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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

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Deanna Dewitt Caitlin Zimbrick Lauren Stewart

Diesel you buy the brand not the jean
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
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
    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
    Its in the brand…

    • http://www.diesel.com/#/home/

    Diesel s marketing mix

    Diesel’s Marketing Mix

    product price place promotion

    Marketing mix

    Marketing mix


    Several different apparel lines:

    ~DieselStylelab (upscale)

    ~55-DSL (sportswear)


    License name for:

    ~Accessories including eyewear




    STAPLE PRODUCT: Diesel is best known as one of Europe’s top manufacturers of designer jeans

    Marketing mix1
    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
    Location near you…

    Portland Store:

    The Cellar Building

    Phone: 503-241-1355

    30 NW 12th Street

    Portland, OR 97209

    Marketing mix2
    Marketing Mix

    • Promotion

      ~Promote products mainly online www.diesel.com

      and in high-end magazines such as:



      Current Campaign: Global Warming Ready

      They are known for their socially and politically

      racy ad campaigns



    • 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.



    Strengths Weaknesses Opportunities Threats

    Strengths diesel website
    StrengthsDiesel Website

    • One of the 1st 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


    • 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
    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
    OpportunitiesDiesel 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
    Opportunitiesother ventures…

    • The pelican Hotel-A fifties’ Art Deco hotel in South beach.

    • The Diesel Farm-production center for wine and olive oil.

      Brand awareness


    • 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


    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].


    The Environment (2007, February, 22). Green sums [Electronic version]. The Economist