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Diesel

Caitlin Zimbrick

Lauren Stewart

Deanna Dewitt

 Diesel Kids- babies, kids, teens; bright colors & modern gutsy lines  Diesel - prêt-a-porter
  • Diesel Kids- babies, kids, teens; bright colors & modern gutsy lines

  • Diesel - prêt-a-porter male and female seasonal collection, mainly focused on denim

Diesel …you buy the brand not the jean

  • Licensed products: Diesel shades, shoes,

time frames, fragrances and cosmetics,

  • DieselStyleLab-limited edition pieces

writing tools, and jewelry

  • International Brand

    • 55DSL- sportswear

History-“ The Haute Couture of Casual ”

  • Leader in pioneering new styles, fabrics, manufacturing methods and quality control

  • 1996-Diesel’s first flagship store on New York City’s Lexington Avenue

History- “ The Haute Couture of Casual ”  Leader in pioneering new styles, fabrics, manufacturing
  • 1985-Renzo Rosso complete acquisition of the company

  • 2003-ranked no. 15 among worldwide luxury brands

  • 1995-one of first clothing companies on the internet

  • 1990-inception of the global marketing strategy

  • 1998-”Advertiser of the Year” award

  • 1999-Diesel’s product lines;

  • 1978-creation of Diesel brand name

    • Diesel Kids

    • 55DSL

 Renzo Rosso- Ranked no.5 -most influential people in the retail industry  (200 are company-owned
  • Renzo Rosso- Ranked no.5 -most influential people in the retail industry

    • (200 are company-owned and the others are partnered with local distributors)

  • Headquarters: Molvena, North Eastern Italy

  • Employs 3,400 employees worldwide

  • Throughout all 5 continents

Growth

  • Over 5500 points of sale

  • 300 mono-brand stores

  • Over 80 Countries

 This eccentric man or women is largely unaffected by fashion fads and spends a significant
  • This eccentric man or women is largely unaffected by fashion fads and spends a significant amount of money on quality fashion- forward clothing

  • Independent entrepreneur or innovator who follows their own unique path in life

Target Customer

  • Stylistic men and women: ages of 20-35 years

  • Large, urban cities; U.S. & 80 other countries

  • Annual income: $50,000-$100,000

  • Bridge/ better price zone

Its in the brand…  <a href=http://www.diesel.com/#/home/ " id="pdf-obj-5-4" src="pdf-obj-5-4.jpg">

Its in the brand…

Its in the brand…  <a href=http://www.diesel.com/#/home/ " id="pdf-obj-5-12" src="pdf-obj-5-12.jpg">

Diesel’s Marketing Mix

promotion

product

place

price

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

Marketing mix

~55-DSL (sportswear) ~Dieselkids

~Accessories including eyewear

Several different apparel lines:

  • Products

~DieselStylelab (upscale)

~Perfume/cosmetics

License name for:

~Luggage

~Footwear

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

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

 

The Cellar Building Phone: 503-241-1355 30 NW 12 th Street Portland, OR 97209

Location near you…

Portland Store:

The Cellar Building Phone: 503-241-1355 30 NW 12 Street Portland, OR 97209 Location near you… Portland
Current Campaign: Global Warming Ready  Promotion Marketing Mix ~Promote products mainly online www.diesel.com and in
Current Campaign: Global Warming Ready
Promotion
Marketing Mix
~Promote products mainly online www.diesel.com
and in high-end magazines such as:
Elle
Vogue
www.diesel.com
Current Campaign: Global Warming Ready  Promotion Marketing Mix ~Promote products mainly online www.diesel.com and in

They are known for their socially and politically

racy ad campaigns

Current Campaign: Global Warming Ready  Promotion Marketing Mix ~Promote products mainly online www.diesel.com and in
 Primary competitors for denim  Other Competitors include: Giorgio Armani, Benetton Group, Calvin Klein, Donna
  • Primary competitors for denim

 Primary competitors for denim  Other Competitors include: Giorgio Armani, Benetton Group, Calvin Klein, Donna
  • Other Competitors include:

Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.

Competition

Seven for all Mankind True Religion

Paper Denim & Cloth

Chip and Pepper

Earl Jeans

Strengths Weaknesses Opportunities Threats

Diesel

  • One of the 1 st clothing companies to have major presence on the internet, opening it’s site in 1995.

  • Advanced flash media player and interactive 3-D graphics.

  • Contains information about all diesel product lines with a complete archive of diesel advertisements.

Diesel Website

  • Interactive Diesel experience

Strengths

 Exclusively made in Italy which allows incredible attention to  Prides itself in quality, uniqueness
  • Exclusively made in Italy which allows incredible attention to

  • Prides itself in quality, uniqueness and design

  • 40 different styles and 50 washes every year

Individuality

  • Buttons, embroidery, washes

Strengths

detail and design

 Exclusively made in Italy which allows incredible attention to  Prides itself in quality, uniqueness
  • Exclusive distribution strategy. Shrunk from 10,000 retail outlets to only 5,500-Intentionally!

  • Greater control over merchandise and marketing

Exclusiveness

  • 2001 revenue increased by 40%

  • Exclusivity of brand

Strengths

  • Increased revenue

    • Not “mainstream”

 Exclusive distribution strategy. Shrunk from 10,000 retail outlets to only 5,500-Intentionally!  Greater control over
  • Choose quirky, unusual topics that can be perceived in

  • Advertise clothes very differently than anyone else

Advertisement

  • Create stories around pictures

Strengths

many ways

 Choose quirky, unusual topics that can be perceived in  Advertise clothes very differently than
  • Only a select group can purchase their merchandise

  • Cannot purchase merchandise on the website

    • Diesel jeans sell from $100- $300

Weaknesses

  • Expensive

    • Loss of sales

Global Warming Ready

  • First thing you see on the diesel website is: “Global Warming

  • StopGlobalWarming.org, and a list of the top 10 things you
    Responding to consumer concern and also reach the eco-

  • Global warming report video, a link to can do to help global warming.

Opportunities

friendly market

Ready?”

  • Launch a line of fragrance aimed at the youth market

  • Teaming up with L’Oreal to create a fragrance line

  • Offer customers a wider variety of merchandise

Diesel and L’Oreal

Opportunities

  • Attract possible new customers

  • Increase sales

 Launch a line of fragrance aimed at the youth market  Teaming up with L’Oreal
 The Diesel Farm- production center for wine and olive oil. other ventures…  The pelican
 The Diesel Farm- production center for wine and olive oil. other ventures…  The pelican
  • The Diesel Farm- production center for wine and olive oil.

 The Diesel Farm- production center for wine and olive oil. other ventures…  The pelican
  • other ventures…
    The pelican Hotel-A

Opportunities

fifties’ Art Deco hotel in

South beach.

Brand awareness

  • Energie, G-star, Seven for all Mankind, True Religion, Citizen of Humanity

  • Majority of sales comes from designer jeans. If designer

jeans go out of style diesel could see a very large drop in

  • Changing Trends

Threats

  • Competitors

  • Trade Barriers

sales

 Energie, G-star, Seven for all Mankind, True Religion, Citizen of Humanity  Majority of sales

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.

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

Edmondson, G (2003, January 20). International-European Business: Diesel is Smokin’ [Electronic version]. BusinessWeekOnline

Bibliography

Simpson, G (2007, February 20). Case study: L’Oreal’s software makeover [Electronic version].

Europe News (2007, February, 26). Waiting for a relapse. [Electronic version] The Economist

Internet article based on a print source

Web Sites