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Market research: the Diesel Jean

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  1. Introduction
  2. Environmental and market analysis
    1. Environment
    2. Structure and evolution of the market
    3. Customers and distributors
  3. Analysis of the competition
    1. Inter-segmental competition
    2. Inter-product competition
  4. Internal analysis of the company
    1. Economic performances of the company
    2. Production
    3. Communication policy and brand image
    4. Target
    5. Price policy
    6. Critical analysis of the marketing-mix
  5. SWOT Analysis
  6. Conclusion

Jeans are timeless clothing. Today, this product is worn by all generations. At a time when models and brands have expanded considerably, Levi's is being seen as strong competition in the market, and Diesel has become a must-have brand that stands out for its originality and creativity, daring colors and provocation, and offering of high quality jeans, which are very popular. Founded in 1978 by Renzo Rosso, the 'Diesel company proposed a completely innovative concept: the original jeans, obtained through washes and sophisticated treatment, mixing influences, and breaking conventions.

Beyond the creation of jeans, Diesel is also a state of mind. It indicates being open to novelty, being honest to oneself, and the quest for a better life. Indeed, the brand not only aims to create pants, but also offer a lifestyle. The logo illustrates Diesel's identity and brand philosophy. It portrays a Mohican head with the slogan "Only the Brave", which reflects a rebellious spirit and the willingness to stand out.

The brand is known for its creative jeans, faded with pumice. Today it is the second largest brand on the jeans market globally behind Levi's, though the range of jeans with washes and other custom treatments are found in the offerings of most manufacturers of jeans. Formerly considered work-wear and every day clothing, the garment has made a place for itself on the market of luxury and high fashion, thanks to the positioning of companies like Diesel that launched their premium ranges at very high prices.

Renzo Rosso says: "This position is a challenge. We are trying to invent a new ready-to-wear range; a luxury that is very cool, and may deceive the young man who is casual follower of our brand". We can ask ourselves how the high positioning of diesel in a market as large and competitive as that of jeans, can be successful.

New trends in consumption of ready-to-wear can establish a profile of "typical consumer" characterized by: canons of beauty or filamentary
lean; search for specific cuts, which emphasize the body; looking for originality, rarity, to stand out; willingness to stay young; well-being, feels good in her clothes in all situations.

Jeans embodies these trends through its ambivalence: both practical and fashionable, cool and chic, grunge and luxury. The variety of models can satisfy all consumers.

Diesel, one of the most popular brands of the moment, has been present for several years now on the jeans market and it is difficult today to find another label that could surpass.

Its products have a sleek and tidy appearance and a rather luxurious and are developed with great skill, and originality, but are much less affordable than Levi's jeans (the company was a monopoly on the market jeans for several years and remains leader of the vast market of jeans).

However, there are many potential competitors. The pioneering brands Lee, Wrangler or Levi's are still popular with young people.

However the age range 15-34 years represents a big market these days, many brands do not target only young people but in general the young and trendy consumers.

The jeans became an essential part of contemporary wardrobe. In this booming market, competition is particularly important because it offers products meeting the same expectations of consumers in search of artificially worn jeans, holes, customized, creative and original.

So as not to lose their favor, some do not hesitate to launch high-end lines that correspond to the market: with its collection target X-line 17-25 years, Lee offers a wider range of avant-garde, with forms slender and sexy girls like the brand Miss Sixty.

Tags: Diesel ? origin and history of the company; denim market; competition for Diesel; marketing strategy of Diesel

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