1.Has Diesel remained true to its original identity despite its growth? If yes how did it do? If no what has changed?

The Diesel brand was born more than 25 years ago and is today an innovative international company.
Diesel experienced a substantial growth since 1985, when Renzo Rosso based his decision concerning up market on gut feeling.
Therefore he succeeded making Diesel a major fashion brand.
But did Diesel keep its original identity?
In order to check if Diesel remained true despite its growth we will take in consideration all the aspects of the mix marketing.

Product
Renzo Rosso followed his instinct and did not believe on market research only. He focused on a segment of prospect in high casual wear even if it was unsure. The Diesel brand became very successful thanks to his approach.
Originality and creativity are two main values which qualify the brand identity.
In this way, Diesel has always done durable and high quality product.
However, it tends to loose some of its original identity.
Indeed, the brand started to develop its collection to accessories, kids, underwear, fragrances, shades etc. But this range extension conducted to a loss of original identity.
Despite Diesel designers have long time to be inspired and to create collections and keep thier quality level, they were losing creativity. The brand did not look single anymore and started to become classic since everyone looked the same.
To face this significant issue, StyleLab brand was created and enabled Diesel to prevent any commoditization of the brand and to get the original identity they had at the beginning.

Communication
Concerning communication, Diesel continued shocking, confusing, intriguing through all advertising campaigns.
Whatever the collection was, the brand was always communicated the same.
In every advertisement, we recognized these characteristics, originality and creativity which are the Diesel values.

Distribution
Diesel products were distributed