and interact
with each other on Discord channels
(Carrera, 2022). Taking a proactive
approach and jumping into this new
world will help Diesel in the long run
by establishing a strong connection
with this type of consumer.
TECHNOLOGY

8. ENVIRONMENT
Sustainability is an important topic,
especially with the younger generations.
Consumers are putting more and more
pressure on brands to make changes and
focus on incorporating sustainable
practices. As Gen Z ages and gains more
buying power, they will become “the most
disruptive generation ever” and will
expect brands to make serious changes
over the next decade (Petro, 2022).
Diesel is taking steps towards
circularity in the fashion industry by
teaming up with Tunisian suppliers and
UNIDO on a cotton recycling project. The
project will be developed this year and
into 2023 and hopes to become a reference
for circularity in the fashion industry
(Shoaib, 2022).
Brick and mortar stores are no longer the
only way consumers shop. E-commerce is
common especially among younger
generations, so it is important for
brands to have a strong omnichannel
strategy. After realizing the average
consumer was over forty years old, Diesel
decided to rebrand and target the younger
generation (Binkley, 2019). As part of
their strategy to streamline and
reposition the brand, Diesel decided to
“take back full control of its web
operations” (Carrera, 2020).
INDUSTRY

9. Short Term
Research
Diesel’s recent Spring 2023 show
represents how the brand is paving
history in the fashion industry and is at
the forefront of change. The fashion
industry has always thrived on
exclusivity, but now the democratization
of fashion is emerging. Technological
advances like in fast fashion and social
media have made fashion accessible to the
masses. The Spring 2023 show was opened
to the public where “about 3,000 people
had bagged their free tickets online,
while a further 1,600 were reserved for
students” (Leitch, 2022). Guests also
received a “free ‘commemorative’ NFT”,
which shows how Diesel is a leader in
Web3 fashion (Leitch, 2022).
MEDIA SCAN-
SOCIAL CHANGES

10. INTERVIEW- CULTURAL CHANGES
You were talking about past communication which
used to be very daring and you said you’d like to
bring this vibe back. How?
GLENN MARTENS: Obviously it’s a very different
situation from the 90s, for the sole reason that
we now have social media and even if we are not
talking to every single person, we can reach a
global audience. This makes everything much more
powerful, yet also sensitive. For example, we
launched the capsule for Pride Month with very
simple and intimate pictures of the LGBTQIA+
community in Berlin. Posting and communicating
that on our platforms was like screaming out loud
as it reached countries where being queer is not
legal. The same happened with Ella Snyder, the
first new face of Diesel and a transgender woman,
when the campaign hit countries where being
transgender is not allowed.
What happened to the controversial logo with the
Mohican head?
GLENN MARTENS: The very first thing I did when I
arrived was to cancel it. It was basically after
one week. To be honest, it’s not a Mohican but a
punk. Renzo Rosso wanted to be the outsider, the
alternative to luxury, and the punk culture from
London very much reflected this idea. But then
it was wrongly linked to the Mohicans. I could
have done two things: reclaimed the original
punk reference or cut it. I didn’t want to start
this battle as the quick society we are living
in could have taken it wrong. Of course, I
wanted to keep it because it’s a strong logo,
but we have so many other beautiful stories to
tell.
Glenn Martens, creative director of Diesel,
recognizes the importance of understanding the
viewpoint of society. Gen Z especially, prefers
to shop from brands who share similar values
about inclusivity and diversity (Cantaro, 2022).

11. Surrealism combines ideas in an
unusual way similar to a dream. The
Surrealist trend challenges the
traditional pair of jeans and
pushes the idea of redefining how
denim is used and looks. The goal
of the Surrealism trend is to
create optical illusions and
distorted looks through various
methods. Digital prints, appliques,
and exploring new construction
methods will all be utilized to
create surrealist effects.
S/S 24 SURREALIST (WGSN)

12. S/S 24 ANONYMITY
(TOBETDG)
Stemming from the idea of privacy
becoming a form a luxury, the trend of
Anonymity will emerge. Tech fatigue,
overstimulation from social media, and
surveillance suspicion will lead
consumers to crave privacy and
untraceability. This idea will drive
fashion that disguises familiar forms,
creates fluid visuals, and obscures the
human body. Shadows, imprints, glitch
effects, CCTV references, scans, and
negatives will all be popular types of
prints explored in this trend.

13. PROTOPIA A/W 23/24
A rise in surrealist fashion in
combination with the desire for anonymity
will create a protopian inspired fashion
movement. Consumers currently face tech
fatigue, overstimulation, and privacy
concerns. This will lead them to search
for positive outlets and an overall
better condition of life. Consumers will
turn towards fashion to fulfill this
need. Surrealist fashion is one way that
the protopian idea can be experienced.
Protopian fashion will include distortion
and optical illusions, and various prints
that include shadows, imprints,
negatives, and glitch effects. Futuristic
elements will also play a major role in
silhouette, shapes, colors, and prints
used.

15. COLOR AND
PRINT STORY
The color story carries on
Diesel’s classic denim
theme through various
shades of blue. These
shades are updated to
reflect color trends
prediction for the season.
The classic Diesel red is
also included. The colors
are meant to relate to the
protopian theme and create
a futuristic vibe. The
patterns will also support
the theme and include
surreal elements.
Fashion Fashion
Core Core
Fashion
Accent
Surrealism Diesel Red
Fuchsia
Sunset Anonymity Distortion Shadow
Hand Imprints Extreme Distressing

16. Medium/Heavy Weight Denim Stretch Denim Satin Faux Leather Stretch Knit Power Stretch Mesh
8.04 oz/yd 5.9 oz/yd 6.02 oz/yd 1.86 oz/d
100% Cotton 57% Cotton, 0%
Polyester, 3% Spandex
90% Polyester, 10%
Lycra Spandex
90% Nylon, 10% Lycra
Spandex
Dress, Coats,
jackets,skirts, pants
Pants, shorts,
skirts, jackets
Jackets, pants,
costumes, skirts
Special occasion,
lingerie, lining
Versatile, durable,
low maintenance
Stretchy, versatile,
lighter weight, has
satin sheen
Smooth, stretchy,
comfortable
Versatile, stretchy,
breathable
FABRIC STORY

17. I N N O V A T I V E
C R E A T I V E
F U T U R I S T I C
D I S T O R T E D
S U R R E A L
The Look

18. Denim Jacket
Wide Leg Tie Trousers
Hooded Long Sleeve

19. Asymmetric
Dress
One Shoulder
Tank
Denim Wrap
Micro Skirt

20. TREND ANALYTICS
Surrealism
● Steady growth of interest over the
last six months
● Top related searches were about art
Diesel is not just a clothing brand.
Diesel is all about innovation and
artistry. The art trend of surrealism is
perfect for the brand to incorporate.
Distortion
● Relatively steady interest in topic
Distortion goes hand in hand with the
surrealism movement. Distortion in design
will allow for creativity to flow with
the experimentation of shadows, shapes,
and textiles. Diesel also already
incorporates distortion by varying size
and scale in their marketing campaigns,
so distortion in their designs will
strengthen the brand image.

21. Denim
● High and steady interest over time
● Most related topics searched are
fashion related
Denim has been a staple fabric in many
wardrobes, and it is not going out of
style anytime soon. Denim is a classic
fabric choice for Diesel, so denim and
Diesel are here to stay.
Protopia
● Interest has grown over the last two
to three months
With a recent spark in interest, now is
the right time to build on this protopian
trend. Diesel has the opportunity to set
the standard for protopian fashion.
Diesel already has a futuristic look to
the brand, so this trend is perfect for
Diesel to take on.

22. RECOMMENDATION
This Protopian inspired collection is the right direction for Diesel. This
collection fits Diesel’s brand aesthetic because it is innovative, advanced,
and artistic. The brand is always looking to experiment with textiles,
construction, and silhouettes, so the Surrealist and Anonymity trends are
ideal for Diesel to incorporate into a collection. Diesel also strives to be
ahead of the game and pushes for new innovations. So, staying ahead of the
trends is a must. Incorporating the Surrealist and Anonymity trends early
will ensure Diesel stands out. The color story includes colors that are the
core of the brand, and also brings in colors that will be very popular in the
coming seasons. The fabric story ensures Diesel stays true to its roots with
a focus on denim, while also bringing in some new fabrics for the brand to
experiment with. Overall, this prediction will continue to push Diesel into
the spotlight and make the brand stand out.

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