Diesel

Diesel …you buy the brand not the jean
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International Brand
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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

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Licensed products: Diesel shades, shoes, time frames, fragrances and cosmetics, writing tools, and jewelry

History-“ The Haute Couture of Casual ”
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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
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Over 80 Countries Over 5500 points of sale 300 mono-brand stores

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

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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
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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 fashionforward clothing

Its in the brand…
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http://www.diesel.com/#/home/

Diesel’s Marketing Mix

product price place promotion

Marketing mix
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Products
Several different apparel lines: ~DieselStylelab (upscale) ~55-DSL (sportswear) ~Dieselkids License